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Keywest Technology Recommends First Step to a Successful Digital Signage Campaign |
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 Like any other aspect of business, successfully deploying digital signs hinges on achieving an acceptable return on investment on both the technology and the content to be displayed.
The use of digital signage is varied and diverse, which means the background, knowledge and skill brought to creating content to be delivered via this powerful medium is just as diverse and varied.
Consider the stark differences between a four-star hotel chain that’s decided at the corporate level to use digital signs throughout its properties to welcome guests, offer wayfinding and promote various features and amenities. Now think about the local sports bar that’s added digital signs to promote featured drinks and menu items while patrons quench their thirst and watch the game.
These are two entirely different types of businesses, with dramatically different resources to spend on digital signage content, varied levels of experience with using media to reach the public and quite diverse ideas about what they would like to accomplish with digital signs.
Regardless of these differences, however, the hotel chain and single sports bar –along with all other digital signage users- should share one common characteristic when it comes to digital signage: They need to determine their return on investment –not simply on the hardware and software needed but also on the digital content to be used.
Determining ROI on digital signage hardware and software is pretty straightforward. Simply divide the expense of both by their anticipated useful life in months or years. (For this example, I’ll use months.) Then subtract this monthly expense from the revenue generated by the digital signs and divide this difference by the monthly expense.
For example, the ROI of a simple, single-sign system costing $6000 for hardware, software and display would look like this. Assuming a useful life of five years, or 60 months, $100 of expense should be assigned to each month of the system’s useful life. If the sign generates an additional $150 in business per month, then the ROI in this example is 50 percent [that is $150 (revenue) - $100 (monthly expense of signage) = $50/$100 (monthly expense of signage) = .5].
The same sort of ROI equation can be applied to digital signage content; however, there are a few wrinkles to consider that make doing so a little trickier. First, consider that the useful life of content will be far shorter than that of the hardware and software. To be effective, that is to consistently attract the attention of patrons, content must be fresh and relevant. Thus, in a retail setting, the useful life of content will likely be measured in weeks, and possibly even days during certain times of the year.
Second, the expense side of the equation is a little more complex when it comes to digital signage content. For instance, will content be created in-house or by an outside agency? If in-house, will a new employee be required, or will an existing graphic artist take on the responsibility. Will elements of content created once be repurposed again and again in successive campaigns, thus requiring apportionment of content expenses across multiple uses? Will “free” content, such as an RSS feed, be leveraged in some campaigns and not others, thus impacting digital content expenses differently? Will the digital content be used across in multiple locations so a portion of the expense can be assigned to each location?
Third, digital signage content frequently has nothing to do with commerce. When revenue generation is not the goal of the sign, determining the ROI on content gets a little squishy. Considerations such as goodwill created among the public are much harder to quantify than dollars and cents.
Even though determining the return on investment of creating digital signage content can be difficult, it is essential. After all, doing so is the logical first step in assessing the value of any given digital signage content campaign.
About the author:
David Little is a charter member of the Digital Screenmedia Association with 20 years of experience helping professionals use technology to effectively communicate their unique marketing messages. For many more helpful digital signage tips, examples and solutions, keep in touch with Keywest Technology:
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How To Develop Digital Signage Content Without Breaking The Bank |
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There’s no need to fear the cost of developing effective digital signage content if you rely on a few simple strategies.
Often companies adding digital signage –particularly smaller companies with limited media experience- don’t give adequate consideration to feeding the insatiable appetite for content that’s part of using digital signage to communicate with the public.
Many are surprised to learn just how much content may be needed on a monthly basis to keep their communications fresh and appealing, as well as the effort required to maintain consistency with their company’s larger branding goals.
In fact, some may actually be scared off from adding digital signage not because of the capital expense of the technology but because of anxiety over adding personnel to create the content to deliver their desired messaging.
Whatever the case, however, there are strategies that can be used to develop well-conceived communications without hiring a full-time graphic artist or designer. Here are a few ideas about how to accomplish just that.
The first thing to do is to plan ahead. Both time and money can be saved when a solid marketing or promotional strategy is developed with clear goals and objectives. In other words, before there is ever the need for content, understand precisely what is trying to be achieved with the communications. That way, any creative person needed to create content has a clear direction to guide his work.
Next, be willing to use and maximize all available resources. One great foundation is investing in digital signage software to manage content effectively and efficiently. Another is to take an inventory of existing content resources, such as logos, photography, video, animations, and other media resources that the company has already paid for and can excerpted, repurposed, or at the very least, guide the creative efforts of a designer tasked with developing creative for digital signage display. And don’t forget that there are royalty-free resources, such as photos, video and clipart libraries online that can be an economical way to supplement the effort.
Then think outside your box. In other words, think about getting estimates from freelance designers for work they can do in the future as budgets allow. Consider the power of hiring a part-time freelancer to create digital signage content templates that can be used over and over again. By shopping around for estimates, you will get a feel for the average costs of custom content creation and templates. Remember it is possible that a large percent -80 percent or more- may be able to be handled by populating such templates.
Don’t forget when getting estimates from freelance designers to ask about the cost of entering into a monthly content agreement or contract. You might be surprised at the discount you can negotiate with a designer in exchange for offering a steady amount of work on continuing basis.
Finally, try tapping into creative co-workers, friends and family members around you. As one designer suggested, “Who knows? The best creative solution may be sitting right behind you.”
The bottom line is companies that can benefit from digital signage shouldn’t be intimidated by the cost of adding a full time designer to create the content that will be necessary. With a bit of resourcefulness there are a variety of ways to hold costs in check and still develop effective digital signage communications.
About the author:
David Little is a charter member of the Digital Screenmedia Association with 20 years of experience helping professionals use technology to effectively communicate their unique marketing messages. For many more helpful digital signage tips, examples and solutions, keep in touch with Keywest Technology:
-Digital Signage Blog
-LinkedIN
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-Digital Signage News
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Five Tips To Make Your Digital Signage Content Successful |
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Here are five simple tips you should considered before ever building digital signage content.
Content makes or breaks digital signage. Without it, a digital sign is a blank slate. With well-conceived content, digital signage is transformed from mere displays, computers and cables into a dynamic communications medium with an ability to inspire, inform and motivate that is unsurpassed.
Given the importance of digital signage content to succeed, I sought out some advice from an expert in content to find out if it was possible to develop a short list of tips to help guide content development, regardless of the specific message to be delivered. I turned to Brian Bibler, director of creative services for Keywest Technology, for help.
Brian, who has years of experience prior to joining us with helping clients to build successful creative for all types of marketing campaigns, provided me with these five tips on how to make digital signage content that’s successful. They include:
- Lead any and all content considerations with the brand. Follow that goals, initiatives, and objectives. Only then can an effective creative content strategy to deliver the brand promise be developed within any content campaign.
- Think outside of the box. Technology has redefined the way we communicate, and signage is no different. Each campaign literally begins with a blank digital canvas, and the methods used to execute the vision for the campaign is only limited by what the imagination can conceive.
- Know your audience. Getting “lost in translation” is a very real pitfall and can derail a well-executed campaign.
- Remember, less is more. A good campaign delivers a targeted message through an innovative, clean and easy-to-read approach. Strategically guiding the audience through the campaign/promotion will guarantee the brand message will be received and retained. Images should be captivating, text should be concise and dwell times should give audiences enough time to absorb without losing interest.
- Do your homework. It’s no secret we’ve become an instant gratification society. Take the time to research styles, designs and trends. Find out what is currently getting attention and the methods that are being used to do it. For digital signage, a great place to start is Times Square in New York City.
Digital signage technology can be highly effective in communicating a message, but without properly conceived and executed content not only will it fail to reach its full potential, but it will actually diminish the public’s perception of the business, organization or institution using the technology. Brian’s first tip --leading all content considerations with brand—speaks to this.
Without making all content decisions guided by the brand, digital signage messaging will likely be confusing to consumers and counterproductive in achieving the underlying goal of the communications effort, namely, delivering on the promise of the brand. Leading all decisions about digital signage content with the brand will avoid those pitfalls.
Similarly, keeping all five of Brian’s tips in mind before developing content for digital signage will go a long way to ensuring that the messaging delivered communicates what is intended in a way that’s fresh and engaging as well as consistent with the larger promise of the brand.
About the author:
David Little is a charter member of the Digital Screenmedia Association with 20 years of experience helping professionals use technology to effectively communicate their unique marketing messages. For many more helpful digital signage tips, examples and solutions, keep in touch with Keywest Technology:
-Digital Signage Blog
-LinkedIN
-Twitter
-Newsletter
-Digital Signage News
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Digital Signage Content: How It Delivers The Winning Edge |
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All of the hardware and software technology in the world won’t make digital signage successful without the most important ingredient: effective content.
“Content is king!” How often have you heard that phrase? Perhaps, too often. You might be thinking to yourself that phrase is trite, hackneyed or just a cliché? (Download digital signage content guide to learn more.)
While I wouldn’t argue the point that it’s well worn, I would take issue with the notion that it has lost its meaning from overuse. When it comes to digital signage, content is king –or more accurately, the single most important ingredient to making sure your use of digital signage is successful.
Without the right content, properly presented and thoughtfully executed, digital signage software, players and monitors might as well not even be taken out of the box. That’s a pretty bold statement for someone whose livelihood depends on the sale of the digital signage technology, but it’s the truth.
At its fundamental level, digital signage is a communications medium –just like television, newspapers, radio and magazines. For it to fulfill its reason for being, it needs to communicate something –news, information, marketing messages, ads, directions, greetings or whatever else you can imagine. If it doesn’t, it is a failure. The same thing is true for the other media mentioned. How long could a publisher of a newspaper or magazine or the owner of a radio or television station afford to stay in business if their given medium failed to communicate? Who would buy their product or tune in? The answer is obvious.
In the next several articles, I will dive into some useful specifics about digital signage content, such as: how to go about creating effective digital signage content; developing a communications strategy for your digital signage messaging; ideas to measure the effectiveness of that strategy and when to make tweaks to meet your goals; key design concepts for static and interactive digital signage content; and how to develop winning digital signage content without breaking the bank.
However, before I launch into those specifics, I’d like to share a simple story about something that happened to me to illustrate how important content is to communications when it comes to signage.
After concluding business in New York City a few years ago, I arrived at Newark Airport for my return flight to the Midwest. Being a veteran traveler, I know the drill well. Arrive two hours early to allow sufficient time for check-in and to clear security. I actually got to the airport more than three hours early.
I arrived at my gate long before my flight was schedule to depart. Unfortunately, I was greeted with a message on the sign behind the gate agent that said “Delayed.” It took a few minutes, but when I finally got my turn in line to talk to the agent about the situation, I learned that the plane due in for my flight hadn’t even left where it was coming from and wasn’t expected to do so for some time. I was told, however, to check back and look at the sign for the new departure time, which would be posted just as soon as more information was available.
Deciding to find a restaurant to pass the time, I did the quick scan of the location and found one near the gate, but not within sight of the gate. Not long after, the sign at the game displayed a new departure time of 9:30 p.m., so I headed out to the restaurant.
At 9 p.m., I left the restaurant and leisurely walked over to my gate, only to find that there was no longer any mention of my flight on the sign and the seats around the gate were strangely empty. When I approached the gate agent and inquired about my flight, I learned that somehow the delayed plane made up time in the air, arrived, passengers deplaned, my fellow travelers boarded and the plane took off for home –without me. I was out of luck, had to spend the night in a hotel and return the next morning.
The moral of the story for me is simple: Don’t wait for a flight anywhere outside of a clear view of the gate. The moral of the story for anyone interested in communicating with signage: Be clear and accurate with your messages. They are important and can impact the lives of those who are viewing them.
I wish whoever was responsible for posting that information on the sign would have realized that content is king. Unfortunately for me that evening, the king seemed to have abdicated his throne.
About the author:
David Little is a charter member of the Digital Screenmedia Association with 20 years of experience helping professionals use technology to effectively communicate their unique marketing messages. For many more helpful digital signage tips, examples and solutions, keep in touch with Keywest Technology:
-Digital Signage Blog
-LinkedIN
-Twitter
-Newsletter
-Digital Signage News
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