Remember the classic porcelain gas station signs lit by high-voltage bulbs, like “Texaco” and “Skelly” (now highly prized collector’s items)?
Then came the vacuum-formed plastic-faced signs that were backlit with fluorescent lamps and used a marquis with interchangeable plastic letters “Wagner” or “ZIP” for special offers and fuel prices.
Yes, the signage industry has evolved in recent decades. Today, large LED screens offer high-impact animated message systems that employ a marketing strategy.
One of the latest contributions to the evolution of signage is indoor digital video signage. More and more restaurants, retailers, service places and medical offices use these screens for various content to attract their customers.
“Video improves the customer experience: People love and expect videos. And videos are often the best way to impart information. Video improves customer service by increasing customer engagement, leading to higher customer satisfaction. – Correct Answers Inc.
The days of the static whiteboard food menu are being replaced by high-definition product photos and videos with brief descriptions and prices. Digital menu boards help customers make decisions faster and more accurately, while reducing ordering and waiting times. CarterEnergy client Sugarfoot C-Store & BBQ experienced this firsthand when he made the decision to use digital menu boards for his barbecue and new Fresh Burrito bar at his C-Store.
Digital signage is used to highlight a menu of specific auto services offered by KCI Auto Care as customers travel through Kansas City International Airport (KCI). Big-O-Tires uses its digital signage to price services and educate customers with self-preparing videos for the season.
Other digital sign applications include interactive (touch screen) building directories and wayfinding kiosks, company information in lobbies, trade show booths, in-store video billboards, video walls, cylinders and boxes to name a few. .
But when it comes to digital signage, bigger is usually better. Considered the vanguard of digital signage solutions, video walls, also known as architectural media or techorating, depending on the application, can influence the ambience of the building by the way it blends into its surroundings. Similarly, creative content can stimulate the senses, awaken and influence behavior that complements the purpose of building designs, reinforcing and amplifying the core image of the brand. Dynamic content can immerse control rooms, envelop buildings, decorate vast interiors with artistic displays, and deliver interactive content in an exciting and extraordinary visual experience.
Take a moment to look at the digital signage that surrounds you and you’ll be amazed at how prevalent and creative this marketing tool has become.