With all the emphasis on e-commerce and social media it can be easy for organizations to overlook one of the best opportunities to communicate with people – which is while they are inside your physical facilities. I believe the best method of communicating in brick-and-mortar spaces is through the use of flat-panel digital displays. When used inside buildings this type of display is sometimes called “digital signage” or “digital merchandising” or “menu boards” or “wayfinding screens” or “flight schedules” depending on what type of information the system is being utilized for communicating.
Some of the world’s leading companies with the best marketing departments know that in today’s competitive environment you can’t afford to miss any opportunity to communicate. They also know that the space where organizations have both the most control over messaging and the least competition for attention is inside their own facilities. But you don’t need to be a large corporation like some of the brands who have relied on MEDIAEDGE solutions.
While our products literally scale to support private broadcast networks spanning thousands of facilities with tens of thousands of screens communicating with millions of customers daily – they can also provide the same results to the smallest single-location organization who may need to maximize their opportunities to communicate with people who have chosen to visit their location even more than large organizations.
Large organizations have advantages of scale which allows them to lower cost through volume purchasing as well as spreading fixed cost across a larger number of people. However small organizations have the advantage of knowing the people they serve better. But whether large or small, all organizations face the same challenge of breaking through the distractions. In a world where the major marketing communication channels like Google, Facebook, YouTube, LinkedIn, Instagram, and even Amazon have built their business around delivering messages to an audience based on what they show an interest in. The problem is that if your message is relevant and delivered, chances are your direct competitor’s will be too.

But when people visit your location in person, you have a unique opportunity to break through the clutter and engage them far fewer competing messages. I am not saying that organizations shouldn’t leverage online communication channels to reach your audience, but I am suggesting you shouldn’t miss the opportunity to do so in the place where you have the least competition for attention, the ability to achieve effective frequency affordably, and as a result the greatest likelihood that the viewer will take action.

In my opinion, if high-quality and successful companies like the ones above that have relied on MEDIAEDGE solutions recognize the value of in-facility communication solutions, then it is a wise investment for any organization who desires to maximize opportunity to inform, educate, influence, entertain, and increase results. In fact, I believe it is one reason why organizations like these are so successful.

Ed Martin

VP Sales and Marketing

MEDIAEDGE Americas