Digital Business Signage: How to maximise ROI

Investing in an outdoor digital display can be an effective way to increase sales, however the sign itself is only a tool. Research has stated that investing in a digital display can significantly increase revenue for small businesses. However, minimizing your pay back period and maximizing your return on investment is all about how the sign is used; this includes the content you display, the collection of data and analysis of that data and content to optimize the display. 

Analyse your business in relation to future content 

Do you have a strategic loss leader? What are your products with the largest profit margin? Which products currently help you achieve your revenue goals? These are some of the questions you need to ask to begin to create compelling content on your sign. Consider which products, services and price points will encourage customers to visit your store. Follow proven advertising techniques for the initial creation of your content. 

Create the Content

Invest in getting some content developed by a graphic designer/ animator who understands the visual advertising business. They should be able to help organise your ideas into clear and concise content and give you advise on the best practices regarding layout, images, text size etc. You may also want to create the content yourself, in this case do some research to ensure you create high quality content.

Monitor & Analyse Data

Make sure you collect and analyse data on the results of your display. This step is absolutely key in optimizing your outdoor digital content, if you don't begin to understand what truly works best for your business then it is likely your return on investment will plateau. Use POS data to understand how the display is effecting sales. Always make sure you give the display time to have its affect, displaying content to extremely large volumes of traffic can act as drip advertising and changing ads too soon may make your sign less effective.

Improve, Test, Repeat

Your outdoor digital advertising campaigns should be ongoing and iterative. Over time you will discover which products and services work best to get more customers through the door, which content templates are most effective and how to combine your signage advertising campaigns with your store sales team to drive your revenue. 

If you are in the market for a new LED sign or want to learn how to make your existing sign more effective, then feel free to call or email us anytime!