(Photo above | Courtesy of AVBend)
At AVBend we like things that ROCK. Our team rocks. Our goal is to treat each of our clients like rock stars. We only ask for one autograph on paper too.
So, when it comes to digital signage, we ask, “What is the purpose of the sign?” Screens are nothing but a communication medium. However, content has the power to shape experiences and inspire action.
In other words, digital signage is only as effective as the content it displays.
You may have a few promotional graphics and social media feeds to share on your screens, but how do you create truly compelling digital signage content?
Knowledge of a few tools and best practices is a good start. And you don’t have to be a design pro to implement them.
Here’s how to create digital signage content that rocks.
1. Acknowledge your audience.
Digital signage content, by its very nature, is easy to customize and edit at will. Take advantage of this asset by crafting content that acknowledges your audience.
For example:
Internal Communications If you’re using digital signage for internal communications, create content that recognizes team members who go above and beyond or have something to celebrate. Create charts and graphs to show numerical accomplishments. Make a digital employee of the month award. Wish employees a happy birthday. It’s a worthwhile use of digital signage. Employee recognition has been linked to better morale, productivity and retention.
External Communications for retail, salons and spas, restaurants and other customer-facing businesses, acknowledging customers can be done by sharing their testimonials, featuring their social media posts, or simply thanking them for stopping by. It may not be as personalized as workplace digital signage content, but still so much more personalized than static paper signage. For any digital signage content requiring audience participation, be sure to tell them what to do via a clear, concise call-to-action.
2. Take advantage of easy-to-use digital signage layout tools.
We use BrightSign digital signage equipment with software called Bright Author to drive the content. This is super easy to layout your digital signage project and play on the BrightSign players we sell.
We’re also fortunate to live in a time when great design tools are widely available. Even the most novice content creators can try their hand at graphic design.
Many of these tools are cloud-based, allowing you to access them anywhere and share your designs with collaborators. Other popular and easy-to-use design tools to create digital signage content include Canva, PowerPoint or Google Slides and Adobe Illustrator.
3. Take context into account.
When you create your digital signage content, think about the screen it’ll be displayed on.
• Where is the screen located?
• Who will be looking at it?
• What will they be doing while they look at it?
The answers to these questions should help determine the length and substance of your content. Content that is text-heavy and takes more than a few seconds to read is best reserved for waiting areas or long lines. Leave shorter content for places where customers come and go quickly. Content for displays placed near a point of sale (cash register, reception desk, etc.) should show tempting impulse buys. Storefront digital signage content should draw customers into your establishment by advertising sales and promotions. And finally, use videos that are a call to action. Content may be king, but when it comes to digital signage, so is context.
4. Keep it fresh.
One major element separating digital signage from traditional signage is its ability to display dynamic content. If you’re only displaying static content on your screens, why even use digital signage? Dynamic content captures attention, keeps viewers interested and sticks in their minds.
Customers and employees are ten times more likely to observe dynamic digital signage content than static messages. Examples of dynamic digital signage content are videos, animations, social media feeds or RSS feeds. The latter two are your best bet for keeping your content as fresh and exciting as possible, and they’re low maintenance. However, if you’re displaying your company’s social media account, make sure to keep it updated.
The question remains, “Is the medium the message?”
Dave (Star) Wilkins, E.P.E. Endorsed Professional Entertainer by the National Assoc. of Mobile Entertainers. Owner, Star Productions DJS, 541-419-4090, www.starproductionsdjs.com, starproductionsdjs@gmail.com.
For LinkedIn: Content has the power to shape experiences and inspire action. Make sure your digital signage has content that rocks!
Christine Sprando, Audio Visual Bend, 541-388-1732, Chrys@avbend.com
