In a world where competition between companies is becoming increasingly fierce, choosing the right communication supports is a strategic challenge for any organization. Whether it's to raise brand awareness, retain customers, or modernize their image, communication supports play a key role in the efficient transmission of messages. This article explores the different types of communication supports, their uses, and how to optimize them to maximize their impact.

What is a communication support?

A communication support refers to the tangible or digital medium through which a company disseminates a message to its target audiences, whether they are customers, prospects, or employees. Unlike the communication channel, which refers to the route through which the message is delivered (e.g., television, social media, or emails), the support refers to the concrete format or tool used to deliver the message. For example, a poster placed in a subway station or a screen displaying real-time content in a store are communication supports.

Why is it essential in a communication strategy?

Communication supports play a crucial role in the success of a marketing campaign. They help to:

• Increase visibility: A well-chosen support ensures your message will reach its target in an engaging and memorable format. For example, a dynamic digital screen in a store window instantly captures the attention of passersby.
• Adapt the message to each audience: Every audience has specific preferences and habits. For example, a printed brochure may be relevant during a trade show, while dynamic screen displays in public spaces will captivate a wider and more diverse audience.
• Create a lasting impact: Thanks to modern and interactive formats, such as touchscreens or interactive kiosks, it's possible to leave a lasting impression by offering a unique experience. These often digital supports also foster direct engagement and better message retention.

By using tools like Disign, an innovative dynamic display software, companies can deploy engaging and diverse content on state-of-the-art visual supports. This helps them stand out in a competitive environment, whether internally, to unite teams, or externally, to attract prospects.

The different types of communication supports

A successful communication strategy relies on the relevant choice of supports that convey the company's messages. These supports come in several categories, each suited for different contexts and objectives.

Visual communication supports

Visual supports remain an essential method for quickly and effectively capturing attention, especially in physical environments where advertising saturation is lower compared to digital. They rely on visual impact to make an impression.

• Advertising posters: Posters, used in high-traffic areas such as train stations, shopping centers, or windows, allow for massive message dissemination. They use creative graphics to grab attention and prompt action.
• Dynamic display screens: Modern and interactive, these screens, like those offered by specialized solutions such as Disign, allow content to be displayed in real-time and updated instantly. They are particularly suited for store windows, lobbies, or professional events.
• Printed flyers and brochures: While more traditional, printed supports remain effective, especially for local campaigns. Their tangible format allows customers to leave with concrete, visually refined information, reinforcing message retention.

Digital communication supports

Digital supports dominate today’s communication world thanks to their adaptability, flexibility, and their potential to reach large audiences. These supports also allow for a high degree of personalization and interactivity.

• Interactive screens and digital kiosks: These devices are used in a variety of contexts, especially in retail environments and at trade shows. They allow for direct engagement with users by offering interactive content such as product catalogs, explanatory videos, or games. Moreover, these kiosks can collect useful data to analyze consumer behavior.
• Websites and social media: A website is a company’s digital storefront, while social media platforms like Facebook, Instagram, or LinkedIn are key for interacting with audiences in real-time. These supports offer unparalleled reach and the ability to target specific market segments through targeted campaigns.
• Emailing and online advertising campaigns: Emailing remains a powerful tool for customer retention and driving sales. Combined with online advertising via platforms like Google Ads or Facebook Ads, it allows for ultra-precise targeting and direct measurement of effectiveness.

Internal communication supports

Internal communication is essential for strengthening cohesion and motivating employees. Supports designed for internal use help convey important information in a clear and engaging way.

• Internal bulletin boards: Positioned in strategic areas such as break rooms or corridors, they inform employees about the company’s goals, events, or key announcements.
• Digital screens: Placed within the premises, they facilitate the real-time dissemination of various content, including financial results, management messages, or safety reminders.
• Intranet or collaborative platforms: These digital tools enable teams to collaborate effectively, access internal resources, and track project progress.

Advertising and off-media supports

Some communication supports, more specific, are particularly suited for advertising or event campaigns. They help stand out and capture attention with innovative formats.

• Point-of-sale advertising displays (POS): These supports, found in stores, guide consumers directly to specific products or promotions.
• Digital totems and OLED screens: These visual formats, often used in public spaces or at events, stand out for their image quality and modern design. They captivate audiences with dynamic and impactful content.
• In-store animations or street marketing: These unconventional supports, such as interactive booths or street events, create an immersive experience for customers. They help strengthen the emotional connection with the brand while generating positive buzz.

Each type of communication support has its specifics and integrates into an overall strategy based on defined objectives: visibility, engagement, retention, or conversion. To maximize their impact, adopting a multichannel approach, combining traditional and digital supports, is crucial for effectively reaching target audiences in varied contexts.

The benefits of dynamic communication supports

Dynamic communication supports represent a major evolution in the world of marketing tools. These modern tools, based on digital technologies, provide flexible and effective solutions for delivering a compelling message. Here are the main advantages that make these supports a strategic must-have for any company.

Optimal visibility

A dynamic visual communication support, such as LED or OLED screens, offers brightness and animation that immediately grabs attention. Unlike a traditional communication poster, these vibrant and modern formats create a more lasting and memorable impact. They adapt to various environments, whether it’s store windows, events, or public spaces. This increased visibility is a key asset for any advertising support.

Engaging interactivity

Digital communication supports, such as interactive kiosks or touch screens, allow for direct user engagement. By creating a personalized experience, these supports enhance engagement while offering companies unique opportunities to collect data on their customers. This type of communication support is particularly popular in retail environments, where it helps boost customer relationships.

Flexibility and real-time updates

One of the major advantages of dynamic communication supports is their ability to be updated instantly. Unlike traditional advertising supports, which often require reprinting or lengthy production processes, these tools allow messages to be modified in real time. This ensures communication is always relevant, tailored to the company’s needs, and responsive to changes in its audience.

Advanced connectivity

Modern display solutions, such as those offered by specialized tools, incorporate advanced features. Through APIs or webhooks, companies can connect these different communication supports to their internal systems. This allows for content synchronization with other tools, such as CRMs or analytics platforms, to maximize communication effectiveness.

Adopting a dynamic digital communication support offers a unique combination of visibility, interactivity, and flexibility. These external or internal communication supports meet the current needs of companies seeking modernity and impact. They redefine what a corporate communication support means by bringing innovation and efficiency to all strategies.

How to choose your communication supports?

Choosing the right communication supports is a crucial step in implementing an effective marketing strategy. Whether it's for advertising support or an internal communication campaign, selecting the right tools maximizes the impact of your messages. To make the right choice among different communication supports, several criteria must be considered. Here are the key steps to determine the supports that best suit your needs.

Define your objective

The first criterion to consider is the objective of your communication. Do you want to:

• Inform: For example, a communication poster or billboard may be suitable for sharing general information.
• Convince: Visual communication supports such as interactive screens or videos are particularly effective for capturing attention and conveying a persuasive message.
• Engage: A digital communication support, like an interactive kiosk or a social media campaign, is ideal for encouraging interaction with your audience.

Each objective should guide you toward a specific type of communication support.

Analyze your target audience

An effective corporate communication support is one that precisely addresses your audience. To achieve this, it's crucial to:

• Understand your target’s demographic profile: age, gender, location, etc.
• Study their consumption habits: For example, if your target is young and connected, prioritize digital communication supports like social media or mobile apps.
• Identify their expectations: B2B communication may rely on internal supports such as intranets or professional newsletters, while B2C communication might include more visual advertising supports.

Assess your budget

The budget is a key factor in selecting marketing supports. Fortunately, there are a variety of options to meet different financial needs:

• External communication supports, such as posters or flyers, remain cost-effective solutions for local communication.
• Digital visual communication supports, although more expensive, offer interesting flexibility: content can be modified without additional costs, making them cost-effective in the long term.

Consider the context

The choice of communication support should also be adapted to the context in which it will be used:

• For a trade show: Advertising supports such as interactive screens, touch kiosks, or digital totems are particularly suitable for attracting visitors' attention and presenting products dynamically.
• For local communication: Posters, flyers, and brochures remain effective tools for reaching a local audience.
• For internal use: An internal communication support such as a bulletin board or a digital screen can enhance information dissemination among employees.

Choosing the right communication support depends on a precise analysis of your needs, your target, and your resources. An effective strategy often combines several external and internal communication supports to reach different audiences. By taking the time to select the right tools, you maximize the impact of your messages and strengthen your company’s visibility. The different communication supports – whether traditional or digital – become strategic levers for achieving your goals.

Dynamic screens: an asset for the future

Dynamic screens represent a revolution in the world of communication supports. Both modern and flexible, these tools have become essential for businesses seeking to optimize their communication strategy. Whether used for advertising supports or tools for internal communication, dynamic screens adapt perfectly to the needs of any company, regardless of size.

Why adopt dynamic screens?

Dynamic screens offer numerous advantages compared to traditional communication supports. Here are their main strengths:

• High-quality multimedia content distribution: Screens allow you to display videos, images, and animations with great clarity. They attract attention and captivate the audience, making them a powerful visual communication support.
• Strengthening brand image: Through modern and innovative presentations, dynamic screens project a professional and forward-thinking image. They are ideal for companies looking to stand out in a competitive environment.
• Increased interactivity: Unlike other marketing supports, dynamic screens can be interactive. Touch kiosks or connected screens allow for two-way communication, ideal for engaging customers or facilitating information transfer in an internal setting.

A solution for the companies of tomorrow

Dynamic screens meet both external and internal communication needs. In offices, they can display key messages or real-time information, while in retail locations, they act as powerful marketing tools. They integrate easily into strategies using different communication supports, and their connectivity allows for fast and efficient remote management.

Dynamic screens embody the future of communication supports, offering scalable, engaging solutions suited to the demands of modern communication.

Digital communication supports: a multitude of solutions

Digital communication supports represent an increasing share of modern communication strategies. Thanks to their flexibility and ability to integrate into various environments, these solutions enable companies to reach their audiences effectively while optimizing visual impact and interactivity. Here is an overview of the main digital communication supports used today, along with examples of associated integrations.

Classic screens

Classic screens are versatile solutions used in many sectors: retail, events, offices, etc. These screens can vary in size and resolution, from small 32-inch formats to large surfaces over 100 inches. They are ideal for displaying static or animated information.

Example of integration: A retail company can install classic screens in its stores to display promotions, product information, or presentation videos.

High-brightness window screens (2500 - 4000 cdl)

High-brightness window screens are designed to withstand outdoor conditions while ensuring perfect visibility, even in bright sunlight. With brightness ranging from 2500 to 4000 candelas, these screens are used for outdoor public displays in high-traffic areas such as airports or shopping malls.

Example of integration: A fashion brand may use a high-brightness window screen to display advertisements or its latest collections in an outdoor shopping mall.

Video wall

A video wall is an ideal solution for large-scale displays, whether for events, lobby areas, or permanent installations. It consists of multiple screens connected to create a unified image or video, often used for dynamic projections.

Example of integration: A museum or art center might use a video wall to create an immersive and interactive experience with artistic videos or information about exhibitions.

Digital totem

Digital totems are standalone devices often used in public spaces to deliver information or guide visitors. These supports often come with touch or interactive technologies to allow users to engage directly with the display.

Example of integration: A public service company could install totems in train stations or airports to display important information such as transport schedules or real-time alerts.

Interactive kiosk

Interactive kiosks allow for direct interaction with users through a touchscreen. They are ideal for immersive experiences or for collecting information in an engaging way.

Example of integration: A tourism company might use interactive kiosks to let visitors search for information on local attractions, book tickets, or get interactive maps.

Touch screen

Touch screens are similar to interactive kiosks but can be used more flexibly, placed on furniture or integrated into workstations.

Example of integration: In a conference room, touch screens can be used to control presentations, allow participants to submit questions in real time, or navigate through interactive documents.

Outdoor screen (weather-resistant)

Outdoor screens are designed to withstand extreme weather conditions (heat, cold, humidity). This type of support is suited for outdoor environments where resistance to the elements is crucial.

Example of integration: An outdoor shopping mall could install outdoor screens to attract passersby with real-time advertisements or promotions.

LED screens (all resolutions)

LED screens offer unmatched flexibility with resolutions ranging from low to high definition. They are used for large installations or spaces requiring very detailed visuals.

Example of integration: A stadium or sports arena could install a giant LED screen to broadcast live events, replays, or advertisements during a match.

Digital signage player

A digital signage player is the device that controls the content displayed on dynamic screens. It allows remote management of content and supports integration with other systems, such as CMS or scheduling tools.

Example of integration: A restaurant chain might use a digital signage player to manage the content shown on screens installed in each of its establishments. Each screen could display different promotions or the menu depending on the time of day.

Conclusion

Digital communication supports are essential for modern companies that wish to improve their visibility, engage their customers, and communicate effectively. The variety of solutions available makes it possible to adapt to various environments and objectives. Whether in the form of screens, totems, video walls, or interactive kiosks, digital communication supports are powerful tools for reinforcing a company’s strategy and increasing its impact.