wow! check out these images: digital display screens in the bank lobby may be winning acceptance, but how do you manage content for maximum effect? - best digital signage software

[
Slightly] Illustrations
With many banks installing TV or display screens in the lobby or elsewhere, the digital marketing of banks has become mainstream.
But the widespread use of digital marketing raises the question: What is the best way to manage these systems in order to maximize customer impact?
Unfortunately, for some, the return on investment will be poor due to poor design and management of the campaign.
The customer will adjust the information and even turn it off by what they see on the screen.
In fact, poorly executed e-campaigns may make an organization look worse than having no digital marketing at all.
Digital marketing activities by customers-
E-publishing information in the face of digital media such as large screen, TV, remote teller machine, ATM, window projector or other videocapable system.
There are many benefits to such a system.
For example, changing digital information attracts the attention of the audience. -
More than a poster.
Another benefit is the short turnaround time from the meeting to the screen.
"With printed posters and static displays, you can't be flexible because the production time is too long," said Lloyd Harrison, President and COO of Virginia partner bank.
New York City's combined banks have been digitized in their latest eight branches.
Lesli VanSchaick said: "With digital media, we can keep the information fresh, instead of causing trouble and vice president of marketing/advertising and sales manager by constantly printing new sea reports of different sizes to adapt to the configuration of existing storefronts.
For banks that have already implemented digital marketing or purchased the necessary equipment, here are 10 "best practices" that will deliver information from concept to implementation and have the greatest impact. 1.
Unbranded content.
In addition to the film and sports trivia, customers have graduated.
Give them a huge service of a bank brand.
If the screen is made in Hollywood, it should look like it.
Consider highlighting how professional staff, bank history, community activities, or the right loan can help local businesses ---
There are several "promotions mixed up.
"We use numbers (Plasma Display)
"For image construction and messaging," Harrison said . ".
"They show a rotating display of scenes from our community, intertwined with fragments of our mission, vision, and values, bringing our views home as community banks.
We also announced community events through the screen and congratulated the staff on their outstanding performance and held important life events.
We like the flexibility of it. " [
Slightly] Illustrations
Amalgamated Bank's TV shows popular scenes in six languages, followed by regular product scenes and scenes specific to unique products or activities.
"When we opened the first two branches in Brooklyn, we announced the opening on TV at other branches," VanSchaick said . ". 2.
Turn off the cable IV.
The cable news broadcast did not mention the brand of a bank, and they broadcast advertisements from competitors.
Without the written permission of the network, a bank will face the risk of legal action when broadcasting news, but will cut its own advertising in commercial advertising.
"We don't play radio shows because they always play advertisements from competitors," Harrison said . ".
"We also don't want our staff to be distracted by the TV that's played in the background. " 3.
Make sure the graphics look professional.
In the absence of in-house professionals who can design the "wow" event, serious consideration is given to outsourcing the event management to creative agencies or partners.
"It takes as much time on graphics as you do on campaign information," VanSchaick said . ".
Ensure print and digital artwork match.
"From one meeting to another, the speed of digital marketing campaigns is a new experience for banks accustomed to the long development process.
Therefore, it may be necessary to readjust the marketing department. [
Slightly] Illustrations4.
Monitor screen.
Someone needs to receive a daily report of any offline screen for repair or reboot of the system.
It can be managed internally or outsourced.
The offline screen will affect the retail experience. 5.
Local weather information is displayed.
Technology has evolved to the point where weather forecasts can be made according to the zip code.
Not satisfied with the New England forecast ";
Change to show local weather. 6.
Consider carefully whether you want "ticker" or "ticker ".
"Stocks" or "crawling" can effectively bring financial data or stock information to customers and give banks the feeling of a financial institution.
However, one might argue that it would distract the audience from the main message, without any support for the brand. 7.
Avoid using split screens.
Play Content in split
Screen format, or worse, four
A split screen can make the event look more like the opening of the Brady group than a professional marketing campaign.
Customscan only focuses on one message at a time.
Be nice to them. 8.
Refresh, refresh.
Return visit customers will appreciate new activities during their next weekly visit.
Some planning is needed.
At the beginning of the year, a refresh date is assigned for each scenario.
The weather screen changes every hour;
Change brand trivia or financial advice daily or weekly;
There are promotions or logo brand scenarios that change every month or quarter.
Manage them with a paper calendar or instruct the supplier to do so.
"Keep the information fresh;
Otherwise it will disappear into the background. "Harrison said.
"When we had a bankruptcy match,
"Under the brand of radio stations, it is very convenient to insert advertisements into the screen, because there are very few prints provided by radio stations," VanSchaick said . ". [
Slightly] Illustrations9.
Establish a library.
The campaign will grow over time, and not all scenes can appear on the camera at the same time.
Build a unique or custom repository
Activity scenarios are built so that they can be reused in the future. 10.
Save photos of the digital screen installation.
Use the photos of the screen installation as a reference to call the manager of tobmanagers and ask them to change the input of the LCD screen or restart the computer.
In addition, the digital footprint may contain different screens from different suppliers, different power button locations.
Using a photo as a reference may prevent a technician from calling or requiring IT department involvement.
Customer feedback on message delivery is very positive.
"The clear graphics caught their eye and everyone liked it," Harrison said . ".
"We know that this information is valid because people will ask for special offers advertised on the screen.
"VanSchaickagrees.
"The activities of these pictures attract the attention of customers," she said . ".
"In our regular newsletter, we asked our customers about our branches and services, and quite a few people were excited about the progressive image of technology communication.
Some people offer advice on what they want to see.
The digital marketing return for our new branch is very positive and we are now considering digital marketing in our old branch.
"The field of digital marketing is still evolving. don't fall behind.
Soon, the areLCD "brochure" will allow branch representative to show through the LCD screen how refinancing can save customers $200.
Another upcoming attraction is the gate
Sensitive information, when the customer walks in, will greet them according to the time of the day (e. g. , check-
Cash the promotion in the morning;
CD promotion in the afternoon).
Banks that want more community participation can turn the community part of the campaign into a local news channel.
For example, if a photo of a high school football team is displayed, non-customers may see their son or daughter on the "Big Screen.
"Digital marketing campaigns provide a level playing field for competition, with smaller banks adopting faster.
These organizations tend to be more agile and can quickly penetrate into all branches through eye-catching marketing information.
This is a call to action for the marketing department of large organizations to speed up creativity and decision-making --
Enable them to make the most of this leading processEdge technology.
10 questions to answer before purchasing a digital management provider 1.
What is the size of Rollout? 2.
Is it possible for banks to install electronics using internal staff, or is it necessary for external experts? 3.
Does the marketing team really have the artistic ability to design and maintain animation activities? 4.
Is IT easier for the bank's IT department to prepare to host and manage the central Content Server internally, or to purchase space on a third serverparty server? . 5.
Does IT department allow third
The political party system on the Internet?
If not, how will the digital player be connected? 6.
To prevent crashes and eliminate errors, who will monitor and restart the offline screen? 7.
Is the bank ready to sign a long-term agreement?
Regular contracts with digital marketing vendors?
What will the promise be? 8.
Do banks prefer to work with the world?
Supplier size or boutique size? 9.
Does the bank have creative staff to build, design and manage activities from do-startit-
Is the relationship between your own software package, oris, a hosted service provider more realistic? 10.
Can the activity approval contact be a staff member?
A person, not a committee, must be responsible for approving new activity updates to take advantage of the speed at which digital marketing is conducted.
Related article: Digital Marketing of Baltimore provident fund bank.
When provident fund Bank, a $6 billion bank with more than 140 branches in Maryland and Virginia, opened a new supermarket branch in elder sburg, Maryland.
It decided to try digital marketing.
"We have been using traditional branch sales methods such as mailing walls and collateral," said Kimberly Barker, bank creative services manager and vice president . ".
"It's not very cost-effective --
Valid because you have to print these materials.
You also can't use posters to advertise the "hot" rate, because if the price changes, you have to take all the posters down, throw them away, and print new ones. " [
Slightly] Illustrations
Another reason to try digital marketing in the elderly supermarket branch is that it is smaller than the typical product of the Provident Fund --store branches.
"The traditional merchandise display space is not large, so we have an LCD screen installed," said Buck . ".
"We show scenarios for promoting current CD, money market or home equity line rates, as well as other product screens that are not related to specific promotions, such as debit cards, checking accounts, mobile banking or commercial banking. " [
Slightly] Illustrations[
Slightly] Illustrations
Since the opening of the elderburg branch, the provident fund has implemented digital marketing in some other supermarket branches and many other branches transformed in 2008.
"The main driving force for expanding the use of digital marketing is the opportunity to make specific rate promotions," said Buck . ".
"In addition, some popular branches have younger, higher-tech branches in the community
A savvy audience looking forward to marketing new methods.
"Some of the transformed branches are tellers.
"Less" or "technical branch" where customers are exposed to digital marketing, use computers and machines at regular branches to provide all services.
"In-screen
The storetechnoology branch is large enough so people can see them from half the aisle so that our marketing can also target non-customers. "Said Buck.
"Starting with a new or transformed branch, it's a good strategy to try digital marketing at one branch at a time," says Barker . ".
"If you plan to switch completely to digital marketing, please perform the cost-
Benefit analysis is carried out first.
Compare the printing production cost and creative development cost of merchandise sales with the cost of LCD units.
Remember, you can edit the screen for free once you have developed the idea.
"As the screen can be updated quickly, the branch manager of the Provident Fund is happy.
"We can find out at Thursday's pricing meeting that Friday morning rates will change and by Friday morning new information will be displayed," Barker said . ".
"It's quick and easy to keep the screen up to date.
Our marketing coordinator uses the network
Log in and submit a new rate based on the platform.
"Related article: Bank of California uses cellular digital signage in Community promotion.
On last July, the main branch of Santa Cruz County Bank (SCCB)
Santa Cruz, California.
Mary Anne Carson, senior vice president, moved to a new building and she saw an opportunity to make the office a blueprint for their community outreach program.
"Historically, community engagement has been an important part of our brand, and it is critical to expand this through this new office," she said . ".
"We want to create an atmosphere that strongly resonates with the attitude and lifestyle of the Santa Cruz community, while educating our customers more effectively about our products and services.
"The challenge is to find a way to differentiate SCCB from a growing number of local banks, S & L and other financial services companies in Santa Cruz County.
SCCB is a local agency that focuses on short and medium term loan products.
It has five offices. [
Slightly] IllustrationsAlso, as long-
Time supporters of local communities and some non-profit organizations, such as chambers of commerce, conferences and visitor centers and cultural committees, need to find banks to share their "community-
And use its facilities to promote and encourage more local community members to participate in important projects.
In addition, they strive to be a greener person.
Given the friendly institutions, the traditional "newspaper" movement seems impractical. "We're a green-
Certification business.
"We don't want anything that will produce death and waste in the process," Carson said . ".
With a new building, Carson hopes to be different from what the bank has done in the past, choosing a solution that looks stylish and modern.
After reading the digital signage and doing some research, she found
Based on digital logo products, combined with large, high
Define digital screens and interactive touch screen kiosks. [
Slightly] Illustrations
Building a digital signature network is usually not a simple thing.
It usually requires a lot of cabling at each location and a LAN or Wi-
The Fi connection to each screen allows for easy content changes.
The installation of such hardware and software usually requires the participation of the IT department.
Another option is to go to the phone.
Inside the tent is a built-in
In the cellular broadband antenna connected to the online broadcast Portal.
Carson logs into the hosting site via a Web browser and changes the content on each screen. The only set-
Uprequired is blocked from the energy sources of screens and kiosks.
SCCB places the large screen in the lobby to attract the audience through the touch screen.
The bank promoted the system as an "information center" to promote community resources and upcoming activities to the public.
Carson's marketing team updated the news of local volunteer events on screen, as well as their activities with community partners such as the second HarvestFood Bank.
They also want local organizations to stress
Profit this month.
Kiosk Pavilion has event signs-
Community participation is encouraged.
As paper is not required, it is well aligned with their "green project" program and even provides "green tips" to the audience ".
"Good content is critical to any event," says Kelson . ".
You have to keep it fresh and engaging and you have to really understand the environment.
Kelsen went on to point out that putting the visual entertainment screen at a "point-of-
The "wait" location, such as abank lobby, means that brands can appeal to consumers when they are willing to see the information. Carson agrees.
"Creating content is the best part!
We're like kids in candy stores.
What we can do in terms of design and messaging is unlimited, so it's fun from the start. " [
Slightly] Illustrations--
Simon Wilson, CEO of MediaTile Co.
Scottsdale Valley, California
How useful is this article?
Please use postage-
Free reader opinion card provided in thiissue or in (202)663-5075.
You can also send comments via email
Mail to walbro @ abacom Jon P.
VaderMeer is the Display Co. , Ltd. of the owner
Atlanta, creating and managing kiosks and electronic display systems for financial institutions. Web site: www. Kioskanddisplay. com; toll-Free Telephone :(800)724-8947.