The Coffee Cup in My Garage, and How It Can Help Your Digital Signage

Yeah, I know.  It sounds like a tenuous connection but there really is something to it. Here’s the story.

A couple of years ago on a fall Saturday, I was cleaning my garage and drinking a cup of coffee.  I placed it on the windowsill… and promptly forgot all about it.

That Monday, when backing out of the garage I looked over my shoulder, saw the cup and thought to myself, “I’ve got to remember to take that in tonight.” Coming home that evening I didn’t see the cup and completely forgot all about it.  On Tuesday morning the same thing happened, and once again I forgot all about it by that night. This scenario repeated itself for the next few days until I stopped seeing the cup altogether. It wasn’t until the following spring when I happened to be in the garage tuning up my lawnmower that I saw my cup again. Why did this happen?

The law of repetition. For example, in advertising once you’ve seen an ad three or four times, you just don’t see it anymore (see my previous blog about The Rule of Three). And this is where it ties into digital signage (DS).

You see, the same thing happens with content that you place into your DS. Once people view a piece three or four times, they don’t see it anymore. And if you have a DS system full of old, tired content, then they’ll start to ignore your DS system altogether. That’s why it’s so important to change your content on a regular basis. The previous blog I referenced has some guidelines for doing that.

There’s nothing better than a great cup of coffee in the morning.  Think of your DS content like that – keep it tasty and fresh.

Frank Kenna III
November 11, 2013

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