Using Digital Signage to Connect With Emotions

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After last Saturday’s historic blizzard, a friend from Minnesota commented that she has never more longed for the May flowers that April “showers” are supposed to bring. And that just the sight of a budding tree would lift her spirits with the promise of life returning.

If we think about a visual experience that can brighten someone’s day, and then apply it to digital signage, we see that our amazing displays have the ability to connect with people’s emotions, magnify them or change them, depending on the content we use.

A large 4K UHD display excels as a simulated window. If your building has an area without a view, think of the digital art you could create for a virtual window—breathtaking natural vistas, sparkling cityscapes, magnificent mountains—and then change it up from time to time.

Or suppose you have a large lobby in a corporate headquarters. As employees enter the building how can you get them to feel appreciated? A video wall showing clips from a recent team-builder outing or company event could work. Your employees will appreciate seeing themselves on the big screen, and the recognition is sure to boost morale even further.

Maybe you’re a retail store for outdoor adventure gear. Treat your customers to a high-res sunrise campsite tour in Yellowstone, or shredding the slopes in Vail. You’ll get them daydreaming about that vacation they’ve been putting off. With a touch-enabled display they could tap on products and get details instantly. If beacon and Bluetooth enabled they could buy them on the spot.

Are you a luxury-performance automobile dealer? Consider a custom-made display to beautify your showroom with footage of your flagship vehicle in action. What do your customers want? To be in the driver’s seat. Get their adrenaline flowing and the goosebumps rising.

On another note, a hospital stay is no fun for anyone. Here’s where large displays can do a world of good. Do you have a solarium in a children’s wing? A large video wall can transform into the observation window of a deep-sea aquarium exhibit. The kids can get really close, and the wonders of the sea will widen their eyes, and broaden their smiles.

When you think about it, there’s really no business environment where you couldn’t use digital displays to tap into people’s emotions. And it doesn’t have to be all feel-good and thrill rides. Nonprofit organizations could use stirring images to further their cause, enhance fundraising efforts and turn visitors’ heartfelt concern into action.

This is a fun exercise in visual brainstorming and we could go on and on. Try it yourself. Grab your team for half an hour, tell them what you want to accomplish, and watch them conjure up content ideas to engage, inspire and make any day look even better.

Next week we’ll talk about the psychology of color, and how to use it to engage customers and influence their purchasing decisions.

How Different Generations Consume Online Content

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We talk a lot about technology and hardware, so this week we’re turning our attention to content. Why not? After all, content is king. So how can businesses create content that not only appeals to their customers, but drives them to action? It begins with drawing insights from internet usage across generations.

Baby Boomers engage with health and news related content more than any other generation. Generation Xers mostly prefer lifestyle, finance, travel, business, and automotive while Millennials (people born between 1981-1997) engage most with entertainment, technology, and educational content.

Surprisingly, Baby Boomers spend the most time online: 20+ hours per week. The majority of Gen Xers and Millennials spend between 5 and 10 hours per week.

Desktops and laptops are the preferred content vehicles for all three generations. Mobile comes in a close third for Millennials and Gen Xers, followed by tablets. Baby boomers prefer tablets to mobile.

For videos, shorter is better, especially the older the target. Over 60 percent of Millennials and Gen Xers and 70 percent of Baby Boomers prefer them to be 5 minutes or less.

Facebook leads the way for content sharing in every generation. Google+ comes in second for Baby Boomers while Generation X prefers Twitter. Millennials prefer Instagram and Snapchat while Baby Boomers are rarely on these platforms.

In the realm of commercial displays, knowing the customer will determine what kind of content should be created. For example, content that drives to deeper engagement, like downloading an app or scanning a QR code on a smartphone will be better received by digital natives like Millennials and the more tech-savvy Gen Xers. A more appropriate call to action for Baby Boomers could be something like a simple push to a website.

While the Internet can be considered the great uniter, there are some key differences in the way different generations use technology and how they spend their online time. These differences can shed light and inform content creation that appeals to specific demographics and is uniquely actionable to different  generations.

Sources

 

Should You Upgrade to 4K?

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A lot of our readers are using Full HD digital signage in their businesses. It’s a great format with bright, beautiful images that attract and engage customers. For many applications Full HD is very effective and will continue to be so. But some of you are wondering if switching to 4K UHD would be a good investment, and if the ROI would be worth it. Depending on your business, it could very well be. Let’s take a quick look at the benefits.

See more. 4K UHD is able to show intricate details that become very noticeable on large screens. It’s four times the pixels of Full HD, with 8.29 million pixels compared to Full HD’s 2.07 million. 4K UHD can enhance the look of important branding elements, product representations, graphics and other aesthetics.

Get closer. 4K UHD will allow your patrons to get a lot closer to the screen without seeing the pixels that make up the image. With a 98-inch Full HD 1080p display, for example, people would need to be at least 13 feet away before the pixels would disappear. But with a 98-inch 4K UHD display they could be as close as seven feet. With 4K UHD you could have a much larger display, even a video wall, in a smaller space.

Do 2×2 with one. 4K UHD can let you do more with one display. It can allow up to four Full HD 1080p feeds to be displayed simultaneously on one screen, all in their native resolutions, eliminating the need for additional displays, cables and switches.

Show your true colors. Colors can look more accurate in 4K UHD. That’s because the 4K UHD color gamut and color depth are greater than Full HD. 4K UHD is able to render colors that cannot be shown accurately in Full HD and, therefore, could more faithfully reproduce branding and products.

Make HD look better. 4K UHD can make lower-resolution images look better too. Through a process called upscaling, a 4K UHD display can deliver near-UHD image quality with 1080p and 720p images. So the same content you’ve been using on your existing displays will look even better on a 4K UHD display.

Is 4K UHD in your future? Connect with us on our social channels and let us know.

12 Guidelines for Digital Signage Success

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Wherever digital signage is used the goal is the same – to attract attention, engage the audience and get them to take action. Here are a dozen guidelines that should have you well on your way to a successful digital signage deployment:

1) Wayfinding – A wayfinding display is like asking your visitors, “May I help you,” but it doesn’t intrude and assume they need assistance. It can greet people with a clear layout of your common areas so they don’t have to ask for directions.

2) Make it Accessible – Place your digital signage at eye level and viewable from different angles so people can get close enough to scan QR codes and read the message comfortably.

3) Enhance Your Appearance – Your signage content is your brand’s face to the world. Make it visually appealing with a simple message, and use moving images and graphics to make it interesting.

4) Keep it Legible – Use an easy-to-read typeface. Bold-face sans-serif fonts such as Arial, Helvetica or Verdana will read easily at a glance if the font is large enough. Test your font size at the distance your signage is most likely to be read. A general rule is one inch of text height for every 10 feet.

5) Cut the Copy – Keep your message as concise as possible. The 3×5 Rule can be effective: limit the amount of text on your display to three lines, each with five words or less, or five lines of three words or less.

6) One Move at a Time – Animated content attracts attention, but having multiple videos running in different areas of the screen can confuse viewers and turn them away.

7) All the Right Places – In addition to areas with high foot traffic, place digital signage where people will be the most engaged. Wherever people sit, stand and wait every day can be an ideal spot and a good strategy to reduce perceived wait time.

8) Keep it Fresh – No matter how eye-catching your content looks, it will eventually go unnoticed out of familiarity. Consider the demographics and the time of day and change content accordingly.

9) Call Viewers to Action – If you want your viewers to do something, make sure your call to action is short and specific. Leave the CTA on the screen the whole time, or show it several times as the content rotates.

10) Make it Personal – Beacon technology can have individual displays interacting with customers that have your business’s app and Bluetooth enabled on their smartphone.

11) Small Package, Big Message – Don’t underestimate the power of small format displays. A discount code offer popping up on a touch screen as a customer walks by can lead to a quick sale.

12) Manage Content Remotely – Digital signage with remote management capability allows you to change content in real time and push it out to a single display, a group of displays or every display in your network, all from a centralized location.

One of the main benefits of digital signage is that it is “alive,” allowing you to quickly change content and test new content without having to remove and replace printed materials. Experimenting can be fun and rewarding in terms of action taken, increased business and customer loyalty.

LG Brings High Impact to the Fitness Industry

Here at the IHRSA 2018 (International Health, Racquet & Sportsclub Association) tradeshow in San Diego we’re answering a lot of questions about the benefits a networked digital signage solution can offer a gym or fitness center.

Consider this example: Every day countless members walk and run in a row of treadmills, staring at the TV in front of them. While TV shows might help alleviate boredom, what if the content was more relevant? What if it could actually compel members to buy a protein shake, check out the pro shop sale or sign up for a new class? Your bottom line could get a nice pump.

What kind of content?

Digital signage can provide up-to-date class descriptions, room scheduling, wayfinding, menus, announcements and more on bright, beautiful screens that are hard to miss. Adding instructional videos, live news feeds, sports scores and filtered social media posts can keep members engaged. Promoting services and gift coupons can generate sales. And when the displays are used with a fitness center’s smartphone app and beacon technology, they can target alerts for class cancelations, upcoming events and much more.

Offer virtual classes anytime.

A popular feature in hotel fitness centers, digital signage can be used to teach classes. With a video wall and Fitness on Demand™ programs, hundreds of premium classes from the world’s most renowned programming and recognized content creators can be offered without a live trainer, and instead be controlled with the FOD™ app and touchscreen tablet.

Content management?

Creating, updating and managing content is quick and easy with LG’s webOS for Signage.

The web-based platform powers LG’s Smart Signage displays and can also host third-party applications. It features a selection of templates and enables remote management of each display via PC or mobile device. The displays’ embedded System-on-Chip (SoC) works with webOS, and also allows for much simpler installations and cost reduction by eliminating external media players and their mounting hardware.

How to get started.

LG is ready to upgrade any gym or fitness center with best-in-class digital signage solutions. We have a network of national installer partners that provide turnkey installations with LG TVs, monitors, video walls, touchscreens, wall mounts, content management, cabling and more, including debris removal.

Your members want the best in fitness and appearance. Are you looking to add some digital muscle to your facility? Then look to LG. We’ll have you looking better than ever.

You know you’re in the industry when…

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Margaret Fetting
Senior Channel Marketing Manager
LG Electronics USA Business Solutions

 

I’m potentially in the market for a new vehicle; my car is almost ten years old and while I don’t have any issues (knock on wood), I need to start shopping and researching my next purchase.  So, one snowy Chicago Sunday morning, I tagged along with my brothers and two of my nephews and off we went to the Chicago Auto Show.  It’s one of the largest auto shows, and I figured it would be a great place to start my research.  Boy was I wrong.

While my intention was to look at vehicles, I found myself looking at the signage.  Video walls that stretched for blocks, direct view LEDs that could be seen from everywhere on the show floor, touch displays showing vehicle options, and of course identifying the areas where digital signage would have made for a more engaging experience.  My proudest moment was recognizing the LG signage.  I felt like I’d earned my LG wings.

So while my research on a new vehicle begins again, I can put my mind at ease knowing I’m fully immersed in the industry I joined a short (and quick) two years ago.

How to Install the Bendable, Open-Frame LG OLED Display

We’ve been telling you how LG OLED commercial displays can:

BLEND into the business environment (Wallpaper),

ENHANCE the environment (Wallpaper In-Glass, dual-view curved tiling and dual-view flat displays),

Or BECOME the environment (Open-Frame LG OLED displays).

“Become” the environment? Absolutely.

If you came to the LG booth at CES 2018 you saw Open-Frame LG OLED displays in the spectacular 92-foot-long LG OLED canyon. The canyon was created from 246 55-inch displays, taking 5-1/2 days to build and enhanced with Dolby Atmos surround sound. An unforgettable crowd pleaser.

Just one of the amazing, bendable Open-Frame LG OLED displays can become a centerpiece in your business – rounding out hard corners with breathtaking imagery, conforming to curved structures, leading customers to the sale. Or join it with others to create a never before seen customer experience that could have people coming back.

LG has created a how-to video featuring a single Open-Frame LG OLED display, from unboxing to completed installation.

Have a look here.

LG Styler for Clothing Earns ‘asthma & allergy friendly®’ Certification

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Spring is right around the corner, and with it can come sniffles, sneezes, watery eyes and consistent coughing to the 70 million Americans suffering from asthma and allergies*. Just in time to combat these symptoms, the LG Styler steam clothing care system has earned the asthma and allergy friendly® certification from the Asthma and Allergy Foundation of America (AAFA) for its superior performance in ridding fabrics of allergens. It’s the first clothing care system of its kind to receive the certification.

“Our team of health experts constantly evaluates products that truly make a difference for allergy and asthma sufferers,” said AAFA Certification Program Director Michele Cassalia. “LG Styler is proven to help remove allergens from clothing, bedding, toys and more, thanks to LG’s unique steam technology.”

And there’s more than allergen reduction. LG’s innovative TrueSteam® technology uses only pure water, no chemical additives, to gently refresh and help sanitize everyday fabrics and items that are difficult or impossible to wash, and reduces odors that cling to fabrics, knitwear and delicates. The Styler also includes a special compartment in the door that helps restore the crease in pants while reducing wrinkles.

Since its introduction in 2016, business owners and executives have used an LG Styler in their office to keep their attire looking great for meetings and presentations, and to help remove the smell of last night’s client dinner. Because the Styler doesn’t require plumbing connections and doesn’t need to be professionally installed, it can be added to any space. They’re right at home as a luxury amenity in premium hotel suites, spas and salons. The Styler uses little floor space and its minimalist design adds visual appeal to any décor.

If you haven’t seen the LG Styler, you really should. It’s innovative, effective and certainly nothing to sneeze at.

Certified asthma & allergy friendly® and the asthma & allergy friendly® symbol are certification marks and registered trademarks of Allergy Standards Limited and the Asthma and Allergy Foundation of America.

 

*Asthma and Allergy Foundation of America

LG & Cisco Team Up to Create Turnkey Videoconferencing Solutions

What’s it like preparing for a videoconference at your business?

Is it a smooth, seamless process that automatically sets the technology at your service as soon you enter the room? Is the video quality stunningly realistic?

Or do you have to start from scratch every time, locating plugs and remote controls, pushing a number of buttons and maybe figuring out why a particular component isn’t working properly?

If it’s the latter, as we’ve often seen, we have very good news that can make your videoconferences, meetings, presentations, content delivery and room/device integrations a lot simpler, and smarter.

LG has teamed up with Cisco to create a seamless integration between the industry-leading Cisco Spark Room Kit Series and LG Commercial UHD Displays to transform the experience from complicated to conversational.

Cisco Spark Room Kits are powerful collaboration solutions that integrate with select LG commercial displays to bring more intelligence and usability to your small to medium-sized meeting rooms – whether registered on the premises or through the cloud.

The Room Kit includes camera, codec, speakers and microphones integrated into a single device – and is ideal for rooms that seat up to 7 people. The Room Kit Plus features a separate quad-camera bar and can accommodate larger and deeper rooms of up to 14 people. Both kits offer sophisticated camera technologies that bring speaker-tracking capabilities to every room.

In a nutshell, with the LG/Cisco solutions you can walk into a conference room and get going – as simple as that, even if you’re a first-time user. The system will greet you with a welcome screen and is a much more engaging experience for everyone. You control everything through the intuitive Cisco Touch 10 control unit, so there’s no need to use separate remote controls or learn different user interfaces. And the biggest benefit? Now you can be free to focus entirely on collaborating, and not on the technology.

Currently there are six Cisco-certified commercial displays available from LG, from 49- to 98-inches, with dual screen sharing option and 24/7 rating. LG’s IPS screen technology means colors are more vivid, text is sharper and a wide viewing angle ensures all participants see a clear picture. What’s more, LG commercial displays use on average 31% less power compared to conventional RGB panels for lower power consumption, lower running costs and superior eco credentials.

Check out our webpage today to learn more and download a brochure.

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The Road to Account-Based Marketing (ABM)

Martin_Oberli_blogMartin Oberli

Sr Marketing Intelligence Manager

LG Electronics USA, Inc. Commercial Displays Division

 

 

Last year around this time I blogged about the question: How much does bad data cost LG Commercial Displays? Even though over the year we have made good headway in this regard, most of the work still targets the same objective: Gathering and consolidating information about customers and leads in order to learn about their behavior and use this information to do more direct, effective and economically efficient marketing.

The task has been more extensive and complex than expected given the nature of the business. On one hand there are several verticals (Hospitality, Signage and Small Monitors), each with multiple sub-verticals, combined with sales that can go directly to end users, resellers or distributers. Most of this activity is managed by several sales teams.

Over the last year most of the customer, lead and new target company information has been organized in such a way that today it is possible to specifically target any combination of these for marketing or sales purposes. This work prepared the company for the latest marketing trend known as Account-Based Marketing (ABM).

Wikipedia defines ABM this way: “Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.”

In more tangible words, ABM is the product of an increasing overlap between marketing and sales enhanced by customer relationship management (CRM) software and technology. The digitalization of business is changing the B2B buying process. In the past marketing focused on top-of-funnel and sales took the leads and tried to close them. Today sellers are acting more like marketers, relying on data and analytics to first make meaningful connections and eventually increase sales.

No doubt good headway has been made over the last year from a marketing data organization perspective and now LG Commercial Displays can strive for the ABM implementation. The latter is certainly quite an undertaking as well, requiring close collaboration between marketing and sales for training purposes on mass emailing, qualifying/disqualifying leads, preparation of email templates, reporting, etc.

There are still additional aspects to consider on an ABM strategy, such as complementing the target companies with relevant marketing content in a coordinated programmatic media action. However, this might be enough material for the next blog.

In any case, marketing analytics at LG Commercial Displays is progressing toward its objective of more effective and economically efficient marketing.