Digital signage can be a great resource for engaging your employees and clients, as well as emphasizing your brand identity. However, if you deploy your digital signage solution without some planning, you could end up with ignored screens and wasted time. With just a little extra effort, your digital signage solution can launch out of the gate ready to impress your colleagues with polished content for effective engagement.
Here are our top eight tips for having flawless digital content on day one:
1. Agree on your goals
In order to create a cohesive lineup of content for your digital signage, it's important to decide on what you hope to gain from the effort. Talk to your Human Resources managers, department directors and executives to decide what your organization wants to achieve with your digital signage. Write these down and plan to measure them after a few month of using the system.
2. Put the effort into your content
Creating engaging content is the most crucial step in deploying a successful digital signage solution. Good digital signage software makes it easy to input your message into a beautiful digital layout, so spend some time honing your message before it goes live. It should also be user friendly, and allow you to create content offline and then upload it into the CMS once you're ready. This makes it easy to display updated, relevant content every day of the week.
3. Focus on locations
Just because an area has a lot of foot traffic doesn't mean it's the best location for your signage. Allocate your resources in areas where the audience will be most engaged. This could be the break room or areas next to elevators. Think to yourself — where do people end up standing and waiting every day? Once you have your answer, you have a place to put your screens.
4. Get the word out
Whether you're deploying your first digital signage solution or revamping an older one, it's a good idea to let your audience know that they should be looking out for new and exciting content. Advertise your efforts to build anticipation. You can display a countdown somewhere or send messages via social networks. Get your students and staff excited so they're ready to engage on day one.
5. Solicit feedback
Encourage your colleagues to be honest, and allow them to submit feedback anonymously. If something isn't working, brainstorm new ways to effectively market your message. Remember, communication is not a one-way street.
6. Reinforce your brand
Your digital signage should always be an extension of your larger brand and communications strategy. Get feedback from your marketing and communications department to ensure your content isn't sending a contradictory message and that you're meeting any brand guidelines already in place.
7. Let creativity be your guide
Adaptability is a hallmark of a good digital signage solution, and clients should be as creative as possible when designing content for their digital signage. If you think something can't be accomplished with your software, check with your provider or their support team. They may be able to help you achieve your goal or note your suggestion for future software upgrades.
8. Determine and track your metrics for success
Metrics are some of the most critical components for tracking the success of any organizational solution, and digital signage isn't exempt. Even if your success isn't tied to revenue, figure out ways to measure how engaged your audience is with the content. Refer to Tip No. 1 for what to measure in your organization.
/ Matthews, the president of software provider Visix and a veteran of the visual communications industry, is credited with a comprehensive corporate reorganization of the company and shepherding in a suite of new digital signage products.