Unless you’ve been hiding under a rock, you’ve probably heard the word “story telling” in reference to marketing techniques. As more and more consumers learn to tune out sales-focused, static content, marketers are having to find a more authentic way to connect to potential customers. The era of sales-focused content is passing while the story-tellers rise to foreground–If your out of home marketing is still a sales-focused image, and not taking advantage of the story-telling advantages of a Digital Out of Home display, your market appeal may be well on it’s way to becoming extinct.
Videovores: The consumers of today
Do you think your static ad is telling your story? From the sidewalk to the computer screen, consumers are passing by static ads with less and less consideration. According to ComScore, the average person sees over 1,700 banner ads online each month; these ads only see a click-through rate of 0.1%, and a whopping 50% of those clicks are purely accidental. While static images are quickly viewed, they’re also quickly forgotten. Story-telling can take time, especially for new brands; video or slideshows give marketers those precious extra images and seconds to make a connection and to tell their story, and have seen proven success. Stacksandstacks.com visitors were 144% more likely to buy a product after seeing a video of the product than those who didn’t, and about 46% of people say they’d be more likely to seek out product or service information after seeing it in video.
Bind the pages of your brand story with DOOH advertising
Great marketers and writers understand that a good story has progression and plot, connecting the dots for the reader, viewer or consumer. With a static ad, you have a set amount of space to work with to connect your ad to your website, social media channels, and communication channels. By using digital signage instead, you’re able to add in more elements. After showing an engaging, emotion-evoking video or image series, brands can use digital signage to invite consumers to be a part of the story via a Facebook posting or unified hashtag on Twitter. By incorporating the various elements of your brand together in a single message via a digital out of home display, your consumers can connect to the various aspects of your brand story on all of your channels rather than a single image.
A good story is also interesting. With the capabilities of a digital out of home display, you allow your brand to become more interesting, standing out from other, static displays, and allowing yourself to take your brand’s story beyond average to something to talk about. Seth Godin, a leader in marketing, talks about the importance of standing out and making your message a “purple cow”:
Stop screaming and start connecting
Like a stereotypical used car salesman, a static ad with a sales focus can come off as overly aggressive, badgering your consumer with a sales pitch. With the engagement of a digital display, marketers can leave out the shouting and instead start a conversation with consumers, taking the potential from just finding buyers to finding brand advocates.
How are you telling your story? Talk to us about your brand on Twitter @NanoLumens, or contact us to find out more about how digital signage can help your brand start the conversation with your market.
Photo via Flickr CC.
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