Multi-sensory marketing isn’t new, particularly to the in-store retail sector. Appealing to customers’ sight, hearing, touch, taste and sense of smell has long been used to attract new customers and entice existing ones to buy more.
As far back as 2013, The Guardian reported how important it was for retail stores to pique the five senses to gain traction in the battle with their online competitors.
But, as with all marketing techniques, if it is to be successful, it needs to be done well. Let’s take a look at how to trigger the sense of sight by creating dynamic, creative digital signage content.
say that a picture speaks a thousand words, and this certainly holds true for
your signage content. So, what should you consider when choosing yours? Images
can create an instant impression of your brand, so quality should be a primary
consideration. Grainy or pixelated images won’t create a great first
impression. Secondly, consider the image itself, does it truly reflect what you
want to say about your brand? A little market research can be very insightful
here. Just because you see clean, fresh, modern and contemporary doesn’t mean
Equally, no matter how good your images are, using poor quality hardware will reduce the impact. Look for a company who can scale up or down depending on your requirements, as well as providing high quality graphics and CGI animation, such as digital signage from Mood Media.
Focus on the numbers
No…we’re not talking about ROI here, rather the way you represent facts, statistics and numbers in your content. The brain is a complex organ and for some reason, it translates odd numbers as more trustworthy than even ones. So, when displaying key facts numerically, stick to the exact number, don’t be tempted to round off.
Location, location, location
Again, this is no different to any form of marketing – you have to have the right message in the right place. Think about the location of your signage and adjust your message accordingly. Consider what people might be doing at the time they see your signage, as well as the size and type of screen.
Change is constant
Finally, remember that the main benefit of digital versus static signage is its ability to display dynamic content, so make sure that yours is!