How to Plan Your Digital Signage Communication Strategy
Project and digital signage communication planning go hand in hand. Every organization needs to implement a structure of well-thought-out digital signage strategies that reflect their short and long-term company objectives. Without such a plan in place, any effort to mobilize interdepartmental, companywide, B2B, and B2C communications have a high probability of falling flat.
There’s a lot of research and necessary legwork that goes into creating and executing a successful digital signage communication strategy. Undoubtedly, there’ll be a few blunders along the way (this is common with any new business venture), but these should be viewed as valuable learning opportunities rather than debilitating failures. Use everything you learn throughout the process of composing a digital signage strategy to improve upon your current system as much as possible.
Here are some excellent tips to help you get started
Create and Understand a Strategy Framework
Your digital signage communication framework is the basic starting point for your entire strategy. It consists of putting together a list of well-defined goals, company objectives, tactics, and strategies that you can use to help get your message out to your target audience.
First and foremost, you need to have a clear, comprehensive, and cohesive message in mind that everyone in your organization fully believes in and supports. Even a tiny morsel of doubt or disagreement amongst your colleagues can tarnish the entire project. For the endeavour to succeed, everyone needs to be on the same page in terms of what they hope to achieve from the very beginning.
Plan the Display Structure
For the strategy to be successfully implemented, every last detail needs to be planned out in an orderly fashion. Start by creating a chronological timeline of events and make detailed notes of the timeframes for each event. Try to leave a little bit of wiggle room in case amendments need to be made along the way.
If possible, plan your display structure around industry- and business-specific events that you know will be widely attended by your professional peers. That way, they’ll all get a taste of what your business is capable of accomplishing.
Also, give each department autonomy over their own digital signage communication strategy so that they can implement it in a way that makes sense for their specific objectives.
Determine Information to Be Displayed
Once again, this plays into the notion that it’s important for all parties involved to be on the same page in order to deliver a clear, concise, and cohesive company message. Figure out the type of message you want to deliver to your target audiences, as well as the exact wording you want to be associated with your organization. This will greatly determine how your business is viewed by your core target audience and any prospective customers or clients you hope to onboard.
Focus on Creating a Strong Content Strategy
As always, content is king when it comes to effectively delivering key brand messaging to your target audience. Your content should be unique, memorable, and above all, reflective of your overall organization. Creative content can be delivered in several avenues across the digital spectrum. Wording should be concise and limited, while visual aids such as high-quality images and videos should take priority in order to capture and keep people’s attention.
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