In addition to traditional mediums such as print and online, digital signage has become a key place for companies to make branding headway in a highly competitive marketplace, proving that in a difficult economy, messaging plays a critical role.
The success of any
digital signage system starts with the content, according to officials at voice communications, data infrastructure and product solutions provider Black Box (
News -
Alert), however, companies exploring this advertising option first have to assess their digital signage needs and technological capabilities.
“Considering the many available digital signage solutions, it might seem like an overwhelming task. But if you take the time to research and understand your options, it will be well worth the investment,” said Steve Acquista, director of digital signage for Black Box Corporation based in Lawrence, Pa.
At a minimum, Acquista suggests following these steps to ensure a successful digital signage project:
1. Define your goals and objectives: What do you want to achieve?
2. Clearly define the content: Who will create it, how it will be managed, how it will be presented, etc.? The success of any digital signage system is determined by the content and presentation. Do you have internal resources and expertise, or will you need to outsource content creation?
3. Invest the time to understand your options: Number of display points? Type of displays? Zone layouts? RSS feeds? Live video? Dynamic content? Remote management? Playback verification? The options will seem limitless, so taking time to sort through them is imperative.
4. Involve all the appropriate stakeholders: The IT department might be one of the biggest ones, depending on the type of infrastructure you choose but the Marketing dept will have a vested interest in keeping the content fresh and relative.
5. Decide how to implement the solution: Based on your deployment size and scope, decide if you can implement it in-house or if you need the help of a professional integrator. A number of out-of-the box solutions can be set up with relative ease. But the more dynamic and complex the system, the more complicated the implementation and ongoing management – and the more likely you’ll need outside help especially when it comes to the design of the infrastructure and installation of the system.
Black Box offers a wide array of resources including white papers, case studies, videos and what Acquista calls a “fairly elaborate micro-site dedicated to educating customers.”
Black Box also provides free digital signage consulting and free, live 24/7 technical support to support customers at each step of the process. Company officials said Black Box is committed to providing “uncompromising service and support,” and part of that commitment includes sharing knowledge and insights to help customers get the most from their communications and infrastructure network through its
resource center.
The company’s primary digital signage offering, iCOMPEL, is an “all-in-one,” integrated hardware/software solution that gives businesses an affordable, easy way to set up high-impact digital signage without any ongoing licenses or fees.
iCOMPEL has been developed with the novice end user in mind, according to company officials. The software is intuitive and requires very little training. Customers can be up and running within a few hours by choosing one of many pre-designed layouts that are included, or they can build their own.
The company’s digital signage solution also gives
small businesses the tools to promote their business, various services and product offerings in an engaging and compelling way.
Officials at the company said its digital signage system gives small businesses a great way to communicate with current prospective customers. It can be used to communicate daily specials, cross-sells and up sells.
As the economy stabilizes, Acquista predicts the digital signage market will grow given the return on investment that can be realized.
“The digital signage market continues to grow for numerous reasons. It is a very effective way to communicate and deliver the right message at the right time. The cost of displays has dropped substantially making signage much more affordable,” said Acquista. “Solutions, like the Black Box iCOMPEL, provide very affordable, plug and play solutions so even small businesses that once could not afford or benefit from the technology can easily deploy a small scale system for less than $5,000.”
Continued advancements in technology are also creating many other unique and interactive experiences for the customer, Acquista said. Black Box currently services 175,000 clients in 141 countries with 192 offices throughout the world.