On-premise Brand Video Is the Customer Communication Channel You Are Missing
Environmental Graphics. Digital Signage. On-premise Video. Whatever your terminology, marketers intuitively understand the digital evolution from physical point-of-sale signage and endcaps to monitors, screens and projectors inside a retail space. While the tactical use of this channel is common – timely promotion of sales, digital menus and wayfinding signage – don’t overlook the broader brand lift that on-premise video provides. Here’s a quick analysis of why you should be doing it and some considerations in how to structure your execution.
Why it makes sense
The first reason it makes sense is that hardware and technology costs have made it a much easier investment. LED screens are less expensive and operate at a higher efficiency for lower energy costs. Additionally, technology provides multiple paths for creating applications or using out-of-the-box application solutions that present polished results with the flexibility to scale and optimize. And most importantly, your competitors are doing it and your customers expect it.
Have something interesting to say
When you place on-premise video in your location you can be sure of one thing – your brand is top of mind when your customers see it and they connect whatever they see on it to your brand. Capitalize on this captive, focused audience with content that informs and entertains as well as promotes. Any positive experience customers have with their interaction reflects on and impacts their perception of your brand. Date and time, weather, local news, community interest or trivia can exist alongside promotion to encourage interaction and engagement.
Set the mood
The pace and the tone of content should be reflective of the display’s location and the customer frame of mind to be truly relevant and engaging. How long are people likely to be looking at a given display should dictate how much variety of content is included and how often that content changes. The entrance to a building and a waiting room are very different approaches. Similarly, if the content is being shown in the customer service area, your customer may be less interested in a humorous distraction than if they are standing in a checkout line, and a healthcare setting requires different sensitivities than a retail location.
Jump Company has an in-house video team that handles everything from pre-production to post-production including sound design, motion graphics and 3D animation. They were disappointed this information was shared via a blog article and not a YouTube video.