Know your audience

First of all, you need to find out who is the main customer of a store? When and how do they usually go shopping? Does your target audience change often? And how often do they visit the store? If possible, create a profile of your target audience based on your customer database.

These profiles will help you figure out what is best for when and where to run ads. This allows both your clients and your target audience to get specific and relevant information about themselves.

Understand the environment in which you are advertising

Create an audit sheet based on where you want to install your digital signage. Keep a record of how people pass by the site. This is directly related to the design of the entire digital signage network (screen and screen installation) and advertising content (form and function).

Consider the following questions: whether the venue can be divided into different areas to meet the different preferences of the audience; Can this place allow viewers to stop and watch advertisements for a long time like the waiting area, the entrance and the exit? There is a direct relationship between digital signage, the audience's environment, and whether the audience can see it clearly and closely.

Design relevant, timely and appropriate advertising content

Knowing the interests and needs of your target audience and how often they watch can help you design specific advertising content. The flexible, dynamic nature of digital signage means that unlike posters and other static advertising media, it can be highly tailored to the needs of the company or the audience.

In addition, timing is an important component of marketing opportunities. For example, if you want to promote a retail product or service, you can use digital signage to broadcast relevant content for a certain time of day, a certain day of the week or a certain season.

For example, during your lunch break, you see a digital sign in the store that says, "If you buy our products within the next 10 minutes, save 25%." Would you buy this product? If it then says, "If you don't buy within 10 minutes, you can still get 10% off if you buy within the next 30 minutes." Do you want to buy this product even more? So timing is very important, but also an effective means to stimulate customers to buy.

Digital signage networks can provide viewers with a lot of useful information to help them make better choices. It will inform the audience of the brand's history, the store's address, specific product information and the latest news to ensure that customers will go to your customers and not to your competitors. Interplanetary liquid crystal interactive system is a good choice. In addition, digital signage allows the audience to understand that your customer is an expert in a certain product.

Entertain your audience at the right time. Digital signage does have a commercial role to play, but like television, if your content is dull and uninformative, viewers won't watch it. Therefore, humor should be integrated into the content and presentation of the advertisement, and at the same time, the seriousness of the content itself should be ensured.

Ensure that the information presented to the audience is accurate and up to date. Because you can upload new content to your digital signage within hours, and you can delete useless information immediately. This function of digital signage has huge commercial benefits. From the customer's point of view, what appears on the screen is useful content.

Align the frequency of content updates with the frequency of audience visits to the store. If 90% of your audience comes once a week, set the frequency of content updates to once a week to ensure that your audience sees new content every time they come. Repetitive content is not what viewers or employees want to see, so try to avoid it.

If you are going to use a sound effect, make it consistent with the surrounding sounds and not higher than the other sounds. To ensure that the audience can clearly hear the sound of the advertisement, play a complementary role in the image content, and help the audience understand the meaning of the advertisement.

Make it easy for the audience

Because digital signage is not a difficult to understand advertising media, so most people can effortlessly read digital signage advertising. The more difficult it is for viewers to understand the advertising content of digital signage, the more difficult it is to attract the attention of viewers, and even risk losing the target audience. Attracting viewers requires a 100 percent guarantee that digital signage and its content are clear and understandable at all times. Pay particular attention to the following points:

1, in the maximum and minimum visual range of 100% to ensure that the audience watching the line of sight is in a straight state.

2. 100% guarantee that the visual range of digital signage is at the same height as the eyes (related to the distance, excluding the "turning head")

3, high-definition screen image, high pixel, no reflection.

4, accurate color Settings.

The above points should be considered when choosing the size of the display screen, but it should not exceed your financial budget. You should consider choosing a display that is consistent with its purpose. If the display is to be in close contact with the customer, its quality is higher than those digital signs that are viewed from a distance. In addition, when selecting image quality, factors such as viewing time and the limitations of people's own vision should be taken into account.

When selling HDTVS or monitors, picture quality is a very important factor, and high-definition displays are generally selected. Star E81 and other digital signage products in the field of high-definition and large screen display excellent performance, has been recognized by the market. In the selection of digital signage display, according to their own needs, should consider the needs of the audience and customers, choose the right high-definition display.

Measurable returns

Audiences are users of digital devices, and they make digital transactions every day. They created websites, blogs, SMS, email, DVDS, VCRS, and more. So as a result, audiences are very demanding about the digital devices that play information.

Digital signage networks measure commercial returns in many ways, such as increasing viewer spending, increasing viewer viewing time, making it easier for them to come back, or attracting more viewers to increase advertising spending. But if the digital signage network does not provide viewers with a clear and reliable reason to watch, all is empty talk.

Here are some of the requests from the audience:

1. Don't make me look like I'm trying.

2. Include information that I find useful.

3. It saves me money.

4. Don't waste my time.

5. It helps me make better decisions.

6. Tell me something new and interesting.

7. Can advise me.

If your digital signage can meet the above requirements, then you can create viewing value. In turn, it can reap all the commercial benefits of digital signage.

Chris Heap is managing director of Imperative Group. Imperative Group is an outdoor digital signage deployment and communications organization. It helps retailers, shopkeepers, media and technology companies develop and produce outdoor digital signage to improve their industry competitiveness.