Discussions of DOOH content usually focus on designing creatives, working with agencies, sourcing feeds, and similar aspects. Each of these factors may be important, depending on the goals you have established for your digital signage network. But it’s also worth taking a sideways glance at your content from a completely different perspective. Doing so may yield useful insights and spark more than a few creative ideas with which to engage your audience.
Stand Out And Attract Attention
One of the worst kept secrets in Survivor is that the producers actively encourage contestants to be memorable on screen. This might include exaggerating idiosyncrasies and quirks that frustrate other contestants (or, “tribe members”). Or, it can mean consistently outperforming others in physical challenges. Being memorable creates a connection with the viewing audience.
Likewise, your digital signage clips should also be memorable. They should stand out and attract your viewers’ attention, drawing them in and forming a bond in the process. The challenge is to do so without relying on flashy creatives that fail to communicate the promise of something beneficial. Flash without substance is forgettable.
Lead The Viewer Down A Defined Path
With a few exceptions, the Survivor contestants who do well are those who have a plan, and execute it. This is the case season after season. Circumstances usually change, but when they do, the best players adapt by modifying their plans and aligning themselves to the needs of those around them.
In the context of your digital signage content, planning the path down which you lead your viewers plays a key role in generating a response. Moreover, your clips must align with the immediate needs of your audience. For example, within a shoe store, your clips should focus on shoes. They should also communicate benefits that address the immediate concerns of the shoe store’s customers, including price, style, and return policy.
Explain How You Can Make Their Lives Better
Few people do anything without knowing how their actions will make their lives better in some way. On Survivor, this is the reason some contestants will go to great lengths to provide water, firewood, and food to their other tribe members. They realize that proving their worth and making the lives of their fellow contestants more comfortable is likely to attract their favor. Predictably, providers are rarely voted off before non-providers.
A similar dynamic occurs when people watch your digital signage clips. If your DOOH content communicates clear benefits to taking a particular action, viewers will be more inclined to respond. Moreover, if you can deliver something your audience considers valuable in your signage promotions, they will perceive your content in a favorable light. This establishes goodwill, which improves the likelihood they will continue watching your clips.
Ask For A Commitment
One of the defining traits of Survivor is the “alliance.” This is a commitment between two or more tribe members to remain loyal to each other throughout the season. It breeds trust. As long as there is no breach of loyalty, the alliance persists. Often, it carries contestants to the end of the season.
With your digital signage content, your call to action plays a similar role. It is a request to the viewer to commit to making his or her life better by responding to your promotion. After presenting a compelling case with benefits that speak to his or her concerns, your call to action tells the viewer what to do (e.g. “Buy this pair of shoes today and save 30%.”).
Drawing a connection between the TV show Survivor and your digital signage content may seem odd at first. But there are insights to be learned from the successful formula created by the producers. Incorporate those insights into your signage clips and you may be surprised by your audience’s response.
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