How Signs Are Effective in Marketing

What’s the Use of Signage?

With the growth in technology, digital signage has become an in-thing. You may have noticed its effects without even actually becoming aware of it. For example, have you been driving through the city centre at night and seen a digital billboard? That’s digital signage at work right there. It allows companies to broadcast not just static images but captivating videos and animations to deliver a broader campaign and to also capture the viewer’s attention more effectively. They’re also not solely used in advertising campaigns but rather for useful information.

For example, have you been driving down a motorway and had seen a sign to slow down your speed or that there is a crash up ahead? Well, believe it or not, that is also digital signage at work.

The Use in Marketing

Today, however, we’re not going to be focusing on the digital signs you see on the motorway, but rather, more along the lines of digital billboards and how they can be effective in getting a brand recognized or to enhance the effect or a product advertisement campaign. Studies from firm InfoTrends have found that digital signage can increase brand awareness of your organisation by up to 47%. On top of this, it can also boost the average purchase amount by 30%.

As we’ve mentioned already digital signs can always be changing and can be tailored towards the audience. This means that you can deliver the right message at the right time, for example, if you’re selling sports equipment, you can tailor your advertisements to be shown before and after a football match nearby to try and capture your target audience’s attention.

This flexibility also means that you’re more cost-effective with your advertisement and not wasting time advertising to the wrong target audience or, for example, during the night when nobody is going to see it. This is attractive to businesses as a large portion of their budget is spent on advertisement so effectively spending this money is a huge benefit to them.

How to Make the Most of Your Signage

There are few cardinal rules to making the most out of your digital signage should you be planning on using it for your business, whether it be for product promotion or to enhance your brand. Firstly, you need to know your audience.

As we’ve touched upon already, you’re going to want to target the audience that is of the most relevance and holds the highest chance of converting their interest into a purchase of your services or products. Secondly, you want to know your objective.

What is the point of your advertisement? What message are you trying to get across to the audience, and what is this message hoping to achieve? It’s only once you know the answers to these set of questions that you can then go about starting to design your sign to more accurately tailor it towards your target audience.