Integrating Digital Wall Displays into Your Marketing Strategy: a How-to Guide

This article will provide businesses with a comprehensive guide on effectively integrating digital wall displays into their marketing strategies, enhancing engagement, and delivering compelling content to their target audience.

Introduction

Digital wall displays are any displays that are physically mounted to the walls of your office, lobby, seating areas, conference rooms, or even outside your building. These digital displays have evolved to such a point that they play a significant role in modern advertising strategies, increasing customer engagement, improving the user experience, and displaying information in a more accessible fashion that encourages interaction.

The basics of digital wall displays

A digital wall display can use flat-screen televisions or computer monitors. Flat-screen televisions work well for basic digital signage video wall displays because they can be easily mounted and typically come with the mounting hardware that you need.

You can set up screens in isolation or have several next to one another to create a grid of varying video content. Restaurants might consider spreading them three abreast so that menu information can show appetizers, entrees, and drinks on separate displays.

Benefits of digital wall displays in marketing

Utilizing a digital display wall offers several benefits.

1. Firstly, studies indicate that a digital wall display increases visibility for pertinent information that can brand your company or promote discounts and loyalty programs.
2. Secondly, and relatedly, people are more likely to see the content you promote because of the increased visibility of a video wall. Moreover, the material you produce is often more enticing compared to stagnant print material, with video and audio features that keep the attention of your clients and customers.
3. Thirdly, you can share better information about your company with these setups. You can encourage the dissemination of vital information in a waiting room for patience or provide educational videos if you work in the service industry in your lobby.

A step-by-step guide on integrating digital wall displays into your marketing strategy

So, how do you get started with digital signage video wall displays? 

#1. Planning Your Digital Display Wall Strategy

The first step is to plan the strategy. Don't just invest in buying a digital wall display, mounting it in the middle of a wall, and then connecting it to your cable package. You need to have an objective.

Have a meeting to set your objectives:

• Is your goal to provide quick videos on how to identify different sounds a car makes and when it indicates the need for a service appointment so that you can provide clients with educational and promotional details while they wait for an oil change?
• Is your goal to provide entertaining content like movies in a nail salon so that patrons have something to watch while they get their nails done?
• Is your goal to offer a video wall with several different sports games playing at the same time so that customers at your local bar never have to compete over which game to watch?

Part of identifying your goals extends to knowing and analyzing your audience.

Consider the car service center example above. An audience analysis might indicate that during the day, the majority of customers coming to get an oil change who might be interested in subsequent services are stay-at-home mothers, while in the afternoon, it becomes working professionals who are starting to get off work.

With this information, you might change the content that you display on your video wall. You don't have to change where you have the video wall installed because the display should be positioned in such a way that it faces all of the seating in your waiting area or lobby. Still, you might have smaller commercials about preventative car maintenance and discounts along with cooking channels during the day and then transition to old westerns or dramas in the afternoon, sprinkled with preventative car maintenance videos and discounts.

#2. Design Considerations for Effective Digital Wall Displays

The next stage is design considerations for your digital display wall. This extends to designing the content. As mentioned, the content you choose should fluctuate based on your audience, but it should also be relevant to your goals.

If your goal as a restaurant or nail salon is to provide something for people to watch while they enjoy their services, a secondary goal might simply be to make them so comfortable that they are willing to pay extra for additional services rather than feeling rushed to leave. In this case, displaying long-form movies might catch their attention rather than short snippets of quick shows they can get through over the course of a meal or a service.

In this example, you don't have to design much. Your digital signage video wall displays could simply be movies that you have. But most companies consider design efforts for promotional material no matter what's being displayed as the promotional material can be displayed like a screensaver whenever other content isn't playing or displayed like commercials.

Technical Specifications

In that case, you'll have to be aware of the technical specifications associated with the digital wall display you choose. Working with a reputable company can help you determine whether the specifications in terms of brightness, pixels, and size work well with the layout of your wall display.

Accessibility and Visibility

Similarly, you'll have to consider visibility and brightness. If you are using a digital wall display for stagnant material like a menu or a promotional advertisement, consider white text against a dark background so that it stands out more. Install your wall so that there's reduced ambient lighting behind it.

You need to make sure that it is not only angled to such a degree that everyone, including those in wheelchairs, can read it but also that it has good enough visibility that those with low vision or vision problems can still see it.

#3. Integration with Existing Marketing Efforts

Your digital wall display can complement and enhance existing marketing channels. For example, companies can amend the display to incorporate a live data stream from their social media pages. This will give viewers an opportunity to see what is being posted about your company and what other customers are saying.

Things like QR codes can make it easy for people to scan something off your digital display wall and be taken to your website for additional information or deals.

#4. Installation and Technical Setup

A digital wall display made from regular televisions will typically come with mounting hardware, but if you invest in a commercial display, you'll still need to purchase the supporting hardware. Hardware includes the mount that is installed on the wall into which the screen rests.

There will also be some cables that you use to connect the screen to a power source, and you might consider additional cables like an HDMI cable to connect the screen to a computer or a tablet from which you control the information. Some businesses get away with using a Wi-Fi or Bluetooth connection, linking it to a nearby device for control.

In terms of software, you can choose to work with several providers that offer different software to generate and control the content displayed on your video wall display. This might include software that gives you access to AI-generated pictures, a library of videos, and more.

-Considerations for ongoing maintenance and technical support

In the long term, you'll need to consider ongoing maintenance and technical support for any digital signage video wall displays you have. Companies that provide things like software and management of your display may also offer maintenance and tech support. 

#5. Measuring the Impact of Your Digital Wall Displays

You'll need to be aware of the key performance indicators to track the success of your digital wall display within your greater marketing strategy. This will look different for everyone, depending on the type of goals you have. 

Consider the goals that you started with, such as increased customer engagement, higher sales, or more time spent lingering in a restaurant or salon and investing in additional services. Be sure to measure these so that you can amend your advertising appropriately.

Conclusion

Overall, incorporating a digital wall display can be as simple as mounting a flat-screen television in your business and connecting it with a cable to a nearby computer that you use to generate and display content. Working with companies can help you generate targeted information that better captures your audience and offers ongoing maintenance and technical support. Consider all the ways that you can capitalize on the transformative potential of digital display technology for your company.