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Content First

Content First

Content strategy first, technology second.

BLOG // Blog | Digital Content | Digital Signage | Digital Strategy

As easy and tempting as it may be to push content strategy to the side when faced with so many new and exciting technologies, it’s crucial that you don’t. While digital signage is such a powerful tool for audience engagement, it’s also one with limitless possibilities and without a pre-defined strategy, its potential can often be wasted. 

We always encourage people to tackle digital signage in the same way they would any other marketing tool – start with a clear plan and set out your objectives. Everything else, including technology, should take a back seat. Digital signage content, a lot like any other communications medium, needs to be focused, relevant and targeted in order to be not only engaging, but successful, which is exactly why blocking out some time to come up with a pre-defined strategy is so important. Here’s some things you might want to consider during your brainstorming phase:

  • Goals and objectives – Knowing what you are trying to achieve will help to determine the type of content you deliver. Whether you’re aim is to drive up sales or to entertain viewers, it’s best to know what it is you want the solution to do for your business, before taking any action. Defining your objectives first will also help you to get it right first time – saving you time, effort and money down the line.

  • Know your audience – Who are you targeting? What’s likely to attract their attention and gain their interest? Profiling your audience is just as critical as making your content look great. If you’re not quite sure, do your research and gain a better understanding of what works and what doesn’t. 

  • Assets – What things do you already have that you can use within your content? Are you planning on tying in any elements from other marketing campaigns and activities? If you are, we always say, create for the medium. If, for example, you ran a really successful print campaign and want to replicate this digitally – it’s important to not just replicate, but to reinvent for the solution so that it works well and is maximised for digital. 
  • Timing – Timing is everything – in every aspect, from length, time of day and frequency. The trick is to consider dwell times. If people are going to be passing by, consider shorter segments. However, if they’re lingering, consider making them longer. Simple things like this will help to deliver the message in full, for greater impact. 

  • Monitoring, measuring and maintaining – The beauty of digital signage is its ability to be constantly reviewed and adapted, nothing’s ever set it stone. When planning your content, it can also be advantageous to plan how you are going to not only manage the content going forward, but measure its success, just as you would with any other marketing medium. 

We’ve got lots more helpful tips on the importance of content strategy and the best ways to go about it. If you’re looking for some advice with regards to your content strategy, don’t hesitate to get in touch! We’re also at Soccerex, demonstrating the importance of relevant, targeted content – so if you’re attending, pop by and see us. 

// LASTEST NEWS

Content First

Content First

As easy and tempting as it may be to push content strategy to the side when faced with so many new and exciting technologies, it’s crucial that you don’t. While digital signage is such a powerful tool for audience engagement, it’s also one with...

Objectives First

Objectives First

You wouldn’t launch a website before deciding what it needs to be able to do, or even open up a shop before knowing what you’re actually going to sell. The same applies to digital signage. Before installing, you need to know what purpose it’s going...

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Marketing’s the Bread

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When it comes to buying something new, those looking to make a purchase have already gone down the majority of the sales journey before they’ve even entered the shop or picked up the phone. Why? Living in a world with content literally at our...

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It’s a common fact that all businesses regardless of type, thrive when strategies for communication are solid. And given the undeniable impact that digital as a platform has had on the communications industry as a whole, it’s no wonder this tool of...

Objectives First

Objectives First

Determine the objective before hanging and banging.

BLOG // Blog | Digital Content | Digital Signage | Digital Strategy

You wouldn’t launch a website before deciding what it needs to be able to do, or even open up a shop before knowing what you’re actually going to sell. The same applies to digital signage. Before installing, you need to know what purpose it’s going to serve in order to determine a whole range of things, including location, size, display type, software requirements, content and even capabilities. 

Knowing what you want to achieve will allow your chosen digital signage provider to recommend the most suitable solution components. It will also allow them to advise on other instrumental factors that will play a crucial part in the success of the solution altogether – meaning that your money will not only be well spent, but will also guarantee a considerable ROI too. A carefully planned strategy is the key.  

So, what kind of objectives are we talking about? Some of the most common goals behind a digital signage project are to increase footfall, to drive sales, to reduce perceived waiting times, to raise employee awareness and increase productivity, to drive communications and raise brand awareness – Whatever the objective, it’s important to consider every detail before delving head first into the limitless world of digital signage. 

We highly recommend selecting a digital signage provider that can assist you every step of the way, including with a thorough digital signage strategy. However, if you’d like to have a think about what your strategy should involve, we’ve listed a range of things that should really be considered, pre-purchase AND pre-installation. 

  1. Who are you targeting? What do you already know about your target audience? What are their interests?
  2. What are you trying to achieve?
  3. Where would be the most suitable location?
  4. Which display size would satisfy your audience’s viewing abilities? Consider viewing distances also
  5. How many displays will you be needing?
  6. Will they need to be interactive? 
  7. How will you measure your solution? 
  8. Do you have resources in place to manage the solution or will you outsource?
  9. Does the solution need to be scalable? Are you planning to expand it over time?
  10. Focus on the content itself – Consider the length, timing and update frequency. Also consider whether you already own some of the assets or whether you will need to work with an external content provider

This is just a starting point. There are so many things to consider when coming up with a strategy for your digital signage solution. Being such a vital stage, it’s important to get it right in order for the solution to be a complete success. 

// LASTEST NEWS

Content First

Content First

As easy and tempting as it may be to push content strategy to the side when faced with so many new and exciting technologies, it’s crucial that you don’t. While digital signage is such a powerful tool for audience engagement, it’s also one with...

Objectives First

Objectives First

You wouldn’t launch a website before deciding what it needs to be able to do, or even open up a shop before knowing what you’re actually going to sell. The same applies to digital signage. Before installing, you need to know what purpose it’s going...

Changing Experiences

Changing Experiences

Despite its radical evolvement, digital signage has of course been around for quite some time, however now more than ever we’re seeing more businesses incorporate it into their branding, marketing & communication strategies - Or if they haven’t...

Marketing’s the Bread

Marketing’s the Bread

Great marketing needs great creative content and great creative content needs great marketing. The two go hand-in-hand, and although a little clichéd, they’re just like bread and butter. One without the other would lead to something quite dull and...

Less Is More

Less Is More

Ok, so apparently we’ve all got really short attention spans – even shorter than a goldfish! And apparently, that’s got something to do with all of the technology in our lives, causing us to become distracted in as little as 8 seconds! Well that’s...

A-E-C-C

A-E-C-C

At VISUALAB Media, we know that the consumer experience - whether good or bad, has the potential to stay with people for a very long time. That’s why, we work with our customers on a regular basis to enhance the consumer experience for the better,...

The Sales Journey

The Sales Journey

When it comes to buying something new, those looking to make a purchase have already gone down the majority of the sales journey before they’ve even entered the shop or picked up the phone. Why? Living in a world with content literally at our...

360 Comms

360 Comms

It’s a common fact that all businesses regardless of type, thrive when strategies for communication are solid. And given the undeniable impact that digital as a platform has had on the communications industry as a whole, it’s no wonder this tool of...

Omnichannel Experiences

Omnichannel Experiences

How seamless is your omni-channel experience?

BLOG // Digital Content | Digital Signage | Digital Strategy | Marketing

All businesses nowadays, whether big or small, want to be remembered. And what better way to stay in the customer’s mind than to connect with them wherever they may be, whatever they’re doing, on whatever device. Our ability to do that as businesses has grown so much as technology has and still continues to evolve – we can exploit a whole range of channels to reinforce our messaging and keep us in the minds of our customers, but there’s lots more we can be doing to create a much more seamless brand experience and to really make a difference to the lives of our customers. 

That’s why technology is so amazing. Omni-channel, whether you’re familiar with the term or not, is a way of connecting each of our customer touch points to create one big, impactful experience that’s continuous and one that makes things far simpler and easier for our customers too. It’s a win-win situation really. By adding value to our customer’s day-to-day lives, we’re affecting the way they see our brands and how they resonate with us on an emotional level – encouraging them to become our biggest brand advocates. 

The thing that’s key for any brand that really wants to nail their omni-channel experience, is to deliver a clear, consistent message, but one that’s manipulated in different ways to suit the channel, device, audience and stage of interaction. 

To make this a little clearer, we’ve given a rough example of how a retailer in particular, may go about creating a seamless omni-channel experience…

  • A customer browses a retailer’s website via their laptop, adding items to their basket and then closing the laptop before completing the transaction
  • The customer later remembers, but instead visits the stores app via their mobile device and is pleased to find that the items are already waiting in their basket
  • The items are out of stock for delivery but are available to be collected in store and so the customer is given a window as to when to collect their items
  • The customer later visits the store, but in getting close, their phone instantly alerts them of their order details which they now have on hand
  • In entering the store, an interactive digital display offers them the ability to simply key in their order number, for an assistant to then retrieve their purchases. When doing so, the display is also able to recommend any additional/related products which the customer may wish to add to their existing order
  • The customer then leaves the store, with more items than they’d originally intended to purchase, and is later sent an email with details on how to setup their products, and a discount voucher for their next purchase

As you can probably tell by the above example, the aim of the game is to make life simple and convenient for our customers by creating an integrated experience that pleases them and truly makes them feel special. There are a lot of companies that are demonstrating just how great and effective omni-channel experiences can really be, take Virgin Atlantic for example, or Harrods. But it doesn’t just have to be the big brands – any business can exploit the benefits of today’s digital world – you just need a clear strategy!

// LASTEST NEWS

Content First

Content First

As easy and tempting as it may be to push content strategy to the side when faced with so many new and exciting technologies, it’s crucial that you don’t. While digital signage is such a powerful tool for audience engagement, it’s also one with...

Objectives First

Objectives First

You wouldn’t launch a website before deciding what it needs to be able to do, or even open up a shop before knowing what you’re actually going to sell. The same applies to digital signage. Before installing, you need to know what purpose it’s going...

Changing Experiences

Changing Experiences

Despite its radical evolvement, digital signage has of course been around for quite some time, however now more than ever we’re seeing more businesses incorporate it into their branding, marketing & communication strategies - Or if they haven’t...

Marketing’s the Bread

Marketing’s the Bread

Great marketing needs great creative content and great creative content needs great marketing. The two go hand-in-hand, and although a little clichéd, they’re just like bread and butter. One without the other would lead to something quite dull and...

Less Is More

Less Is More

Ok, so apparently we’ve all got really short attention spans – even shorter than a goldfish! And apparently, that’s got something to do with all of the technology in our lives, causing us to become distracted in as little as 8 seconds! Well that’s...

A-E-C-C

A-E-C-C

At VISUALAB Media, we know that the consumer experience - whether good or bad, has the potential to stay with people for a very long time. That’s why, we work with our customers on a regular basis to enhance the consumer experience for the better,...

The Sales Journey

The Sales Journey

When it comes to buying something new, those looking to make a purchase have already gone down the majority of the sales journey before they’ve even entered the shop or picked up the phone. Why? Living in a world with content literally at our...

360 Comms

360 Comms

It’s a common fact that all businesses regardless of type, thrive when strategies for communication are solid. And given the undeniable impact that digital as a platform has had on the communications industry as a whole, it’s no wonder this tool of...

Marketing’s the Bread

Marketing’s the Bread

If marketing’s the bread, creative content’s the butter. 

BLOG // Blog | Digital Content | Marketing

Great marketing needs great creative content and great creative content needs great marketing. The two go hand-in-hand, and although a little clichéd, they’re just like bread and butter. One without the other would lead to something quite dull and possible even a little bit cringe-worthy. 

Marketing in our eyes is the message, it’s the words on the page, it’s what we want to say to our audience. But words on their own are pretty powerless and unlikely to instantly capture the attention of a passive audience. Creative content, on the other hand, is the element that gives a marketing message oomph. It changes the way we say things by catching the attention of our target audience, all while subtly bringing each and every word to life along some sort of journey that will then leave them feeling as though they have just experienced something great with YOUR brand. 

When we approach a project, we like to think about how both marketing and creative content will work together, to bring out each other’s best qualities and to have a much bigger and better impact. Marketing and design specialists are both creative in their own rights, but their thought processes tend to be a little different. When the two combine forces, the results can have an amazing influence on an audience and one that is likely to create a lasting bond with your brand.     

Take for example, an infographic. An increasingly popular method of translating complex information into a meaningful, attention-grabbing visual that viewers can easily understand and act upon. Infographics are a terrific example of how both marketing and creative content bounce off one another and they also rectify the point that one without the other would be almost useless. 

If we were to pick apart an infographic, take away its colour, the funky icons, imagery and the clever layout, we’d be left with a lot of random words on a page which would leave a lot of people very confused (if it had managed to grab their attention in the first place) and vice versa if we were to remove the words and leave just the creativity. Ultimately, it would fail to achieve its overall goal because a crucial piece of the jigsaw is missing. 

To really encourage people to pick up a brochure and turn the page, we recommend you think about both elements simultaneously when planning any sort of marketing activity – Just like we do! The idea is to merge both elements strategically, with the intention of creating an experience that an audience is likely to remember. 

// LASTEST NEWS

Content First

Content First

As easy and tempting as it may be to push content strategy to the side when faced with so many new and exciting technologies, it’s crucial that you don’t. While digital signage is such a powerful tool for audience engagement, it’s also one with...

Objectives First

Objectives First

You wouldn’t launch a website before deciding what it needs to be able to do, or even open up a shop before knowing what you’re actually going to sell. The same applies to digital signage. Before installing, you need to know what purpose it’s going...

Changing Experiences

Changing Experiences

Despite its radical evolvement, digital signage has of course been around for quite some time, however now more than ever we’re seeing more businesses incorporate it into their branding, marketing & communication strategies - Or if they haven’t...

Marketing’s the Bread

Marketing’s the Bread

Great marketing needs great creative content and great creative content needs great marketing. The two go hand-in-hand, and although a little clichéd, they’re just like bread and butter. One without the other would lead to something quite dull and...

Less Is More

Less Is More

Ok, so apparently we’ve all got really short attention spans – even shorter than a goldfish! And apparently, that’s got something to do with all of the technology in our lives, causing us to become distracted in as little as 8 seconds! Well that’s...

A-E-C-C

A-E-C-C

At VISUALAB Media, we know that the consumer experience - whether good or bad, has the potential to stay with people for a very long time. That’s why, we work with our customers on a regular basis to enhance the consumer experience for the better,...

The Sales Journey

The Sales Journey

When it comes to buying something new, those looking to make a purchase have already gone down the majority of the sales journey before they’ve even entered the shop or picked up the phone. Why? Living in a world with content literally at our...

360 Comms

360 Comms

It’s a common fact that all businesses regardless of type, thrive when strategies for communication are solid. And given the undeniable impact that digital as a platform has had on the communications industry as a whole, it’s no wonder this tool of...

Less Is More

Less Is More

Less is more when it comes to great content.

BLOG // Blog | Digital Content | Digital Signage

Ok, so apparently we’ve all got really short attention spans – even shorter than a goldfish! And apparently, that’s got something to do with all of the technology in our lives, causing us to become distracted in as little as 8 seconds! Well that’s according to a recent study by Microsoft Inc. 

So, if you’re still reading this and haven’t been distracted by your mobile phone – hoorah! We’ve got something important to say about how this recent study will affect your creative content forever. 

Anyone that knows us here at VISUALAB knows that when it comes to content, we know our stuff. Of course, content needs to look great, but it also has a purpose to serve. And taking into consideration this recent study, we need to manipulate the look of our content in order to ensure it does exactly what it’s been designed to do, but in a realistic time frame. 

What we’re trying to say is – keeping it simple is key. If people have short attention spans, content that is overloaded with complicated messaging and design is simply going to fail to convert attention. And that’s not us being harsh, it’s a proven fact, and one that we should all take on board before we even begin putting pen to paper. 

When it comes to digital signage content in particular, time is critical. You have to think about what that viewer is likely to be doing when they come across the display – are they walking by? Are they waiting in a queue? Are they working at their desk? All of these things matter and affect the time that we have to convey our messages. So, when it comes to designing content, we always ask ourselves, how much time have we got and how quick does the message need to come across? In all situations, we have a time limit, as you’ve seen above in the findings from Microsoft Inc.

Creating content that’s simple and minimal, doesn’t mean it has to lose its innovation, quality or originality, all of these things are still just as important. It’s a case of having a clever thought process behind the content, but delivering the physical message in a way that’s clear, precise and direct. Think about an animation for example. The work and mechanics behind it can be so complex and intuitive, yet what the viewer sees is something so unpretentious, effective and easy to absorb. That’s the ultimate goal for creating great content and that’s what will convert attention into results.

// LASTEST NEWS

Content First

Content First

As easy and tempting as it may be to push content strategy to the side when faced with so many new and exciting technologies, it’s crucial that you don’t. While digital signage is such a powerful tool for audience engagement, it’s also one with...

Objectives First

Objectives First

You wouldn’t launch a website before deciding what it needs to be able to do, or even open up a shop before knowing what you’re actually going to sell. The same applies to digital signage. Before installing, you need to know what purpose it’s going...

Changing Experiences

Changing Experiences

Despite its radical evolvement, digital signage has of course been around for quite some time, however now more than ever we’re seeing more businesses incorporate it into their branding, marketing & communication strategies - Or if they haven’t...

Marketing’s the Bread

Marketing’s the Bread

Great marketing needs great creative content and great creative content needs great marketing. The two go hand-in-hand, and although a little clichéd, they’re just like bread and butter. One without the other would lead to something quite dull and...

Less Is More

Less Is More

Ok, so apparently we’ve all got really short attention spans – even shorter than a goldfish! And apparently, that’s got something to do with all of the technology in our lives, causing us to become distracted in as little as 8 seconds! Well that’s...

A-E-C-C

A-E-C-C

At VISUALAB Media, we know that the consumer experience - whether good or bad, has the potential to stay with people for a very long time. That’s why, we work with our customers on a regular basis to enhance the consumer experience for the better,...

The Sales Journey

The Sales Journey

When it comes to buying something new, those looking to make a purchase have already gone down the majority of the sales journey before they’ve even entered the shop or picked up the phone. Why? Living in a world with content literally at our...

360 Comms

360 Comms

It’s a common fact that all businesses regardless of type, thrive when strategies for communication are solid. And given the undeniable impact that digital as a platform has had on the communications industry as a whole, it’s no wonder this tool of...

Data Visualisation

Data Visualisation

Data visualisation – The perfect blend of science and art

BLOG // Blog | Digital Content | Digital Signage | Digital Strategy | Marketing

Visual aids can be incredibly powerful, yet their ability to communicate complex sets of data both quickly and efficiently is by no means a new concept. In fact, 93% of all human communication is said to be visual, a statistic that dates back centuries. Scientific evidence has also shown that the human brain has a strong preference for visual communication. Not only are we able to process images 60,000 times faster than text, but 90% of all information sent to the brain is in fact, visual. 

Given the impact that visual aids have on our ability to process information, it’s no wonder that data visualisation, particularly in workspaces, is on a rapid rise. Smart buildings in particular have adopted this form of data reporting and communication as a means of increasing both comfort and energy efficiency. 

Take the Microsoft campus, for example, with its smart reporting dashboards that communicate temperature and climate levels,  as well as signaling whenever something becomes either too hot or too cold. This type of data reporting is on the up, as not only are businesses looking to improve the levels of comfort throughout their workspaces but they’re also aiming to become more efficient with energy consumption and to ultimately save on costs. Since implementing the visual data reporting solution, a substantial 15% improvement in energy efficiency was reported, along with greater visibility that had resulted in an increase in productivity and a proactive approach to identifying issues, before they even strike. 

There’s no doubt we live in a very visual world. But with technology developing so rapidly, intelligent data visualisation is a guaranteed thing of the future for the corporate world and something that many big brands will be looking to adopt if they haven’t already. When we start to gather complex sets of information and translate findings into a format that’s instantly clear and comprehendible, we’ll not only be looking at data from a different perspective, but also more creatively and imaginatively.

If you’re thinking of moving away from complex spreadsheets and tedious time-consuming reports, to a clearer more intelligent alternative, here’s a small list of things to consider. 

  1. Know what data you’d like to visualise. Be selective, choosing only the most essential pieces of information, taking into consideration your ultimate objectives.
  2. Understand your audience, the information they’d benefit from and the format they’d prefer to receive the data in. 
  3. While creativity is our forte, when it comes to data visualisation, keeping the design clear and simple is always the most effective and successful option. 

// LASTEST NEWS

Content First

Content First

As easy and tempting as it may be to push content strategy to the side when faced with so many new and exciting technologies, it’s crucial that you don’t. While digital signage is such a powerful tool for audience engagement, it’s also one with...

Objectives First

Objectives First

You wouldn’t launch a website before deciding what it needs to be able to do, or even open up a shop before knowing what you’re actually going to sell. The same applies to digital signage. Before installing, you need to know what purpose it’s going...

Changing Experiences

Changing Experiences

Despite its radical evolvement, digital signage has of course been around for quite some time, however now more than ever we’re seeing more businesses incorporate it into their branding, marketing & communication strategies - Or if they haven’t...

Marketing’s the Bread

Marketing’s the Bread

Great marketing needs great creative content and great creative content needs great marketing. The two go hand-in-hand, and although a little clichéd, they’re just like bread and butter. One without the other would lead to something quite dull and...

Less Is More

Less Is More

Ok, so apparently we’ve all got really short attention spans – even shorter than a goldfish! And apparently, that’s got something to do with all of the technology in our lives, causing us to become distracted in as little as 8 seconds! Well that’s...

A-E-C-C

A-E-C-C

At VISUALAB Media, we know that the consumer experience - whether good or bad, has the potential to stay with people for a very long time. That’s why, we work with our customers on a regular basis to enhance the consumer experience for the better,...

The Sales Journey

The Sales Journey

When it comes to buying something new, those looking to make a purchase have already gone down the majority of the sales journey before they’ve even entered the shop or picked up the phone. Why? Living in a world with content literally at our...

360 Comms

360 Comms

It’s a common fact that all businesses regardless of type, thrive when strategies for communication are solid. And given the undeniable impact that digital as a platform has had on the communications industry as a whole, it’s no wonder this tool of...