So many times we’ve seen companies implement digital signage and marvel at how amazing it looks, how impressed they think their customers will be and how it will totally transform their experience. Sadly, the novelty tends to wear off over time, and you don’t feel the same level of passion for your solution that you once did.
Sounds like your digital signs could use a revamp. That also sounds like an expensive proposition. The good news? You probably don’t have to completely overhaul your solution. In fact, it may take just a couple of tweaks to refresh it and make you (and, more important, your customers) fall in love with it all over again.
If you think such a refresh is in order, look at the four following areas to see if they are the culprits: your content design plan, content itself, programming strategy and technology.
What’s your content design plan?
Your content plan provides structure to your solution, ensures consistency in creative design, execution and philosophy and outlines the type of content that will deliver the best results. It needs to align with your overall marketing and media strategy, which defines the purpose for your program. Purpose is what delivers results. It’s amazing how often content design isn’t addressed early in developing a digital signage solution – if it is addressed at all.
If you don’t have a comprehensive content design plan, now is the time to create one. If you do, a review and revision may be in order so you can spot and correct weaknesses in your program.
If your plan is still on point, maybe it’s your content that’s causing you pause.
Sometimes businesses try to DIY their content. Sometimes their advertising agencies aren’t as well-versed in digital signage as they could be. The design and production of content for digital signage is a distinct art, and companies usually are best served by agencies and others who specialize in its development.
If your solution looks and feels less than stellar, content could be the answer. Sometimes it’s not easy to put your finger on why, but to help you figure it out, ask yourself:
- Is your content a fit with your other marketing programs and campaigns? It needs to take into consideration the other ways, times and places in which you promote your business.
- Is it interesting? Decisions about what looks and sounds good can, unfortunately, be subject to individual taste and opinion. But if you’re not sure whether your creative is actually creative enough, you can convene a focus group or do some surveying to see what others think.
Perhaps your programming strategy is off.
Great content can be ruined by a bad programming strategy – the timing, frequency, duration and order in which content plays on your digital signage. As we pointed out in a recent blog, programming strategy can have just as big an impact on your overall communication and marketing goals as any graphic, video or words can.
Individual graphics and text need to fit together on any given screen, and also need to complement or follow one another in a way that will increase audience knowledge or interest and meet the goals of your program. If you think your content still holds up, take another look at how it is playing to see if you need to adjust your programming.
Or do you need a technology reboot?
Let’s face it: technology changes fast. What looked state-of-the-art last year can seem antiquated today, and the rate at which it changes can create a real capabilities gap within your organization. Keeping up with the latest technologies can be an expensive proposition. But it doesn’t have to be. If you think your technology needs an overhaul, it might be worth looking at a Digital Signage as a Service model, in which capex costs become more manageable operating costs. That may bring a technology reboot within reach.
In the end, there’s really only one question you need to answer when it comes to your digital signage solution: Is it getting the job done with your customers? They are the ultimate focus group for your signage. If you know what you want to accomplish and you aren’t seeing the results you need, content revisions could very well be in order. But you also want to make sure you’ve established the right metrics for your program and are reviewing them regularly. Evaluating content, programming and even technology can be a bit of a soft science; numbers, on the other hand, tell you the hard truth.