Sign & Digital Graphics

November '15

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Page 23 of 104

S I G N & D I G I T A L G R A P H I C S • November 2015 • 19 According to Nick Jerome, market- ing products manager for FASTSIGNS International, "One example would be a menu board solution. The restaurant or cafeteria can now react to demand and modify specials based on weather, sea- sonality and other factors. That could not be easily achieved with traditional signage solutions. It all comes back to having a content plan and leveraging the flexibility of the system." The list of locations where digital sig- nage is available continues to grow. "There are many, many more exam- ples related to virtually every market sec- tor," Bunn says. "Digital signage attracts the eye and the content influences actions and reinforces brand identity." Overcoming Objections When sign shops are discussing the benefits of digital signage to their cus- tomers, they will typically face some objections or challenges associated with implementing such a system. Shops should be prepared to have an honest and in-depth conversation with customers to create trust during the beginning stages of the sales process. "For new installations, the biggest challenge is budget," Farkas says. "Digital signage is a luxury for many customers as the ROI is often weak, but companies feel like they should have it because 'every- one else does.' This leads to low- or no- budget attempts at deploying signage." Shops should be prepared to over- come price objections. This will not only outline the value of the signage but can also put customers' minds at ease. "Customers often view return on investment only in terms of sales dol- lars," Gederos says. "There's so much more to consider than that. For example, a wayfinding sign can free up time for someone working at an information desk, enabling that employee to answer cus- tomer phone calls more quickly. This is clearly an improvement in the customer service being provided." The perception among most custom- ers is that digital signage carries with it an exorbitant price tag, and that sort of investment is not worth the move away from traditional signage. With this in mind, some customers may not care to take the conversation past the point of cost. However, it is the job of the sign shop to highlight what's really important in the system. "While cost is often an objection, this is rooted in there being an inad- equate appreciate and valuation of the impacts that the digital signage will have on business and communications objec- tives," Bunn says. "For example, a staff communication signage is focused on productivity of the workplace, which is fulfilled by staff motivation and align- ment of organizational units, the display of performance indicators, safety mes- saging and the reduction of staff turn- over and hiring costs. Consideration for improvements in these areas singly or collectively often warrants the invest- ment and minimizes the importance of initial cost against functionality." Take a look at all that's involved in implementing this type of signage, and try to get the customer to see beyond the hardware and components. For sign shops, the profit in the system will come from the software, service and mainte- nance more than for the hardware and installation. "The whole turnkey approach—cradle to grave—helps and provides comfort to the customer," says Kevin Goldsmith, director of digital media operations, Ping HD. (Image courtesy of Ping HD) " Seing expectations are key when servicing a digital signage customer."

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