How to launch your digital signage project?

Digital signage is reshaping the way businesses interact with their audiences. It replaces traditional posters by lively and engaging digital content broadcast on strategically placed screens. A true vector of modern communication, dynamic signage makes it possible to transmit varied and up-to-date messages in real time. To take full advantage of its advantages, it is essential to put together your digital signage project well. We give you all our advice for an effective digital signage strategy.

1. Define the objective of your digital signage project

Start by clearly defining the objective of your digital signage project. Do you want to strengthen your brand image? Improving the customer experience? Inform your staff? Boosting sales? The precise definition of your objectives will allow you to guide the choice of content to be broadcast and the appropriate technology. For example, you can use dynamic signage in stores in order to increase sales by communicating information according to the weather, according to the time of year... You can also choose digital signage in business to communicate internally in order to promote corporate values and reinforce the feeling of belonging. Digital signage proves its effectiveness in many situations.

2. Know your target

Knowing your audience is essential to adapt the messages broadcast. Are they store customers? Visitors at the reception? Employees in a break room? Students on a campus? Each of these groups has specific expectations and their behavior in interacting with screens differs. For example, in-store customers may look for information about available products or view promotional offers, while corporate employees may prefer information about internal events or the company's financial results.

3. Design the content to be broadcast

Content is at the heart of your digital signage. It should be relevant, engaging, and updated on a regular basis. The message needs to be tailored not only to your audience, but also to the place and time it is delivered. You can share different things depending on your goals:

• promotional content (special offers, flash sales, flagship products)
• practical information (opening hours, location of the various services, site maps)
• News (information on news, events, weather reports)
• educational content (tutorials, product demonstrations, how-to videos)
• content on your social commitment (integration of social media feeds, customer testimonials)
  
  

Focus on high-quality visual content that grabs attention quickly. Video is an ideal content format for digital signage communication. She has a great ability to capture attention and deliver complex messages in a concise and engaging manner. Unlike static content, videos can combine images, sounds, and text to create an immersive multi-sensory experience. Videos also offer great flexibility in the presentation of information, which can be adapted to different audiences and contexts, whether for product demonstrations, customer testimonials, or promotional announcements.

By using a tool like Cenareo Vidéo, you will be supported at each production stage to facilitate creation. EasyMovie by Cenareo is a video suite for businesses that do not have the in-house skills to produce videos. The tool offers several functionalities such as various formats (summary of meetings, tutorial, customer testimonial, managerial communication...), a built-in teleprompter, accurate filming guides, screen recording, an automatic assembly function, audience statistics detailed, so you can create and share high-quality videos.

4. Choosing the location of the screens

The location of dynamic screens is crucial to maximizing the impact of your communication. High-traffic points are strategic locations to meet your goals and target your audience:

• high traffic areas (lobbies, main corridors, escalators)
• waiting areas (waiting rooms, queues, break areas)
• decision points (near cash registers, showcases, product displays)
  
  

Also consider the interaction depending on the message to be transmitted. Installing a digital screen placed too high or at an inadequate angle can reduce its effectiveness. Make sure screens are at an accessible height and visible effortlessly. For information that requires interaction, such as information kiosks, the location should allow for easy and smooth interaction.

5. Choosing digital signage software

To carry out your project successfully, the use of digital signage software is unavoidable. Opt for an intuitive software, compatible with your equipment and that meets your specific needs (broadcast programming, centralized management, integration of different content formats, etc.).

Use of Cenareo digital signage software offers the possibility of controlling a set of screens based on communication scenarios that you have defined. You can pair it with the player in order to ensure a continuous broadcast and to be able to easily manage the projection of content. Thanks to the software's algorithm, intelligently program content to broadcast according to weather, stock, etc.

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6. Measuring and analysing results

To optimize your digital signage strategy, it is imperative to measure and analyze results regularly. Define relevant performance indicators (KPIs) based on your initial goals:

• engagement rate (analyze the number of interactions with screens (clicks, display time))
• impact on sales (compare sales figures before and after the displays were put in place)
• Return on investment ROI (calculate the ROI by comparing the costs of the digital signage system with the profits generated)
  
  

These analyses will allow you to readjust, if necessary, the message to be transmitted, the type of content, the time or the place where you broadcast it to meet your objectives and the expectations of your target audience.