We experience it every day – everywhere we look, something is fighting for our attention. Billboards, phone notifications, junk mail, emails, memos, ads… for our own sanity, our brains begin to tune it all out. But, when that happens, we also start to miss the important bits – the critical messages, the key updates, or the opportunities to connect that we are seeking after in the first place.
As we begin to disengage, we turn to the avenues that deliver the most value, the most content, with the least amount of interruption. We’re see it happen all the time as people turn off their cable services, opting for a commercial free, on demand option.
How do you ensure that your message is engaging and relevant in an ever cluttered communication space?
The key is to create meaningful content that people want to engage with.
Think about how you see this take place all around you: you repeatedly listen to the latest episodes podcast even with the ad interruptions, because the content pulls you in. You scroll the social newsfeed, peppered with ads, because the relevant updates will keep you connected. You go to the movie theater for the latest release at the start time, even though you know you’ll watch 20 minutes of ads before the film starts. When the content is fresh and meaningful, you are more available and engaged with the ad content.
This concept is true in your business as well. When you have an important message to communicate to your customer or your employees, keeping them engaged with your digital signage is key, and the most frequent mistake we see is the omission of fresh and engaging content among the important, need-to-know ads and updates.
Simply put, if the audience for your digital signage isn’t engaged, it’s because you’ve trained them to expect that the content isn’t relevant, fresh, or meaningful. The only way to retrain your audience is to continually create new and interesting content.
That burden doesn’t have to fall to you. In an upcoming post, we’ll show you how to leverage your team’s creativity and our built-in templates to keep your playlist fresh, relevant, and above all, your most effective communication tool.