The Big Picture - April 2014 - (Page 14)

dynamic signage digital signage Knocking Down Customer Roadblocks By Beth Osborne A lthough the prevalence of dynamic signage in retail environments has greatly increased, hesitation to adopt this technology is still persistent among many clients and prospects. Their objections can range from concerns of costs to fears of technology. There's often a need to convince customers that, despite their concerns, dynamic signage can yield results. Understanding their most common challenges and providing context - as well as the answers to their questions - can appease business owners, and increase the likelihood that you will land the deal. Here, we'll look at the four most common roadblocks that customers tend to come up with in protest to dynamic signage, and how you can address these. The do-it-yourself challenge Yes, anybody can put a flat screen on the wall and plug in a USB, but this is not dynamic signage. So to remove the challenge and convince businesses to re-think that trip to a big box store, talk specifications. First, hardware used for dynamic signage must be commercial-grade, not off-the-shelf. Commercial-grade equipment is the only equipment that retains its warranty in a business setting. Manufacturers will void any warranty associated with non-commercial equipment that's used commercially. These higher-grade monitors are also built for constant use and emit less heat; newer model monitors in this category also have the ability to reduce burn-in. In BETH OsBORnE is a dynamic-signage consultant based in Charlotte, North Carolina, and the former director of marketing for Visual impressions, a print and dynamicsignage company headquartered in Charlotte. A long-time advocate of dynamic signage, she currently works as a marketing strategist in the professional-services industry. Contact her at bethfosborne@gmail.com. 14 THE BIG PICTURE April 2014 addition to monitors, mounts should be specific to commercial use as well. You will also want to educate your buyer that certain states and cities - as well as certain industries - have codes related to monitor/display installation. For example, there are specific codes about distance between the bottom of the screen and sneeze guards in food service. Customers who are under the impression they can simply screw a mount into the wall and hang a screen will appreciate your insight and realize the importance of compliance. Second, retailers should utilize software that provides an intuitive interface and easily allows for updates and scheduling. I highly recommend a Cloud-based software, allowing users to log in from anywhere. The software becomes even more important when looking at scale: For multi-unit businesses, users need to be able to deploy content changes en masse rather than making changes at the local level. Without software, the only type of content that can be displayed is an image file, which would need to be edited, saved, and then reloaded (a very inefficient process). Finally, your customers need to understand that a monitor and a USB cause what I refer to as "rolling blackouts." This phenomenon occurs when a USB is plugged into a screen with no software. Image files are displayed, often stretched or pixilated, in rotation; and in between each file is a flash of black screen. Any customer attempting to read these screens will notice these "blackouts" - they can dramatically impact the customer experience and, hence, greatly reduce the effectiveness of dynamic signage. I've seen billion-dollar brands commit this travesty, and if they really understood the impact, they would quickly make a change. The how-much challenge The biggest barrier you have to overcome is typically cost. Regardless of your customer's size or volume, it's hard for them to reconcile the investment. Luckily, data and results are heavily documented in the industry. Use industry resources such as whitepapers, case studies, and data from trusted subject-matter experts and industry >48

Table of Contents for the Digital Edition of The Big Picture - April 2014

The Big Picture - April 2014
Contents
InSight
Wide Angle
Up Front
Graphics on the Go
Dynamic Signage
Go Big or Go Home
RIP Chord: Creating a Harmonious Workflow
Weighing in on the RIP
The Ups and Downs of an Escalator Wrap
R+D
Explorer

The Big Picture - April 2014