How to Use Digital Signage to Improve Bank Communications
One of the best ways to improve your bank communications is to install digital signage in your branches. By controlling the messages your customer base sees and keeping your displays fresh and current, your communications are often much more effective.
- Difficulty:
- Moderately Easy
Instructions
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Examine the providers of digital signage and/or the top turn-key bank designers - if you're considering construction or branch rehab - to see the types of digital products being offered. Learn as much as possible about the digital signage products and delivery methods available for your consideration.
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Decide whether or not to install the digital signage products you prefer in some or all of your retail branch locations. You might want identical systems in all branches or a combination of types for branches in different locations. Branches with higher lobby traffic volume may warrant more versatile systems to deliver a more effective message.
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Choose the level of sophistication of the digital signage you believe will achieve your communication goals. Even an elementary system allows you to program fresh messages, using a timed delivery to keep the display looping. More sophisticated systems will give you the ability to "narrowcast" (instead of "broadcast") more complex and varied material, including local and national news, weather, sports, or financial data (stocks, bonds, hedge funds, and trends). Interject your product and brand messages and you have a sophisticated and typically very effective communications and marketing tool.
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Use the wonderful flexibility of narrowcasting to tailor your communications to your audience. Digital signage, either in-branch or in-window, gives you the opportunity to "speak" to your customers exactly the way you want to. For example, if you have a branch in a financial district, you might want to intersperse financial news and stock market prices and trends with your product specials and brand messages. Conversely, in an active suburban branch, you might decide to integrate mortgage product rates and information with community news and brand marketing.
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Use these digital signage advantages to reinforce and enhance your brand integrity and communications program. Even a branch with high lobby customer traffic will enjoy your narrowcast of interesting, fresh displays while waiting for service. Interspersing image messages with your theme often enhances brand integrity.
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Target your digital signage to cross-sell products and services in a pleasing, tasteful, and effective manner. Include one or more "calls to action" to encourage customers to ask a teller or customer service representative to explain additional products while the customer is in-branch. Digital signage can improve your communications to facilitate the goal of successful cross-selling of services.
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Ensure that your digital signage is integrated into your communications and marketing programs. Establish a consistency that will be apparent, even subliminally, to customers who use multiple branches for service. You will be pleased to learn from improved operating results and customer feedback that your corporate communications have been enhanced.
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Tips & Warnings
If your building a new branch or rehabbing others, professional bank designers or bank communications consultants can often seamlessly integrate digital signage into your finished product.
Use digital signage to its fullest, maximizing the motion and graphics to create an interesting lobby or window display to attract and hold customers' attention.
Don't forget to train branch personnel to operate and program digital signage systems. There is little more frustrating for customers than hardware designed to display motion and graphics that is lifeless.
Ensure that one or more staff members coordinates the entire digital signage project to ensure that narrowcasting programs are up to date, messages are modified as needed, and the system remains on line.
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Resources
- Photo Credit 3M Digital Signage
