Woe vs. Wow

Prendi-good-v-bad-0414By Tanya Williams
Business Development Manager, Prendi

As digital integrators, we constantly have the challenge of educating clients in the booming Australian market about the benefits of digital signage and how this can have a positive impact on their bottom line. Once we get over this hurdle, the next issue we face is getting them to understand the value that engaging content can add. Often they will spends thousands of dollars on hardware then forget about what they are going to display on them.

It’s one of the biggest frustrations I have and I am sure I am not alone in this battle.

So what am I referring to when I talk about woe content? Well it’s short for woeful, which is Aussie slang for really bad. To me, really bad content is static JPGs, stretched video content, TVCs, blurred images… you know what I am talking about. It reflects poorly on the brand, is never engaging (as most people will walk straight past it) and is just disrespectful of your audience.

Now ‘wow’ content, on the other hand, is the stuff of which my dreams are made: smooth transitions, engaging animations and messages that are fit for purpose for the environment. See examples above that help highlight my points.

Invest in it and they will come. Woe vs. Wow content will translate to more sales because what customer wants to look at bad content? If they won’t look at your content then how do you sell to them using digital signage? Common sense rules here.

Here is one example of what we did using the clients existing assets.

Work with experts to give them a total solution and every wins especially and most importantly, the client.

This column is reprinted with permission from the Digital Screenmedia Association and originally appeared here.