How to Create Digital Signage to Support Your Marketing Strategy


Marketing in the digital age is no simple task – it requires thoughtful coordination of outbound and inbound strategies in order to ensure that your product is meeting the marketplace with the right message, the right price, and right positioning. Today’s marketer has a robust toolkit… and limited time and budget.

When we created Retriever Digital Signage for our customers, it was because we saw a need in the market for easily updated, highly visual messaging strategy for businesses of all sizes. Our customers cover the full spectrum, from small business to major corporations to schools to nonprofits, utilizing their signage for a wide range of audiences – both internal and external.

Thanks to this wide range of experience, we have learned a lot about communication. When it comes to communication, coordinating your messaging is key. One of the biggest pitfalls we see businesses make is expecting their customer to retain a message that they’ve only seen or heard once.

One of the most fundamental rules of marketing is the “Rule of 7,” the idea that it takes seven times for a customer to hear your message before they’re ready to take an action. But, along that route, to ensure the message sticks and doesn’t fatigue, you need to differentiate your methods.

For example, let’s say your summer sale is coming up and you want to get the word out to your customer base. Figuring out where your customer is most likely to engage with your message – social media, radio, television, billboards, direct mail, email, local events – is key. Connecting that outbound message to their buyer experience is critical.

If your customer comes into the store and doesn’t see advertisements about the upcoming sale, and your staff isn’t verbally telling them about it, then it’s defeating your expensive outbound ads before they ever are seen.

If, however, the customer is engaging with updates about news, trivia, product offerings and the summer sale in your digital signage, and then a cashier mentions the sale, and perhaps puts a reminder in their bag, the advertisements will be more meaningful to them and strike a deeper chord with them. They will be more likely to shop themselves, and mention the sale to a friend, since they’re already a loyal customer.

It’s a challenge to keep changing promotions in print, and digital signage offers your marketing team the freedom to update promotions across all locations from anywhere, with no additional printing costs.

Don’t let your marketing dollars fall flat – communicate effectively to your customer base. If you think digital signage might be a tool that would be useful to you, we’d love if you’d reach out.

Colleen Cook

Colleen Cook

Colleen Cook works full-time as the Director of Operations at Vinyl Marketing in Ashland, Ohio, where she resides with her husband Mike and three young daughters. She's an insatiable extrovert who enjoys finding reasons to gather people.