Connecting with the “unconnectable” audience

Humans have become masters at ignoring messages from advertisers, merchandisers and public information providers. Our eyes, ears and brains are callused from the continuous proliferation of words and images...in our mailboxes, on our TV screens, on billboards and the sides of buses. It’s everywhere, and we are experts at blocking it out.

Only one in 14 TV commercials are watched. Why? Because consumers don’t need the advertising information at the time they see it--after all, they can’t make a purchase in their homes. Three out of four purchase decisions are made in the retail location. Forty-seven percent of consumers read the labels before buying products. They compare brands and make decisions on the spot. This is where you must influence their product choices--at the point of decision.

Point-of-decision marketing is the rising star of high-ROI advertising, and you can put it work with digital signage from DSX Media.

Even in its infancy, this powerful medium has already proven its worthiness as a marketing tool. Many businesses have attributed positive, quantifiable revenue gains to digital signage, including:

• A national movie rental franchise credits digital signage with a 16 percent increase in rentals.
• An auto parts franchise increased motor oil sales by eight percent with digital signage.
• An international fast food franchise increased sales by 13 percent with digital signage.

A whopping 41 percent of digital signage content is watched when it’s placed at point-of-decision locations in stores, restaurants, hotels, etc. Fully 62 percent of consumers demonstrate excellent recall of specific products from digital signage. Purchase decision times are reduced by up to 50 percent.

Unlike static, point-of-purchase marketing, digital signage has the power to compel target audience behavior with motion, color, sound--even touch-screen and motion detector technologies. That’s right: digital signage can react to customers, just as they can react to it. It’s interactive, on-demand, context specific product information--when the customer is ready to use the information...at the point of decision.

This incredible medium knows where your customers are, when they’re ready to buy ... it even has a pretty good idea of what they want. It’s infinitely more tunable than most media, allowing you to repeat successes and avoid repeating failures because you control the content. It plays any kind of media--video, sound, graphics or text--from virtually any source.

Isn’t it time to expand your market share with moving media from DSX? Call 316.440.2550 or e-mail us to enter the big, new universe of marketing.