Boost Brand Visibility with Place-Based Digital Signage

September 2023
Sagenet Blog Place Based Signage

Once upon a time, businesses advertised to anyone and everyone with a pulse. Broad, one-size-fits-all marketing campaigns were designed for the widest possible audience with the hope of reeling in as many potential customers as possible. However, such mass marketing strategies no longer work well for most companies.

Generic messaging simply gets lost in today’s marketing-saturated world. One study finds that U.S. consumers are exposed to up to 10,000 ads every day via print, radio, television, email, social media and more. It’s become practically impossible for most brands to differentiate themselves with general-purpose messaging.

That’s why more organizations are looking to implement targeted marketing tailored to specific groups of people, leading to higher engagement, conversions and revenue. More than 90 percent of consumers say they are more likely to make a purchase when a brand personalizes its communications with them.

For many, place-based digital signage serves as the cornerstone of a targeted marketing strategy.

Messaging That Matters

As the name implies, place-based signage refers to the use of digital displays to communicate information or advertising messages in specific physical locations. Typically, content is contextually relevant to the location. For example, digital displays in retail settings might showcase clothing, cosmetics or appliances. Those in transportation hubs might provide real-time updates on arrivals, departures and delays. Signs at the gym could display offers on yoga classes, workout clothes or nutritional supplements.

The beauty of place-based signage is its flexibility. Displays can be deployed wherever there’s an opportunity to reach potential customers, whether at the entrance to a store, the checkout counter, information desks, lobbies, lounges, food courts or any other high-traffic area. Because all screens are individually controlled, you can simultaneously broadcast a variety of unique messages.

The ability to edit and update content rapidly is another great feature, allowing businesses to adapt their marketing messaging to suit changing circumstances or events. This is ideal for location-specific events, promotions and other time-sensitive communication. For example, a restaurant might broadcast a BOGO special on breakfast sandwiches in the morning, promote lunch specials at midday and switch to limited-time chef specials for the dinner crowd — all with just a few mouse clicks.

Interactive Experience

Place-based signage can help create an immersive experience for consumers. Unlike static printed signage, digital displays support a variety of advanced technologies such as QR codes, motion sensors, gesture recognition, haptics and voice interfaces that allow users to interact with the display in a variety of ways. In retail, for instance, touchscreens allow consumers to browse through product catalogs, view detailed product information or even make self-service purchases directly from the display.

Interactive digital signage can also be used to gather valuable data on customer behavior. Data on traffic patterns, dwell time, and the number and frequency of views can be collected to measure viewer engagement. This information can be used to improve the effectiveness of digital signage displays and inform marketing and advertising strategies.

SageNet is uniquely qualified to help organizations across all industries implement place-based digital signage. With our SageVIEW suite of signage solutions and services, we offer one of the industry’s most comprehensive place-based digital experience platforms. A key element of our offering is the SageVIEW Experience Labs, comprising a team of dedicated specialists who provide content development, data integration, interactivity and analytics.

Our team can guide you through the process of designing and implementing a solution, or we can provide a turnkey solution. Subscribing to our Digital Signage-as-a-Service offering eliminates acquisition costs for displays, media players and other components while providing access to design, networking and management expertise. Contact us to learn more.

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