The Biggest Mistakes You Could Do to Your Digital Signage

So you won’t repeat them in 2022.

It’s natural for entrepreneurs to try out various means to promote their products and services. While many remained steadfast in their use of traditional media, the past few years saw the use of digital signages growing steadily and is expected to continuously rise. This is driven by the growing awareness among consumers of the advantages of using such platforms. Not only that but with the wide range of types available on the market—from simple LED open signs to interactive touchscreens—more and more brands are definitely dipping their hands in digital signage to experience its innovations.

What this also means is there are also more digital signage users who are using the media carelessly or without applying the right strategies to ensure the sign’s success.

If you are a business owner who wants to reap the benefits of digital signage this 2022, then you’re in for a treat. Read this article so you can avoid the biggest mistakes when using digital signages.

Having no plan or strategies

Surprisingly, some folks purchase digital signages without thinking about what the devices can do. While they are effective tools for delivering messages and influencing behavior, some won’t be able to reap these benefits simply because they failed to have a clear purpose for purchasing them in the first place.

As they are considered business investments, it’s important to have a defined goal before using signages in the first place. Taking the time to pinpoint a goal will help shape the important aspects of using the screens such as the signage’s copy and the location where it will be installed for display.

Poor copy

Your message should be clear with no room for second guesses. Any ambiguities should be fixed with rewrites. Likewise, the text should be kept short as an overloaded screen can be a turn-off for readers. It’s best to stick to one main thought or message as it is much more effective than a lengthy, meandering text. In this case, the writing rule “Keep it short and simple,” still applies.

Forgetting to use your business’ brand elements

LED displays provide great platforms to build on your business’ brand and imagery. Visual elements such as logos, color palette, fonts, and tagline/slogans should be, first and foremost, standardized and consistently applied on all of your marketing collaterals. For digital signages that allow for videos, you should make it a point to include these elements to ensure easier brand recall.

Placing the signage in the wrong location 

While having a clear message is important, the way it is displayed is just as crucial. Make sure your signages can be easily seen by the public, regardless of size or type. Don’t make it hard for viewers that they will feel the need to crouch down or go on their tiptoes just to see your display.

Envisioning how passers-by will consume your signs through tests will help you determine the best location.

Overcrowding your establishment with LED displays

Whether you invested in digital screens to drive sales, provide direction, or deliver a message to the public, you must be prudent when it comes to its use around your shop. While it is an effective tool for communication, bombarding your place with screens would be counterproductive. Remember to keep the shop’s interiors in mind when choosing the placement for your signages. They should jive well with the existing designs and not mess up with the ambiance.

Treating the screen as a static device

For older types of marketing materials—such as posters and banners—it’s understood that those media can only accommodate one main theme. Thankfully, digital signages such as programmable LED signs can be tailored to suit the occasion and need. It would definitely be a mistake if the user misses taking advantage of this particular feature.

Likewise, just as store decorations would get updated along with the changing of the seasons and holidays, so should the content that you run on your screens. Whether it’s a quick greeting of “Merry Christmas!” on any of your scrolling LED displays or a full-blown Halloween ad on your larger interactive screens, keeping your content fresh and in-tune with the times makes for a more engaging content that puts your targeted audience at the forefront.

Neglecting to hear customer feedback

Your audience is the receiver of your messages, therefore what they say or do to your content should be taken into consideration: How are they responding to the content? Are they behaving in a way that meets your expectations? Are they engaged or not? If at any time you see things that are not to your liking then make sure to find out the cause and find ways to resolve the issue. You may have to go back to the start and reframe things to get the response you want from the public.

Having defined key performance indicators in your plan will help you in this exercise. Make sure to have set measurements to serve as guides to see if you're meeting your goals or not. For example, you can use the sales performance of a product if you’re running a promotional campaign on your digital signage.

Failing to conduct maintenance checks

While LED screens are known for their longevity, your signages still need to have regular inspections to see everything works as it should. This will ensure your scrolling LED signs and other displays will operate at their optimum levels.

To start with, make sure to regularly clean your screens by dusting and wiping them. Be careful though when using detergents to avoid damage. If in doubt, check the manual for recommended cleaning materials. You must also conduct regular inspections to see if there are problems with the unit. Things to look out for are exposed wires, cracks, as well as the screen’s brightness level. Thereafter, any issue found must be referred to a technician to get it fixed right away.

Success starts with knowing the right things, and in the case of digital signages, these are the must-dos to ensure your investment delivers on its promises. Take the tips here to heart and you will soon see your efforts bear the fruits of success.