Waiting Room Opportunities

We estimate that 8,000,000 businesses are prime candidates today for lobby signage. The application of dynamic sign technology will improve customer satisfaction, lift sales, and build credibility. Here is a partial list of markets that can be well-served with signs of this type:

  • Dental Office
  • Local hospitals
  • Health Spas
  • Pediatricians
  • CPA/Financial Planners
  • Lube & Tire Service Centers
  • Restaurants
  • Train Stations
  • Veterinarian Clinics
  • Doctor’s Offices
  • Medical Labs
  • Health Clubs
  • Beauty Salons
  • Community Centers
  • Assisted Living Centers
  • Post Offices
  • DMV
  • RX Pick-Up Sites
  • Banks

😉 Not necessarily in that order!

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Tell Your Story – Part 5

This is a series all about marketing through good digital signage design. The first in this series related the importance of “story” or narrative. The second offered a perfect advertising message that wins sales. The third post covered the “song and dance” To Do list for your content. And the last two posts cover what not to do – Part 4 was What to Avoid in your content messaging. This post is What to Avoid in your content formats.

First, avoid using simply static images in a sequence, trying to mimic video. The technology is already far advanced beyond a PowerPoint show or series of jpg images. You don’t have to spend a lot to get high quality video content with educational impact. LobbyPOP Pros can offer a wide range of affordable video sequences.

Second, avoid Flash! This is not a platform-agnostic file type. If you are displaying on a commercial screen and later want to deploy through web and smart phones, you will find some serious roadblocks. You also limit the number of partners who can assist you in customizing and changing the content. In addition, flash images lack the emotional depth of video, and are easy to spot when comparing campaigns. Today’s technology has allowed marketers unprecedented flexibility, targetability and accountability in reaching and impacting their audiences. Digital networks are a perfect storm of advanced technology platforms.

Third, Don’t skip the music! Studies prove that consumers are more sensitive to and appreciative of a dynamic message that is delivered with an appropriate music bed.

Fourth, invest in knowledge of your target audience demographics. Unless you know what buying motivators exist for potential clients, and what colors, style, and “right brain vs. left brain” approach works for that industry, your message can backfire.

LobbyPOP Pros offer LobbyPOP content which encompasses the “hot buttons”  and critical messaging desired by nearly every industry, all developed through a research study commissioned by Sign Biz Inc. that cost over $100,000. LobbyPOP content is the only digital signage media in North America to be built on this exclusive research.

Next Post: Story of a CPA and a Digital Sign   

Tell Your Story – Part 3

A Little Song and Dance…

If you have not been reading the recent posts, this three-part series provide inspiration wrapped around proven marketing concepts. Part 1 featured the importance of your own “story.” Part 2 gave the most successful ad campaign of all time built around “story.

The “story” is the heart of content that you would feature in your digital signage display. It is important to engage the viewer in a narrative, not simply a set of photos on the screen. The characteristics of electronic digital signage allow for stories to be told in ways that digital print signage cannot. With evocative images, music, and high-definition video, the viewer is captured… even if they have only a few moments to hear your story…

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A Little Song & Dance Goes a Long Way…

We get this a lot. Maybe you can identify.

One of us from Sign Biz is at a family party or meeting with people we want to work with. And it never fails — just as we pop a yummy dessert tray cookie in our mouth, some innocent soul says, “So, what do you do? What’s Sign Biz?” All of a sudden we’re on the spot. We’ve only got a minute or so (tops!) to introduce Sign Biz and get them interested in the concept. [Some relatives still think we install signs, not businesses!]

Even if your business concept is more familiar, chances are you get put in the same spot. You often have to give an impromptu one-minute presentation that says who you are, what you do, and why anyone should bother. [Think Chamber of Commerce introductions]. Many kinds of presentations are useful, but before you invest in a dynamic sign system, be sure you encompass the “7 second rule” into your planning. You want to encapsulate the colors, images, text, voice-over and music throughout your content delivery that reflects who you are. In seven seconds, the viewer will decide if your presentation is worth watching. Here are Four Questions to Help You Create the Most Effective Digital Signage Content:

1. What do you want them to remember most? They won’t remember everything — so choose carefully! Maybe you’re the leading manufacturer of your product. Or the first to have designed it. Or the only one in the tri-state area.

Example: Sign Biz is the leading sign business developer in the world.

2. Your Unique Selling Proposition (USP) This is a phrase or sentence that describes your biz in a nutshell. This is your USP.

Example: LobbyPOP offers full service brand development signage and consulting- from a visual communications expert perspective.

3. What would add credibility to you? Have you been in business five years? Do you sell signs to Levi’s? Were you recently featured in a trade magazine?

Example: Sign Biz is a true pioneer of the computer-aided sign industry, with roots dating back to 1982.

4. What benefits can you offer this person? If you know what the need of the person is, tie that into your description. What can you do for them? 

Next Post, Part 4: What to avoid in your digital sign content…

Wallpaper On Demand

Sign-Age of Tampa Bay, a LobbyPOP Pro
Sign-Age of Tampa Bay, Member of the Sign Biz Network and a LobbyPOP Pro

If you really want to make a statement through your visual communications mediums, then you will not only place those gorgeous HD screens throughout your premises, but you will also make sure they are properly framed and enhanced by what is behind them – that is, the wallpaper! Picture your spa images floating on screens, with gorgeous murals that mirror the aesthetic appeal. Now, imagine the walls feature your brand name, with your logo tastefully watermarked, and your own company mission woven into the design. Now THAT is branding!

Just think: 3% or $90 million worth of wallpaper was digitally printed just 3 years ago. Today, it is nearly double that! The digital wallpaper trend is truly a destructive technology- -meaning, it will radically replace existing structures. Not too far in the future, all wallpaper will be available by ordering from a kiosk, custom, fast, beautiful—and NO MORE WALLPAPER STORES.

Digital Print WallpaperVisit this link, Wallpaper Providers, to see the list of manufacturers of all types of wallpaper. Of this list, right now, today, of more than 200 wallpaper manufacturers from around the world, nearly 30% are now using digital print technology for custom prints! Digital sign professionals help the end-user to think outside the box—or in this case—the walls. Tip: Digital Print curtains are fast becoming the rage!

Continued demand by end users for smaller quantity production runs, driven by a desire to regionalize ad campaigns, reduce inventories, and satisfy quick turnarounds will drive the digital transition.

Next up: Waiting Rooms – Where Opportunity Knocks!

Sign Companies as Branding Machines

Branding machines, such as ad agencies, media companies, marketing firms, sign companies, and brand managers, must be great at keeping up with the trends, spotting trends, utilizing the latest technologies and knowledge, to help build those consumer brands….  So we,visual communicators, must brand ourselves as “In the Know” for the coming decade… as part of the “Brand Building Ecosystem.”

The Jargon:

Above the Line advertising for inclusion in any media.
Below the Line packaging, promotions, sponsorship, point of sale signage, mail order, etc.

Current reality: From the Big Three lighting companies and their research to produce new light sources that find their way to shopping malls, parks and building structures where large screen video has become an identity beacon in creating digital public space, to the shift in advertising spend from “above the line” traditional media, to “below the line” retail environments, these are now trends firmly in place, recognized by more industries than ever before.

Even the boutique publication, Southern California Business Chronicle, says, “Don’t spend another marketing dime” until you know the changing face of advertising.

During the past decade, according to an article in this month’s Signs of the Times magazine, the sign industry has adopted three EDS technologies:

  1. LEDs illuminate outdoor video screens and electronic message centers
  2. LCD and
  3. Plasma Screens advertise indoor, retail messages.

Wade Swormstedt of Signs of the Times, after last year’s trend discussion at a Sign Biz convention, wrote that our industry needs to get on board and understand Content. This is a term for the coming decade- -what can we deliver to our clients- -with a focus on the “less than 80” location client.

More next post about our industry’s role and the market for dynamic digital signage…

What is Retail Marketing? Part 2

Retail Marketing is, at its most fundamental, the push of sensory stimuli in the retail environment to engage a decision to buy. The sensory stimuli are events that reach through noise and clutter to engage the consumer. Knowing this, is it any surprise that sign design professionals have become far more expert in this craft than even brand marketers themselves? Reach Part 1 of this series to understand the reasons why.

Part 2 describes the reasons why Retail Marketing has overarching importance in an advertising mix.  

First,  at issue is not just the power of the retailer; it’s also the dynamic of the consumer. We now have two-wage earners in the family, creating a fundamental lack of time and therefore a focus on convenience and simplicity. We also have an increasingly educated consumer who is constantly challenging the notion of the price-value relationship. And finally, the options to “tune out” traditional (above-the-line) advertising are robust. Here are some examples of this technology impact:

  • Personal video recorders and commercial-free satellite radio
  • Print readership is at an all-time low
  • Commercial-free television is common with new recording tools
  • The average consumer is bombarded with 3000+ ads per day

Is it any wonder that the last three feet of marketing is hot retail marketing real estate? The brand marketer must completely re-think and re-engineer the brand plan development process, which historically has treated the retail trade as second-class citizens. Retail marketing environments must now carry the message formerly residing in traditional media. It must create better ad recall, and use the science of signs to engage.

More to come! In our next post, we reposition the sign professional and place them in the mix where they rightfully belong – as Retail Marketers extraordinaire!

What is Retail Marketing? Part 1

Annoyingly, ad agency account reps and brand marketers are trying to explain environmental communications to their clients – something that sign professionals, frankly, do so much better. When it comes to the three pillars of visual communications – Legibility, Conspicuity, and Readability – sign design professionals have this down to a, well, science.

Retail Marketing is the bridge, or application, between the brand marketer’s multi-million dollar advertising campaigns and the actual purchase of a product.   It is the last chance a brand marketer has to get their message across to the consumer before a purchase decision is made. This is what we call “the last three feet of marketing.”

Retail Marketing is more effective than any other advertising, when you look at “spend” vs. ROI. What does Retail Marketing include? Here is our list:

  • Point of Purchase Signage: Under foot, at the Cash Zone, in the windows and on display. POPAI’s studies, undertaken from 1994 through this year, have consistently demonstrated significant sales increases for products supported by Retail Marketing across industries and geography.
  • Video (Dynamic Digital) Signage:  It is the only mass advertising medium that can convey the same overall strategic message in differing languages to varying audiences in the same village, city or region and be deployed almost instantly. Over one-third of Americans have viewed retail videos, and one in three has made an unplanned purchase because of it.  
  • Vehicle Wraps: One of the most cost-effective forms of advertising today. If that product and phone number draw 50,000 pairs of eyes, you can bet that the brand marketing is successful. 

Next post: Why you should call a sign professional to help execute Retail Marketing.