Digital signage is the part of the industry that excites me the most. Yes, I got my start in audio, but the more I learned about other verticals, the more my career blossomed. I enjoyed installing digital signage, but I’ve found it especially rewarding to focus on the content that lives on these digital canvases.
I always felt at home within the digital signage community. One of my first major trade events was Digital Signage Expo (DSE). There, I found a community whose members understand hardware, software and content. Content isn’t just an afterthought within signage; it’s an integral part of the story. When it comes to digital signage, the content, more than the hardware and the software, is the why. That fact captured me from day one.
Over the years, we’ve seen a lot of great digital signage installations; we’ve also seen some bad ones. You know…the ones we all post on social media. The ones we spot in different venues where the screens are blank, or where a panel or two is out of commission. My personal favorite is when an error message is onscreen at the airport or in front of a building. It makes us #avtweeps a bit frustrated, but it makes for a good chuckle, too.
Monetizing Digital Signage
Monetizing digital signage continues to be an ongoing conversation in our industry. Traditionally, of course, we’ve focused on moving boxes and installing gear. But are integrators leaving money on the table by not thinking about content? How can integrators move beyond the traditional “hang and bang” model and find ways to really monetize digital signage solutions?
Ashley Nichols, director of business development at Exertis Almo, weighs in on this. She says, “Unlike a lot of the hardware sales now, selling any sort of service requires a consultative approach to sales.” Conducting a proper needs analysis and customizing each solution to the client’s needs is imperative if the goal is to create lasting partnerships. “For example,” Nichols continues, “your customer may want to integrate digital signage that is interactive for the enjoyment of their customers, but [that will] also provide feedback and demographic information to make better business decisions for themselves. As an integrator, you are providing them with a solution to a problem they may not have been able to overcome themselves.” In short, it’s up to you, as the integrator, to understand your clients’ needs as well as, or better than, they themselves do.
Knowing the “why” is a crucial first step in any project — but it’s especially critical for digital signage. If you don’t have the “why” nailed down, that beautiful digital canvas you installed can easily become just a space filler. “If you figure out the ‘why,’ you can easily find ways to make this a revenue-generating stream as an integrator,” Nichols states, “while simultaneously providing the value that your clients need to see.” For example, is your client looking to partner with local businesses for better ads? Is your client enhancing overall communication via messaging or wayfinding? Those are just some of the questions that can help identify the “why” and home in on what must be accomplished.
‘Get to the Heart of Their Needs’
“Once you get to the heart of their needs, you can find a content management system (CMS) partner that can deliver the content in the manner that your client needs,” Nichols states. “And then, [you can] set up a subscription service based on that need, as well as ongoing maintenance.” She warns, however, against a one-size-fits-all approach, saying integrators who try that will find themselves in the “space filler” category and have a weaker partnership with their clients.
Yes, monetizing digital signage is a great way to achieve additional revenue both for integrators and for end users. More money for everyone! But there are also other benefits to monetizing digital signage. “I can’t stress enough how the recurring relationship is affected when you provide a service such as digital signage solutions and [supplying] content,” Nichols emphasizes. “Most end clients wouldn’t have the time or means to create their vision. And if you can not only provide the hardware but also [supply] the software that they need to get their message across, nine-out-of-10 that the customer will be calling you back for the next project, and the next.”
Fostering long-term client relationships builds trust and keeps you connected, creating more touchpoints and facilitating more customer interactions. It becomes a win-win for all parties.
These days, displays are just about everywhere. “Gone are the days when integrators could rely solely on moving the most boxes to keep growing their business,” Nichols declares. “Evolving into a full solutions provider means [embracing] the digital signage content and software piece of it, too.”
And if you’re providing that service, why shouldn’t it be just as beneficial to your firm as it is to your client? The truth is, it is.
Alesia Hendley is a multimedia journalist and content creator.
