How To Optimize Your Commercial Signage Displays For Maximum Profits

Commercial digital signage has the potential to offer significant growth in today's business landscape. Commercial digital signage display options make it easier than ever to effectively utilize digital displays in a way that drives profit and business growth, encouraging interaction with customers, making it easy to automatically update and schedule content, and much more. In order to optimize your commercial signage displays for maximum profits, you need to consider designing impactful content, strategically placing your signs, and leveraging data analytics.

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Strategic Placement of Commercial Digital Signage

Strategic placement for digital signage commercial displays where customers or guests are most likely to be and where their eye is naturally drawn.

For example, some of the most common places to place your digital signage commercial displays include:

1. Walkways
2. Entryways or exits
3. High traffic areas
4. Waiting rooms
5. Seating areas

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And within that, you can maximize your profits by placing content in such a way that it is more likely to engage customers. Content that flanks entrances and exits should be at the average height for eye level, which is 44 inches. This means it is much more likely to be viewed by patrons.

However, this doesn't mean that the very top of your screen should be at 44 inches but rather, that the center of the display where your largest text and font or images will be should reach this height.

If you have content in a seating area, lobby, or other lounge, you need it to be easily viewable by customers or patrons who are seated, so you'll need to install the screens at an angle so that they tilt downward by several inches making it easy for patrons to view content without having to lift their next too much. 

Different business types like corporate, hospitality, or retail might utilize unique locations. 

1. A corporate building might need to install commercial digital signage in the form of standalone kiosks with the same 44-inch principle as a wayfinding station.
2. A retail shop might want to place a commercial digital signage display at the storefront or near points of sale, such as the customer service desk and all of the cashiers.

Designing Impactful Content 

When creating engaging and memorable digital content to display, you need to rely on several characteristics.

Clarity

Your message needs to be very clear. Whatever it is, this means that you don't want to overcrowd the digital display with too many pieces of information. More importantly, you should make sure that you scale the size of the font so that the most important things are the largest and most easily eye-catching.

Color Schemes

Color schemes play a big role in this as well. You want to capitalize on bright colors to catch the eye but you don't want too many colors. A good way to find balance is to consider the colors in your brand or logo and pick one of them to juxtapose the otherwise black and white display.

If, instead, you have an image to display, pick one or two colors from that image or video and use them in the rest of the information much the same way as you would selectively capitalize on two colors when choosing the matting for a frame. 

Motion

Motion is very important in digital advertising. Your commercial digital signage display offers an opportunity to incorporate movement, and that movement can come from images or videos. It can be something as simple as a cartoon arrow shooting across the screen and landing in such a way that it continues to point at pertinent information on the display, like opening hours or when a sale starts. 

Frequency

You also want to schedule your content to keep the display fresh and relevant. If patrons come to your place of business or your office multiple times per week, at different hours of the day, it does not behoove you to have the same display going. Different displays can provide them with unique information.

This is something that is often tied to your company's marketing research and demographic data. Demographic data might reveal that a retail company sees more purchases from an older generation in the morning and then a much younger demographic in the evenings. 

This could mean that the display switch is automatically in the evening to incorporate more fast-paced videos and QR codes for scanning as well as social media integration whereas the content in the morning is slower, without as much noise and movement but with pertinent information that appeals more to an older demographic.

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Leveraging Data Analytics for Personalized Content

Data analytics can help you understand customer preferences and behaviors. The example above of automatically switching content based on when certain demographics are more likely to shop is a perfect example of how to use data analytics to understand customer preferences and behaviors. 

Your data might indicate that over the last several years, customers have been more likely to purchase plates of three tacos with rice and beans when they have the option to choose the protein that goes into each of the three tacos. 

With this information in mind you could offer a modified deal with the three taco plate that also includes the addition of a burrito or an enchilada. Using your commercial digital display you could advertise the new deal with a slight discount on price making it a “Dinner for 2” deal and marketing it on the weekends or in the evenings.

What matters most is that you tailor content dynamically to different audience segments. Vegetarian and vegan substitutes for proteins, along with gluten-free tortilla options, may not be as big a selling point for one demographic compared to another. Understanding when each demographic is most likely to visit your restaurant, you can cater the digital signage commercial displays to maximize profits by emphasizing which features are most likely to encourage purchases.

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Conclusion

Overall, you can use digital signage commercial displays to optimize your profitability. No matter your industry, don't be afraid to schedule your digital display so that they are always changing. Leverage data analytics so you know how to target different audience segments as well. 

Use the right tips when creating your content particularly with regard to font, motion, and color. Finally, always place your signs in a strategic place where they are more likely to reach your target audience. Don't be afraid to continually innovate and evolve your digital signage strategies to stay competitive.

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