Dynamic signage is on the rise but still remains a relatively unknown practice among small businesses. It refers to screen-based communication tools that are managed by software. It goes by many names such as “digital signage” or “digital display,” not to mention the anglicisms often associated with new practices. In essence, it involves content displayed on screens in a “dynamic” manner, as the name suggests.
This approach is often contrasted with all forms of “print” communication such as posters, flyers, leaflets, or magazine advertisements. It is generally understood that this mode of display occurs outside the home on screens located in places that do not belong to the user. Thus, it is distinguished from advertising on smartphones.
An approach to consider
As can be understood, this type of display occurs in specific locations, and communication must be tailored to the location as well as the context or audience being targeted, as not all types of messages are equally effective in different situations.
First and foremost, it must adapt to the place of display since it can take place outside the point of sale on the façade, as increasingly seen in front of banks or laundries, referred to as “POT” or window display. It can also be done in-store “POS” or at checkout “POW”. In reality, these distinctions are made mainly based on the audience’s posture, whether they are passing by, waiting, or purchasing products. If in doubt, there is nothing to prevent you from seeking assistance from specialized actors such as oto-technology.fr.
Communication tailored to the objective
When communicating via dynamic signage, you must also consider your objectives. Depending on the place of display and these objectives, you will obviously not have the same type of communication. Your message will vary greatly depending on whether you want to persuade a customer to buy a specific product, develop your brand image, or simply promote a new offer.
If you want your display to focus on sales or your brand image, you must then define sub-objectives such as attracting customers’ attention, converting them into customers in your store, increasing your visibility, or strengthening your brand image. It can also accompany your sales since this type of display can be used to provide instructions to your visitors and guide them throughout their shopping journey or simply help them wait and make the wait more enjoyable.
But that’s not all! Dynamic signage is generally used for anything related to internal communication or information. You can have screens in your company at your sales locations to remind employees of internal regulations or values, broadcast a message to your employees, remind them of events, or simply welcome visitors. It is evident that its use can therefore be at many levels and not just for sales-related activities.
The advantages of dynamic signage
By nature, dynamic signage has the advantage of being able to be controlled and changed quickly. It involves editing digital content that can be easily removed, modified, or adapted depending on the place of display. Most actors offering dynamic signage also provide you with simple tools allowing you to broadcast your content, change it wherever you are, and broadcast it in real-time.
Another advantage is that your content is dynamic and not just a static image. In some cases, the content can also be interactive, although you will need to carefully consider how to use your display. Similarly, the content can be scheduled in advance, allowing you to schedule certain types of communication based on the day, time of day, location, or plan specific communication for specific events.
