But what should you know before starting your LobbyVision program? What kind of content should you create? Who should you work with?
For answers, we talked with Bob Seybold, Senior Creative Consultant and our “LobbyVision Guru.”
Q: What should someone know before implementing LobbyVision?
A: Consider what your visitors want to see.
You probably wouldn’t want to watch a channel that’s all commercials. Your customers won’t either. So, offer them entertainment or interesting information that’s related to your field to make the time pass faster. Consider “news you can use” with tips for making their home and work life easier.
An 80-20 mix of content is a good rule of thumb: 80% that’s entertainment or general information and 20% that markets your products and services.
Q: Any best practices for choosing or creating effective content?
A: Attention spans are short in a world where the norm is 30-second TV commercials, 15-second radio spots and 5-second ads on YouTube. Your marketing mantra should always be, “Make it long enough to be effective and as short as possible.”
For graphic visuals, think about what you see when you drive by a digital billboard. Don’t cram the screen full of information; use fewer words and bigger images. Create content that a viewer can easily digest in less than 10 seconds.
Also, consider how long visitors will be watching. If your average wait time is a few minutes, brief video content would be most effective, but a customer who spends 20 minutes waiting can devote more attention to longer videos.
Q: What should businesses look for in a LobbyVision provider?
A: “One size fits all” is rarely true in life or marketing. Look for a provider that offers different levels of service so you can choose the one that fits your needs.
Do you want to produce and manage all your content? Or would you rather partner with a marketing agency that has experience crafting custom content?
Q: What else should companies know?
A: It’s important to control the customer experience in your business so you can make that experience the best it can be. Don’t surrender that valuable opportunity to a magazine publisher or TV programmer who doesn’t have your best interests in mind. When you satisfy the needs of your visitors, they’ll keep coming back to you.
Bob Seybold has been with our parent company, MadAveGroup, since 1999 and has been involved in LobbyVision since we started offering those programs in 2009. Bob uses his marketing experience to create content that’s “unpredictable and grabs the audience immediately.”
To learn how we can transform your customer experience, reach out to us today.