Digital Signs for Dealer Networks
Working with Dealer networks to create dynamic point-of-purchase marketing couldn’t be easier than building out a digital sign network. Many OEM manufacturers with large dealer networks are always looking for innovative ways to communicate their message. What better use of co-op advertising dollars?
But, like any digital signage project, this requires some careful planning. Here are some special considerations when creating a digital signage network for dealers:
Do your dealers want digital signage?
Not the type of signage for dealers that we like (photo: Peter Kaminski)
Even if it seems like a dynamite idea to you, it only makes sense to ask your best dealers if they want to explore digital signage. We recommend using spreadsheet to build a survey (see: how to build a digital signage survey using google spreadsheets). This goes without saying, but to ensure adoption, you’ll need the buy-in of your very best dealers. If there is interest, ask them to participate in a pilot program.
Who creates the content?
Of course, you’ll need to plan the details of your pilot program. For a dealer network program to work, you must first determine the appropriate ratio of national vs. local messaging. That is, how many posters in your play list are developed by the dealer and how many are developed by the manufacturer or supplier? In our experience, roughly 70 percent of the messaging should be nationally based.
Why? Like many marketing programs, most manufacturers use a co-op program to help their dealers purchase digital signs. It only makes sense to use the signs in proportion to the dollars invested.
Other Concerns and Considerations:
- Monitoring – Are you able to view all of the posters being displayed on the signage?
- Uptime and maintenance – Make sure that you specify who is responsible for maintaining the signage.
- Theft, vandalism, and insurance – What happens in the event of the unexpected?
