Digital signage and LED video wall technology is a versatile and powerful tool for boosting brand visibility. From the giant outdoor screens of Piccadilly Circus in the heart of London, to the mind-blowing immersive Sphere in Las Vegas, the LED screen is transforming the way that brands connect with their customers.

However, digital signage is not just about giant screens and ambitious immersive projects. They are now widely utilised by small and medium businesses to enhance their brand visibility and raise awareness within their market sector. This is no longer just a ‘nice to have’ option, but a vital aspect of staying ahead in a competitive and crowded arena. 

Strong brand awareness means your business is more recognisable, ultimately leading to more customers through the door, increased revenue, and higher rates of repeat business.  Whether your business is a global brand or a corner shop, here are some digital strategies that will help you connect with your target audience. 

Make use of dynamic content

LED video walls create much brighter images with more vibrant colours than traditional paper billboards. This is a huge advantage and will help to grab the attention of passersby. However, as digital signage becomes the norm rather than exception, it’s time to make use of the biggest advantage over static signage: dynamic content.

This could be by programming rotating displays so the content is always fresh; incorporating short videos (under two minutes long) that showcase your products or services; or using microanimations such as arrows, faces, or bouncing balls to catch the attention. 

Make use of interactive features

One of the key aspects of raising brand awareness is building a connection with your audience. A powerful way to do this is through making use of interactive features that turn your customers from passive viewers to active participants. 

Features such as QR codes or social media dashboards can act as calls to action, and also create new pathways of connection between the brand and customers that can be utilised even when the sign is out of sight and out of mind. 

Touchscreens can be used to help in-store customers quickly locate the products they are looking for, or find out more information about them. A furnishings retailer could offer room visualisation apps so that customers can see what a particular style or colour looks like in their home. 

Clothing retailers could provide a virtual trying-on service, saving the need for them to queue for a changing room. This can also reduce the incidence of shop soiled clothing that is unsalable. 

Personalise content for more precise targeting

Make use of audience data analytics to create personalised content that will amplify your messages. For example, display adverts for products that are based on customer demographics such as age, social category, and previous shopping habits with your brand. 

You can also make use of localised data such as the season, weather conditions, time of day, or events that are happening in the local area. For example, if it’s a cold afternoon in December, a cafe may want to highlight festive treats such as hot mince pies or mulled wine. A clothing retailer might promote scarves and gloves, and so forth.

Place signs strategically

Customers are now much more likely to be purpose-driven, meaning that they have already researched the products they want online, and are visiting the shopping centre with the intention of buying what they came for only. This reduces the amount of shoppers who are browsing casually and may be prompted to make those important impulse purchases.

Therefore the strategic placing of signage is more important than ever to ensure that it’s seen by the maximum number of people. Digital signage is ideal for storefront displays because of its clarity and brightness that will catch the eye of passersby. Include dynamic content and offers and promotions to make it difficult to ignore and walk on by.

In-store, place further signs in high-traffic areas such as near the tills and in the entrances. Consider viewing distances and angles to ensure the screens are placed at the most appropriate height and distance. Another useful tactic is to place screens near your most high value products, with information about the benefits and features of each item.

This will encourage customers to stop and watch the product demonstration, and investigate the product themselves if it is physically displayed on nearby shelves.