TRaC Associates Provides a Variety of Window Projection Screens for Digital Signage Applications but Content Reigns for a Program to be Successful
No matter what visible display technology you choose to use, such as projection screens from TRaC Associates or other electronic displays, there is far more to making your digital signage program successive than just the visual display itself. We came across an article by Kevin Thomson that addresses some of the key points that need to be considered in your content design.
We gleaned the article topic areas for a quick read and have shown them below. Please note the links at the bottom for proceeding to the complete article. For further information on projection window films or other specialty projection screen materials, please contact TRaC Associates.
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5 Key Ingredients of Digital Signage Content
02/02/2009
Despite the many different recipes for creating content, the essential ingredients for successful creative are invariably the same.
By Kevin Thomson
It’s more difficult than one would think to engage customers with digital out-of-home media and specifically, digital signage content. Understanding the objectives, being educated on the abilities of the technology and engaging the end-consumer through mobile interaction are all valid considerations. However, from my experience, the essential elements — or key ingredients — of digital signage content are:
1. Relevance — Creating content that’s not only relevant to your customer’s needs at your operation but also to their lives outside of your establishment is crucial………………
2. Placement — We’ve all witnessed Walmart’s transition from screens on the ceiling to screens at eye-level. Experience in retail suggests that customers are often over-stimulated by all the products and messages thrown at them when they enter a store……….
3. Refresh rate — Content seen over and over is eventually ignored, and unfortunately, the customers then ignore the device forever………………
4. Audio and visual stimulation — Getting the initial attention of the customer is challenging………………………
5. Intrigue — This is my favorite ingredient. Developing content that has the propensity to engage the customer is, in my opinion, the most important aspect of digital signage. I haven’t seen many implementations that do a great job at this, but I believe it’s improving overall………………..
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Kevin Thomson currently works as manager of customer loyalty for a major retail chain. He has been researching consumer behavior and relationship marketing for more than eight years and has designed and deployed solutions that have brought marketing success and enabled further research. Kevin is currently focused on designing digital signage networks that can measurably impact consumer behavior.
For the complete article, please go to www.digitalsignageexpo.net and look for the Tuesday, February 10, 2009 edition
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