We’ve discussed the importance of digital signage and how to create relevant content, but even with the most engaging streamline of messages, your digital signage can falter if not displayed in an effective way. Unfortunately, businesses tend to negate a simple placement strategy during the launch of their new marketing and promotional materials and fail to maximize the full potential and power of digital displays. Placement of the solution is key to the overall effectiveness of the content.
Below are some important things to consider in order to maximize your digital signage strategy:
Before you think about placement, you need to establish clear objectives for your displays. Are you looking to increase foot traffic? Are you promoting a new product or updating staff on a new company policy? Defining what you want to accomplish is the first step in creating your overall strategy.
Literally, ask yourself “What am I trying to accomplish?”
When planning the location of your digital displays, think about where the consumer (or employees – for you internal comm. readers) will be spending most of their time – that’s the optimal placing for your displays. For example, if you are a restaurant and you want to promote your new happy hour hours, you would place your display near the host’s station where the guests would be waiting, or if you’re a doctor’s office, you would place your digital displays in the waiting room area, or in the patient rooms. If you’re in the retail business, you should consider placing them near your most popular product, by the POS area, or even in the windows to draw attention.
High traffic areas increase the likelihood of getting quality (and quantity) display views.
A common mistake I see businesses making is placing their screen either too high or too low. If I’m a customer walking into a store, I am likely to be focused exactly on what I came in there for. Chances are, I’m not going to be looking up or down or squinting to read what’s too far above of me. Having your screen at an average eye level will increase the chance of the customer noticing and engaging with your signage.
Another factor you should be considering is lighting. Adjust the screen brightness is key during setup. Do not always default to the factory resolution settings. Use your judgment. The display also might look well during the morning but have a horrible glare by the end of the day. Test it out – don’t just assume the lighting will adjust itself.
Your investment in digital signage should always be maximized. Once you define your goals and survey the space you’re working with, you will be on your way to reaping the many benefits of your signage. If you have found that your digital displays have not been effective in your place of business, we’ll be happy to set you up with one of our digital signage consultants.