digital signage for the little guys: how to get great digital signage
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Digital Signage for the Little Guys
Emily CohanFounder – It’s Great Media
831-521-7977
What is Digital Signage?
• Digital Signage is actually what it sounds like. Any sign that is digital, is a digital sign.
• Examples:– Times Square– Gas Stations– Taxis– Store Displays
• Can range in size (3” – 100’s of ft.)
Why do I need digital signage?
• Connect quickly to customers inside your store or walking past your business.
• Promote upcoming sales events.
• Upsell products.
• Encourage social media and website participation.
• Share important business announcements or info.
• Promote branding.
• Share holiday greetings.
• Create/reinforce store atmosphere.
Why does digital signage work?
• Digital signage acts as an eyeball magnet
• Easy to share multiple ideas and messages within the same space
• Relatively easy to update, as opposed printed materials
What makes up a digital sign?
• A screen – a computer monitor– tv screen
• A media player– high-end signage player– Computer– media player
• Content – (photo slideshow, powerpoint, video, online content
feeds, fancy signage templates, etc.)
Digital Signage: Screen
• Screens can range from low end to high end.
• Commercial grade displays are robust, and come with warranties to match.
• Consumer grade screens are an affordable way to get started. However, if they find out that you are using them for commercial purposes, that voids the warranty.
• Use what you have or can afford first to test your signage, then upgrade when you’re ready.
Digital Signage: Player
• For most small shops, we recommend a media player, that you can buy for $40 on Amazon, like the IncrediSonic Ultra Play IMP150.
• A lot of players come with features that you probably won’t need. Be clear with your content plan first, then shop for players.
• Any player that relies on internet for content or scheduling will typically cost $175 and up.
• Expect to pay monthly fees for any player that relies on the internet, and make sure it can handle an internet outage smoothly.
• It’s easy to get lost trying to find a player that will suit your needs – make sure to get one with a free trial – or return policy, and watch demos if you can on how to use it.
Example of What Not To Do
How To Avoid This?
3 Ways:
• Start with a good content plan.
• Be prepared to put in some time or money in executing your content plan.
• Be aware that many signage systems will not
“Do it all” for you
How to come up with a content plan?
• Write up your goals for each point in your signage video or slideshow
• Come up with messages and figure out what images (or what kind of images you want to show)
• Pay attention to what you like about other signs.
• Involve calls to action – to show immediacy. “This sale ends this weekend, so hurry!” – “Like us on Facebook!” etc.
• Plan out what you want to show what on your sign when, then make sure you or your employees can execute.
• Get help when you need it. A bad looking sign can detract a lot more than it adds. So make sure to start with something that looks good.
Making It Look Good
Making It Look Good: Movement
• Make sure every slide moves.
• Not too fast, or too slow.
• A static screen is hard for our eyes to look at.
• If you want to get fancy, add blurred animation, as well as easing to speed up or slow down animation.
Making It Look Good: 1 Idea at a Time
• A common feature of digital signage systems is to split your screen templates in a zillion ways – to show things like stocks, weather, news. etc…
• Instead of making the viewer tune in, instead they tune out. There is not one main message to focus on, and it is very hard to make a split screen look good and deliver the messages you want to.
• You’ll get better traction if you just show one idea at a time.
Just Show Content About Your Business
• Your screen is an eyeball magnet.
• The people visiting your store are already interested in what YOU have to share with them – and do they really need to know what the CURRENT weather is?
• It’s hard to brand and control external content feeds.
• Having external content requires you to have excellent internet, and a player that will know how to handle outages.
• Try to identify your dwell time. Your visitors have a limited time watching your sign. Use it wisely!
• Think hard before signing up for advertising networks to use signage to advertise in your store.
• Or coop with locals.
Putting It All TogetherIt’s a lot cheaper and easier for you to have a plan in mind, and then find the animators or graphic designers, and the equipment to pull it off.
Have a plan for updating – we recommend freshening your content at least once a month.
Get feedback from friends and customers about your messaging.
Use analytics when you can, for URLs that you are pointing to – to see if you are generating new web traffic through your signage.
Get help when you need it – use your best judgment - getting help from professional designers is probably cheaper than you think.
Questions?We’re Here To Help!
Emily CohanFounder – It’s Great Media
831-521-7977