RISK-FREE DIGITAL MESSAGING
PART 3- SOURCE FOR DIGITAL SIGN CONTENT MARKETING
If you’re like most people in business these days, you see value in content marketing. Consider the following 2013 trends:
- $118.4 billion will be spent on content marketing in 2013. (Brafton Editorial)
- 90% of businesses use content marketing. (B2B Marketing Insider)
- 77% of people understand that an organization’s goal for custom content is to sell them something, but are OK with it as long as it provides value. (TMG Custom Media)
When we think of content marketing strategies we think of blogging, case studies, white papers, website landing pages, e-mail, and so on, but digital messaging plays a big role in any well-rounded content promotion program. After all, a digital sign is just a big, exterior-grade computer monitor able to share custom content with more than a million viewers a month. (A two-sided sign on a busy road like Jefferson Davis Highway in Fredericksburg, Virginia with an average traffic count of 30,000 cars a day has 1.3 million potential monthly views based on the U.S. average of 1.5 persons per vehicle.*)
*VDOT 2012 Traffic Data (http://www.virginiadot.org/info/resources/Traffic_2012/AADT_PrimaryInterstate_2012.pdf)
Leveraging Online Content
Many customers of Holiday Signs operate hotels, restaurants, banks, and car dealerships and utilize prime road frontage for digital advertising. They understand the value of reaching real-world traffic in addition to traffic online. Digital signage can utilize text and also static and video images that tie in with elements of virtual marketing campaigns. Marketing themes from on-line content can be linked in to electronic messaging signage and customers entering the door become a measure of the campaign’s success rate.
Many times chain customers ask about the process involved with setting up a central computer where content is designed and used to send scheduled messages to pylon signs at each of their locations, sometimes across several states. Recently, marketing managers of a 23-store nursery chain, a 9-branch bank chain, and a growing retail healthcare organization were delighted to hear that this process can be part of the normal installation these days, easy to configure and train employees. (See June 2013 Article about Augusta Health.) Nowadays it’s also possible to utilize RSS feeds for live data like stock prices, news clips, emergency information, and other data that an organization may want to feature on its signs.
Our project managers regularly demonstrate to customers how adding digital signage to their existing marketing programs can help them grow sales. At first they are very cautious. It usually takes a little while, but once they realize the tremendous size of their captive audience pool and understand the huge value of potential customers right at their doorstep, a light goes on. Then, as they compare the cost of other media to reach so many in their direct market, they begin to understand the value of digital messaging, eliminating their perceived risks in making the investment.
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