Creating content your audience loves

 
May 6, 2016 | by Casey Dubbs

By Casey Dubbs, marketing manager, Horizon Display

More and more companies are embracing an interactive component to their marketing and sales strategies. It proves to be an excellent way to connect with their customer base and provides an additional revenue stream. However, installing a touchscreen kiosk or video wall doesn't guarantee success or engagement from your customers. When it comes to your interactive experience, content is king. Here are some basic tips for creating content that your audience will love.

1. Include text alongside images and videos to talk to your audience.

A picture is worth a thousand words. You'll need great media to create an amazing experience. However, there is more involved in developing rich content than featuring photos, videos and sound bites on interactive video walls. Although these forms of media can quickly capture the attention of consumers, they are far more effective if accompanied by text. A picture might be worth a thousand words, but it's worth two thousand with a caption. There is nothing wrong with focusing primarily on rich media, but text must be used to tie everything together. Make sure that, as a content creator, you know who your audience is and then use your textual messages to connect and build a relationship with them. Give context; without it the audience is left with a seemingly random collection of images or videos. This can be as simple as the name of the product, the price, or description. The most captivating in-store displays feature content carefully crafted to fit a specific audience.

2. Display relevant information.

The keyword in all content creation is "relevance." Your content needs to meet your audience's needs and expectations. Each person will have varying expectations of a given interactive display. Knowing what a particular audience wishes to see is the first step toward achieving excellent user engagement. For a university admissions office, a multi-touch kiosk might showcase information on the individual colleges and specialties along with details for on-campus life and clubs that they could be a part of versus information about the school's donors. For an in-store retail display, like a multi-touch kiosk, it is essential to display all essential product information, including pricing, reviews and availability. A lack of relevant information will leave users frustrated and unwilling to engage with the displayed message.

3. Bring the online world to the store setting.

In a digital age of easy Internet access, consumers expect to have information at their fingertips. If this expectation is not met, their attention is nearly impossible to capture. However, interactive presentations cannot merely rely on displaying information. The display must bring something extra that the consumer would otherwise not expect to experience. After all, for today's mobile shopper, nearly anything can be learned by accessing a search engine from a mobile phone. Ideally, an in-store display will utilize custom software to improve upon anything that could be offered on a small mobile screen with a combination of information and entertainment that connects the physical store with the digital content in a visually-appealing manner.

4. Speak the language of the core demographic.

Consumers appreciate in-store displays with relevant images and information, but they are less likely to take away the appropriate message if they cannot connect with a display's tone. The same information can be conveyed in numerous ways, and unfortunately, the wrong tone can quickly convince otherwise engaged audience members to shift their attention elsewhere. The intended audience, sometimes called "buyer personas," must be pinpointed and studied carefully in order to determine how they will respond to different display styles. If your audience is college students, design it for them, not for everyone.

A truly exciting segment of the digital landscape, interactivity is quickly becoming an essential for in-store displays and retail displays. The best displays will not only feature flashy designs but also textual content that has been tailored to fit a given audience. This means including the specific information the selected audience wants to access in a style that viewers will find appealing.

Photo courtesy of Horizon Display.


Topics: Assisted Selling/Point-of-Decision, Audience Measurement, Content, Content Design and Aesthetics, Content Management, Customer Experience, Digital Merchandising, Education / Schools, Hardware, Interactive / Touchscreen, Mobile Interactivity

Companies: Horizon Display


Casey Dubbs / Casey Dubbs, Marketing Manager for Horizon Display. Casey is a classic over-achiever who likes to get the job done right and can’t stand when things are left unfinished or with unmet potential. She is passionate about implementing others’ vision into reality. When she is not obsessing over marketing, she can be found on Pinterest trying to find recipes everyone in her family will eat.
wwwView Casey Dubbs's profile on LinkedIn

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