Creativity can be a challenging aptitude to master. Most believe it’s either something you have, or you don’t. For those of us lacking the creative gene, or the ability to come up with unique or distinguishing ways to express ourselves, we typically turn to the Internet, Social Media, friends, family, etc. for ideas to help get our creative juices flowing.
The truth is that since we are all living in the age of information and perhaps data overload, it’s becoming more of a challenge to be creative, unique or one-of-a-kind. This harsh reality is more apparent in the world of marketing and advertising, than perhaps any other industry. Think about all the messaging and advertising you’re exposed to when you turn on your TV, open an app on your smartphone, jump online, or even walk out your front door.
Promoting a unique or distinguishing message on your digital sign can also present some of these same challenges. Providing unique content compared to the handful of businesses down the street or in your local market is hard. Over time, most business owners become complacent, grabbing ideas from others, the Internet, etc. or they relegate to common things we see on many digital signs everywhere-time, current temperature and an extended 3 to 5-day weather forecast.
If you’ve invested in digital signage, albeit, from the same sign manufacturer and wholesaler as the other businesses down the street, you’re likely running off the same sign software platform, accessing the same generic stock content library that sign manufacturer has thrown in as part of their operating system. These libraries tend to be half-baked attempts at general messaging that promote holidays, may contain generic pictures and graphics and often lack the ability to truly size a graphic to the exact pixel matrix of your sign.
To properly market and advertise your brand and overall business message on your digital sign, you need to incorporate good-looking variety with features like animation, vibrant colors, easy-to-read texts and fonts, all combined in a streamlined message that will be memorable and ultimately, different from your competition. In addition to the factors that it takes to be memorable and truly creative, you also must be consistent in your delivery. It’s not enough to have better content once, twice, or even five times. You must do it week after week, month after month, year after year.
As you think about the challenges or steps to boost your business’s creativity through digital sign content, remember you’re not alone. As a business owner, you’re tasked with the understanding and execution of many different tasks to make your business run and be successful. While creating a variety of digital content that may be better or different from your competition might be far down the list, it shouldn’t be. Project Content is available whenever you need us, complete with our team of resources and services to help ensure your digital surfaces are as unique and distinguishing as you want them to be. Reach out today to learn how your signs can stand out as one-of-a-kind, memorable, marketing machines!
The Project Content team