Digital signs are not a trend. Digital signs are as cheap as the cheapest TVs because China is churning them out like vendors churn out ice cream cones on a sunny beach. The weird thing is that digital signs took a massive foothold in modern society, but it went almost unnoticed because it happened so slowly.
We saw menus turn from lit-up signs to digital signs, we saw the adoption of standing menus, standing maps, and kiosk ads without ever really appreciating how smoothly they had integrated into real life. Venue branding has been revolutionized thanks to digital signs, and it happened to such little fanfare that hardly anybody even noticed.
The Synergy of Online and Offline
Online commerce, booking and information gathering is a massive part of the buying-consumer experience, and companies have been looking for ways to combine the two to a mutual aim. Digital signs have gone a long way to fixing that problem. From digital maps that transfer over to phones for moment-to-moment location checks, to digital sign pop-ups and ads that spawn on your app depending on where you are in the venue.
Show Me What You Got
This trend was quietly driven by legalized stripping and brothel areas in places like the United Kingdom, Amsterdam, Greece, and even Nevada in the United States. It consists of digital signs that show the insides of the establishment, along with a few sexy, but respectable images, of the men and women inside.
The trick was to make things look a little sexy, while still casting doubt on what goes on inside. Cleverly created digital sign ads did this very well, and now we are seeing this sort of thing outside of regular nightclubs and especially outside of privately owned theaters.
Branding Became Easier
When something is easy, then more people try it out. As digital signs became more popular, the industry saw greater investment and research, and so the act of putting up “Working” digital signs became easier. They were easier to set up, easier to install the software, and easier to operate. Companies like Kitcast.tv came along, which were the Microsoft of digital signs, and it suddenly became easy for anybody with a cheap TV to create a digital signature.
Spreading a Message Without Interruption
The easiest way to program somebody is to offer your messages in between the messages they want. Instagram is perhaps the king of consumer programming. Every three or four posts is an advert, but they look like regular posts. We become so accustomed to seeing them interspersed with our desired content that we don’t notice them. Then, all of a sudden, we see their product elsewhere and we feel like we know the brand. Digital signs can offer a similar experience.
Instead of posters that demonstrate your brand principles, you can show unintrusive videos and PowerPoint presentations on digital signs. If your message ties in with your core selling points, then you can let drip marketing do the rest.
A Diverse Tool
Modern digital signs can be used for just about anything. They are versatile tools. You can use them to show people which seats are booked and which are not. You can show off your show schedule, and you can show people what is upcoming. Demonstrate your prices and your discounts, or simply point people to the bathrooms. Show people where the bar is located during the interval and where the car parks are at the end of a show.
Let people know where they can drop off their coats and bags, or where they can find discount refreshments if they show their gold member card or show their ticket. People can even pick their menu items through digital signs or have them pick their merchandise from a sign and have it delivered to their house when they get home.