Case Study- Where Does Digital Signage Fit?
Case Study
Tracking ROI Progress
Where Does Digital Signage Fit?
What exactly can all of those pretty screens do? William F. Gerba, CEO of digital signage provider Wirespring Technologies in Ft. Lauderdale, FL, says nobody will be able to measure return on investment (ROI) on signage projects until they define just what “return” they want. He says digital signage networks could come into play in one or more of these sub-segments of marketing:
- Panel model
- Awareness — cognizance that a brand or product exists.
- Recognition — when a consumer can mentally link a brand to a product or slogan.
- Recall — can the consumer remember a particular image or product quality?
- Perception — can include positive or negative brand images.
- Preference — the stage at which a brand becomes the consumer’s product of choice.
- Identification — when the consumer identifies himself as a user of the product.
- Sales — the most obvious. Do the signs drive higher product sales? “A retail digital signage network is probably going to be most effective between the awareness and perception stages,” Gerba says.