As you probably know by now, impactful communications don’t rely on visually appealing content or the latest technology only. This rule of thumb applies to all types of communication channels whether digital or printed.
Ensuring that your message is delivered when, where and to whom it matters is critical. There will always be a part of your audience not interested in a piece of information that other groups might find important (think employee communications for visitors or visitors messages in staff break rooms).
So a particular call-to-action like ‘’Attend the X meeting’’ or ‘’Increase Sales by x%’’ will bring you zero responses/ benefits if it’s communicated to the wrong employees. Call-to-actions are the drivers of your channel’s ROI, be it screens, emails or text messages. Get those wrong and you compromise your system’s productivity. In the end, you haven’t invested in them just for fun.
Do it right
Putting your message in context means telling the right people the right thing at the right time. Unlike printed posters, digital information displays are able to display several messages (scheduled in advance using digital signage software likedigitalsignage.NET) that can vary based on time and location. digitalsignage.NET gives you the freedom to break away from displaying the same message everywhere and personalise it based on:
– Location;
– Your audience’s interests;
– The time of the day;
– The day of the week;
– Seasons, special events or celebrations.
To understand what messages those you are targeting would be most receptive to, start by:
1) Categorising your audience. Instead of people in general, assign them labels- visitors, employees from the X department etc.
2) Clarifying their interests based on where they are. What would they want to know in a particular location (office, reception area, dining area)? The latest sales numbers might not be given much attention in chill out areas or during lunch hours just as jokes in meeting rooms might distract or seem out of place.
3) Choosing your CTA’s- what do you want each of your target groups to do (enquire, attend a meeting, subscribe to a service)?
4) Getting the timing right- When are those groups most interested in a particular message (see point 2)?
The worst thing you could do with your communications is sharing the same information with everybody day-in and day-out. Savvy corporate comms departments send the right message to the right staff. If every employee is also a reporter then he/she must be equipped with the right information.
See how digitalsignage.NET allows you to send contextually relevant messages straight from your web browser, quickly and cost- effectively, powering digital information displays like the one below.
Learn from Merseyrail
They’ve definitely got their context strategy right without much work. Merseyrail uses our digital signage solution to inform staff about their trains’ punctuality, corporate events and employee schemes and benefits. All this information is sent to the right screen, from the right office, at the right time.