How to Generate Digital Signage ROI in the Hospitality Industry

In 2015, an astounding 1.8 million conventions, events, conferences and corporate meetings were held in the United States, attracting over 220 million visitors from around the world. Many of these events were hosted by technology companies, with Microsoft and Google taking the lead.The role of digital signage in the hospitality industry’s multi-million-dollar business goes beyond marketing and advertising. In fact, when positioned as part of a company’s revenue generation strategy, these LCD and LED boards can create their own revenue stream, giving organizations an incredible digital signage return on investment (ROI). Although there are a lot of ways to recover signage costs, here are the top four approaches that convention centers and hotels can take advantage of.

The role of digital signage in the hospitality industry’s multi-million-dollar business goes beyond marketing and advertising. In fact, when positioned as part of a company’s revenue generation strategy, these LCD and LED boards can create their own revenue stream, giving organizations an incredible digital signage return on investment (ROI). Although there are a lot of ways to recover signage costs, here are the top four approaches that convention centers and hotels can take advantage of.

Branded Meeting Room Signs Convention centers come in various shapes and

Convention centers come in various shapes and sizes and often have overlapping schedules. As event spaces start to leverage digital signage to effectively manage their scheduling system, a good way to recover signage costs is to turn them into branded meeting room signs.

Remember, your visitors don’t just see convention centers as an event space, they view it as their temporary venue. This means that convention spaces must reflect the company’s brand–from its logo and colors to its values and way of working. A good digital signage ROI strategy is to tailor fit the signage to reflect the brand of whichever organization is hosting the event. Four Winds Interactive’s (FWI) Meeting Room Management solution allows convention centers to not only connect the signage to the company’s event management system (EMS) but to create a custom design that will display a company’s logo.

This level of personalization is a good way to upsell, giving visitors an option to personalize not only the meeting room signage but also the video walls in the reception area and LCD boards in high foot traffic areas.

Proximity Marketing 

An interactive medium, proximity marketing seeks to target the demographic that's already optimized. In other words, the people that are closest to the action you want to take. Delivered in a specific location, the idea is that specific, relevant information is delivered to your audience based on where they are located. Proximity marketing is done by beacon technology integrated into digital signage. Digital displays can determine who is nearby and send them customized information directly to their mobile device. 

Mobile Applications

You can also offer your clients a branded, event-specific mobile app. Expand your clients’ ability to connect with guests by including mobile applications in your overall communications mix. Content Player for Web may be employed for a variety of applications on HTML-supported PCs and mobile endpoints and is a great low-cost option for distributing basic information, yet yields high returns when used to create a tailored mobile application for any large conference or event.

Partnerships

Digital signage ROI goes beyond marketing and advertising. In fact, some hotels take partnerships to the next level by helping their clients and local partners reach a broader audience.  Giving visitors intuitive, on-demand access to the types of information that can impact their overall experience at your facility is no longer optional—it’s table stakes. And enabling your clients to advertise on your Virtual Concierge implementations not only gives you another revenue source but also helps your clients optimize the visitor experience. In addition to offering advertising to clients on a one-off basis, you can generate additional monthly recurring revenue by charging preferred local partners for top-line listings in their respective categories.

Certainly, when positioned as part of a convention center’s revenue generating strategy, digital signage tied with branded room signs, mobile applications and partnerships can create a whole new revenue stream for convention centers and hotels. The secret to digital signage ROI is to make the technology part of a strategy, ensuring that all its capabilities can be maximized.

Previous
Using Content Conditions to Power Your Visual Network
Using Content Conditions to Power Your Visual Network

Learn how to manage playlists with conditional content and variables.

Next Up
How to Use Digital Signage for Performance Management
How to Use Digital Signage for Performance Management

In this article, we’ll explore how call centers, financial institutions and executives can utilize digital ...