How often have you found yourself frustrated in a business’ visitor lobby, thumbing through magazines, clicking on your phone and staring at mindless images on the television as you wait for service.
It is an experience each and every one of us has faced and an event thousands of people are confronted with in auto dealerships each day. However, through custom messaging you can make wait time both enjoyable and valuable to customers visiting your dealership.
Let me tell you how.
In the 90’s, the advertising agency world developed the concept of personas. This identified specific customer segments with coherent identities, or archetypal users, that a given communication can be most effectively focused on. This was started with broadcast TV, and took off when integrated marketing added more media channels to the mix.
The original persona identification used best guesses at target audiences, profiling their demographics and what they might like through surveys and generic buying patterns.
However, in a known business environment, you are aware of your visitors and can develop a more accurate persona to effectively hit the target on your messaging.
In recent years the technology has evolved that this concept can be taken down to viewers of TVs at a business. Custom TV channels can be built and maintained so a display can be your best tool for making the wait more enjoyable for your visitor, and of great value to your business.
Using identified personas, day-parting and time-parting, and the vast growth of readily available tagged content, your business can effectively communicate with a customer with messaging they will watch and better retain.
If you have visitors to your business who wait, let us work with you to build personas that can be used to more effectively communicate with them through custom TV channels. This will help you drive happy, repeat clients who brag about you to their friends.