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Effective Communication with Digital Signages
From commercial offices to shopping malls to HDB estates, digital signages are proliferating all over the island. They serve as useful communication tools for internal messaging by an organisation with its employees and key stakeholders, as well as external messaging with its customers and the general public.
Digital signages can be used to convey in-house announcements, reminders, upcoming events, company awards, employee achievements, news and entertainment, advertisements and public service information such as weather reports and festive greetings. Digital signages complement other communication channels and are capable of reaching out to the audience with the message when other channels fail.
However, not all digital signages that we see around us today communicate effectively. It is quite common to see poorly deployed digital signages coupled with badly designed content that serve no meaningful purpose. For example, signages that are positioned either too high or too low for viewing, blocked by obstacles, or tucked away in a corner. Another example is digital content that contains unreadable fonts, clashing colours, text overload and long form videos that the audience do not have the time or patience for. Finally, irrelevant, uninteresting content that repeats itself endlessly, resulting in audience tune out. These mistakes have compromised the effectiveness of digital signages as a communication channel.
Digital signages can be used to convey in-house announcements, reminders, upcoming events, company awards, employee achievements, news and entertainment, advertisements and public service information such as weather reports and festive greetings. Digital signages complement other communication channels and are capable of reaching out to the audience with the message when other channels fail.
However, not all digital signages that we see around us today communicate effectively. It is quite common to see poorly deployed digital signages coupled with badly designed content that serve no meaningful purpose. For example, signages that are positioned either too high or too low for viewing, blocked by obstacles, or tucked away in a corner. Another example is digital content that contains unreadable fonts, clashing colours, text overload and long form videos that the audience do not have the time or patience for. Finally, irrelevant, uninteresting content that repeats itself endlessly, resulting in audience tune out. These mistakes have compromised the effectiveness of digital signages as a communication channel.
Objective
The main objective of the workshop is to enable participants to harness the benefits of digital signages as a communication tool, avoid common mistakes, and adopt good practices in the deployment of and content development for digital signages. Participants will learn to distinguish poorly designed digital signages and content from the good, and challenge themselves to create contextual, relevant content that is engaging and interactive.
Outline
The one-day workshop is conducted in a lecture format with active audience participation, case studies, quizzes, and a practical exercise.
- What is digital signage?
- Types of digital signage deployment
- Digital signage technologies
- Benefits of digital signages
- Common mistakes with digital signages
- Principles of communication with digital signages
- Tips on digital signage content development
- Case studies on creating contextual, engaging digital signage content with QR Code, facial recognition, gesture tracking and AR
Who should attend
People holding roles in corporate and marketing communications, human resources, content creation, product marketing, brand management, business development, public relations, investor relations, customer relations, business owners, and about everyone else who has a stake and interest in using digital signages to communicate effectively.
Particular of Edward Tang
Edward Tang has more than 20 years of experience in journalism, corporate communications, media marketing, business management and training and consultancy. He has worked for major organisations in the public and private sectors, including the Singapore Foreign Ministry, The Straits Times Thailand Bureau, Ministry of Community Development, Youth and Sports, and more recently, the Singapore Press Holdings, where he was Head of Out-of-Home Media business unit for more than 10 years. During this period, he led a team that was responsible for developing an island-wide network of digital advertising signages in shopping malls, office buildings, banks and healthcare institutions that provided a new media marketing solution for brand owners. He is currently a business and training consultant with special interests in digital signage projects, crisis communications, media relations, business strategy, and professional writing skills.