09 Nov Brand Management with Digital Signage
For any business, the idea of brand management is important to their marketing strategy. This allows the company to craft and control their image and how it is presented to consumers. A business will use a variety of different strategies and mediums to build and convey their brand message. From print and radio ads to the internet and the very products that they sell, a successful brand management effort is built on a series of layers that all work together. One factor that plays a crucial role in brand management is the in-store experience, but a lot of companies are not doing everything that they can do to increase their brand value with the in-store experience.
Use the digital signage to promote your brand
This seems like an obvious point for a business that uses digital signage, but there is more to promoting your brand than just showing brand images and products. Rather than just displaying images and content for the customer, you want the digital signage to promote the brand in a way that gets their attention and makes a lasting impression. Digital signage is very effective for this type of brand management because it has versatility and it can present the brand message in a variety of dynamic ways.
Sending the right message at the right time
A lot of businesses will notice that they have different customer demographics at different times of day or on different days of the week. This fact can also make digital signage a valuable part of the in-store brand management effort. The digital sign can be programmed to deliver different content and a different branding message all together depending on the time or day. This means that you can set the tone based on the type of customer that is more likely to be in the store at the time. This versatility in messaging will improve upon consumer relations and it will make you more likely to deliver the right message to the right customer.
Make the signage useful to the consumer
The digital signage will more than likely catch the attention of the customer when they enter the building, but you want them to pay attention to what is on the screen. If they are only paying a marginal amount of attention to what is on the sign, the message is less likely to take hold. With that being the case, you want to offer things that are useful to the consumer in the digital sign format. This can be information about events and promotions, the advertising of products that are currently on sale or wayfinding information. You basically, want to give them more of a reason to keep looking at the sign.
Digital signage has tons of potential uses in a retail location. You can use it to help the customer find the products that they want, to provide them with information about the company and it can be used for advertising. But when it comes to building the brand image and reaching the consumer while they are in the store, you will find few resources that can do this as effectively as in-store digital signage.