Franchising Today - Summer 2016 - 6
Column by Richard Ventura
Return on objectives (ROO), then
return on investment (ROI).
CONTENT TRUMPS QUANTITY
Quality content will drive the mental
taste buds of consumers, their purchasing
decisions and their brand impressions.
FRANCHISES NEED NOT CRAM THEIR STORES WITH SCREENS,
BUT RATHER FOCUS ON CONTENT THAT WILL DRIVE SALES.
the Rock and Roll Hall of
strategies for technology deFame and Museum in Cleveland, visitors are invited to step within a cylinder composed of TV screens where
they're bombarded at every angle
with music videos. Not too long ago,
franchised quick-service and fast-casual restaurant patrons had a similar
experience when they stopped in for a
salad or sandwich. Digital signage illuminated all sorts of surfaces, flooding
customers with information about
menu items and special offers.
But forward-looking franchises realized they needed to think through
ployments to ensure they are building stronger customer relationships,
driving additional sales and increasing their return on investments.
Franchises are no longer trying to
overwhelm customers with either the
number of signs or the content they
display. It's not just about deploying a
lot of digital screens.
Here are three things to consider
before deploying digital signage:
Content quality trumps quantity;
Brand consistency is paramount
on all screens; and
As digital menu boards became popular, quick-service and fast-casual establishments tried to cram as many of
them in their stores as possible. But
now, just like the modernist design
for the monumental glass pyramid
that houses the Rock Hall, restaurants
are now employing a less-is-more aesthetic with digital signage that is more
strategic and subtle.
While the early digital signage content included a lot of words, videos,
animation, pictures and information, now they emphasize quality and
impact. When there are too many
things going on the screens, it tends
to confuse customers and possibly
Franchises no longer focus on
cramming as many screens as possible in their stores, but rather on what
content will drive sales and make ordering more efficient. What will have
the greatest effect on customers, and
how can signage drive certain behaviors? The strategic approach improves
brands' upselling capabilities and
gives digital signs a new lease on life.
Simplicity, efficiency and enhancement are all keys for successful content
deployments. It is no longer the norm
to just show the menu items. Content
needs to truly reflect the franchise's
brand and message. Quality content
will drive the mental taste buds of consumers, their purchasing decisions
and their brand impressions.
The omnichannel phenomenon is
something that has shaken retail and
restaurant franchises all over the
world. It refers to the ability to deliver