When a client asks for a content strategy that will be focused mainly on generating immediate sales, we tend to consider the following three approaches:
1. Short content, proximity to the product
Improving sales can often be linked to influencing the consumer in impulse buying. Therefore, a strategically positioned screen, ideally integrated into the merchandising fixture, will likely get the consumer’s attention. To close the sale, add short, high impact content. And if you can, complete the experience by adding sound to the mix.
The more you can have the consumer focus on a brand or a product, the more likely he or she will remember when it is time to buy. Producing quality, game-driven content usually generates superior brand recall and tends to help develop a stronger relationship with the user. Add the fact that you can involve multi-platform extension of that game experience for a shot at loyalty buying.
3. The power of shape
Influencing the consumer’s decision-making process is often about getting their attention. This can also be achieved by using a digital canvas, and its related content, in a creative way. In 2015, consumers are looking for an element of surprise when it comes to technology. Using shape and décor elements on the display can help create that focus. Of course, this type of strategy will only be optimal if the content is fully adapted to the shape of your creative canvas. In the end, this will change the way the consumer perceives your brand, and ultimately, it will help develop that favorable relationship.
Denys Lavigne is the founder and president of Arsenal Media, a creative agency dedicated to digital signage and interactive experiential installations. With a proven track record, Arsenal Media has helped high-profile clients from various sectors — such as Caterpillar, the Miami Dolphins, Sun Life Financial, Viacom, Morguard, Nielsen Company and Christie Digital Systems — to define, produce and implement best-of-class digital experiences.
Established in 1999, Arsenal Media is dedicated to innovation in digital signage and continuously explores how the integration of experiential components – especially for video walls / large format displays – can optimize brand impact and user engagement.