How to Use Narrowcasting
Everyone has a picture of broadcasting, having watched over-the-air, cable and satellite networks for years. Narrowcasting, delivering your company's specific messages to your customers, can now be combined with a wide variety of digital signage choices to improve and enhance both your communications and branding strategy.
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Instructions
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Learn how narrowcasting works and how its flexibility can deliver the communications you want to your customers. Become comfortable with the features and flexibility of using the wonderful digital signage options available to contemporary retail businesses.
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Consider how to best use narrowcasting for your retail business communications goals. For example, if you had a bank branch in the financial district, you might want to narrowcast stock market information, branding messages, and investment rates to your customers. A clothing boutique in a suburban setting might opt to narrowcast casual clothing instead of more formal business wear.
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Get comfortable with becoming the "station manager" or senior executive of your own communications network. You can narrowcast any programming you'd like to your customers at point of sale (POS) or digital signage stations.
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Interrelate your corporate communications strategy with your narrowcasting messages. Differentiate your programming for your retail locations that attract customers with different backgrounds or tastes. Your communications forcefully become more focused and targeted to your audience.
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Consider mixing and matching brand messaging with your public service and product information in your in house narrowcast. Branding strategy is critical to your image and, using narrowcasting, you can create specific displays that further enhance your communications. Narrocasting has proved to improve brand integrity if you integrate your story seamlessly with your other marketing messages on digital displays.
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Keep your narrowcasting messages fresh, new and up to date. The beauty of narrowcasting, beyond the ability to target your message, is the opportunity to refresh, modify, and fine tune your programming on a constant basis. Your retail communications program can be elevated to a professional, effective and hard hitting level by combining narrowcasting with digital signage.
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Tips & Warnings
Learn how to operate your narrowcasting programming and digital displays to become a resource for your company.
Name a staff member to be responsible for corporate and/or branch location narrowcasting systems. A central resource person can help the effectiveness of communications.
Don't go to "full power" until you've learned how to successfully operate a narrowcasting system. Resist the temptation to accomplish too much too quickly. Your network will deliver the messages you want effectively if properly mixed and programmed.
Don't expect miracles. Narrowcasting can significantly improve retail communications in most industries. But this exciting feature should be integrated with your overall communications program to display its true value.
