• Getting the Most from Digital Signs

    DS HeroIn the digital world the “one size fits all” concept is simply wrong. When you have a digital network, you simply don’t do a country-wide promotion like you might in a catalog (where all of the “best” items typically have the best placement because you know for sure they will sell well). What we found to be productive was to run specific local promotions with our first-tier items, mixed in with promotions for some of our lesser-selling items (which tended to have a lot of excess inventory). Even better was when we would change our promotions on specific days, weeks or months based on past data about the kinds of shoppers who would be in our stores at the time. For example, the people buying a high-end beauty product around the holidays may have been doing so for a gift, whereas those that bought the same product mid-year were more likely buying it for themselves.

    Another benefit of digital signage is the speed it brings to your internal workflow and distribution. When you only have traditional signage to promote your products, the workflow of that system is really slow. In your best scenario, your September catalog has to be at the printers by July to allow enough time to print and deliver it. This means your promotions for September have to be designed and defined somewhere around May. Where is the “opportunity” there? With a digital network you can build your promotions for September even one week or one day before the month starts. Imagine you have a beautiful raincoat in your September catalog, but this year turns out to be particularly warm and dry. Your printed catalog’s advertisement is worthless. With digital ads, on the other hand, you can continue to promote summer clothing until the first drop of rain appears (whenever that happens). Just like the guys in New York City that pop up out of nowhere with umbrellas when it starts to rain, digital signage has the ability to be on time with the right message when needed — and advertisers are willing to pay some premium for that advantage.

    Excerpted from an article on www.Wirespring.com

    To learn more about how digital signage can help your business or how Muzak can help you turn agility into one of your brand’s strengths visit www.muzak.com/enhanceyourbrand and sign up for our free upcoming webinar.

  • Making Great DS Content: The Serial Position Effect

    DS Screen

    Statistically speaking, viewers will be about twice as likely to remember the first and last items of our list compared to the ones in the middle, assuming that they actually see the entire list of items. Additionally, since the recency effect usually trumps the primacy effect, our most important message should go at the end. This gives it a slightly better chance of being recalled than the first item. In other words, the first and last message in a list will have the best recall, but last typically beats first. Introduce the first item on the list at a slower speed, and leave enough time at the end for people to remember the last item. If possible, choose your two best messages and get rid of the rest.

    For more details see WireSpring’s post at http://bit.ly/cxlk18

    Contributed by Mary Rowland, Manager Creative

  • Be a Real Person

    Joe Hall

    Joe Hall

    Hey there.  I’m Joe.  I like to help businesses connect with their customers through the use of digital signage and other in-store media solutions.  I’m a real person.  In this new world of social media, the way you interact and communicate with your customers is changing every day.  Keep that in mind when you create messaging for your digital signage campaigns.  Humanizing your brand makes your business accessible and builds deep connections that lead to happy, loyal customers.  Are you involved in your local community?  Do you sponsor a local little league team?  Where did you get your PhD?  Traditional sterile marketing messages deliver nice, clean, boring results in the new world of tweets and ‘likes’.  So open up, you might be surprised to find that your customers are real people too!

    Contributed by Joe Hall, Muzak Product Line Manager

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