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In this changing marketing environment, where consumers do not want to be bombarded with interruptive messages, preferring instead to find their own relevant information when they need it, it is no surprise that digital screens are becoming omni-present.
If you are a customer-facing business, how much do you spend every year on printed marketing material? Think about leaflets that you might have on your premises, catalogue and brochure updates, price change information, special offers, posters, banners, advertisements. Using those traditional methods, how can you measure the effectiveness of each method in terms of Return on Investment? What percentage of sales can you accurately attribute to a leaflet, for example?
The cost of screen systems has fallen dramatically in recent years, and the technology behind them has increased in an equally dramatic way.
Consider the money you could save on traditional print by using a screen to:
- Show special offers and promotions to customers when they are physically on your premises.
"The average recall of a brand advertised on in-store television is 66%, compared with 24% for brands advertised on in-home television.“
"Digital [screens] are twice as likely to be viewed as static [advertisements] and are looked at for up to 60% longer, according to research by Kinetic on Outdoor screens at London Bridge."
Media Week.
- Update content as and when you like, in real-time, without incurring additional print costs and commensurate turn-around times.
- Allow customers to interact, using touch-screen technology to find information that is relevant to them.
- Track and monitor consumer reaction and response.
- Use High Definition Video and streamed content to maximise every sales and marketing opportunity.
The amount of customer-relevant information that you can hold on a screen would cost a small fortune if it were to be printed with a view to achieving the same end results.
"Compared with static signage that needs to be reprinted every time the store’s layout or inventory changes, retailers may actually end up spending less by investing in a digital signage system."
At the end of the day, most small and medium businesses want tools that will help them increase sales revenue without a massive increase in costs. Digital marketing and signage screens no longer fall just within the realm of the larger retailers. These are affordable for the smallest of outlets, and the benefits speak for themselves:
"We’ve seen sales lift from 10 percent to as much as 50 percent on items and services featured on a digital signage network."
"We have had excellent success basically because the product is promoted via our screens."
"Just to let you know, our store has just received the stock of the new product. We have sold 4 already! Over £700 of extra, welcome sales thanks to it being promoted via the screens."
Argent Ram Media specialise in the design and installation of digital signage and marketing screen systems, from the smallest of Point-of-Sale screens up to video walls. Please contact us on 01580 761000 for further details.
This week, the London Stock Exchange became host to the World's largest installation of Microtiles:
http://www.dailydooh.com/archives/46872
That may mean absolutely nothing to the small business owner, but with an impressive 503 individual screen modules, this installation comes with a heafty price tag.
That said, the client is so impressed with the finished result that it is believed that more Microtiles may be added in time.
Again, what relevance does this have to the small business owner?
Digital Signage and Marketing Screens make up one of the fastest-growing marketing sectors both here and in the US.
Marketing is changing. Although the basic principles remain the same, the way in which businesses market themselves has evolved dramatically over the past couple of years. Traditional forms of marketing - telephone, direct mail, email - are increasingly seen as interruptive and intrusive.
Now, the marketing approach is about providing real customer service, engaging with potential clients, being visible when customers search for your products and services, and making the consumer feel valued.
If your business is customer-facing, then it is now statistically proven that screens can work for you:
"On the first day of playing our content in our waiting room we had four or five new enquiries into private treatments. It is a significant marketing tool for us."
"Our waiting room screen increased our private sales by 20% in just the first six months."
"9 of our branches have sold over £27,000 of the product in the past month, and because this tool needs to be demonstrated, the screens have been a perfect ‘tool’ for promoting and selling this product."
This is a small selection of genuine testimonials from small and medium sized businesses who use screens to sell products and market their companies.
With single-screen systems costing from as little as £18.95 + VAT per week, you don't need to go as overboard as the London Stock Exchange, but you can have the same impressive results, not least in terms of Return on Investment in these straitened times.
If you would be interested in knowing more about Digital Signage and Marketing Screens, please call Argent Ram Media on 01580 761000.
"Digital signage is an unbeatable way to reach an audience. Used by retailers around the world, it reaches customers at the exact moment purchase decisions are made, delivering an attention-grabbing, high-impact message.
Provide information in a format that entertains, informs and engages audiences – and that gets results. Deliver the right message, at exactly the right time, to the right people. And where the costs of updating printed signage can add up, going digital can earn a pleasingly quick return on investment."
So says Hewlett Packard, but it is a message that sums up the power of digital signage.
Screens are now affordable enough for even the smallest business, so if you are spending money on advertising (local press, magazines, posters and leaflets) think about the power of increasing customer spend-per-head at point of sale.
Our prices for a full system - 32" screen, media player, installation - start at just £17.95 + VAT per week.
Call Lorraine on 01580 761000 or email lorraine@argentrammedia.com for further details.
If you have customers coming to your premises, how can you encourage them to part with a little bit more of their hard-earned cash in these straitened times. As one of our leading supermarkets never fails to tell us, "Every Little Helps"!
As I am sure you know, marketing is about creating desire. The message you send to your customers, be it through product display, posters or any other type of merchandising, needs to make the customer think "I MUST have that". If they think "I'd quite like that" or "that looks nice, but..." then in this climate you aren't going to get a sale.
So, think desire. Consider your actual point of sale and the moment the customer comes to part with their money. I am sure that if you had the inclination, or it didn't look too desperate, you'd whip out your best-selling product and shove it under the customers nose, yelling "Buy this now".
A small screen, strategically positioned by your till, can subtly do this for you. Direct response advertising does work when it comes to persuading the customer to make the impulse purchase. A static display will not necessarily tempt, but an evocative, tempting visual marketing message, on a digital screen will achieve so much more:
“We have had excellent success basically because the product is promoted via our screens.“
“9 of our branches have sold over £27,000 of the product YTD, and because this tool needs to be demonstrated, the screens have been a perfect ‘tool’ for promoting and selling this product."
“A customer wanted some cable to be cut, and whilst waiting he saw the advertisement and bought the product. £26.10 for the cut cable plus an additional £179.00 for the Fein MultiMaster.“
“Just to let you know, our branch has just received the stock of the Fein MultiMasters. They have sold 4 already! Over £700 of extra, welcome sales thanks to it being promoted via the screens.“
Many of you may have noticed that Camelot have little 10" screens positioned above the Lotto tills in store. Why? They act as an eye-catching aide-memoire to remind queuing customers to buy their lottery tickets. If it works for them, it will work for you.
For details of Point of Sale digital screens, please contact Argent Ram Media on 0845 009 5396 or email lorraine@argentrammedia.com
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