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Seven Steps to Successful Digital Signage implementation

by SUMMIT on March 31st, 2015

Seven Steps to Successful Digital Signage implementation

Digital signage is an advancing technology and one of the fastest-growing segments of the IT industry. While for some people it is considered simply displaying digital content on a screen, the technology has far-reaching possibilities.

In fact, digital signage displays have opened expansive new arenas for systems designers, content creators, integrators, and end users. They have been implemented in numerous applications including corporate communication, transportation, education, and way finding.

Digital signage solutions are usually complex systems that involve the co-existence of multiple systems. To make your investment truly successful, you need to have an understanding of the diverse digital signage components, as well as the value each piece contributes to the entire digital signage solution.

With such immense opportunities, it is hard to ignore the advantages of digital signage.

Below, the seven steps to successful digital signage implementation:

  1. Purpose

First, consider your ultimate goal for the digital signage. It is critical to define the purpose. In fact, this important step can help you avoid expensive mistakes later in the process. Having a clear plan will help you set a final goal, as well as key performance indicators (KPI) along the way.

If your purpose is to attract more people you can measure the results by the numbers of walk-ins or audience size. Similarly, for businesses that want to increase customer engagement, the results can be measured by the call to action placed on the digital signage.

  1. Content

“Content is King.” We usually see this phrase associated with SEO and marketing. But the same is also true for digital signage.

Your digital signage content must be both concise and attractive. At the same time, it needs to be interactive, real-time, and personalized. Your content should be based on, and driven by, your ultimate goal.

Perhaps even more important than the technical details, your content should be focused on the customer and the intended message. A customer-centric approach will also help achieve maximum campaign visibility.

  1. Software

It is important to select software to create, deploy, and manage your digital signage campaign.

The content you intend to create should dictate some of the features of your software. But also consider company-centric factors to be sure you can manage the number of locations that the software must handle, if it is cloud-based or native, its flexibility, costing, the level of difficulty potentially associated with handling multiple locations, and other factors.

  1. Hardware

You may be most successful making a list of requirements for your digital signage displays. This will allow you to select compatible hardware for all necessary functions. In your decision making process, also consider any accessories needed for installation, as well as special features needed for intended campaigns.

  1. Relevance

Remember that campaign messaging must be relevant. Resist the temptation to combine messages. Keep things simple and easy for your customers to understand with separate campaign messages and graphics. Combining campaigns may confuse your audience. Your campaigns should be enticing and calculated to enhance the experience of your audience.

  1. Setting

Also consider the entire digital signage display space. The digital sign must be displayed in an area where your audience can easily see it. Nothing should affect visibility of digital signage displays, especially factors such as glossy floors, lighting, printed signage, peripheral company products, or furniture layout.

  1. Evaluate and Finalize

Examine your digital signage implementation as a whole. Remember that all pieces should be connected from beginning to end. For example, if some hardware configuration such as having a video wall inspires you to create new ways to better engage your customer, then do consider that.

While adhering to your budget is important, you need to also consider return on investment (ROI). It is true that digital signage implementation should be considered an investment, but do not forget that it will most likely result in savings on traditional advertising in the long run.

photo credit: Seven. via photopin (license)

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