Digital Signage and Corporate Communication

Type: Guide
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There’s something about digital signage.   There’s something about the way it grabs your attention. Step into a crowded mall and what do you look at? You may glance over the noisy customers, the fighting siblings in their mother’s tow, the drooling baby and the overly enthusiastic pet shop owner dressed in the rabbit suit.   But ultimately, what do you look at? What are your eyes drawn to?   If you’re a typical shopper in the 21st century, it’s a pretty good bet that you’re quick to focus in – either consciously or unconsciously – on digital signage.   You almost can’t help it. The signage is bright, with colors that are stunning and images that have crystal-clear, sharp contours. Even more important, digital signage is dynamic. The pictures move. The text is always fresh, succinct and relevant. The content, to borrow a tired cliché from a much older medium, is hot off the press. Digital signage is the ultimate attention-grabber.   It seems almost unfair that the competition doesn’t stand a chance. Faced with a visually compelling, continuously changing, real-time medium such as digital signage, the more traditional communications outlets such as posters, banners and stand-up marquees wind up looking dull and flat. They’re static. They can be outdated at a moment’s notice. At the crest of the digital signage revolution, they’ve been relegated to the blind spots of visual communication.   There’s no doubt about it: High tech is here to stay. Digital signage represents one of the most effective communication venues there is, whether you’re talking about communication with prospective clients or communication with your own employees.   While quick to see the benefits of digital signage in a retail environment, corporate management often fails to recognize how digital signage can speak to their own work force. It’s pretty simple when you think about it: If consumers ignore traditional signage, it’s likely that your employees will also. When you’re announcing a major policy change or a significant award recognition, why resign yourself to an outdated form of communication?   That’s the central theme of this guide. Inside, you’ll find a treatise on how digital signage can be used to communicate with your employees. We’ll outline just some of the numerous forms that communication may take, such as conference room scheduling, calls to action, emergency notification and motivational messages. We’ll also examine real-world examples in which corporations have successfully utilized plasma screens and LCD displays to broadcast the messages they need to get out.   “Digital signage is a powerful tool,” said John Remmler, vice president of Chyron Corporation’s ChyTV. “It’s revolutionizing employer/employee communications. The technology is such that the CEO of a major corporation can write a directive and — within mere minutes — that directive can appear on thousands of displays in each of the corporation’s offices all over the world. That’s effective communication. That’s why we at Chyron love being in this business.”   It’s communication that managers could only dream of a decade ago. They’re dreams no more. The magic is here. To learn how to harness it for your company, read on.   Travis K. Kircher, contributing writer, KioskMarketplace.com