It is a safe bet that many reading this article want to expand their involvement in providing digital signage solutions or start a digital signage business. The major reason is that the digital signage industry continues to grow at double digits with opportunities that beg attention.
So, how do we approach the market and take advantage of digital signage today? [related]
One of the obstacles that faces the digital signage industry is that on the surface, it looks simple. After all, there is some video on the screen displaying a message, so how complicated can that be?
For new people to the industry, there is no better place to launch your journey than by spending an hour immersing oneself in the fundamentals of the industry presented in an impartial manner.
Even for those who have already started their journey, this is a good place to reset your thinking and make sure that no bases are missed.
The fundamentals track of the DSE is anchored by the Introduction to Digital Signage: A Roadmap for Success, conducted by Alan C. Brawn, past chairman of the DSF and co-director of the Digital Signage Experts Group.
The goal of this seminar is to set realistic expectations and give the attendees a roadmap for success from which to either create a viable digital signage business model or continue their journey to increased profitability.
At the core are the 7 Key Elements of Digital Signage as illustrated in the Digital Signage Certified Experts (DSCE) certification course.
These elements are the umbrella under which every digital signage project resides. They in order of complexity to be addressed in a specific order to achieve your objectives.
The 7 Key Elements to kickstarting your digital signage business model are:
- Business management
- Content
- Design
- Software
- Hardware
- Connectivity
- Operations
The seminar takes individual elements and shows how each element interacts/relates to the next to complete more digital signage solutions.
A person may be interested in digital signage hardware, but if they do not understand the business implications, what content will be played, the system design, and the software that will manage it, then the story (or project) is incomplete.
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Digital signage started out as a medium for retail advertising and in subsequent years has evolved far beyond that. An artist must know the available colors of the medium in which they work, so it is with digital signage solutions practitioners and their tools of the trade.
A mentor once told me that you must know the rules before you are ready to bend them.
Enjoy the journey.
Author Alan Brawn will present “The Fundamentals of Digital Signage: A Roadmap for Success,” at the digital signage trade show, Digital Signage Expo 2018, on Wednesday, March 28 at 8 a.m. at the Las Vegas Convention Center.
