Residential Digital Signage is a great marketing platform and when done right, can increase your brand awareness, educate about your product/ service, and help fill your pipeline with new leads.
So how do you do it right? The best answer is – build a marketing strategy. Strategy will help you find the right customer at the right time and place and with the right message. In this article we breakdown the strategic process into 6 simple steps:
1. Know your target Audience
Who is your ideal client? What does their typical day look like? What are their pain points? What void/need in their lives does your product fulfill?
When you answer these questions, you have the first part of your strategy.
By implementing a Condo digital platform, like MaxTV Media, you can track your ideal clients around your business and increase the chances of them coming to you and not your competitors.
2. Set Goals
What do you want to accomplish? Here are some sample goals you could set:
- Drive traffic to your physical location or to your website/Social Media accounts
- Build awareness to your company
- Introduce new services or products
- Get new leads with a time sensitive offer
- Educate condo residents about important issues
On our MaxTV residential platform, you have the greatest chance to make the best first impression in just 15 seconds. With this high frequency (ads are running every 6 minutes), your brand will get the maximum exposure.
3. Set Key Performance Indicators (KPI’s)
When you set goals, it’s important to understand how you will measure success. If you are looking to build awareness, you can set a short questionnaire on your website or Social Media accounts asking people how they heard about your business. You can also train your staff to ask these questions when they communicate directly with clients on the phone or through email inquiries. If you are looking for leads, you can get creative with your ad, by adding a call to action, a special promo code or unique URL that will help you track success. For example, you can add a condo name or address in the ad and this way you will know where the clients are coming from.
4. Craft the Message
Now that you have your ideal buyer persona and your goals set, it’s a good time to work on the creative. Creative is a dynamic process and can be updated or adjusted with time, but you still need a plan to get the best ROI. For example, you can start with a branding campaign to build awareness of your company, then introduce a new product and add a time sensitive promotion around a holiday to start filling that pipeline of leads.
The great advantage of advertising on digital screens is its flexibility. You can update and adjust your creative within 24 hours to get a quick response from prospective clients.
5. Keep it Simple
In this day and age our attention span can be very short. Your goal is to grab attention and get the prospective clients interested enough to reach out to you for more information. Once they reach out, you can give them full attention with all the details.
6. Review and Adjust
Set a realistic time frame to measure the results of your strategy. 4 weeks would be a good time to check in and see if you are getting the desired results. If you are not fully satisfied, then maybe it’s a good time to change/update your message/promotion.
To get started with residential digital signage in one of the 5 major markets of Canada, reach out to our team of experts and they will guide you to your ideal clients that live right next to your business.
