The Signage Evolution
Do you may remember the classic porcelain service station signs illuminated with high-watt light bulbs, like “Texaco” and “Skelly” (which are now highly valued collector items)?
Then came the vacuum-formed, plastic-faced signs that were backlit with fluorescent lamps and used a marquis with changeable plastic “Wagner” or “ZIP” letters for specials and fuel pricing.
Yes, the sign industry has evolved over the past few decades. Today, large LED displays offer high impact, animated message systems that employ a marketing strategy.
One of the latest contributions to the signage evolution is interior digital video signage. More and more restaurants, retailers, service locations and medical offices are using these displays for various content to engage their customers.
“Video enhances the customer experience: People like videos and have come to expect them. And often videos are the best way to impart the information. Video boosts customer service by increasing customer engagement, leading to higher customer satisfaction.” – Right Answers Inc.
The days of the static white board food menu are being replaced with high definition product photographs and videos with brief descriptions and pricing. Digital menu boards help customers make decisions faster and more accurately, while reducing order and wait times. CarterEnergy customer, Sugarfoot C-Store & BBQ, experienced this first-hand when they made the decision to go with digital menu boards for their BBQ and their new Fresh Burrito Bar in their C-Store.
Digital signage is being utilized to highlight a menu of specific auto services that KCI Auto Care offers while customers are traveling through Kansas City International Airport (KCI). Big-O-Tires uses their digital signage for service pricing and to educate customers with Auto Seasonal Preparation videos.
Other digital sign applications include interactive (touchscreen) 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 in all things digital signage, bigger is often better. Considered the avant-garde of digital signage solutions, video walls, aka architectural media or techorating, depending on the application, can influence the ambiance of the building by the way it is integrated into the environment. Similarly, creative content can stimulate the senses, arouse and influence behavior that complements the purpose of building designs, which reinforces and extends the core brand image. Dynamic content can immerse control rooms, wrap around buildings, decorate expansive interiors with artistic displays, and provide interactive content into an exciting and over-the-top visual experience.
Take a moment to notice the digital signage around you, and you will be amazed how prevalent and creative this marketing tool has become.