An effective digital signage strategy has the power to shape branch image with messaging that inspires interest, promotes solutions and ushers in bank branch transformation. A tactical approach providing relevant and informative content with entertaining segues delivered in an unobtrusive manner is the key. Proper planning and execution can create a positive customer experience, and enhance brand perception and loyalty. This means that not only do branches need to consider where they place signage, but what is displayed is just as — if not more — important to consumers.
Developing a Clear Messaging Strategy
Digital signage appeals to consumers on both a visual and visceral level, naturally attracting eyeballs to its vibrant and luminous displays. It can elevate the stature and technological appeal of a local bank branch office with its modern design and dynamic content that embodies the essence of bank branch transformation. A customized messaging strategy entails segmenting the media content into two main categories: bank-related and non-bank related. A good rule of thumb: Bank-related should represent 75 percent of the content and non-bank about 25 percent. This is a good content mix to highlight products and services, without being too pushy.
The bank-related content could also be split into two segments: brand image and promotions. The brand image content is evergreen marketing that reinforces the ways the bank can enable customers to improve their lifestyles with programs including home loans and refinancing, automobile financing, retirement planning, wealth management and financial management services. Promotions will focus on specific products and services, both national and local. This content should furnish details of the programs highlighted in brand image segment with a priority on local promotions.
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Non-bank related content should be entertaining, educational and family-friendly. Streaming stock market quotes and sports headlines can be integrated with trivia, fun facts, jokes and brainteasers centered on math and financial themes. This type of short, engaging content is perfect for bank visitors while waiting in line. For example, the riddle “How do you take one from 19 and get 20?” is simple and disarming in its delivery, but entails a conscious effort to solve, making it an ideal example of non-bank related content. (Hint: Roman numerals.)
Avoid Controversial Content
Banks should avoid streaming news, which may be too provocative and controversial. Content relating to politics, religion and social issues should be non-existent in the media campaign. The branch should intuitively convey the feel of a safe zone away from the pressures and tensions of the outside world.
While a picture speaks a thousand words, digital images/video add depth and immersion for the connected viewer. Connection is enhanced when the imagery is familiar and identifiable to the customer, as it matches preferences, needs and lifestyles.
By using preferences based on generational demographics, content can be tactically matched to the respective lifestyles. Vivid imagery gives customers a chance to reflect on what they are striving for. Media content should embed these images into the content.
Baby boomers focus on retirement lifestyles including vacation cruises and playing with grandchildren. Generation X-ers imagery focuses on family stability, home improvements and vacations including beaches and cruises. Millennial imagery can focus on technology including tablets, wearable gear, smartphones and social media.
Cultivate the Branch Image
Convey the message that the bank can help customers reflect upon and realize the rewards they covet with professional financial planning and wealth management services. The bank can help navigate customers through financial management hurdles to attain the goals they are working so hard for everyday.
Clean, contemporary, organized and smooth are the undertones that transform a trip to the bank branch into a pleasant experience, akin to a day at the spa.
Digital Signage Placement
The bank waiting line area is the most valuable spot in the bank branch for your digital signage strategy. It provides a seven-minute sweet spot with a captivated audience.
Content loops with local promotions and powerful messaging content should run on the walls above or behind the tellers.
Digital signage should also be placed on walls angled to be viewable for anyone waiting in line. Sit-down waiting areas take the next priority followed by entrance/exit walkways.
Ultimately, with digital signage placement, banks want to promote their content in a way that is visible but not too intrusive to the viewer’s line of sight; banking customers do not want to be bombarded or overwhelmed with visuals upon entrance.
Implement Beacon Technology to Enhance Efficiency
In addition to signage, beacon and geolocation technology can also be used to conveniently push text/SMS/email notifications greeting and addressing the customer as they walk into or leave the branch along with links to various relevant promotions, content and feedback options.
Make it convenient for customers to access more information on their own time without pressure. It’s also an effective tool for gauging the strength of the digital signage strategy, which can further enhance bank branch transformation.
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