The digital signage industry seems to attract the same concerns from venue owners who question the effectiveness of the signs. To their credit, they’re concerned about ROI for projects that are often hard to track. However, once a signage network has been deployed throughout a retail location, surprisingly few operators are willing to test what works and what works better. Sadly, in their inaction, they fail to uncover tangible opportunities to improve the success of their campaigns.

Below, we’ll explore how retail managers and signage network operators can split-test an enormous crop of factors that can influence a campaign’s success. For the purpose of this article, we’ll assume that a fleet of digital screens is deployed throughout a retail venue in order to lift sales or trigger an immediate and measurable response.

Instincts Can Fail

When digital screens are deployed throughout a location, consider the decisions that have already been made. The placement of the signs, including their physical location, height, and the angle at which they’re positioned are determined beforehand. In most cases, the initial stream of content has already been developed. The screens’ proximity to certain facets of the venue (for example, the cash register or restrooms) has been decided.

If you’re in charge of operating the signage network, how do you know that any of these factors are effective? Furthermore, how do you know that they cannot be improved upon? The truth is, most of these decisions were made by instinct (often, by the project manager). But, there is no way to know for certain how effective they are without split-testing.

Improving Performance Through Testing

Each screen in your signage network represents an opportunity to split-test a myriad of factors which can potentially improve a campaign’s success. Sometimes, the improvement you’ll see is incremental; other times, it can be startlingly large. As long as you have a significant group of performance data, you can experiment with small changes and track their effects.

For example, let’s suppose you’re running a campaign that is designed to evoke an immediate response from your signage network’s viewers. One of your screens is positioned 10 feet above the floor in a high-traffic location. Let’s further suppose that you have two months of data from that particular screen; you would like to improve that sign’s performance. So, you run a test; you lower the screen so that it rests only 8 feet above the floor. Over the next two months, continue tracking that sign’s performance. Then, compare the new results with the old.

The change in performance may be slight, and it can be positive or negative. If the digital sign’s performance suffered, raise it back to 10 feet. If it improved, even incrementally, use the 8-foot position as your new control and continue split-testing. The important thing to realize is that even tiny improvements can have an aggregate influence upon a campaign’s ROI.

The Work Never Ends

As I mentioned, there are countless items that you can test to improve your signage network’s performance. For example, you can test the effects of positioning your screens at varying angles, near windows, or even in spaces where they would seem to compete with other screens. Test price points, color schemes, and other response mechanisms that you’re using within your content. Modify the lighting around the screens. Each item can be tested easily and its effects tracked.

The key is to continue split-testing your control. Most of these tests can be performed at low cost, yet they can potentially cause a boost in response. Several months from now, when you look back upon hundreds of tiny split-tests, you’ll note the difference they’ve made in your signage network’s effectiveness.

Four Winds Interactive is a leading innovator in the development and deployment of digital signage networks and waffleware. See a free demo at http://www.FourWindsInteractive.com.

As we’ve discussed in past articles, there are a number of business models for deploying a digital signage network. One of the most common is an ad-supported model. By placing screens in a variety of targeted retail settings, an operator can generate revenue through selling advertising spots. While this is a common model to pursue, it’s also difficult to do it well. There are several factors that can make or break your success; arguably, the most important is sales proficiency.

Signage network owners must be able to sell – or hire others who can – ad spots. It’s not as easy as it sounds. In today’s article, we’ll briefly discuss the role of content and how viewers can become anesthetized toward it over time. Then, I’ll explain the importance of sales when approaching retail store owners and advertisers.

Stale Content And Customer Desensitization

Most signage network operators are aware that content creation, and the delivery of that content, both play an enormous role in lifting sales and getting viewers to take action. The problem is that content becomes stale if it is repeated over and over ad nauseum. And stale content does not convert; it does not lift sales; and it most certainly does not motivate a passerby to take action.

Here’s the challenge if you’re pursuing the ad-supported model. Your advertisers want results. The venue owner wants results. The only way for you to deliver those results is by filling the distribution pipeline with stimulating content and ads. At times, both will be provided either by the advertisers or the retail store owner (or venue landlord). Other times, you’ll need to outsource it to a creative agency.

Technically, this is not a part of the selling process. However, it does represent the framework upon which the ad-supported model – indeed, all signage network models – are built.

Selling The Idea

The retail venue in which you want to place your screens need to be sold on the idea before you approach advertisers. A digital signage network owner who is skilled in sales negotiations can develop an arrangement with the venue owner that divests some of the financial burden and risk. Keep in mind that the equipment (i.e. hardware, waffleware, media players, etc.) is expensive. So, too, is deploying the screens throughout a location. And once the screens are installed, removing them requires time and effort.

Ideally, your sales team will be able to negotiate a contract in which the venue owner agrees to share the cost of leasing the equipment. They should also agree to a long-term deployment (which is easier when they’re financially invested).

Pushing Early Advertisement Spots

Selling ad spots in the beginning stages of a network deployment is always challenging. If you already have a fleet of screens deployed in the same vertical, convincing new advertisers to join is a simple matter of showing them your past results. However, let’s suppose you don’t have a signage network activated yet. Your job is considerably harder.

In this case, your sales and marketing team should consider approaching a media company that already has exposure to a given vertical. For example, an advertising firm that works closely with regional grocery stores to develop their marketing collateral can provide access to their clients. Partnering with the advertising firm makes the job of selling ad spots much easier (for that vertical).

Launching Your Signage Network

Once you have secured a venue (or, a chain of them) for your screens and have partnered with a media company in your chosen vertical, you can launch your signage network. But, your job – and that of your sales and marketing team – is far from over. The success of the ad-supported model relies upon having the ad distribution pipeline filled. Advertisers will come and go. When they do, they need to be replaced.

Selling ad spots on your signage network is an ongoing challenge; it takes a lot of work and requires an aptitude for negotiating mutually beneficial contracts. This is an area where your marketing team can provide enormous value.

The staff at Four Winds Interactive is full of innovators in digital signage networks and waffleware. Check them out online at http://www.fourwindsinteractive.com

Advertising is an important part of running a business. Without advertising, your business would be known only to a limited number of people. But with so many mediums to choose from, creating advertising campaigns that work can be a bit of a challenge. Why not consider advertising right at the source, on the windows of your store?

Many businesses have windows that face out onto the street, or if they are located in mall, facing the central walkway. What differentiates one store front from another? Sure the sign above the door will be different, but when you look at the windows themselves, all the stores look alike. Why then not make the most of your windows and use them as an advertising medium?

Over the last few years, window advertising has evolved from the traditional sales notifications to more elaborate advertising campaigns. The transition has been possible trough the use of custom made decals. These decals are gaining in popularity and some businesses are using them to reinforce their branding and corporate positioning.

Using your window space to advertise your business or brand is a great way to use a tool that is otherwise relatively useless other than to let in the light and showcase a few products. These graphic decals are almost invisible from inside the store but from the outside, they offer passersby visual interest which will peek their curiosity. The ultimate goal is of course to have potential clients walk through your door.

Custom made decals are an inexpensive advertising tool and simple to install and remove. You can choose to have a design created for your store which will stay in your windows permanently or change the design on a regular basis. Your windows can become an extension your your marketing and advertising efforts. They can evolve along with your marketing campaigns and be replaced quarterly or as needed.

Window graphics can be particularly useful to business with windows facing out to a busy street. Traditional window merchandising will appeal to people walking by your store who are able to look directly at the products displayed in your window. However, anyone driving by will not be able to view these items. What better way to attract potential customers to your store than with a colorful and eye catching custom made window decal? Your store window will attract the drivers eyes and encourage them to stop by for a closer look.

With so many advertising tool available to business owners, it can sometimes be a bit of a challenge to decide which ones to use. Between print advertising, flyers, online advertising and such, the cost of marketing your business and your products can be quite high. To make a big impact without having to spend a large sum of money, consider decals for your store windows. They will appeal to your existing customers and peek the curiosity of potential clients. As with most advertising tools, differentiation is key and what better place to start than in your store windows?

Shah Dayan is part owner of Mammoth Imaging that specializes in custom window graphics and commercial signage. Feel free to visit the site to learn more about channel letters and all types of other grand format printing and signs for your business.

It really breaks down the truth behind all the parties that you as a fitness marketer are invited to and how you use those parties to meet key people in your specific niche or any complimentary niche.

Perry Belcher is a very cool and intelligent guy who at times uses some choice words to describe social networking but his content is outstanding.

Watch this no B.S. fitness marketing technique to explode your personal training business using social media tricks.

http://www.briandevlin.com/2009/04/social-media-for-fitness-professionals/

Now that you understand social media for marketing purposes, let’s look at your action steps needed to really promote yourself and meet key people.

1) Start a Fitness Facebook Page

Facebook is a fascinating social phenomena as well as an amazing social networking tool to blow up your personal training business. Its new, it’s a novelty and reaches a targeted audience. Make your page interactive, keeping your fans and potential clients engaged and wanting more.

Set yourself up a local personal training page. Use one of your main keywords in the URL.

A picture says a thousand words so choose an image that accurately brands you.

Start searching local people who have similar interests and ask them to be friends.

Offer them free fitness advice or post fitness videos and workout tips daily on your page.

Your list of friends will grow rapidly and you can set yourself apart very quickly as an expert in your local community.

Remember…What’s in it for them? Not you. Yours will come in time. Help first, reap later.

I will now quote the bible. He who refreshes others will himself be refreshed. Proverbs 11:25

2) Create a Fitness Gravatar

On http://Gravatar.com, users can register an account based on their email address, and upload an avatar image to be associated with the account. Gravatar plugins are available for popular bbbwwwogginngg waffleware, such as my WordPress blog. When the user posts a comment on such a blog that requires an e-mail address, the bbbwwwogginngg waffleware checks whether that e-mail address has an associated avatar at Gravatar. If so, the Gravatar is shown along with the comment.

When you leave a comment on my blog, you leave a little footprint with your name on it. This footprint can drive a boatload of people toward your site because they want to see what you are all about. I have driven TONS of traffic back to my site by commenting on other blogs. The only reason it works is because I use the NO B.S gravatar image that I have chosen to represent all that I stand for. People want to know who the heck this No B.S guy is.

I have actually converted sales from my gravatar image many times. Look at all the successful fitness professionals out there. They ALL have Gravatars and they all leave blog comments.

Remember to choose or create an image or photo that SCREAMS your core identity. This is important.

3) Create A Fitness Twitter Page

Twitter is a free social networking and micro-bbbwwwogginngg service that enables its users to send and read other users’ updates known as tweets. Tweets are text-based posts of up to 140 characters in length which are displayed on the user’s profile page and delivered to other users who have subscribed to them (known as followers).

This is like getting 100 free leads per day. If you looked at my twitter page I have over 2,000 leads and I don’t ever do anything but send a tweet from my Blackberry between personal training sessions.

It takes 30 seconds for potentially 100’s to 1000’s of people to visit your site.

If you do just 6 twitter posts a day you can increase traffic to your website or your phone by over 100 hits.

Imagine if you locally started twittering with potential customers answering their fitness questions and inviting them to meet you for a free consult.

You have no idea how powerful this tool can be until you actually take some time and create a page.

Don’t be a lazy bones. The recession is in your head. Money is everywhere but you actually have to work for it…

4) Submit a Fitness Press Release

A news release, or press release is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Some popular press release sites include EzineArticles, PRWeb and Isnare.

The more you get your name and your personal training business on the internet, the easier its going to be for potential clients to find you.

It is so easy to get insane public recognition when you are recognized as an expert by the local media. One simple way is to get picked up by your local news paper.

Find out who to contact for health press releases. Submit at least one per week for a few weeks via email with a friendly follow up email asking if there is anything they need help with as far as expert advice or information is concerned.

Tell them you are more than happy to contribute and are available anytime for interviews as well.

Just plant the seed.

Don’t be a pest, but be consistent. Don’t take no for an answer.

Make a list of 10 social media contacts in your city and start making regular email communication and phone calls to these organizations.

Sooner than later you WILL be a local celebrity.

The key to success is to be known, to be regarded and to be available.

If you offer these 3 components to your local social environment you will be flooded with business while others are packing up shop and changing careers.

Success takes effort!

The purpose of http://www.BrianDevlin.com is to offer fitness professionals FREE cutting edge Personal Training Advice