Digital Signage: New Poll Reveals Growing Importance Of Internet In Gathering Information

A couple of weeks ago the Pew Research Center for the People & the Press released the results of a major survey about how people in this country consume news.

While the focus of the study was on the news media, I believe the research reveals some important demographic currents that digital signage marketers would do well to recognize and understand. The survey revealed four types on news consumers: News-Integrators, Net-Newsers, Traditionalists and Disengaged. I'll disregard the disengaged for the sake of expediency and concentrate on three remaining groups because they are where the message for those concerned with digital signage lies.

The two groups offering the most fertile ground for digital signage marketers are News-Integrators and Net-Newsers. Together these two groups, which account for 36 percent of total, show a high propensity for using multiple media types to find the news they desire. According to the results, both groups are well-educate and relatively affluent -qualities most digital signage marketers will find attractive.

Where they differ is in the degree to which they rely on a combination of media technologies when seeking out news. For example, News Integrators view TV as their primary source of news, but supplement it by visiting Web sites most days. Net-Newsers, on the other hand, regard the Internet as their primary source of news. In total, 92 percent of Net-Newsers go online daily to find their news. Other sources, like television, are regarded as secondary. In fact, this group relies so much on the Web that more of them are likely to watch a news story online than sit in front of their TVs and watch the nightly news.

Traditionalist, who account for 46 percent of news consumers, are older, less well-off and less educated than Net-Newsers and News Integrators. Television is the dominant source of news among Traditionalists, and although they own computers, they rarely go online to find out what's happening.

From my point of view, digital signage marketers can take a few lessons away from this survey. First, most people depend on TV as a valued news source. That's good news for digital signage communicators because their signs are indistinguishable from TVs at first glance. Secondly, 36 percent of the audience, which happens to be the most affluent portion, likes using a combination of media to get the information they desire. Digital signage marketers can take advantage of this attraction to multiple media sources by adding a broadcast or cable channel into their signage presentations. By using TV in an on-screen digital signage zone, they can grab an audience's attention while simultaneously conveying their own messages in the remaining zones on the sign.

Third, up-and-coming Net-Newsers and News Integrators show by their news consumption patterns that they are tech savvy and enjoy using technology to determine which media they consume. Hybrid, interactive digital signs adds the perception that the audience is in control of what's displayed, something that dovetails nicely with this preference.

From my point of view, the results of this survey point out some characteristics about the news audience that can serve as guideposts as digital signage communicators define their message and their approach. Taking advantage of the affinity of these respondents for television news puts digital signage in the game. Using the tools that are available to make it interactive, positions digital signage to excel as an influencer.

About the Author

David Little is a digital signage enthusiast with 20 years of experience helping professionals use technology to effectively communicate their unique marketing messages. For further digital signage insight from Keywest Technology, visit our website for many helpful tips and examples.

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When Marketing Professional Services - Don't Try to be All Things to All People

As a professional solution provider do you try to "specialize" in everything?Or do you specialize with every person in your niche, providing the services each of them require?Let me explain.

Years ago a friend of mine, a multiple lines insurance agent, had what he thought was the opportunity of a lifetime.There was a gas station in his community, on the busiest street in the neighborhood - that had gone out of business.The owner of the property could not find another oil company to lease it so he cleaned up the site and began trying to lease the building as a bakery, pizza shop, or small retailer, anyone really.

It occurred to my friend that this would be an ideal location for his insurance agency.It was on the main drag, there was parking in front, and it was on a corner for easy in and out maneuvering.The building was remodeled, the parking lot was re-paved and the original 15 foot high gas station sign was painted with his logo.

It read, "Suburban Insurance, We Specialize in ALL Kinds of Insurance" in a very professional look.And of course his catchy phone number everyone around there would remember easily.How could he lose?With all those people driving back and forth every day?They would see the sign on their way to work, call for an appointment on the way home.

What did the people driving by think?Who knows, no one stopped.He was trying to be all things to all people and it did not work.For three months he didn't make a sale that could in any way have come from one of those passing motorists.He was faced with the prospect of giving up this really neat space or cutting back elsewhere because he had signed on to a lease based on his untested assumption that people would drive in every day of the week.

During a chance conversation with the owner of an actual gas station in the area a light went on.He realized that he needed to specialize in something, offer something unique or timely - get people to stop in for that one thing, so he could tell them about the other products and services his agency offered.

He returned to his office and found behind the building a portable sign, we've all seen them - the kind gas stations roll out by the curb where the passing motorists can't miss it.He had it painted using his professional theme with the message, "Changing jobs, we have short term medical insurance - don't put your family at risk" and put it out by the corner.

Not being a savvy marketer he did not know that a major employer in the area was laying off a lot of the very people who were driving by his office twice a day.

Within the next two days nearly 20 drivers stopped in, over a dozen of them bought the insurance - they were about to change jobs and had never heard of this kind of insurance and the other picked up brochures for the short term medical and some of his other products.

Every week or so he would showcase another of his products - travel accident, International medical, errors and omissions, etc.Every time he did that, people would stop in.From the relationships he created he sold the other more complex and more profitable coverages demonstrating that his agency actually did specialize in all kinds of insurance.

For the last twenty years I have seen examples where professionals of all types claim to specialize working with home business owners, small business owners, and executives.They think that by covering the entire waterfront they won't miss anyone.The opposite if often the result however.

Too often we try to be all things to all people and lose our credibility.Just because we do a lot of different kinds of consulting or coaching, or offer several different and usually complimentary services - people really only want to know if we have what they need right then.

Start by thinking of your audience those people ideally suited for the services you provide.Maybe a should say audiences.Think about your several audiences vs.your specialties.So, if you are a business coach and do sales training, customer retention, and recruitment within one field that's not bad if you tie them together under one umbrella firm name providing a range of services for a specific audience/category.

On the other hand, if you position yourself as a marketing expert and as engineering expert, you may want to consider your audiences again and use different materials, literature, etc.for each audience.Savvy professionals have several bios or web sites, not linked together - one they use for speaking for instance, those they use when they are emailing to a specific category prospects, those they use for different audiences they serve.

Remember, you can't be all things to all people but you can be different things to different people.

About the Author

Successful professionals are always on the lookout for ideas and resources to help them.

They are also looking for creative ways of marketing their professional services.If you want to be even more successful in the future than you are today, learn more about marketing professional services and share your insights with others, visit us and join in the discussion.

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A Simple Video Blogging Start Up Guide

Text blogging has served many e-commerce companies very well. Text blogging has opened up a new client base, offered a chance for the company to do some valuable self promotion, and of course, has been a fun way to enhance the e-business community. However, the video is now trying to get in on its share of the action. Video blogging offers the same benefits of text blogging with a lot more pizzazz and a little more bang. Many companies are now starting video blogs that can either be clicked on directly or may be shown as part of their home page for the accidental tourist web surfer.

Video blogging is bound to increase in popularity. There are fewer limitations in video blogging than text offers. For instance, if you wanted to attract a specific age group, you might come out with a silly blog backed by some popular music or you might back your video blog with some light classical to attract another age group. Your video blog will allow you to create messages that are directly specified to your target audience.

Video blogging allows you to show off a product line, a pay out scale, or any other aspect of your business with a little more creative expression. Text does not allow the user to hear vocal tone, expression, or hear any of the audio cues that can signal sarcasm, gently humor, or even anger or disappointment.

Think of video blogging the same way you would think about doing a specific television commercial for your intended audience. However, not only are you doing it for less, you are able to use a wider base to reach more people and there are fewer restrictions... although I wouldnt recommend being offensive. What video blogging allows you to do is take more risks humor, visually, etc than you could ever even consider when using just text blogging.

Your product or products often end up being almost secondary. If you can offer your audience a well thought out and creative approach, many people will order on the spot based on the rapport you are able to develop just with a single video blog. And best of all, with a few pieces of specialized equipment you can do it yourself in your own home without having to shell out rentals for space and equipment.

If you are going to produce your own video blog, pay attention to the lighting you have available. Natural light enhanced through some strong spot lighting often works best. Using a high quality web cam prevents distortion and quality sound equipment sound is optional will prevent feedback.

You will need some video editing software to help clean up your production. Again, since you can do this yourself, you are saving a fortune on what would otherwise be professional services for editing, writing, and filming. This very simple procedure requires nothing more than the ability to think creatively, good equipment, and the ability to read the directions that come with all pieces of equipment or software.

Not everyone is into video blogging, and thats ok. Targeting your demographic is vital to creating a successful video blogging experience. Once you know who, how, when, and where, the why pretty much becomes an incidentally answered question. Motivate people and you will make more sales. Entertain people, and your sales will also increase. Enjoy yourself, have fun, and encourage people to be a better race your sales will fly through the roof.

When creating a video blog, dont be afraid to take a few chances. However, if you have any question in your mind that you might accidentally offend someone, start from scratch. Sometimes what starts off as a little side joke turns into someones political persecution. Stay far away from any type of ethnic, sexual, or remedial jokes and improves.

Change your video blog regularly. Once your people have seen it once they are going to start pining for something different. Keep your clientele well entertained and your sales will reflect your efforts. If you have numerous demographics to reach, you might want to rotate which demographic you are reaching. Chronically changing your video blog will also help to keep your general audience entertained. A person can only watch a rerun so many times before they know the ending by heart.
About the Author

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