It’s that time again – the clocks have gone back, so we’re now approaching that crucial run-up to Christmas. And that means if you’ve probably already started to think of your strategy for your digital signage – and if not, now is definitely a great time to start! We have more than four decades of experience to our name here at Scanlite, so if you’re looking for some useful pointers, here’s our advice on some of the best places to start.
Set out your objectives before you plan your campaign
The most successful campaigns are, without exception, those which start out with a clear set of objectives, so before you do anything else you’ll need to begin by defining yours. Are you planning to boost sales? Increase footfall? Raise awareness of a cause or event? These objectives will ultimately define every aspect of your campaign to some extent, so they need to be set in stone before you move on to anything else.
Once you’ve got these established, you can then think about deciding on the best strategy to achieve them. Who is your audience, and what’s the best way to deliver your message to them? For example, you’ll need to think about the tone of your content, and the best locations to reach your audience – as well as the benefits and challenges associated with each one. And that leads us neatly onto our next point…
Make sure you’re choosing the right digital displays for your campaign
So, you’ve got your objectives and you know what you want to communicate to your audience. Once you know what sort of locations you’ll be operating in, you can then start thinking about the actual technology you need. We’ve got no shortage of options to choose from right here at Scanlite, so whatever location you’ll be using, and whatever application you have in mind, you can count on us to have something to suit you.
For example, do you need a large-scale digital screen to reach crowds of people in public places, or do you need to keep it smaller-scale with a mobile screen for a smaller audience? Your choice of screen will be tailored not just to the location you’re choosing, but it’ll also tie into the type of content you want to display, as the graphics will need to reflect the nature of the space you’re using.
If you need to display content with relatively intricate details for example, you’ll need to take that into account if you’re using a large-scale display, as it’s possible that some of your audience may struggle to pick out these details at a distance – often, this type of content is better suited to smaller displays instead. More broadly, that leads us on to…
Designing your content
In tandem with choosing your screens, you’ll also need to discuss with your team exactly what kind of content you’re planning to put on them. Everything needs to be considered in sequence, including what text you’re going to use, what illustrations you’re planning on using, and how it’ll all flow together.
This can arguably be the hardest part of planning your Christmas campaign, because as well as considering the practicalities of your content (such as how long it’ll be, and how much it’ll cost to produce), you’ll also need to consider how it’s all going to tie into your brand too, and the messaging you want to put across. Content aimed at children, for example, is typically bright, straightforward and cheerful, whereas content aimed solely at adults can afford to be complex and nuanced – and if it’s appropriate, a bit of humour can always help your messages or adverts stick in people’s minds for a bit longer too.
Synchronise your messaging
Of course, as important as your LED screens are, they still make up just a single part of your entire campaign. For maximum success, all of your messaging needs to be consistent across your entire public-facing presence. For example, if your new digital signage campaign is telling your audience one thing, but it’s directly contradicted by outdated information on your website, that’s going to cause a lot of confusion, which may end up doing more to actively hurt your brand than actually help it.
The same goes for any apps you may have in circulation, and the information that your office staff may have to provide customers – whether you’re an SME or a major corporation. Synchronising your messaging is one of the elements that it can be all too easy to forget about in the excitement of formulating and launching a new campaign, but it’s one of the most singularly important aspects of it.
That’s all the crucial points covered! But these are just general guidelines – ultimately, it’s down to you to know exactly what works best for your business. When it comes to digital screens though, if you ever need any guidance or a word or two of expert advice, that’s exactly where we can help. Here at Scanlite, we know our digital displays inside out, including the many ways in which they can be used to achieve your goals as a business. Find out more about how we can help your business by giving us a call today on 01253 302723, or email us at sales@scanlite.co.uk. We’re always happy to help!
