Digital Signage: A New Media Solution for Marketing Firms
A powerful, new medium is emerging that allows ad agencies and their clients to target highly focused, motivated audiences with commercial messages and determine the result of their efforts with quantifiable measurements. It’s called point-of-decision marketing via digital signage, and it’s finding a home in retail and grocery stores, hotels, airports, sports venues, and anywhere else marketers wish to influence a targeted group of buyers.
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Point-of-decision marketing is the next wave in advertising and you can ride it to success with digital signage systems from Keywest Technology. With Keywest you can schedule and playback a variety of media, including video, sound, graphics and text from virtually any source, right where your client’s customers are making there purchasing decisions. Then track their buying behavior and correlate the time of their purchases with the time of your messaging to track the effectiveness of your commercials.
A husband and wife looking for a new washing machine slowly traverse the aisle of a retailer examining various models. As they approach the front loaders, they trigger a plasma screen to playback a video on the water- and cost-savings a front loader delivers, directing them to select a higher-priced, higher-margin model. The message is followed by another promoting a special on buying a washer-dryer combo. When they buy, the time of their transaction is noted along with the bar code inventory ID of their merchandise, which later can be compared to playback logs to identify a correlation.
Consider a museum gift shop where shoppers perusing merchandise tied to a special Egyptian exhibit are targeted on a plasma screen with a commercial for a museum-organized tour of the Great Pyramid. As they examine a faux obelisk on a shelf, they are presented with trip details on the screen. Museums with multiple exhibits could even time messaging about various special offers to coincide with the arrival of visitors to other special exhibits as they enter the shop.
Or, a patron of a conference at an out-of-town hotel is greeted in the lobby by a message on a flat panel. Interspersed with the greeting are the conference schedule, a video about the hotel’s unique spa, the specialty of the day at the hotel restaurant and the act that will be performing in the facility’s nightclub.
Digital signage displays virtually any kind of content: looped hospitality messages, interactive customer service, scrolled event announcements, DVD programs, cable TV feeds...and paid advertising messages...which can help your clients cover the cost of this amazing marketing tool.
Hospitals and rehab centers can use digital signage to cross-promote services, playback health-related programming, reinforce brand and communicate with staff.
This same, wonderful tool allows them to conduct training and keep staff informed of timely information, facility-wide.
No matter what kind of clients you serve, digital signage from Keywest Technology gives them power:
- to communicate through closed circuit, broadcast or Internet
- to split the screen into zones for maximum impact and information delivery
- to add weather scrolls and other timely content to import cable TV programming and Internet content
- and to send different content to different screens—and to different parts of those screens anywhere on your network.
Keywest Technology makes it easy to deliver the right selling message to the right audience…at the point of decision—that crucial moment when they have the inclination and the opportunity—to make a purchase.
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If you prefer, please call Keywest Technology at 800-331-2019 toll free (U.S. only) or dail +1 913.492.4666 to learn more about adding digital signage to your company’s integrated marketing communications program. Solution engineers are available for free consultation.