Dayparting as a Way to Drive Sales
Have you heard of “Dayparting”? If not, it’s time..literally! Dayparting is the practice of splitting the day into several ‘parts’ and advertising based on the time of day. Traditionally, this was used in radio and television broadcasting. Clubs promote at night, family-friendly companies advertise during the morning. We’ve always seen and heard this, but may have been unaware that there was a shift because it seemed “normal”.
But, what happens when companies look at the ability to now advertise digitally; whether in-store or on a digital billboards? How about on facebook and other social media sites? The same practices apply and this is what you SHOULD be thinking about. How to maximize my advertising and promoting efforts across all mediums by using dayparting techniques.
The 4 key ares to look at, according to Christopher Hall of DigitalSignageToday.com says:
- What are you trying to say?
- To whom are you saying it?
- What are you trying to get them to do?
- What time are you talking to them?
Each area is equally important. Traditionally, we learn in school to ask the 5W’s. Who, What, When, Where and Why. But companies occasionally forgets about the WHEN. When is your audience most receptive. When will they be most likely to take action on the intended activity. If you are selling beer, and the message is to grab a case of beer for the big game…you likely want them to be able to go get that case now! Advertising this message on a Tuesday morning, when the game is not happening and the purchaser is at work…not likely to happen. (Unless you’re in Vegas, baby!)
For your next digital campaign, think through the dayparting techniques. Possibly create a 2-part message that creates a call to action that is appropriate for different parts of the day. Two images, one message and a great call to action that drives sales NOW