GETTING STARTED WITH DIGITAL SIGNAGE:

Size: px

Start display at page:

Download "GETTING STARTED WITH DIGITAL SIGNAGE:"

Caren Lindsey
6 years ago
Views:

GETTING STARTED WITH DIGITAL SIGNAGE: What You Need to Do to Be Successful Challenges Developing the right digital signage strategy for your organization Choosing the right implementation strategy

1 GETTING STARTED WITH DIGITAL SIGNAGE: What You Need to Do to Be Successful Challenges Developing the right digital signage strategy for your organization Choosing the right implementation strategy Picking the right digital signage partner Takeaways Digital signage can deliver profits and customer satisfaction Asking the right questions up front is critical to success Cloud-based solutions often provide more flexibility and efficiency DIGITAL SIGNAGE SOLUTIONS

2 In this Paper Introduction: The growing demand for digital signage 3 Step One: Determine How Your Digital Signage Will Be Used 4 Step Two: Select Your Solution Provider 8 Step Three: Plan and Create Your Content 10 Step Four: Choose the Right Equipment 12 Step Five: Choose a Cloud-based or Premise-based Solution 16 Step Six: Select a Warranty and Service Plan 18 About BLM Technologies 20 2

3 Getting Started With Digital Signage: What You Need To Do To Be Successful Introduction Have you noticed an increase in the use of display screens in your day-to-day interactions? From digital menu boards at your local fast food restaurant, to interactive maps at the mall, businesses everywhere are making the shift from paper to screen and the benefits are adding up. Digital signage is a highly customized and flexible solution that has spawned a multi-billion-dollar industry. And it has also reshaped the way that organizations communicate both internally and externally. The reason for this rapid growth is simple: Digital signage is just good business; and more importantly, it is good for your business, educational institution or public sector organization. In a recent article on the website Digital Signage Today, it was reported that customers spend nearly 30% more when digital signage is present and report 46% more satisfaction. 1 Not only that, digital signage helps businesses on the backend, too. It has been shown to increase employee engagement by 20-25% and decrease workplace injuries. 2 The benefits are many so how can you get started with a digital signage solution and make sure you implement it for the most profit and efficiency? Here are the steps you can take to make sure your new system is successful. Step 1: Determine How Your Digital Signage Will Be Used Step 2: Select Your Solution Provider Step 3: Plan and Create Your Content Step 4: Choose the Right Equipment Step 5: Choose a Cloud-based or Premise-based Solution Step 6: Select a Warranty and Service Plan ibid 3

4 1 Determine How Your Digital Signage Will be Used Digital signage is deployed across a variety of industries and can be leveraged for several different purposes. The first step to take when creating your digital signage solution, is to determine how you want to use it for your business. In other words, ask yourself - what is the objective of my digital signage? Although you may think you only want signage for one task, you may find that your system can serve multiple purposes. Knowing this ahead of time can save you time and money when the time comes to install your hardware. Following are just a few ways that smart people are leveraging digital signage to boost business while increasing customer and employee satisfaction. 4

5 5

Determine How Your Digital Signage Will be Used Advertising Rather than relying on traditional posters, billboards and flyers, many different industries have begun to harness the power of this

Digital signage is used in hospitality, travel, retail, food service and other industries to create engaging, fast-paced and targeted messages that deliver terrific return on investment (ROI) for

Wayfinding/Directional Remember the days of using giant screens at the airport to find out flight times, gates, baggage claim and more? That system has expanded in a big way.

Use your signage to help direct customers to their destination quickly and easily.

6 Determine How Your Digital Signage Will be Used Advertising Rather than relying on traditional posters, billboards and flyers, many different industries have begun to harness the power of this flexible, easy-to-update medium to advertise sales, share information and get their customers excited. Digital signage is used in hospitality, travel, retail, food service and other industries to create engaging, fast-paced and targeted messages that deliver terrific return on investment (ROI) for businesses. Use your signage to support your team in upselling customers and to advertise sales and special offers. Wayfinding/Directional Remember the days of using giant screens at the airport to find out flight times, gates, baggage claim and more? That system has expanded in a big way. Today, directional signage, interactive maps and other tools are used to help guide customers through shopping malls, hotels, conference resorts, educational facilities and travel hubs. Use your signage to help direct customers to their destination quickly and easily. Internal Communication Many organizations utilize digital signage to connect with their employees and communicate important information. This can include accolades, motivation, important dates, changes to operations or any other information that needs to be shared. Use your signage to boost employee morale and keep your team up-to-date on vital information. Entertainment Ever sat in a restaurant or waiting room and found yourself watching a baseball game or the local news? You re engaging with that business s digital signage solution. Providing customers with entertainment generates higher satisfaction during long waits and even brings in new business when used to promote highvisibility sporting events, trivia nights and more. Use your signage to keep your customers entertained in waiting areas, while they dine or as they shop. 6

7 Determine How Your Digital Signage Will be Used Three More Critical Questions to Answer Before Getting Started Once you have determined the primary purpose of your digital signage, there are three additional questions you need to ask: Who is your audience? Are you trying to reach students on their way to class? Travelers on the way to a destination? Apartment-dwellers as they leave their homes for the day? Determine exactly who you are talking to when choosing how your signage will be used in day-to-day operations. What are their basic/informational needs? Shoppers want to know about sales and special events. Employees want updates and information about upcoming meetings. Students look for fun campus events and opportunities to engage. Having a clear understanding about these needs can help you bring clarity to the purpose of your signage. Where will you find them? What are your high-traffic areas for your chosen audience? At a university, for example, where do students congregate? What hallways are the busiest? Where can you place your signage to interrupt their day and get them thinking about your message? After you have determined how your signage will be used, it is time to find a provider(s) who can help you build the right solution for your business. 7

8 2Select Your Solution Provider You have multiple options for building and implementing a digital signage solution: plan, purchase and install the solution yourself; outsource tasks to multiple vendors; or, utilize a single source provider. Let s take a look at each option. 8

9 Select Your Solution Provider DIY Digital Signage Do it yourself (DIY) digital signage can work well for small businesses that plan to only deploy one or two screens with minimal content. Every aspect of the project is managed internally from start to finish, which can be time consuming and complex. This makes DIY a less-desirable choice for larger projects. With a DIY solution, the business owner will: Perform all research Select and purchase the hardware: displays, media players, mounting hardware, etc. Safely install hardware following all compliance standards for their area Connect the system Design the content Upload and maintain the content Maintain all warranties for hardware Perform service and maintenance Multi-source Solution When utilizing a multi-source solution, several different vendors are selected to perform various aspects of the design, purchase and installation of the digital signage solution. With a multi-source solution, the business owner will: Research and vet each vendor for their designated task Coordinate and schedule vendors to complete their portion of the project Monitor all vendors for compliance with their tasks Maintain all warranties for hardware and service Single-source Solution A single-source solution is best for businesses deploying medium to large, complex digital signage systems. One vendor/company manages all aspects of the creation and implementation of the solution, consulting with the client to ensure that their system is deployed to their exact specifications. With a single-source solution, your provider should perform the following: Meet with the client to determine their needs Create a plan to meet the client s digital signage specifications Upon approval, coordinate all vendors and create a project calendar Provide the client with frequent updates on progress Monitor the work of each vendor to ensure quality workmanship and timely completion Provide a service and maintenance plan for all hardware and work completed Maintain all warranties, regardless of brand Provide service and support 9

10 3 Plan and Create Your Content Creating authentic and engaging content is key to ensuring your digital signage is effective so is ensuring that the content stays fresh and relevant to your viewer. When developing a content strategy, here are some items to consider. 10

Plan and Create Your Content What is your purpose? Why are you engaging with your chosen audience? What do you want them to do with the information you will provide them?

11 Plan and Create Your Content What is your purpose? Why are you engaging with your chosen audience? What do you want them to do with the information you will provide them? Most importantly, how will your message benefit them? Who are you trying to reach? Just like any other piece of marketing collateral, your content should be designed with a specific audience in mind. What are their needs and how can you fulfill those needs with your content? If you are a business with multiple demographics, consider creating multiple content pieces coordinated to each group. How will it be designed? One mistake that many businesses make is installing beautiful, state-ofthe-art displays and then using them to showcase mediocre content. Avoid this trap and consider utilizing the services of a professional designer for your content, as well as a proficient copywriter and proofreader. Projecting professionalism in your brand is worth the extra expense. How will you track results? Just as companies track the results of television commercials, web ads, campaigns and other marketing strategies, your business should put in place methods to track the performance of your content. Do drink sales spike after your happy hour special pops up on the restaurant signage? Or is there no change? These are signs that can help you measure the success of your content. How will you address timing? The length and timing of your content is as important as the quality. For example, if you are trying to connect with passersby on a busy street, a four-minute advertisement will be completely useless in getting your message across. Alternatively, a bank waiting area is an ideal place to share a longer promotion on the latest offerings and financial updates. Time of day is also a factor an ad for a coffee promotion will be much more successful first thing in the morning (or during the afternoon slump) than during the dinner hour. Who is responsible for content management? Your content is the face of your brand, no matter whether it is internalfacing or customer focused. Choose an administrator who is a trusted, reliable individual you can count on to represent your business well at all times. 11

12 Choose the Right Equipment There are many components required for building a digital signage solution including displays, media players, mounting equipment, connectors and cords. It is critical that you select the proper type of equipment to ensure that your hardware can perform your selected tasks. Whether you are creating your system on your own, working with vendors or trusting your solution to a singlesource provider, here are some points 4to consider. 12

13 Choose the Right Equipment Choosing Off-the-Shelf vs. Commercial Hardware Businesses can choose from two different options for purchasing digital signage hardware: off-the-shelf and commercial. Off-the-shelf hardware consists of displays and media players that can be purchased at any local electronics or big box store. Off-the-shelf equipment is lower in price, but typically developed for residential use. This means its expected operational time is much lower than equipment used in a business environment and the warranties are often limited to one year. Off-the-shelf hardware is also not as durable because it is developed to sit in a living room or bedroom, not a fast-paced, high-use environment. Although more expensive than its off-the-shelf counterparts, commercial hardware saves businesses money over the long-term because of its longevity. Commercial displays and media players come with extended warranties or service plans and are built to withstand the high usage required in a commercial environment. For example, digital menu boards in a fast food restaurant can often be expected to run 24 hours a day, every day of the year, without a break. Many environments require hardware to be built to withstand: Heat Humidity Pollutants such as grease, chemicals, etc. High usage of controls Bumps, scrapes or other types of impact Hours of use for days on end If your business is smaller, you may be able to cut costs with off-the-shelf equipment, but weigh the savings carefully when making the final decision. You could still end up better off with a commercial solution over time. 13

Choose the Right Equipment Displays Your screens will bear the greatest burden of operation, so it is important to pick equipment that gets the job done.

Here is a brief breakdown on some of the displays available: LED/LCD TV LED and LCD screens are the same type of display. At one time, when LCDs were lit using CCFLs, there was a differentiation.

They cost less to operate and are usually quite thin.

14 Choose the Right Equipment Displays Your screens will bear the greatest burden of operation, so it is important to pick equipment that gets the job done. There are thousands of displays available on the market today, with multiple brands and features. Here is a brief breakdown on some of the displays available: LED/LCD TV LED and LCD screens are the same type of display. At one time, when LCDs were lit using CCFLs, there was a differentiation. Today, however, it would be difficult to find a display that uses CCFLs as its lighting method. LED/ LCD displays offer a clear, bright picture with more contrast and improved coloring. They cost less to operate and are usually quite thin. Additionally, they have different lighting options: Edge-lit: The positioning of the lighting configuration on the sides makes these screens lighter and thinner. However, there can be quality issues in lighting uniformity, particularly in lower-priced models. Purchasing a model with local dimming can somewhat rectify this issue. Full-array: The display is backlit like its older counterparts, but instead of CCFLs, the system uses LED lights. Lights cover the entire board and provide a high-quality picture. These displays may also be paired with local dimming. OLED OLED uses organic films between conductors, which, when combined with electricity, creates a bright light. There is no need for these displays to be backlit, making them even thinner than their LED/LCD counterparts. OLED screens are becoming more popular for their crisp, bright imagery. However, they are still quite expensive, making them a less feasible option for organizations on a budget. Projection Projection displays can be quite limited in their usage because they require low light, are difficult to interact with and need a large display surface. However, they offer a cost-effective alternative to displays due to only needing a projector and a screen, video wall or flat surface. You can learn more about displays here. 14

15 Choose the Right Equipment Media Players Picking a media player can be even more difficult than selecting a display. Here are some questions you can use to narrow the type of player(s) you need to support your solution: Will you be using an internet connection? How many displays do you plan to push content to? Will you be using Android or Windows-based players? What type of content will you display? Where will your displays be located? What type of security measure do you require? You can learn more about media players here. Mounting Hardware and Peripherals The mounting hardware you select is entirely dependent upon your digital signage design, the displays you use and the safety measure required. For example, a screen mounted above a restaurant table will need to be strong enough to keep it safely attached to the wall, while still being able to be angled for maximum visibility. A kiosk, on the other hand, will need to be securely attached to the floor, with additional security measures to prevent tampering or vandalism. Learn more about mounting hardware and peripherals here. Other Considerations Will your hardware be used indoors or outdoors? If outdoors, will it be in direct sunlight, extreme cold, heavy rains or high wind? Will it need to withstand any special environmental factors such as potential vandalism, caustic conditions or high interactivity (touchscreen kiosks, interactive maps)? Does your business require unique sizing, special casings, enhanced lighting, etc.? Will viewing angles impact your screen selection? Note: If you choose to leverage the DIY strategy for your digital signage solution, make use of reviews and consumer reports to conduct research and choose the best hardware and software for your environment. 15

16 5 Choose a Cloud-based or Premise-based Solution There are two ways to get your data from your computer to your media players and displays: cloud-based content management systems and premise-based management systems. Both methods offer secure options for pushing your content. Their differentiation lies in their ease of use on the backend. 16

17 Choose a Cloud-based or Premise-based Solution Cloud-based Solution Choose a cloud-based solution if you are looking for maximum flexibility. Your content will exist in the cloud and be accessible anywhere you have an internet connection and the proper permissions. This means you can also edit, update, change or add new content without being on location. Choose this method if you need the following: Quick access to your system Easy, real-time editing Access from anywhere Frequent changes to content Premise-based Solution Choose a premise-based solution if you desire maximum control over your system. Your flexibility for content management will be reduced because your software and content will be kept on the company server. Choose this method if you: Do not need frequent access Do not change or update content often Do not require access from off-site locations 17

18 6 Select a Warranty and Service Plan Once your equipment is installed, it will need periodic maintenance to keep it running smoothly and reduce downtime or the need for repairs. And, in the event of malfunction or damage, you will also need to have a plan in place to fix it. Each piece of hardware that you purchase should come with its own manufacturer s warranty, particularly if it is commercial-grade. However, you can supplement these warranties with other plans to ensure coverage 18

Select a Warranty and Service Plan Case Study Discover how a high-end salon leveraged a digital signage revamp to amplify their messaging, streamline their content management and drive customer

19 Select a Warranty and Service Plan Case Study Discover how a high-end salon leveraged a digital signage revamp to amplify their messaging, streamline their content management and drive customer engagement. Read more Conclusion A digital signage solution can be a great addition to your organization, resulting in enhanced customer engagement, increased revenue and improved communication. By following these practical steps, you can ensure that you deploy a well-designed, secure and cost-effective system that will serve you for years to come. 19

20 About BLM Technologies BLM Technologies, Inc. solves technology and automation challenges by providing end-to-end solutions in payment and transaction, digital signage, onsite repairs, maintenance repair center service, IT outsourcing, and project management services. By applying 40 years of technical expertise and a consultative, vendor-neutral approach, BLM serves thousands of customers in the U.S. by packaging hardware and services to provide complete, turnkey technology solutions for customers across multiple industries including financial, retail, restaurant, education, healthcare, and government. A proven single-source provider of technology products and services, BLM Technologies partners with the top manufacturers in the technology industry to offer customers the newest and most innovative technology solutions available. Headquartered in Minneapolis, Minnesota, BLM Technologies has additional facilities strategically located in Virginia, Missouri, and California to serve IT and repair customers quickly and conveniently. Learn more at blmtechnology.com and follow us on and LinkedIn. blmtechnology.com th Ave N, Ste 600, Plymouth, MN

The Ultimate Guide to Digital Building Directory Systems

The Ultimate Guide to Digital Building Directory Systems What You ll Learn The Ultimate Guide to Digital Building Directories The following guide is meant to lay out the options to consider when shopping