Wait marketing: when waiting becomes useful

How to take advantage of the waiting time of its customers? This is the thinking that Diana Derval led to define the concept of Wait Marketing, or waiting marketing. The promise? Use the available attention of a customer in a waiting situation to get a message across. En waiting room, at the point of sale or in a queue, these moments of latency prove to be conducive to the dissemination of a communication whose impact will be multiplied tenfold. Discover the concept of Wait Marketing, when waiting becomes useful or even profitable.

Wait marketing: what is it?

The Wait Marketing is a strategy popularized by neuromarketer Diana Derval, who establishes the value of broadcasting advertising messages during times when the consumer is in a waiting situation. The content broadcast during these moments of indefinite duration has every chance of being well received thanks to their power of distraction and their ability not to be perceived as advertising hammer. It is the very nature of this waiting — not limited in time and taking place in public places without distraction — that increases the perception and memory of messages and is therefore highly profitable.

Wait marketing in the waiting room

The Wait Marketing is based on the use of digital tools that are already part of the experience in waiting room via our mobile phones. In the end, it is only a question of taking advantage of this use, through the use of tools dedicated to improving the waiting experience.

An innovative customer-oriented experience

One waiting room is often considered as a cold, impersonal space, with an imposed promiscuity that is sometimes distressing for establishments in the medical sector. However, visitors are required to spend time there, which they occupy by consulting their smartphone. This is therefore an ideal opportunity to offer a new waiting experience thanks to the Wait Marketing. This space-time can be used to interact, distract or inform the visitor, to transform a painful moment into a pleasant, instructive and fun moment. Digital signage meets this need by allowing the distribution of an infinite variety of multimedia content to reach different targets for different purposes. Since screens are the main channel for our entertainment in the private sphere, they come, placed in a waiting room, bringing these places back to life.

The Cenareo solution is the ideal tool to take advantage of the benefits of Wait Marketing : it allows you to easily and centrally manage the distribution of its content on screens using its dedicated platform. Digital signage has the power to optimize the expectations of a visitor, thanks to the distribution of content that values it. To reassure them, make them wait in more pleasant conditions, raise their awareness or simply offer them useful information, digital signage in waiting room makes it possible to communicate in a clearer, more visible and above all more effective way.

Distracting content to make the wait profitable

The advantage of digital signage lies in its ability to promote various formats relevant to its communication and objectives:

• The opening hours of the establishment;
• The rates;
• Details of the services offered or products for sale;
• The news;
• Educational or informative content;
• promotional content;
• Information on the weather or the flow of visitors present in the establishment;
• Awareness-raising messages or prevention campaigns.
  
  

Wait marketing in the waiting room: for whom and why?

Visitors are more likely to receive information when they are not busy or distracted: this is when it will be more easily assimilated and remembered. This approach of Wait Marketing can therefore be used in almost all sectors of activity in order to communicate in a relevant way.

The sectors and professions concerned

Beyond even simple financial interests, digital signage represents an opportunity to improve the visitor experience. It contributes to creating interaction and can be deployed in almost any business sector:

• The medical sector: health professionals' offices and hospitals are all places where the patient visitor may feel uncomfortable and stressed and therefore need to be reassured and distracted;
• The sales sector: digital signage reduces the feeling of waiting and is even useful for promoting products and for encouraging the act of buying;
• In business: in an elevator or in the waiting room of a company's premises, digital signage contributes to the strategy of Wait marketing in company by distributing to external visitors content that supports its brand image, enhances its results and its corporate culture.
  
  

The opportunities of wait marketing in the waiting room

The Wait Marketing is an economic, impacting and high ROI means of communication, which can rely on digital signage technology. This powerful tool proves to be the ideal way to develop its strategy of Wait Marketing for 3 reasons:

• Increase in the effectiveness of its communication: campaigns broadcast on screen are very effective in terms of memorization. The Wait Marketing allows communication when the visitor or customer is most likely to be interested and to record the information they receive;
• Strengthening the link with visitors: dynamic signage is useful for transmitting information, but must also make it possible to promote human exchanges. The content broadcast will make the visitor aware of a problem, service or product and should invite them to take action;
• Making waiting profitable: a taxi ride, a train trip, a trip in an elevator... digital signage eliminates the feeling of waiting in these places and transforms it by taking advantage of our behaviors.
  
  

With the Cenareo solution, effectively manage the distribution of your content on your screen fleet. To entertain, inform, create a link, guide or raise awareness among visitors, the digital signage in the waiting room meets all of your goals. The internal communication software Cenareo, dedicated to the management of its communication on screens, allows you to program your content easily, in order to animate the waiting areas of your establishment and to seize the opportunities offered by the Wait Marketing.

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