Visix digital signage supports a wide variety of organizational needs and has many contributors. Before, during and after making your purchasing decision, you will want to factor in the total benefits, as well as total costs, to get the most out of your investment in Visix applications.
Regardless of how it is done, content has to be created by someone - whether it’s a large team of audiovisual designers or a single system administrator spending to an extra few minutes. Digital messages are even more visible and noticed, and if they become stale and overused, you may be doing more harm than good. Cutting corners on content creation can damage the credibility of what this important tool, and organizations need to consider how to maximize the benefits of a digital signage application.
You may have a specific goal and already know how you’re going to measure it, like driving foot traffic in a certain direction. But don’t forget the additional, often intangible benefits. To prosper in the 21st century, it is necessary to keep up with the pace of change and innovation. Technology doesn’t sit still – people are constantly innovating and improving on what already exists and inventing new things that do the same tasks better. Modern audiences are becoming used to feeling more like they participate in communications.
There is considerable value in using Visix products to present your organization in a modern, up-to-date way. Digital messages on displays in high-traffic areas expose people to your content in frequent, short bursts that make a lasting impact over time through repetition and impactful design. Well-designed bulletins grab the attention and make people want to read the message. Adding sound and movement - through video, Flash, television feeds, and tickers - heightens your perceived value, building trust and confidence in your target audience. They see a contemporary organization presenting compelling content in a modern way and feel like they, and you, are keeping up with the times.
Do you know what you want your audience to do after seeing your messages? Do you have an effective method in place to determine how successful you have been?
To answer these questions, it is necessary to first determine exactly WHO you are communicating with, WHY you are communicating, and WHAT you want the communication to do. What are you trying to say and what should people have or do once they receive your message?
Accurate measurement involves three essential components – a definable goal, an accurate baseline to which you can compare results, and data collected during your measurement period. Before you implement a system and start measuring results, see if you have enough data on past campaigns or processes. If you don’t, you may want to run a campaign first as you normally would, measuring results along the way so that you have a benchmark to contrast with communications after the system is in place. Fully understanding your starting point is a huge advantage.
Your goals will most likely fall into one of several broad categories:
Each reason for communicating will have its own method of measuring success. Communications that are intended to get the audience to do something will see an increase in participation and enrollment numbers, as well as a possible increase in traffic on your Intranet or website. If the goal is to inform, casual lunchroom polls or water cooler chatter might measure how much information was taken in; you might also see higher attendance for advertised training courses or meetings. For motivational messages, you should see an increase in productivity. Messages designed to make your audience feel included or to recognize achievements ought to see an increase in morale and participation in programs. After alert communications, you should see people following your set procedures and policies that are designed to limit panic and injuries.
There are informal ways of measuring your success, such as gathering information through general conversation with peers and audiences – e.g. a lunchroom chat in which you simply ask people if they have seen your messages and what they thought of them. Another method is to use formal surveys to ask specific, targeted questions to ensure that you are communicating exactly what you want.
The idea is to make ROI measurement a long-term, continuing process. With constant feedback from your target audiences, you can fine-tune your messages and campaigns to become better and better at reaching the specific people you are targeting and getting the results you want.
