What Survivor Can Teach Us About Digital Signage Effectiveness By Franklin Lucer At Isnare.com Ezine Articles

In today's article, we'll stray slightly off the beaten path and look at digital signage through the lens of the hit reality television show Survivor. While the show might seem like the last place to look for insight about your signage network, there are a surprising number of relevant connections. You'll find that the contestants who often do admirably well and make a serious bid for the prize money radiate certain personality traits. Below, you'll discover how these same traits can be applied to your digital signage network to grab viewers' attention and motivate a defined response.

Getting Attention And Using It

If there's one thing the producers of Survivor know how to do well, it's to choose people for the show who have a spark or flair in their personality. The straight-laced guy or gal won't capture as much attention as the quirky contestant. Indeed, quirkiness gets fans to watch the program. Your signage content can use this same concept to attract attention. A quirky clip can often do more to shake shoppers out of their apathy than the traditional spot.

Building On A Proven Foundation

During the first season of Survivor, Richard Hatch coined the term "alliance" into the show's vernacular. He went on to triumph over his competitors at the end of that season. Since then, participants in each of the following seasons have quickly formed their own alliances to help ensure their success. Your content should likewise follow a proven foundation.

From past articles, you know that viewers of your signage network can be motivated to respond based upon a number of proven factors. That includes the placement of your screens, the segments you're showing on them, and your calls to action. If a particular loop generates a predictable response, identify what is working and duplicate it.

Pushing Viewers Outside Their Comfort Zone

It's safe to say the people who compete on Survivor are operating outside their comfort zone simply by being on the show. Some go much further and capture our attention in the process (producers love these contestants). Whether they're stripping naked or hunting crocodiles with their bare hands, it's often difficult to look away.

The people who view your digital signage screens are similar. If you can unsettle them, even mildly, you can grab their attention and hold it. Whether you're engaging their curiosity or slightly disturbing their shopping lethargy, that attention will last long enough to get your message across. One of the reasons content segments are ignored is because viewers are trapped within their comfort zone. Push them outside that zone and watch them stare at your screens.

Ask For The Money

At the end of each season, the last remaining Survivors have a single job to do: they must persuade a jury of their peers to award them the final prize. Seldom do the shy win. Those contestants who stand up and clearly communicate why the jury should choose a specific path are far more successful.

This is similar to your call to action. The content segments distributed across your signage network should have a clear message that is capped by simple instructions. If you want viewers to buy a particular product, you must tell them to do so. If you want shoppers to text message for an in-store coupon, spell it out. The most effective way to generate a response is to clearly instruct your audience how to respond and why they should do so.

To be sure, Survivor holds a few interesting insights about what makes viewers tick. The show's producers (not to mention the contestants) are willing to test new ideas while sticking closely to a proven formula. You should be willing to do the same with the content on your digital signage network.

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