Scheduling signage content may seem like a simple ingredient in the recipe for in-store marketing and engagement, but even as brands leverage more advanced displays and message types, strategists continue to encounter challenges in this regard.
The bottom line is that without a well-scheduled content strategy, a signage investment will not live up to its fullest potential. To ensure that content is timed in precise alignment with viewership behaviors and patterns, here is a four-part guide to creating a manageable yet impactful signage schedule.
1. Audience segmentation: While the idea of a segmented content strategy may be more familiar to email marketers or social media strategists, signage project leaders can benefit dramatically by applying this method to scheduling their messages. As an article from Digital Signage Today contributor Christopher Hall pointed out, a brand must determine exactly how it wants to target its content based on time of day and the larger strategic picture.
"Signage projects can benefit dramatically from schedule segmentation."
"Studies of retail behavior suggest some times of the day are better for driving purchases and some times of the day might be better for branding; is that the case in your location?" Hall inquired. "Are you trying to get your audience to remember you, or to buy something from you?"
2. Strong software foundations: Once a brand has developed a segmented targeting strategy – known as dayparting in the world of broadcast programming – it must ensure that its digital signage software is prepared to handle these complex and nuanced workloads. The best solutions are capable of accommodating highly specific schedules and coordinating them across dozens of unique brick-and-mortar environments.
Organizations will find that the best digital signage software solutions make it easy to orchestrate schedules, automating many of the processes that would typically require tedious manual work. Strong software also creates smooth and natural transitions between content blocks throughout the day.
3. Advanced testing and reporting: Signage strategists don't always have a maximally effective campaign from the start, especially with regard to scheduling. Therefore, it's crucial for project leaders to supplement their strategies with deep and varied metrics that track engagement, sales, promotion fulfillment and other key performance indicators.
Ultimately, project managers will need clear and concise reports that point them in the right direction, allowing them to revise their approach to scheduling and determine which methods yield the most consistent results.
4. Agile strategic adjustment: Even with detailed reports on the impact of signage content schedules, a team won't be able to leverage the value of this information unless it is prepared to quickly and frequently make changes to its scheduling strategies. This requires a mindset for constant adjustment and improvement, as well as the signage software tools necessary to implement changes in a strategic direction.
Since scheduling demands will shift in accordance with seasonal trends and other brand-specific fluctuations, this agile approach to scheduling is paramount for success in today's business world. With these key points in mind, a brand will be leaps and bounds ahead of the competition.