Big Picture - January/February 2015 - (Page 14)

dynamic signage Resolve to Try Dynamic Signage Seven reasons why it's time. | by Beth Osborne P rint is not dead. With new technology and innovation, print continues to be an important medium for conveying a message to an audience. That hasn't changed even with the evolution of dynamic signage. Dynamic doesn't work for everything, but pretending it's a fad or something only for certain verticals is burying your head in the sand. Dynamic is here to stay; it's made its mark and proven to be an important part of the signage industry. Dynamic signage has become a dominant player in the customer experience, shaping consumer behavior and impacting brand awareness. Because it's no longer an unknown, and, as the data shows, produces real quantifiable results, it's time to make your 2015 resolution to try dynamic signage. Here are seven critical reasons why now is the time to make the leap. BIG PICTURE January/February 2015 1. YOUR CUSTOMERS ARE ALREADY CONSIDERING IT Think about the percentage of your business that comes from reprints, specifically reprints due to minor wording or pricing changes. If you have customers who submit a large number of these types of reprints, you may need to offer dynamic in order to retain this business in the future. When fast casual restaurant owners want to change their menu regularly, maybe even between meals, it starts to make more sense for them to employ dynamic signage, thereby controlling their own changes rather than submitting new art and waiting for a print turnaround. These types of customers represent both a threat and an opportunity. The threat, of course, is that you lose the business because you don't offer the service they desire. Instead, take the opportunity to explore dynamic signage together. If you have a relationship and have garnered loyalty, then you can build a dynamic signage program 2. BARRIERS TO ENTRY HAVE NEVER BEEN LOWER You no longer need a large capital investment to embark into the realm of dynamic signage. Screens are now more affordable than ever, and purchasing them wholesale will reduce costs further (look to purchase from those that sell to providers, like Synnex or Newegg Business). Basic software is often free, and with so much competition in this space, negotiation matters. Again, look to software providers that sell to providers rather than end users, such as Haivision's CoolSign. Labor also doesn't need to be pricey. You may already have talented designers on hand who can create content. And luckily you no longer need to be an expert in technology to deploy dynamic signage. Aligning yourself with the right partners for software and hardware gives you the ability to learn and receive support. Financial challenges are not the barrier they were 10 years ago, so it's easier to take a chance on diversifying. 3. DYNAMIC SIGNAGE YIELDS ROI One of the biggest reasons end users have resisted the leap to dynamic is that they don't think there is any real return. Recently, a provider I consult with talked to me about BETH OSBORNE is a consultant with many years' experience working with end users, providers, and stakeholders in dynamic and large-format signage. She resides in Charlotte, North Carolina. 14 together. Remember to track data and results. It will be important to expanding your customer base.

Table of Contents for the Digital Edition of Big Picture - January/February 2015

Big Picture - January/February 2015
Contents
Insight
Wide Angle
Upfront
Dynamic Signage
Inside Job
Focus
R+D
Explorer

Big Picture - January/February 2015