Content is king — even with digital signage installations. Appealing and relevant content is the key to any successful use of digital signage. Everyone is familiar with the situation of being bored or even worse—annoyed by content-free digital billboards that are of no use to the viewer. Good digital signage content is therefore not only important for a successful customer experience, but also fundamentally important for the success of your digital signage project. Even minimal optimizations can lead to significantly higher acceptance and attention and thus significantly increase your ROI. LobbySpace is used by well-known companies in various industries all over the world. We have summarized our experience in the following guide so that you too can make quick and easy optimizations.

1. Use an easy-to-use digital signage system

Complicated systems result in lengthy and cost-intensive training. In addition, the hurdle to creating content is significantly lower with easy-to-use systems. As a result, the content created is always up to date. This makes a significant contribution to successful customer communication at the point of sale. For example, offers that are no longer valid can significantly disrupt the customer experience.

2. Reach your audience with the right content at the right time

There are a plethora of content types that are used in digital signage. These include news, social media walls, the weather or generic videos and other digital formats. When selecting and creating, be sure to target and address your target group. If you work in the healthcare sector, then it can definitely make sense to refrain from receiving negative news. As a sports retailer, for example, it is recommended to display sports news content to draw the attention of your customers to your information screens.

3. Only use CI-compliant content

To ensure a professional appearance, it is extremely important that your content is presented in a CI-compliant manner and, ideally, optimized for digital signage. LobbySpace is happy to help you transform your CI to your digital signage project. The principle of advertising also counts here — less text and more images are essential. Remember the attention span of your target group and don't overwhelm your customers.

4. Use interactivity to establish attractive customer contact

Some of our customers use QR codes to offer them vouchers, referrals, or downloads. Use this opportunity to engage with your target audience. In our experience, it is amazing how often this is successfully used and implemented. The use of social media can also be very promising. This allows you to automatically display your latest Instagram posts to encourage your customers to follow you as well.

5. Create an editorial plan for your info screens

Even for small digital signage projects, it proves to be very useful to implement campaign planning and management on the basis of an editorial plan so that you can keep an eye on everything in your hectic working day and don't miss out on content for your info screens. Use the planning function of your digital signage software provider. If you use an editorial plan, be sure to include your info screens as a touchpoint.

6. Use portrait screens

Portrait format looks appealing and different. Use this format to get even more attention from your target group. It is definitely a good idea to use portrait and landscape formats as a mix. Be sure to pay attention to the portrait support of your digital signage software tool so that content creation is easy even in portrait mode. In this way, you can significantly save time or costs from external service providers.

7. The power of timing

Plan and display your content only when it's relevant to your target audience. For example, it may well be more successful if you repeatedly display upcoming announcements for a short period of time.

8. Less is more — especially when it comes to sound

In general, refrain from using sound as long as it is played via your internal screen loudspeaker. The reduced sound quality can significantly disrupt the customer experience. Using sound elements can make sense in individual cases, provided that this is used in an accentuated manner and the sound quality is ensured.

9. Use free stock photo websites

There are plenty of ways to use free content for your digital signage project. Pay attention to the different copyright regulations of the respective providers.

10. Good conversation attracts attention

There are a variety of ways to surprise your customers. Start a quiz, introduce your employee of the month, show your guests your tips for trips in the area or present your number of the month. The possibilities are endless and therefore also offer a great opportunity to get the most out of your digital signage strategy.

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