The best ways to link your signage to your social in 2015

05 Feb 2015

Over the last decade, the internet has become hugely important, and many people now use it as a primary means of finding information, communicating and networking.

The great thing about social media is that it offers the huge advantage of being able to draw together many aspects of communication, allowing the use of a very targeted marketing strategy – either directed at one distinct individual or at an audience as a whole. Despite this, however, print remains an essential element of any marketing campaign, although the way it is used may well have changed significantly. In order to maximise the effect of long-term marketing strategies, organisations now need to effectively combine their online and print marketing efforts – a trend that has become increasing popular (and successful) in recent years.

Find Your Place in the Market

Differentiation is necessary for those companies determined to place themselves above the competition and ensure customers choose their goods and services over the many other similar goods and services being offered elsewhere. The easiest way to ensure this happens is to communicate a message to consumers that tells them that the business is not simply about making money, but that it cares about its customers and wants to make them happy. They can do this not only by providing an exceptional service, but also by listening to what consumers want and acting on that information.

Bridging the Gap Through Customer Engagement

In order to bridge the gap between digital signage and a tailor-made message directed at customers, a personal touch may be required. It is all about developing a unique brand and engaging with the target audience to build strong brand loyalty and equity. Customers can be directly engaged and response rates gauged quickly and easily, simply by including social media as part of your signage.

Suggestions include the use of URLs, QR codes and hashtags to encourage a two-way interaction, as well as to introduce the potential for positive communication between consumers themselves. For example, you could ask customers to photograph themselves in a certain place or in front of a certain sign or landmark and send it in. This is a good way to actively encourage people to think about your brand and associate it with something different and fun, as well as feel a real connection and sense of ‘belonging’. Interaction of this nature offers far more than simply signage; it becomes an extension of the organisation itself and places the brand firmly on the map.

Making a firm connection between online and offline is both essential and powerful. Given its tangible nature, print continues to be a vital aspect of marketing, and organisations must make the most of the many opportunities open to them by linking these two distinct areas.