So, you installed the Digital Signage system. To further impact your audience, you have implemented interactive features in it. The software is selected, the content that will tell the world about your company is created. You are ready to present the result to clients in the hope that they will appreciate your efforts.
Unfortunately, this does not always happen … What shortcomings can lead to big problems? Let’s take a look at the top 5 mistakes in creating the Digital Signage content:
1. The content does not provide the user anything useful or interesting
Advertising and various messages lie in wait for a person everywhere, wherever he goes. People have adapted to this and can ignore unnecessary information. If your content “intercepts” a passerby, then you have about 3 seconds – to interest, before the viewer realizes that he is wasting time. During this period, you must convince potential customers of the value of your offer.
For example, you sell shoes. Demonstration of a large number of images with people who wear shoes is not the best option. Perhaps you should stop and think about what your customers want to know about your shoes. What is it made of, what are its features, what sizes are available, and so on.
It is important to remember that digital signage is not just advertising banners or advertising in a magazine.
2. Too complex user interface
The interface should be so simple that any user who approached the display knew or understood what it should do. And it does not matter that you have “the best information in the world”. If the client is difficult to navigate through the menu, he will not make any effort to get the content.
Be also careful: the interface convenient for you will not necessarily be convenient for your customers! Be sure to check it before using the system.
3. Confidence that customers already want to purchase your products
This is a biggest digital signage mistake! People buy only those things that they need. And until they enter your store with the intention of buying something, your job should be to help them make that decision.
Here is a brief description of the decision making process:
- A person needs something. And he understands that the solution to his problem is your product (and not the product of a competitor).
- No one will talk about your product to a potential customer better than you. Your message or advertisement should be of interest and appeal directly to the needs of the audience.
4. The button “Click to start” activates a loud informer or advertisement
No matter how confident the person is, if the device starts to loudly indicate in the public place what to do, he will most likely do two things:
- press the button again to try to stop this madness
- go away, if the first method did not help
This technique is obviously ineffective, and it is surprising that it is still being used. Even if the information is useful, an aggressive submission format kills interest to it. It is important to remember that most people do not want to attract attention in public places, so do not.
5. Display is too small, not bright enough or just not working
You can always understand the desire to save money. It must be careful. There are many examples where various digital signs are simply ignored by people because of equipment of poor quality. Small and dim displays or, much worse, displays without images, with errors on the desktop and “blue screens of death” are all cases of anti-advertising. Therefore it is very important to contact professionals and choose good equipment. By the way, not always the most expensive!