If you have invested in an outdoor digital display, you undoubtedly want to get the most out of your LED display and maximize your return on investment. To do this you will be focused on adopting techniques that attract more customers into your business and increase sales with compelling content. The tips below will help you achieve your goals. Remember: you must be more creative and strategic than any competitors who also have a digital display. Validating your campaigns with POS data is key to truly understanding the success of your outdoor digital advertising efforts.
Advertise to your niche
Program the digital display to advertise your products or services in a way that stands out and differentiates your business. If customer care sets you apart from your competition, for example, display an exceptional customer review. Or if your prices are competitive (or you are running a promotion), attract customers by displaying your low prices prominently. Advertising the unique aspects of your shopping experience can pull local traffic into your store. Get more customers to recognize your business through your brand's strengths and core competencies.
What are your highest profit margin products/services?
This is key to strategic advertising. Do some research to understand which products or services you offer have the highest profit margins. By advertising these you will be minimizing the payback period on your investment. This seems like a simple point but here at Signdealz we often take customers through a return on investment analysis with their business's sales data. It is alright if you do not know exactly what these products / services are, but this is crucial to understanding how a display can be used most effectively for your business.
For outdoor displays to attract passersby you must make use of effective text, images, and animation. Make sure you craft your messages with care. Test different text, images, and color schemes to determine what is most effective in getting people in the door. Your display should be encouraging people to walk through your door. Have measures in place to monitor the effectiveness of your content. If you are looking for compelling content for your display contact us.
Schedule your ads
A repetitive advertisement can get stale very quickly. With Watchfire Signs outdoor display units, you can program different messages during the day or night using a technique refered to as 'dayparting'. For example, a diplay at a restaurant would advertise breakfast, lunch and dinner at the appropriate times to pull commuters inside and fill empty tables. As the restaurant fills you can adjust the display in real time. Catch commuters on their way home after a long day with 'happy hour' ads, or tempt in tired morning commuters with 'coffee special' ads.
Make sure you drive by your outdoor display and see it as your customers will see it. What does it look like during the day, and at night? What do your competitors' displays look like? Reprogram your display until it stands out from the rest. By traveling past your own display you will understand the optimal hold time for your images to ensure the change in ad captures attention but still gives the viewer enough time to process the information. The change in colors as ads change is what will attract the eye, so make sure you have adequate contrast between ads to draw attention.
Ensure your sales team is prepared
Your ads won't be effective if your front line team are not ready to capitalize on the leads coming through the door as a result of your content. Ensure your team is educated on what is displayed on the sign and is prepared to sell (and upsell) appropriately. If a loss leader ad is running to just increase traffic through the door then it is crucial that your sales team educate your consumers on other products or services that they might be interested in to make sure you still make your margins.
An effectively-used digital display can make a huge difference to your annual revenue. Be sure to employ best practices in order to get the most out of this asset.