Digital Media and the four Components of Communications
Digital Media and the four Components of Communications
A proper communications strategy for a retail business is based upon four core components that help to create a brand and brand image that connects with customers. Communications is essentially a method we use to convey a message to potential buyers and is the driving force behind a winning marketing plan. Digital media plays a large part in today's communications strategies and is easily integrated into these four core components.
One: Creating a brand connection
The first and perhaps most important component of a communications strategy is the creation of a brand image for your company. This is one the first things that needs to be considered when developing a plan because this is who you are, this is your company's story to potential customers this is the lens through which customers will view your business.
Brand image comes together when the marketing and communications plans merge into a definitive and successful working strategy. Everyone knows the conventional ways of establishing a story for your business like case studies, colours, images, faces, partnerships and ultimately what your business does and why - but digital media is better.
Digital media is one of the best ways to convey your company's image, especially through the use of in-store Digital Signage and Interactive Customer Experiences. This way customers can become part of your story, instantly gaining trust due to the immersive interactive experience that digital media offers. Give your customers a chance to be part of something bigger and you will get a positive response. Think Facebook and Twitter; customers today are social and demand a connection with their brands.
Two: Conveying your offerings
This is probably the easiest and most obvious of all the communications strategy components. The products and/or services that your company offers are typically described to potential customers using traditional media such as radio, television, and print. Each product and/or service should be outlined by their benefits, not features. These two words seem synonymous but really are quite different - a benefit is what your product or service can do for the customer, rather than a feature which is an aspect of your product or service. Customers are very conscious about how they spend their money today and illustrating what your offerings can do to improve their life is what they need to hear.
Communicating these benefits should be done using traditional and more modern Digital Media techniques. These techniques include social networking - people love to talk about what products and brands do for them - and in-store solutions like Digital Posters'. A Digital poster is an LCD display connected to a Media Player and software that plays dynamic media files to advertise your brand to shoppers across a network of Digital in-store Displays. Customers are much more likely to notice a dynamic advertisement over a static poster and can engage them in an innovative way. Show them how your product solves a common problem and people will notice.
Three: Why should they buy from you?
Now that you have communicated to your customer what you do, why you do it and what it can do for them, you now need to close the deal; why should they buy from you and not from a competitor?
This is the money making message that needs to convince shoppers that your product/service is their top choice. What do you have that they don't? If your product or service is a commodity, Digital Media is a great way to differentiate through innovation and value-add services and support.
Proximity marketing is an emerging technology that can be used effectively to give the customer that final push in your direction. Proximity marketing sends a promotion to a shopper's smart phone when they are close to or inside your store. They will instantly receive a coupon on their smart phone that will give them the incentive they need to choose your product or service. This is a great technique to make your brand stand out against the others and keep your customers coming back.
Four: Get them involved
Getting customers involved and interacting with your products is the best way to establish a connection between the brand and the buyer. It is extremely important to allow customers to experience your product prior to purchase in order to build trust in your brand. The traditional method of presenting a product on display can work, but doesn't fully connect the customer to the product they will need to know more.
Digital Media solves this problem by communicating product information, benefits and features as the customer interacts with the product itself. Lift & Touch Interactive Technology is a fantastic way to deliver on this communications strategy. Lift & Touch uses an interactive touch enabled LCD screen. When the customer picks up the product the content on the screen is triggered to display interactive content regarding the chosen product. Shoppers can flip through digital brochures, learn about the benefits, explore pricing and even compare multiple products side-by-side.
Digital media can also connect with customers by displaying testimonials - let them see and hear what people are saying about your products. Use digital signage to give customers a voice, let them feel like they are helping you shape their' brand by making it part of the in-store and social environment.
Air Conditioning And Heating in Small Apartments Why not showcase your digital images with Canvas Prints An Electrician Ought to Be Called After A Flood How to Choose Power Washers for Industrial Cleaning Best Aluminum Storm Doors For Your Home Why Should You Use An Industrial Security Fencing Farouk Chi Turbo Digital Ceramic Hair Straighteners- For Versatile Styling- Details Read The Entire Digital Camera Range Offered By The Brand Get Options for 6 Months Industrial Training Programs The affect and impact of industrial wheel chocks Different business and industrial applications where wheel chocks use Electric Fireplace Inserts For Your Fireplace Mantle Succinct Comparison between Remote Controlled- Electrical and Push Golf Trolleys- A Brief Report