Digital Signage – Making It Work

According to a 2010 study done by Arbitron Digital more than two-thirds of teens and adults have seen a digital video display in a public venue within the last month. Clearly, the popularity of digital signs is on the rise, and while they can be a great way to advertise, there are a couple of things to keep in mind.

First off, the key to success for any digital sign, no matter how fancy or simple, it having a content strategy and a plan. Since digital signs rely on a rotating display, content needs to be kept fresh and current. As with any printed sign or display, digital signs must catch the eye. They need to grab the attention of customers, incite them to action, and leave a lasting impression. To create such powerful digital content you may find it necessary to work alongside a professional designer to create digital sign messages.

Since content rotates on a digital sign you will want to have an advertising plan that reflects the needs of the customer. Work to create up-to-date content that achieves the customer’s objectives. Digital signs allow for full motion graphics and content can be scheduled to rotate daily, so make sure you take full advantage of these features.

Consider working with an in-house designer who can design for both print and motion. Create packages that include content subscription and sell them as a package deal with the digital sign itself. That way, you have not only sold the product, you have opened the door for continually increasing sales revenue.

A simple digital sign solution looks very much like a digital picture frame. It contains a media player and a flat panel or LCD display. Digital sign solutions can be sold all-in-one or separate, and are made to be expanded with additional features as time passes.

In fact, you could easily use an inexpensive digital picture frame on your sales counter to help you suggest additional uses of signs in your customer’s business. Just take pictures of some of your best examples of sign making and use Photoshop Elements, for instance, to add pertinent copy to the image. You can get an idea of the type of design, layout, and copy by paying closer attention to those McCafe displays used at almost any McDonalds. These are silent, and give you and idea of how much copy you can use with pictures. Or take a look at the aisle talkers that Walmart is rolling out in their newer stores. (Just ignore the sound!)

Media players that use files such as jpeg images or mpeg videos can be programmed to play those files at any order, based on the schedule you set. They can be updated manually, or connected to a network. They can divide the screen into separate sections and play different images in each one. These basic models cost well under $1000.

LCDs that sit on the countertop and have a small 19-inch display run about $250, while larger ones with a 40-inch or greater display start at about $1000. Such models can also be programmed to run any sort of image, at any sort of schedule.

Consider expanding your business to the digital sign market. Increasingly popular among corporate offices, hotels, restaurants, retail sales, banks, and in public places, you will find that the demand for digital signs is growing faster than the sign companies that are offering them.

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