Many digital signage projects, despite being well-planned and funded, fall short of their potential due to inadequate installation and integration with existing tech deployments. Experienced brand leaders know the importance of this key initial stage, and ensure that they have all the necessary tools and consultative support before they display their first pieces of video or text content.
Since the process of signage installation does not tend to be part of the marketing and advertising skill set, it's important that these signage strategists wrap their minds around the key concepts of this phase. To point them in the right direction, here are three aspects of early signage deployment that will apply to strategies in all verticals.
1. Consider each facet of successful signage: For an installation to go over smoothly and with minimal risk, project leaders need to consider the full spectrum of tasks and responsibilities that go into this first step. As a blog article from CEO World Magazine pointed out, decision-makers must account for distinct elements in their efforts to install a winning system, including software, hardware, content and connectivity.
"Last-minute purchases and service demands could thwart a project from the start."
Going down this checklist and categorizing installation needs will prevent any last-minute purchases and service demands that could thwart a project from the start. For example, a brand may purchase dozens of displays and software licenses, but forget to properly network across its many franchises, resulting in a broken deployment that may take weeks to fix. It's up to project leaders to develop a full-fledged strategy to avoid such issues.
2. Work closely with an expert signage team: While internal brand strategists are expected to plan out their signage objectives and account for all key IT components, the actual installation process will most likely require the partnership of a third-party expert team. This is because at the enterprise level, signage networks are far more complex than small scale storefront deployments.
Furthermore, in-house IT personnel may not have much familiarity with digital signage, let alone the time or resources necessary to follow through on a demanding project.
When a brand teams up with expert signage providers, it unloads a major burden of expectation that comes with the installation process. While a partnership may require more time and effort spent upfront, the reduced pressure and risk is well worth it when a deployment is finally up and ready to use without concern.
3. Ensure long-term support and future-proofing: With a stable installation under its belt, a signage team can settle into a routine of content development and campaign management. However, a brand will eventually need to upgrade and refine its networks to keep up with growing demands and technological advancement. According to an article from Digital Signage Today, this means that a continued relationship with the original installers will be vital to future success.
"Many digital signage installations require ongoing support," explained contributor Jeff Hastings. "Content may need to be continually refreshed and updated, and new functions and capabilities introduced as business needs evolve. Therefore the relationship with the systems integrator should transform into a long-term business partnership."
With these three steps, a brand will have no issue overcoming the challenges of signage installation and preparing itself for a lasting, profitable deployment.