Using digital signage to communicate to people both within and outside your organization relies on the ability to localize your messaging to really speak to your audience. Localizing your content is really easy, but at the same time, countless businesses just aren’t using their LED signs to their maximum potential.
Let’s fix that.
Localized Content Via LED Signage
On the extreme end, consider a multinational company that sends a message in Spanish from its Madrid office to its English-speaking branch in Atlanta. This kind of message isn’t localized in the slightest, making it virtually impossible to read for the intended audience.
Although a message written in the wrong language might be a worst-case scenario when delivering content through your LED signs, you run into similar communication issues with much smaller localization problems, too.
If your headquarters is located in New York, your Chicago offices don’t really care about local events or the weather in Manhattan. Likewise, customers at your Milwaukee mattress warehouse probably don’t care too much about sales at your Detroit location. Yet businesses make these mistakes over and over again, partly due to a lack of attention, and partly due to limitations with their LED sign software.
Localization Occurs at a Micro Level, Too
Localization issues don’t just occur on a national or international scale—you can run into problems displaying unlocalized content even across LED signs at one location.
For example, a university doesn’t need to display student registration information near a staff break room, nor do students at the health center necessarily care as much about new specials at the dining hall.
The time of day also plays a role in the type of information you should be delivering too—modern LED software lets you pre-program messages based on day of the week, specific location, time of day, and many other factors, so if you’re hitting a bottleneck due to software limitations, it might be time to switch to a more up-to-date supplier.
Raise the Bar with Modern LED Software
As time goes on, we’re trending closer and closer to messages that are tailored and delivered directly to individual customers, employees and visitors, and simply delivering generic messages to everyone just doesn’t cut it anymore.
People expect a lot from your business, and when they see a generic ad or announcement, they lose interest instantly.
In order to regain their attention and compete against all of the other advertising noise out there, you MUST consider localization (both geographical and temporal) in your content creation.