How Digital Signage Buyers Rationalize the Investment

As digital signage providers, we know best the advantages of investing in the technology. We tout these benefits so clients can see the value of digital signage as a reputable communication resource. These benefits, however, are not always the motivation for some customers who approach us wanting to implement digital signage.

Sometimes, end users make digital signage investments based on other rationales and a communication strategy is an afterthought once the investment is made.

Let’s look at five popular reasons businesses and organizations invest in digital signage, besides improving communication:

1 – To fill an empty wall. We’ve had end users that have chosen to fill unused wall space with digital signage for no better reason than “the wall was empty.” In this case, digital signage is simply an alternative to a wall hanging, artwork or a mirror.

2. Because screens are practically everywhere. Digital communication screens are everyone now – in corporate offices, stores, doctor’s offices, hospitals, schools, churches and yes, even bathrooms. Some end users get digital signage to fit in, to be like everyone else. If it’s trendy, they need to have it, in the same way open office spaces continue to boom.

3 – To be/look tech savvy. Similarly, many businesses want to appear tech savvy to attract customers and employees alike. Since digital signage is quickly replacing notice boards and static signs, it’s natural for these businesses to invest in it.

4 – Because there’s extra money in the budget. We see this a lot with schools. It’s close to the end of the fiscal year and there’s extra money in the budget so teachers are scrambling with innovative ideas to spend the money on. In this case, digital signage is usually competing with other innovative ideas such as getting iPads for students, new laptops for teachers, etc., and because digital signage is trendy and a tech savvy move (see 2 and 3 above), it wins.

5 – In order to put extra screens to use. Some businesses invest in digital signage just because they have extra monitors in storage that aren’t being used. The screens could be installed in individual offices but to be “fair” the business has them installed in public areas where they’ll serve more employees or customers.

While leading a digital signage investment with these reasons is not a sin, end users need to be very careful to come up with a well-thought-out and solid communication strategy so the digital signage, and the investment, does not die fast.

Some points to consider during the investment planning are:

What does your audience need? First, who is your audience? Employees, customers, students, teachers, staff, faculty? What do your viewers want to see? If the receptionist gets asked for directions a lot, you might want to consider installing your screens in the lobby to display a building directory. If your employees are missing meetings a lot, maybe you’ll want to install a screen in the main office floor with a meeting schedule for your conference room. Asking these questions will save time and effort later, and they’ll also determine the best placement for your extra screens.
What kind of content do you want to show? As stated above, you will want to match content to the experience and audience. Don’t have everything everywhere. Once you’ve filled up the empty wall, should you display inspirational quotes to engage your employees and visitors? Do you display stock photos of beautiful scenery to create a relaxing atmosphere? Businesses should consider the location of the screen and the traffic, and use that to determine what content to display.
Who will “own” the system? You will need digital signage champion whose main responsibility is to think about and use the screens everyday. Someone who feels the system can accomplish the goals set, who will work with it to adapt and evolve to suit the needs of the audience.
Do you need integration with third party systems? Integration with a scheduling software for your meeting room schedules perhaps? Integration with social media for your social wall display?

Regardless of the motivation for investment, there needs to be healthy ROI and incorporating a communication strategy is the surest way to get there.