Once, only national retailers and large hospitality firms could afford digital signage. However, just as HD television or wireless Internet access is now widely affordable and attainable, commercial digital signage is booming in small restaurants, shops, and businesses around the country. So – why has digital signage suddenly become so popular with small business owners?
1) Static Signage Is Just So . . . Static
Static, plastic signage is expensive, cumbersome and frequently unattractive. It’s unable to adapt to on-the-fly changes like flash sales or depleting inventory levels. And, it’s most frequently responsible for provoking complete and utter indifference in customers.
In comparison, digital signage is sleek, advanced and fashion-forward. Owners point out that it satisfies the customer’s craving for a digital experience with crisp graphics and stunning high-definition content. And it’s quick and easy to update for unplanned sales or changing promotions – an efficient and dynamic marketing tool.
2) Multiple Applications in Every Industry
Small business owners have also discovered that digital signage can be utilized in nearly every industry – in ways that make business more effective and engaging. Consider:
•In a coffee shop, there’s a digital menu, a screen at the counter to highlight today’s brews and a screen in the seating area to entertain customers with branded content along with news, weather, sports, and social media feeds.
•In a retail location, screens supplement the décor by featuring branded content or music videos. A screen in the fitting room area highlights the loyalty program, credit card offer or current promotions, and after hours, the screens transform into an employee training and communication network.
•In a medical practice, a screen at check-in reminds patients of required documentation and offers tips for preventative care. In the waiting room, screens feature spots on the latest healthcare news, along with selections from popular TV shows – without all the commercials.
•In an office setting, screens throughout the office engage employees, highlight the latest company news, celebrate birthdays and service anniversaries and feature local, national and industry headlines.
3) Content, Content Everywhere
Another major factor is the recent explosion in editable templates and customizable content. No longer do businesses have to rely on staid, universal content to play on their screen and communicate their ideas. The unique essence of each brand and the individuality of patrons can be brought to life with a few simple steps. Owners can establish unique schedules and dayparts which reflect changing customer demographics and marketing strategies throughout the day or week.
4) Better Technology That’s More Affordable and Widely Available
As with any growing technology industry, the price point of digital signage has been steadily dropping as manufacturers discover cheaper and more efficient ways to create their products. Today, pricing is lower than at any point in recent memory – for higher performing systems that allow for easy customization, truly professional-looking templates and industry-specific content subscriptions.
5) Simple is Good
Finally, as technology in general has become more familiar and streamlined, digital signage has also become much simpler to operate, and the “intimidation factor” that it once evoked has all but disappeared. If you can operate your smartphone or schedule your DVR, you can program a digital signage installation. Helpfully, most providers have developed simple and intuitive interfaces for content management.
These are just a few of the reasons why digital signage has enjoyed such a significant increase as one of the fastest growing marketing trends for local and regional businesses across industries.
– Submitted by Matt Mahoney, Marketing