Digital Signage

place based media and digital signage

Place-Based Media Delivers The Right Message via Digital Signage

Digital Signage Advertising Enhances Customer Experience

digital signage advertising

Place-based media is about delivering the right message at the right place and time – when customers are making a purchasing decision. It enables you to communicate via screens at customer touch points and market your business more intelligently and cost-effectively.

The locations that customers frequent serve as powerful filters in the sales and marketing process. Place-based media optimizes your marketing efforts to cater to your most important customers – the ones making buying decisions right now! Your most important customers are those currently shopping for your product. Place-based media is a proven tool that lets you grow your revenue by focusing on them.

Also known as out-of-home advertising (OOH), digital out-of-home (DOOH) advertising, or interactive digital signage, place-based media has outpaced the growth of the Internet. This trend is driven by lower infrastructure costs and the ability to deliver targeted and optimized rich interactive signs and digital advertising

Using a variety of formatted resonant screens, unique IP addresses and built in computers, content can be tailored and delivered to respond to anyone within its reach. Dynamic digital content can be shaped by audiences and events and then integrated in the daily routines of consumers more effectively than other media.

In addition to being seen as more interesting and entertaining than most media, digital signage advertising can foster immediate action. This fact alone, explains why this new media is embraced by marketers looking to engage the consumer direct response experience rather than simply broadcasting a message.

Place-based media is now seen as a central component of new retail designs. Cost, size and impact of digital platforms has created a new era of “infotainment”.  Simply hanging a screen on an empty wall, from the ceiling or on a shelf will no longer do it.

As with all marketing, any place-based media offering must be relevant to the consumer, the brand and the location. The key is to keep your eye on the consumer and remain sensitive to his/her needs. The unique characteristics of place-based media allows for the creation of marketing strategies that serve the following functions:

* Branding
* Product information
* Promotions
* Enhanced customer experience
* Coupons
* Third-party advertising
* Awareness
* Entertainment

Place-based media with its ability to attract and keep the attention of consumers (and get them involved) is having significantly greater promotional impact than traditional marketing and advertising media.

cross-promote business

Cross-promote your business in the digital age

Doing Business Together Can Be a Win-Win Situation

cross-promote business

Cross-promotion campaigns have the potential for a big payoff. With the right partner and the right plan, you and your marketing partner can expand through each other’s customer base. Each of you effectively gain an inexpensive and credible introduction to potential new customers that might be difficult (or too expensive) to reach with solo efforts of networking, advertising, or marketing. Even the most time-pressed business owner can attract more customers with less effort through the right cross-promotions.

Teaming will generally be less expensive and more efficient in generating exposure than your solo efforts of networking and advertising. Cross-promoting can slash your marketing budget while doubling the impact.

An effective cross-promotion campaign can result in a big marketing payday for your business. But, for a cross-promotion campaign to work you must you join forces with another company with similar clientele and a reputation for providing quality products and service. You and your partner are, in effect, personally vouching for each other.

Cross-promotion marketing campaigns can be as simple as printing joint promotional messages on your receipts, offering discounts to customers who purchase products from you or your partner, co-producing in-store events, pooling mailing lists, sharing ad space or linking to each other’s blogs.

Credit card companies have become leaders in cross-promotion marketing strategies – often partnering with merchants that accept their cards as the preferred method of payment. (Think Visa as the preferred method of payment at the 2012 London Olympics.)

In any cross-promotional campaign, concerns about preserving your company’s core philosophy, brand image, and customer loyalty needs to be paramount. Choose your cross-promotion partners wisely. An ill-conceived cross promotion campaign can do irreparable damage to your brand. Your company’s reputation is on the line, so link up with a trustworthy business that offers something your business lacks, such as different or better resources or promising new markets.

Here are some strategies to help you choose the right cross promotion partner:

1.  Create a new market

Are your partner’s customers similar to yours? What type of customer do you want to attract? Make sure a prospective partner offers products and/or services that are compatible to those you offer. Avoid partnering with business with someone that has similar offerings. That business is your competitor. Be sure that the customers referred by your cross promotion partner are the customers you actually want to reach.

2.  Limit the number of partners and exposure

In cross-promoting you are potentially diluting your brand so be picky when choosing your partners. Start slowly. Test the waters with a small, short-term cross-promotion before investing a lot of money and time into any cross promotion campaign.

3.  Track your success

Establish some measurement tools to gauge your success (or lack of same). All promotions must be measurable and constantly monitored. Any cross-promotion campaign that’s not giving you the hoped for results should be quickly tweaked or even dropped.

Cross-promotional marketing isn’t that difficult and the payoff can be substantial but it requires meticulous planning in order to work to both yours and your partner’s advantage.

Using Digital Signage To Enhance Your Cross-Promotion Marketing

No platform is more suited for cross-promotion campaigns than digital signage – both in terms of impact and cost effectiveness. Digital signage is one of the most effective methods to increase your brand awareness using a content-friendly approach.

The use of in-store digital signage:

– Allows cross-promotion your products and services for up-selling and upgrades.
Provides a promotional channel to cross-promote value-added product and service packages at a lower advertising cost.
– Increases a product’s perceived value by rotating ads with other high-end brands to leverage your brand.

The use of digital signage has also proven to be a great enhancement and easy-to-use tool in cross-promotion campaigns, allowing you to cross-promote your products and brand by working in collaboration with alliances and partners to capture consumers’ attention and increase brand awareness to a new potential target market.

New cross-promotion opportunities now exist for non-competing brands to drive traffic to each others brands though the use of digital signage. By teaming up with local non-competing brands you can create brand awareness and new sales opportunities for your business in an entirely new target market.

Using digital signage as your platform does not change the rules for selecting your cross-promotion partner. Select a reputable company that offers compatible goods and services that you feel might interest your customers.