As digital integrators we constantly have the challenge of educating clients in the booming Australian market about the benefits of digital signage and how this can have a positive impact on their bottom line. Once we get over this hurdle, the next issue we face is getting them to understand the value that engaging content can add. Often they will spends thousands of dollars on hardware, then forget about what they are going to display on them.
It's one of the biggest frustrations I have, and I am sure I am not alone in this battle.
So what am I referring to when I talk about woe content? Well its short for woeful which is aussie slang for really bad. To me, really bad content is static jpgs, stretched video content, TVCs, blurred images ... you know what I am talking about. It reflects poorly on the brand, is never engaging (as most people will walk straight past it) and is just disrespectful of your audience.
Now "wow" content on the other hand is the stuff my dreams are made of. Smooth transitions, engaging animations and messages that are fit for purpose for the environment. See below examples that help highlight my points:
Invest in it, and they will come. Woe versus Wow content will translate to more sales, because what customer wants to look at bad content? If they won't look at your content then how do you sell to them using digital signage? Common sense rules here.
Work with experts to give them a total solution and everyone wins, especially and most importantly, the client.
Tanya is Tradigital Strategist and Director of Digital at Digital Conversations, an Australia-based company which collaborates with clients to create ‘before to the store’ strategies using traditional and digital channels, manage digital projects and helps clients conceptualise and implement their store of the future vision.