A screen campaign creates an opportunity for a customer relationship. The CRM helps organise what happens after someone responds. Connect the advertisement to an appropriate destination, give the enquiry a source and assign a next action. Keep the campaign’s delivery evidence separate from the sales pipeline so the team can understand both whether the media ran and how the business handled the resulting interest.
Create a consistent response route
Use a landing page, enquiry method or other suitable next action that matches the advertised message. Check the language and the offer. Where source information is collected, use an appropriate, explained method and preserve the customer’s choices. A short code or campaign reference can help without claiming to identify every person who saw the screen.
Turn the enquiry into owned work
Save the necessary contact and enquiry details through a supported workflow. Assign a responsible person and a follow-up date. Record what the customer actually asked for rather than inferring a purchase intention from a page visit. Keep duplicates and repeated website notifications from creating several competing follow-up tasks.
Separate the commercial stages
An enquiry, a qualified opportunity, an accepted quote, an invoice and a received payment are distinct events. Give each stage a clear definition. A task marked done or a deal marked won should not silently count as cash received. Use the appropriate accounting or payment record to establish the financial outcome.
Review the full journey
Compare delivery, response quality, follow-up speed and final outcomes. If enquiries arrived but stalled, the next improvement may be in the offer or sales process rather than the screen location. Preserve attribution limits: some respondents may have encountered other marketing or known the business already. Good reporting makes the uncertainty visible and still supports a practical decision.
Your practical checklist
- Match the creative with a useful response destination.
- Save and assign each relevant enquiry.
- Define pipeline and financial stages separately.
- Review media delivery and customer handling together.
Frequently asked questions
Can every CRM contact be attributed to a screen?
No. Use the source evidence actually available and preserve uncertainty. An unlabelled enquiry should not be assigned to a campaign merely because it arrived during the run.
What should the first follow-up task contain?
Include the customer’s request, a responsible owner and the next useful action. Add a deadline suited to the enquiry and link the relevant contact or opportunity.
Put the plan into practice
Explore currently listed advertising screens, prepare an authorised screen listing, or organise your company workspace. Confirm the actual inventory, delivery and supported connections before committing to a campaign.
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Further information: OnScreenNow. This guide offers practical planning guidance; specific availability, rules and services need confirmation for the campaign.