3 keys to delivering ROI with your digital signage
Perhaps the most frequent question asked by most businesses in any industry when discussing digital signage is “What type of return on investment (ROI) can I expect.”
It makes sense. No one wants to spend money and not make money, or at the very least recoup some of their costs right? While we would love to give a solid number on the ROI associated with digital signage, the answer is typically “it depends.”
You see digital signage is a tool. The more effectively you use that tool to reach the right person with the right message at the right time, the more likely you will drive a positive ROI.
With that being said let’s look at three keys points to deploying digital signage in your dealership that delivers ROI.
1. Define your audience(s)
Do you know who your customers are?
It is a simple question and one that is not only critical to marketing through your digital signage program, but to all of your marketing efforts. If you already have your customers defined into audiences then please feel free to skip to the next section. If not, let’s discuss how and why you want to create audiences for your business.
To define your audiences, you need to complete audience research. This is done by looking at people who have purchased products or services from your business and putting them into categories. You can group by vehicle purchase trend, income level, age, family status, occupation, gender and other variables.
You want to take the time to learn as much as possible about your customers, so you create content that they will pay attention and respond positively to and take action to do business with you. Blindly developing content can send a negative message to the audience that you don’t understand their wants and needs, so using audience research to pinpoint what your audience is looking for will help you to create content that will appeal to them on a personal level.
2. Find the right messaging
Think about the number of advertisements you see each day that are not relevant to you. Now think about those that are targeted to your unique interests. Which are you more likely to interact with? I think the choice is obvious. By having a better understanding of your audience, you can then use that information to decide who you want to pursue as customers and how to more effectively market to them once they come into your business. You can also decide on how to re-market to existing customers so they return to you for future services.
With your digital signage program, you can take those tailored messages for each of your audience groups and cycle them on your screens. This allows you to reach multiple audiences with a message that is tailored to them. However, be careful not to get lazy with the content. Just because you know the type of message people will respond to doesn’t mean you should use boring content. Make sure the design, video and other media you are using is splashy, relevant, up to date, and draws the consumers eye.
3. Right time to inspire action
Not only must you reach the right person with the right message, but it must also be done at the right time as well. Think about how many times you received a email from a business for a product you just purchased from a competitor. This business got the right person with the right message, but their timing was off, and their efforts wasted.
To ensure you are not wasting your digital signage marketing efforts you need to do a audit of the placement of your digital screens, determine what area of your business each of these signs is located, what purchasing decision you want to present to the customer at that point, and then tailor that message to meet the needs of the customer.
We are here to help!
It can sound difficult and time consuming to create an effective digital signage program and custom content on your own. We can help develop your audiences, craft your messages, and deploy them to the proper screens at the proper time on top of installation, maintenance and support! Learn more about our Support+ programs and how we act as an extension of your internal IT & Marketing teams.
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We work with companies to provide scalable digital signage solutions including custom content, hardware, monitoring, installation and support.