How to Use Branded TV Content to Improve Customer Experience
Early adopters of digital signage reaped its benefits during the pandemic. It has become much more than a way to present menus or LTOs; operators used easily updatable digital signage to keep customers informed of security protocols, schedules, staff shortages, etc.
Digital signage is more affordable and user-friendly than ever, and in quick-service restaurants it goes beyond simple menus and messages to lively, branded content. Studies show that the average American is exposed to between 4,000 and 10,000 advertisements every day, but in order to survive, our brains have filters that only allow a hundred advertisements to penetrate our attention wall. To capture the attention of diners, more and more operators are setting up private television networks that broadcast personalized content without advertising.
“With static signage, which most quick-service companies have, franchisors send out promotional posters that change quarterly,” says David Vance, vice president of local external sales at Mood Media. “Right now, however, nothing is more important than having a creative and impactful digital signage.”
With branded TV content, restaurant owners have their own private network that broadcasts exactly the content they want, making each restaurant their own TV broadcast station. Say goodbye to divisive political ads, competitor ads, and other unwanted images, and offer guests the content they actually want to see.
Branded TV content may include videos, photographs, music, computer generated images (CGI), animation, etc. In addition to ad-free and business-relevant content, operators can supplement their network with logos, RSS feeds (such as weather), product placements, and branded banners. If that sounds like a lot to consider, it is: branded content is an increasingly important part of a successful marketing plan. Vance and the Mood team help restaurant chefs determine the best approach to branded TV content for their specific store.
“Everyone knows the phrase ‘content is king’, but there is also a queen: strategy,” says Vance. “Operators need to ask themselves, ‘Am I trying to inform, educate, entertain or inspire? Any combination of these elements changes the way people see the screen, but also the way they see the restaurant.
Branded TV content provides an opportunity to engage with the community in a meaningful way. For example, quick services can congratulate the local football team on the big win, promote sustainable development practices, or announce that they are donating a portion of the sales to a certain charity during the holidays.
Additionally, dispatch of the day is common practice, but with branded TV content, operators can go one step further in improving the customer experience. That’s why, Vance says, the queen – the strategy – is even more important than the king of content right now.
“There is a different buyer in the morning and in the afternoon: in most areas commuters come in the morning, blue collar workers come at lunchtime and around 3 p.m. high schools let out,” explains Vance. “When your strategy is in place and you know exactly who is looking at this screen at what time, you can build customer loyalty while reducing the fear of returning to dining rooms. ”
For example, animated and CGI content tends to capture the attention of a younger audience, while weather videos and RSS feeds are of interest to everyone.
A rapidly growing practice, rear-of-home digital signage is also helping to improve the customer experience. Operators can inspire and educate staff with content such as videos or handwashing tips or a personal message from the CEO.
Mood TV provides an affordable entry point into the world of digital signage and branded content for restaurants of all sizes. The company conducts an intimate imaging process to identify the brand energy and content plan of each customer. “Mum and Pop deserve to be branded as much as a great franchise,” says Vance. “We go through the same process with every customer, not just franchises. ”
For operators who already have digital signage programs and want to take things a step further, Mood TV can help take content marketing plans to the next level. And for operators who are just getting into the digital signage game, now is a great time to start. Branded TV content entertains guests with family programming while promoting the business and community, a win-win situation for all.
“It’s not just about the product anymore,” says Vance. “The only thing that limits digital signage content is the imagination. ”
To learn more about how branded television can help your business, visit Mood Media website.
By Davina van Buren