All interactive experiences are not created equal. In addition to a creative idea, it’s important for businesses to pay attention to the details of their experiential marketing campaigns. The best campaigns generate traffic by making the most of touchscreen monitors.
Making an investment in any new technology often requires an assured return on your investment. By following the right steps, it’s entirely possible to optimize interactive experiences. To help illustrate how you can get more traffic to your campaigns, refer to our five tips.
1. Impart Originality
Research shows that the average consumer is inundated by thousands of messages per day—some even estimate that most Americans are exposed to between 4,000 and 10,000 advertisements per day. This means that your advertising and marketing messaging must be original and creative to truly stand out.
Luckily, there’s more than one way to cook an egg, and the opportunity to make the most of touchscreen monitors is virtually endless. This often depends on how wild you’re willing to get. From fully integrated omnichannel experiences to gamification, the marketing world is full of innovative ideas. Check out some of our recent favorites.
2. Know Your Audience
As with any campaign, to drive traffic, you must know your audience. Adding an element of excitement to your experience can attract anyone from kids to adults.
Consider the promotion of Despicable Me 2, for which Universal Pictures installed digital billboards in European shopping malls. Through mobile-controlled, geo-specific technology, guests were able to interact with Minions, characters from the film. The platform catered to a younger demographic of digital natives, while the Minions imparted a kid-friendly feel. Add in some genius hardware placement and you have an effective campaign.
3. Consider Your Design
If your audience doesn’t see your technology in the first place, it doesn’t matter how creative your content is. Technology must be highly visible and obvious; it must be clear that touchscreen monitors are just that. Placement is key. When planning a campaign, it’s important to consider the user experience and test it with technology in an environment that’s as close to a live one as possible.
Touchscreen technology has the potential to serve as the focal point of a space. Consider the size of your hardware and the logistics of your installation. It’s also important to consider environmental factors and restrictions. Adverse environments require outdoor-specific hardware, and direct sunlight can mute the visibility of kiosks.
Knowing the size, scope, content, and placement of your kiosks helps illustrate the feasibility of a location and optimize traffic.
4. Get Social
Going viral is the goal of most social campaigns. What brand isn’t secretly vying for 15 minutes of fame?
Luckily, customers are engaged with interactive marketing campaigns because the experience is entirely hands-on. Enhanced customer engagement not only leads to improved satisfaction but also results in increased social shares and amplified brand awareness. By leveraging customized, interactive content with an in-person experience, brands are able to promote a lifestyle.
The best interactive marketing campaigns enable users to not only interact with a touchscreen but also interface with a brand socially. From leveraging hashtags to featuring user-generated content, social campaigns increase reach and inspire loyalty. Oh, and of course, there’s always the potential of going viral.
5. Leverage the Right Content
In addition to considering logistics, it’s essential to be cognizant of your content and how it influences the user experience. Not only must your content be visually appealing and creative, but it must be designed to fit your intended experience.
Some valuable questions to ask along the way are:
- Is the experience user-friendly?
- Is the call to action clear?
- Does the interface answer important questions?
- Are there enough visuals to illustrate your point?
Kiosks in smaller, intimate settings such as retail spaces can drive customers to a specific area. Larger hardware, on the other hand, must utilize visible, legible content. Knowing the differences can make or break how your guests interact with your technology—and lead to increased traffic and successful campaigns.
Want to get the most from your touchscreen-monitor campaigns?
From getting creative and social to considering your design and intended content, maximizing your ROI is entirely possible. While ideas are important, the nuts and bolts of your campaign are equally essential. Ultimately, the success of your campaign is contingent on the tools and technology you choose.
Horizon Display offers a variety of hardware designed to help organizations meet their goals.