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Tenterden-based Digital Marketing Agency, Argent Ram Media, is trialling new digital signage displays for one of their major clients - Hire Station.
Hire Station Virtual Hire provide tool hire facilities for a number of national DIY retailers across the UK. The new digital signage system is being trialled in the recently rebuilt branch of Homebase, in Aylesford near Maidstone.
A 32" LCD screen is set into a purpose-made, branded totem display stand that can be situated anywhere within the Homebase store. The aim behind the display is to increase enquiries for tool hire either by phone, in-store or through the Homebase website. The marketing message on the stand itself is clear - "Pick up a Tool Hire Leaflet". Bespoke video content has been created to be displayed on the screen showing the range of tools and equipment available to hire.
Digital Signage is one of the fastest growing forms of marketing in the UK, with statistics now demonstrating that dynamic and compelling content displayed on visually arresting screens increases customer engagement and, as a result, brand awareness and revenue.
“Digital signage presents a unique and effective way for us to communicate to potential customers. With the correct call to action we hope these trials present new opportunities and increased revenues for us. Working with Argent Ram has been good for our team as they are a modern thinking and flexible team led with a vision, for which this trial is testament to. We hope the trials are effective and look forward to working more closely with Argent Ram.” Mark Moody, Director Climate Hire, Virtual Hire, Lifting Point and Ecommerce at Hire Station.
If the Homebase trial is successful, Hire Station will be looking at adopting Argent Ram Media's digital signage totem displays as one of their main marketing tools for all their virtual hire partners through the UK. The ongoing business relationship would result in significant growth for Argent Ram Media, with commensurate employment opportunities for designers and sales consultants.
To view a very short video of the digital signage system in situ, visit:
http://youtu.be/tvWRIbw6lmg
"According to a new consumer survey by the Nielsen research firm on "Awareness and Effectiveness of Digital Display Screens Installed In Grocery Stores," digital out-of-home media (DOOH) increases sales at the point of sale (POS). Four out of five product brands experienced significant increases of up to 33 percent in additional sales through the use of DOOH media." Digital Signage Today
Argent Ram Media have just submitted a proposal to a chain of retail outlets for a bespoke sales promotion signage system, on a lease agreement, for less than 37% of the cost of an average UK weekly shop!
This is, by any standards, amazing value.
The proposed solution consists of a branded display with fitted 32" LCD screen, manufactured by 10Squared. The branded surround welcomes visitors into the store, ensuring they feel valued as customers, and enhancing the overall brand image of the store.
The screen content is to run on the SignageLive Virtual Player, and each store has the option to have between 1 and 4 screens to fit in with their existing gondola-end displays. The bespoke display would be manufactured to slot into the top of the existing shelf unit, making installation a very straightforward procedure.
At present, the promotional display cards are only changed once every four weeks, but each specific store has a different customer base, who individually have different purchasing patterns, and the flexibility afforded by the digital signage solution will allow the stores to react rapidly to changes in consumer behaviour at store level.
Content will be created to take into account these changes in geographical behaviour in order to maximise sales on every promotion.
The statistics are there now to demonstrate that digital signage systems in retail stores do result in increased sales.
As the price point for successful solutions becomes ever more competitive, and the applications more creative, has there ever been a better time for retailers to embrace digital signage as the most cost-effective way of boosting sales?
"The screens are one of the most effective means of driving footfall and boosting sales that I have ever come across in retail." Independent Budgens-branded retailer, courtesy of Convenience Store.
Argent Ram Media specialise in providing digital signage and marketing screen solutions for any business or organisation. By looking at specific objectives and aims, we work with our clients to ensure that their digital signage system generates the results they expect.
Digital Signage and Digital Out of Home advertising (DOOH) are two of the most rapidly growing areas in the world of marketing today.
It seems that everywhere you turn, you will see a digital marketing screen: at point of sale on Camelot's Lotto terminals; beside the escalators on the London Tube network; in railway stations and shopping malls. The use and application of these screens is varied and increasing by the day.
Why is screen marketing so important?
In previous blogs, I have talked a lot about engagement, and for any business in today's economic climate, it is becoming vital that you engage with your customers and potential customers. This is nothing new, when you analyse it. It harks back to the days of the corner shop, when the shop owner used to know every customer and was able to get together their staple purchases for them before they even entered the shop - real customer service.
Direct response marketing has always been considered to be a vital part of any marketing strategy, and that direct exchange between you and your customer is the ideal opportunity for you to increase sales.
Looking back at the principles of successful market, we are always reminded of AIDA:
Attention
Interest
Desire
Call to Action
The AIDA principle is as strong today as ever, and should be ignored by any business at its peril.
Screen marketing is important because it can combine all the above in a dynamic and evocative format. It allows you, as a business, to disseminate some of your customer service principles, your key marketing messages and your direct-response advertising in an engaging way.
This is way above the budget of the small business, I hear you cry!
No; it's not. Screen marketing solutions are becoming ever-more affordable and, more importantly, more cost-effective.
I would urge any small business to examine their marketing and advertising strategies and analyse what really works for them.
Just because your competitors advertise in the local paper does not mean that you have to follow suit. What response do you get from this traditional form of advertising? What about the Yellow Pages? Always the favourite of the small business, but can you categorically state the percentage of your enquiries that come from this medium? Have you analysed the price-per-lead from these sources?
The following came through from Chris Cardell (Cardell Media) the other day:
"Have you ever wondered what the difference is between an Entrepreneur worth £200 Million and a struggling business owner who can't pay their bills?
It's not talent, genius or hard work. It's not luck. And it's not the economy.
The difference between them is actually very small. Undetectable to the human eye. We've had Duncan Bannatyne (from BBC's Dragons' Den) as a guest at a couple of our events. With the greatest respect to Duncan, I'm sure he'd agree that the difference between him (he's worth £200 Million) and the struggling business owner is not brains (he's smart but so are many of the struggling ones) and it's certainly not education (Duncan left school with no qualifications.)
I'll tell you the difference. It's their ability to use their minds effectively and think RADICALLY differently to everyone else."
Digital Screen Marketing gives you the opportunity, as a small business, to do something different that will set you apart from your competitors. Don't spend more money; just divert some of the money you currently spend on your routine marketing activities and try something new. Something that will speak directly to prospective new customers. Something that will promote your business with dynamism and in a format that will engage with the viewers. Something that will generate a response from those people who could be about to spend money, and something that will encourage them to spend that money with you.
Argent Ram Media offer a wide range of digital screen marketing solutions aimed at both the small and large business. Local advertising opportunities exist in major UK garden and leisure retail outlets and prices compare with those of local newspaper advertising. For more information, please contact Argent Ram Media on 0845 009 5396 or email design@argentrammedia.com.
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