• Nikki Ault

5 Tips For Getting Started With Digital Signage


Wondering if it’s the right time to consider digital signage but not quite sure what it is or how to get started?


Well you’re reading the right blog then.


We are here to share about what exactly digital signage is and give you the top 5 things you need to KNOW to get started.


So What Is Digital Signage?


There is no Merriam-Webster definition of digital signage. In basic terms, it is any form of communicating your business does using a dynamic (moving) messaging device instead of static (unmoving, like print ads or brochures) messaging, or advertising on a digital display.

Digital signage communicates something to everyone who sees it; to educate, sell a product or convey an idea.


Digital signage provides the following benefits to users:


· Increase customer engagement

· Increase sales

· Make real time updates and edits

· Increase brand recognition

· Targeted Advertising

· Digital vs. print costs saves you money

· Replaces email

· Creates omni-channel marketing


Now that you know what digital signage is and it’s benefits, it’s time to figure out the top 5 things you need to know to get started.


KNOW YOUR GOAL


What is your goal for digital signage? Do you want it to inform and educate? Do you want it to upsell and advertise? Do you want it to share key performance indicators or stats with your company and employees? Do you want it for internal communication?


The dictionary says that a goal is an aim or desired result. You have to have a desired result for your digital signage project, other than the idea that it looks really cool.


Identify the message you want to share and the outcome you want to happen when it is shared.


KNOW YOUR AUDIENCE


Who will be looking at your display? Pinpointing your audience is key to keeping them engaged and hitting your goals.


Content, which is what you decide to share with your audience, must be geared towards this. You would not want to share 10 second clips advertising your new service that you offer to an internal audience. Nor would you want to share a major sale on women’s jeans in your retail store to an audience of kids.


You also need to know how long your audience will have to engage with your display.


For example, if it is a healthcare waiting room, you will want to create content that is on a loop of about 10-15 minutes, which is the average wait time. If you create a loop of only 3 minutes, the audience will get bored after seeing it loop through so many times.


Your signage integrator (which we will talk about shortly), content management systems and subscription services can help you come up with great content geared towards your specific audience.


KNOW YOUR BUDGET


This one sounds obvious but there are a few things to keep in mind. A digital signage system consists of hardware, software, a content management system, installation, and support.

Depending on your goal and your audience, the direction you go for a project could range from one display, to multiple displays, to kiosks, to video walls. This also means a budget range from hundreds to thousands.


Know where you want to be with your costs and be prepared to make adjustments based on your “If I could have anything” and your “must-haves won’t do without.”


KNOW WHO IS INVOLVED?


Digital signage typically requires electricity and connectivity and content updates. For the start of a project it is imperative to have all hands on deck so there are no hiccups during the process.


Some players that are usually in the game include:


· Facilities – to help with electricity and placement and installation

· IT/Network Security – will assist with the performance and capability of your network for proper configuration

· Human Resources – For communication purposes

· Finance/Accounting – For budgeting

· Marketing – how to best utilize for company/brand advantage, advertising and marketing service/products

· Decision Maker – Upper management or team that actually makes the yes or no decisions

· Administrative – Admins are often tasked the content update or point person for support/issues

The players that your integrator will work with includes the list above in addition to:

· Installers

· Support

· Vendors (hardware, software)


Having everyone involved on the same page from the very beginning will ensure a successful digital signage deployment.


KNOW YOUR INTEGRATOR


What is a digital signage integrator and do I need one?


Let's put on our metaphor hats for a second. Think of your digital signage integrator as FedEx Shipping. FedEx ships and delivers your package from point A to point B in the most streamlined way. What's inside the package doesn't matter (to an extent), but their job is to get it where it needs to go.


As a digital signage integrator that is essentially the goal. The package, in this case, is the message or content you want delivered to your audience. The integrator can help you decide the best “packing materials”, or type of media player and display you need and ensure the package is delivered via your content management system, on time, when required.

It is essential to partner with an experienced integrator that will put your needs and objectives at the forefront. An exemplary integrator will be competent, trustworthy, communicative, and has your best interest in mind.


You’ll thank yourself when you have questions or issues that you have a knowledgeable integrator and the right people involved.

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Tel. 614-389-3456 

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