Digital signage is continuing its steady growth in a wide range of industries, from banking and retail to healthcare, transportation and government. But just because an organization deploys a digital signage solution, it won’t necessarily be successful. Consider the finding that fewer than half of new digital signage deployments succeed, according to a report by the consultant firm Futuresource.
However, a few simple steps can help your company to be a success story. If you’re considering investing in digital signage, the key to success is finding the right solution for your business. Here are some digital signage ground rules to get you started:
1. Partner with a pro.
First thing’s first: Find a value-added reseller (VAR) who specializes in digital signage solutions. Digital signage technology can be complicated, and the industry evolves quickly. Your business only stands to benefit by partnering with a VAR. Not only will a digital signage professional help save you time and money; he or she will also ensure that you end up with a system that meets your needs, is easy to use and is backed up by the service and support you require.
If you’re ready to jump into the world of digital signage, start by finding a VAR in your area. Be sure to work with a professional who is a technology partner with an industry-leading manufacturer. That way, you’ll know you be working with the best-in-class technology.
2. Consider your business needs.
Always remember that any technology should be implemented to serve a specific business function. Sometimes it’s tempting to invest in new gadgets simply for the “wow” factor. But digital signage is one of those technologies that needs to truly fit your business needs. Otherwise, you might end up spending thousands of dollars on something that won’t actually benefit your business at all.
3. Remember your budget.
Digital signage solutions come in nearly every size and price point, so be sure to keep your budget in mind. Whether you have a little budget flexibility or you need to stick to a firm price point, communicate your budget to your VAR so that he or she knows what to expect.
Remember, it might take several years for your new digital signage system to achieve a return on investment. If a large, top-of-the-line digital signage network is going to hurt your bottom line for years to come, talk to your VAR about scaling back. Luckily there are technology solutions available to suit nearly every budget.
4. Let the content guide you.
Keep an open mind when designing a digital signage solution, and let the content guide the majority of your decisions. Don’t start the process thinking, “We have to have exactly five screens, with multi-touch and SMS texting capabilities.” In reality, the content you’re creating might only require four basic screens without any other features. Or, your content might call for an even richer feature-set.
Work closely with your VAR to determine what devices will really make your content shine. That way, you’ll avoid over- or under-spending, and end up with a right-sized digital signage solution.
5. Sift through the hype.
Being new to the digital signage scene can feel a bit overwhelming. It seems new technologies are introduced every month, and every manufacturer claims to have the secret to success. From multi-touch and gesture control to 4K video, near-field communication and iBeacon devices, it can be difficult to know what’s best for your company’s unique needs.
Do your best to stay educated on new technology by reading industry publications and technology reviews. And rely on your VAR to help you separate those trends that have staying power from those that will be gone in six months.
What are your top priorities for a digital signage solution? How do you expect digital signage to benefit your business in the years to come?