Digital signage includes digitally changeable signage technologies such as LED, LCD, plasma screen displays and projected imagery. Commonly seen in both public and private indoor and outdoor spaces, LED technology has always proved to be a successful investment for any business that decides to take the leap. Due to its sheer flexibility, the different display methods of digital signage are used for advertising, building your brand, influencing customer behavior, making public announcements, and so on. LED light bulbs have changed the lighting landscape for the better, making practical applications of this technology limitless!
How is LED technology cost efficient?
Before we go into the details of how to use LED technology to promote your brand, we must discuss the long term cost efficiency of LED signage. To begin with, here is a short introduction on what LED technology really is:
- LED stands for Light Emitting Diode, an electrical device or component through which electricity flows. Essentially, there are two electrodes – anode and cathode, through which electricity flows in one direction.
- A light emitting diode emits visible light when an electrical current passes through it.
- LED lights are composed of two types of semi-conducting material that result in 90% more energy efficiency as compared to incandescent light and florescent light bulbs.
- A standard LED light source consists of red green and blue LEDs, also known as RGB LEDs. This light output combination provides a white light source with the unique feature of color variability where the user can select any desired color from the palette.
- A heat sink is an essential component of an LED signage to absorb the heat produced by LED lighting, thereby preventing performance issues.
- Compared to traditional light sources such as incandescent bulbs, LED light bulbs emit light in a specific direction, thereby making them more efficient, versatile, and long lasting.
With complete digitization, the flexibility levels of this advertising LED lighting technology are very high. The process of modification and customization to cater to changing needs, promotion of new products, modifying existing services, and so on is easily possible by just getting in touch with the person in charge of your signage system. Undoubtedly, this sort of flexibility and a long-lasting LED lifetime, in the long run will save you several thousands of dollars more in terms of printing and re-printing signage.
Create a memorable brand experience
Any viewer attention lasts from just a few seconds to a few minutes at the most. Take advantage of this time to get the visual idea of your brand instilled into their minds. Instead of pressurizing their minds with details and facts, get them to focus on and interact with a single simple message with a visually appealing logo. This will stay in their minds for longer when they are in search of the items that you are selling.
Custom messaging
Through custom messaging with LED technology, there is a significant transformation in the way companies are expressing their brand image. Without having to invest in new advertising materials, businesses can explore different messaging techniques to build their brand. For example:
- Advertising popular products and services
- Promoting special deals
- Informing regarding specials pertaining to a particular time of day
- Introducing new products and services
Adopting content to suit your brand and target market
For gaining brand awareness and product recollection, another helpful tip is to create a useful viewing experience. Although it may be just a few seconds or minutes for which you have your audience attention, focus on giving them something to ponder about for long after they’ve passed by your digital sign.
You could do this by asking a compelling question that triggers their mind, or providing a very specific, yet important piece of information related to your brand niche. Whatever technique you use, the goal is to create a perception of gained value. If you succeed, your brand will be far more remembered than other competitors who try to advertise in a common, basic format.
Schedule content to tailor your messages to different groups
Along with the high levels of flexibility of digital signage comes the ability to schedule content on your signage through a digital media player. For example, you may have certain products that appeal to the working crowd or the school going children – these ads can be displayed in the early morning and late evening hours. The same content may not be appealing to housewives or the elderly that leave their homes a little later in the day. You can also design different content based on days of the week, holiday seasons, or when you have any upcoming events to advertise. Being able to advertise different content based on your target market allows you to reach a wider audience with your LED signage campaign.
Create greater publicity and build customer loyalty
Your signage is used to promote new products on the market. Engaging content helps build a direct bond with customers. Moreover, appealing visual presentation using high quality LED displays and well-designed video advertisements can boost your stores brand image.
By using digital signage to convey precise information to potential customers is an indirect means of informing them that you are available all year round and can be relied on. Even the most loyal customers need constant reminders while they are out and about regarding the effectiveness of your product or service.
Display advertising
With LED products used for signage, brands can stimulate digital effects seen on TV or the internet for promoting their products in a real world setting that is universally applicable through projection-based signage– be it the indoor lobbies of hotels or large billboards on highways. With such levels of interactivity, companies can display more detailed and engaging information with regards to their products – which would have never been possible with any kind of static advertising.
