Sign & Digital Graphics

July '17

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S I G N & D I G I T A L G R A P H I C S • July 2017 • 27 Sign providers who get into electronic digital signage also have an extraordinary opportunity for recurring and ongoing revenues by creating the content for these digital signs. Some traditional sign shops are not entirely comfortable with the technology or the integration that needs to take place with these signs. In those cases, they should partner with an audio/visual integrator who can help them service customers who want this type of signage. If sign shops want to sell this type of signage, it takes a different strategy than selling traditional signs. The best strategy is not to sell the technology, Bunn says. "The strategy that works best is to start the conversation with what the business goals are, what the communica- tion objectives are and then to move that conversation into answering the question about what type of content would need to be presented to achieve those business goals," Bunn says. Mark Shiroke, vice president of busi- ness development at DSA Phototech in Carson, California, agrees, saying that the "hardest thing is developing a clear objective that naturally evolves. What is the message you are trying to send and what is the objective of the ad? That is true in all advertising, but in many cases you can go to print with the image. With digital, you have to develop that content." The next step is to determine what kind of technology is needed to present that content in a way that gets the desired results. What will the physical design of the network look like? Will it use a cable network or individual media players? Who will manage and update the con- tent? Many clients overlook that part of the process, which can make or break the installation of digital signage, Shiroke says. When electronic digital signage was in its infancy, many clients purchased signs but didn't know anything about how to update them or produce content for them so their signs would sit, unused. That has made many customers gun shy about making this investment, Shiroke says. So it is a good idea if the sign shops peddling this type of signage know how to produce content for the signs or have a good partner who can work with them to produce content. Many companies that purchase digital signage haven't given any thought as to who will create the content, what level of quality they want, who will update the signs messaging and how frequently. Some customers decide to go digital because they want to stay current and keep up with their competitors, but they rush into it without thinking about what all goes into making digital signage effective. Bunn advises sign shops wanting to be aware of the potential to use this medium wherever static signs are cur- rently placed: medical office waiting rooms, local grocery stores, restaurants or anywhere else a client would like to promote their services or menus. He encourages them to see the oppor- tunities wherever they are going about their day. (Above) Shuttle Computer Group, Inc. offers this 3.0- liter digital signage player with a single slot-capable PCI-e v3 x16 support. The design and platform make it easy for any integrator to adopt and use in a variety of ways. (Left) Planar, a Leyard company, offers the Planar QE Series of Ultra HD LCD displays. Available in 75-, 86- and 98-inch sizes, the Planar QE Series incorpo- rates an embedded media player and software, pro- viding a simple and cost- effective way to design, distribute and play back ultra-high resolution digital signage on a single display or multiple displays within a network.

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