Sign & Digital Graphics

November '15

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20 • November 2015 • S I G N & D I G I T A L G R A P H I C S ELECTRIC SIGNAGE According to Bunn, the key to digital signage is recurring monthly revenues for the sign shop and, at the same time, improved communications for the end user. Shops have the opportunity to take these challenges and turn them into ben- efits and selling points for the customer. For example, instead of getting stuck on what looks like a costly and unfamiliar set-up to the customer, tout the "versatil- ity and ease-of-use. The ability to create and customize content from the comfort of a desk," Henry says. Other areas to highlight are a higher- level of engagement with consumers, top-notch service, less physical clutter and the perception of being technologi- cally advanced. Opening Communication Channels When sign shops are able to effec- tively explain the advantages of digital signage versus cost and move closer to gaining a new customer, they should focus upon how this system will improve the customer's business. "The customer must understand the objective of implementing a digital signage system and set the criteria to determine what a successful implemen- tation looks like for them," Gederos says. "Successful implementation doesn't need to be defined as just sales, it could be defined in terms of customer experi- ence or time saving values among other things. Find a way to measure the goals that have been defined." According to Jerome, there are three EDS systems combine hard- ware and soft- ware compo- nents that can be completed by one sign shop alone or a combination of several parties. (Image courtesy of Tightrope Media Systems) things to consider when implementing a project: • Define the customer's objective • Put a content plan in place • Define the content schedule and management plan Knowing your customer's business will help you to provide the best solu- tion. One big strength of a digital signage system is that is can be customized to fit a specific environment. Sign shops should aim to give their customers the most suc- cessful platform. "The environment the signage will be deployed in will be very important as all the hardware elements that make up the digital sign must be suited to the envi- ronment," Farkas says. Henry adds, "Do your best to learn the products you plan to implement, and know all the components and par- ties involved." Education is a very important step in a successful digital signage deployment. It helps if sign shops can cite examples of past projects that have worked and be able to refer customers to partners that can help make their system a success. Farkas urges shops to use "real appli- cations of digital signage. The similarities will lead to further discussion. Help the customer with their business justifica- tion after that discussion. Being a sub- ject matter expert puts you in a unique situation to best tell the story." With digital signage solutions, customers not only having more flexibility with messaging but can also increase sales by between 10 and 25 percent. (Image courtesy of Ping HD)

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