Benefits of Digital Signage

Digital Signage- Great Bait for Big Fish

   In the retail auto industry, electronic signage designed to capture the eyes of drive-by audiences gives dealers the ability to build loyalty and brand awareness, enhance customer experiences, and drive financial outcomes. A recent study by Point of Purchase Advertising International (POPAI), says 76% of retail buying decisions were made at the point of purchase in 2012. Even nowadays with all the internet research and online information, the majority of final purchasing decisions still come down to on-site decisions.  So how do you attract the big fish into the lot?  Try using digital messaging as the bait.

   Bright, animated, adaptable and captivating digital signage allows for customized content to reach drive-by prospects, thereby reaching them when they're most responsive…right at the front door. Most likely those attracted by the sign were not even considering an immediate purchase, but the sign lured them in to take a look where they are often hooked by a professional salesperson once on the lot.   

Who Benefits from Digital Signage?

   There are all kinds of bait being used to attract customers: Print ads, TV ads, Radio ads.  They all work, but you really have to consider the cost per 1,000 impressions (CPI). Digital Signage has the lowest of all CPI and enables retailers and brand marketers to use vibrant, media-rich messages directed to the right audience- right at the time they are passing your car lot. This method controls the message and allows for the delivery of real-time content driven by time, location, demographics, and promotions.

   Digital Signage can be a powerful tool to increase revenues and decrease costs by: 

• Emphasizing specific highest margin items, specials and limited offers in real-time;
• Promoting and up-selling featured products at point of purchase;
• Ability to change targeted messages faster, more easily and less expensively compared with printed signage;
• Improving brand awareness. *American Marketing Association, 2012 

   Digital Signage provides a chance for customers and potential customers to connect with a product or brand in new ways. Retailers have control of the systems behind the signage, making it easier to shape how a brand is identified and keeping the message consistent. Digital signage available through HolidaySigns can help pull them in, put dinner on your table, and give you real success stories to tell all your friends about tomorrow…and not stories about the ones that got away!!