If you haven’t fully embraced the change to displays in your store or business, now’s a good a time as any to make the move. Here, we’re showing you the four top reasons that digital signage beats print, giving your business more power and flexibility while improving customer engagement.
Is the upfront cost of buying the tech for digital signs putting you off? It shouldn’t; flatscreen displays and media player hardware costs have been decreasing for years. Also, if you tot up how much you spend per year on getting posters and other material printed and the man-hours spent on distributing that content, the initial investment doesn’t seem so large. And, after that initial investment, your digital displays are reusable, so the main costs will be the design of the content for the display themselves.
Don’t forget that each display can show more than one bit of content, too. So, every digital sign can replace multiple physical posters.
The important metric here is Total Cost of Ownership (TCO): work out how much you spend on print, and then you can find out how much digital displays can potentially save you.
A static poster is no match for an animated interactive high-definition digital display when it comes to engagement. Apart from just how eye-catching you can make your content, with a digital screen, you can inform your customer right at the point of sale. Use a touchscreen, and you can even let your customers interact with the content to learn more about the product, or similar products you offer. They could even order products directly from your digital signage.
If you also embrace the world of data by geofencing your display – capturing data from digital devices like mobile phones when they are in a certain area – you can use services to personalise that display’s promotion to your customers, or provide follow-on ads later to their phones or other devices. Data is king, so embrace it. In this scenario, what was once a printed poster is now providing business-critical engagement data to you about those who use your store and interact with your products.
The time it takes to design, order and print a poster run will currently have a significant impact on when you can carry out a particular promotion. With networked digital displays, the moment the artwork is finished you can distribute it across your network in an instant. If a sudden, big news story breaks or there’s a new trending social media story that you can hang an advertising promotion on, you can turn this around as fast as your digital designer can create it. This opens you up to a whole new world of almost instant interactive marketing, in-store and on trend.
Made a typo in your advertising, or want to change the price or terms of a promotion offered? With a networked digital display setup, these changes are no problem. Changes and updates can be done over the air, with the results appearing instantly. Compare this to the time required for a recall and reprint of a traditional poster, and the savings digital signage offers your business in cost and time is clear.
Print is restricted to flat graphics, but with digital you can let loose and use motion and video. Get either right, and you’ll find it easier to attract customers’ attention, helping get your message across in way that’s just not possible with print. Whether it’s a dedicated video or a simple flash appearing to draw attention to a hot deal, digital has a lot more to offer than print.