You’ve got one shot to make a lasting impression. So…what impression are you making?
We’ve all walked into those branches, the ones that feel more like bland waiting rooms than modern financial centers. Imagine walking into a space where digital screens seem to understand you, delivering personalized, relevant content with clarity, almost like the space itself is having a conversation with you.
That’s the kind of experience Tim Wheeler, NewGround’s Director of Digital, helps create every single day.
Let’s talk about how financial institutions (even the most traditional ones) are turning screens into storytelling.
How Impactful Are Screens, Really?
Let’s set the record straight.
There’s a common misconception that insists people are glued to their phones and won’t notice displays communicating a message. Tim hears that one a lot in conversation. And his response?
“False. Studies and exit interviews prove that.” According to Mood Media, 43% of consumers around the world have been inspired to make a purchase based on digital content view while in-store. (Mood Media, 2018)
Let’s think about that. That’s a third of your audience who’s not just seeing your content but also engaging with it. When you do it right, the result speaks for itself.
For a previous client, NewGround ran a simple A/B test. In some locations, products were promoted on digital screens. In others, the same messaging appeared only on static merchandising displays. The results? The digital locations moved so much product that they had to call the static locations and ask them to ship extra stock. That’s the impact a digital screen can make in your space.
Intentional Design and Integration
If your digital displays feel like an add-on, your customers will treat them like background noise. That’s why Tim and his team treat digital signage as part of an intentional design process.
“We’re here to inspire a space by using technology as a design element. Digital screens can be the wow factor of large experiential installations,” Tim said.
Placement is critical. Location isn’t just a real estate cliché but a driving factor in success when it comes to reaching the right person, in the right place, at the right time. If a screen is tucked away in a high-traffic spot, it’s essentially invisible. But when it’s thoughtfully integrated within a space and intentionally designed to fit the interior, it commands attention.
Storytelling in Motion
Here are the elements that will help institutions stand out: animation, personalization, and surprise.
Digital signage deserves specific and unique content that is motion-driven, environment-aware, and smart.
Here is a list of best-performing content:
- Real-time rates pulled directly from a central source.
- Branded microsites linked via QR codes (people love to scan these while they wait)
- Local news, weather, and sports to create a sense of community relevance while informing and engaging.
- Soft sales nudges like, “Have you seen this?”
And if you’re not sure where to start? That’s what Tim’s team is for. NewGround builds entire digital ecosystems that are cost-effective, can take over existing hardware investments, and make communicating to your employees and customers an impactful but simple process.
How Digital Helps Your Branding Shine
If your brand demands innovation, but your lobby still operates like it is 2003, there’s a disconnect that people are noticing. Digital screens and Multi-Sensory marketing are one of the easiest ways to bring your brand promise to life throughout your branch network.
The NewGround team recently worked on a space for Merced School Employees Federal Credit Union. The screens served as a stage for storytelling. A carousel of content showcasing employee spotlights, real-time loan rates, and community involvement helped make the space feel refreshed and up-to-date.
When your communication and content on digital screens reflect your brand’s promise, confidence in your messaging increases.
Let’s Get Started
Let’s be honest. It’s easy to remain status quo or to keep doing the same thing in your branches. Addressing your digital signage system is something that easily gets pushed down on the “To Do” list. But when you see the impact of a dynamic solution has on the customer experience, it will not only transform the destination, but it will also make your marketing messages more impactful.
You don’t need an unreasonable budget or team of employees to make a difference in your digital messaging. You just need a thoughtful strategy, intentional placement, and a heart for innovation.
NewGround’s digital team can help you create customer experiences that help you better connect with your clients.
Learn more about our digital offerings here: https://www.newground.com/interiors/technology/
