The Path to Successful Digital Signage Deployment
Digital signage is a confusing and often misunderstood entity; we at Corsair understand this and can help navigate this path.
Digital Signage is so much more than plasma or LCD screens placed within the retail environment; we will explore a few issues that will help illustrate how Corsair understands challenges faced by a retailer while entering this new space.
There are 5 areas this document will address:
1. Understanding the Ad Model
You Own the Network
2. Positioning: Become the Market Leader in Digital Signage
Why becoming the authority in retail Digital Signage is important
3. Building the Internal Team
Preparing for Deployment
4. Creating Effective Engaging Content
The most crucial element
5. Deployment Strategy
Next Steps
Understanding the Ad Model
When you build a signage network in essence you own a TV network, a network that can be programmed at your discretion. A network that serves a captive audience. With advertising revenue shifting from broadcast and print to narrowcasting (in-store Digital Signage, mobile, and web), you have the opportunity to offset significant costs in deploying the network. How is this done? Understanding the Ad Model of Digital Signage is the first place to start.
Blocks of programming or spots can be sold to vendors, leveraged towards your highest margin products while providing increased brand awareness for the in-store sales force. Corsair has found that successful deployments depend on this Model.
Positioning: Becoming the Market Leader in Digital Signage
Now understanding the power of the Ad Model, you need to be positioned as the industry leader in successful Digital Signage deployment.
Why?
One of the most important keys to soliciting your vendors is your position as the leading authority in Digital Signage with in your market. This will allow you to command a premium for advertising and placement within your Digital Signage network.
How is this achieved?
Press – Corsair understands the importance of building awareness within the marketplace. You need vendors to take notice, through innovation, performance and deployment.
Corsair can facilitate workshops with You and the top vendors, educating and motivating Digital Signage buy-in.
Corsair can assist in creating a controlled set of Beta sites with different methods of deployment, placement, and content models. Creating unique display arrangements, dynamically responding to reporting data, incorporating interactive technologies and actively engaging the customer. These Beta sites should use existing locations, in a few regions, creating a control set.
Corsair can also build a “LAB” where vendors can watch, listen, touch and truly understand how this medium can work for them. Corsair can also pre-visualize signage locations for vendors as needed, allowing traffic analysis and sightlines to be realized before installation.
Building a strategy for your private label brands will allow a baseline to be established on the performance of the network.
You can take the lead.
Building the Internal Team
Preparing for deployment internally will require team building across existing departments, and the possible creation of new departments. You need to leverage existing internal talent, while educating all departments about Digital Signage and what this new medium can do for you.
Marketing teams, Catalogue teams, Web teams, Technology teams, Sales Teams, and Merchandising teams all need to work together to allow for a successful deployment.
Corsair can facilitate the communication workshops needed to create internal awareness as well as create internal communication pieces that can be distributed through your existing intranet.
Creating Effective Engaging Content
Content creation and evaluation is the most crucial element of your Digital Signage network. Creating dynamic, engaging content based on the time of day, weather, trend and existing merchandise stock, will define the value of your Digital Signage network to vendors.
Corsair knows not only how to design and build engaging content; we understand the unique media needs of Digital Signage. Dynamic generated content can reduce the production costs and allow you to respond to reporting and trend with efficiency. By creating real-time composites, backgrounds can be separated from copy allowing promotions to change with the agility need to successfully respond to reporting data. Using audio, RFID, motion sensors, and interactive elements can add to the customer experience and captivate your audience. Placement and floor plan, traffic patterns, captive audiences (escalators, POS, fitting rooms) are all considered when creating content for this medium.
A robust content management system needs to be selected for the efficient and dynamic cycling of all media on the network. Playlists alone are not an answer. Dynamic response to POS, inventory, and metrics allows you to modify and tweak sales programs as needed on the fly, with out wait and cost of printed signage.
Corsair can work with you to create baselines for software, hardware and deployment options.
Corsair has a deep-rooted understanding across all media formats; Digital Signage, web, print, interactive, broadcast, video, audio, mobile and a solid core discipline of design and branding.
Deployment Strategy
You need a solid, tangible deployment strategy; Corsair is prepared to help navigate the path and position you as the market leader in Digital Signage.
Next Steps
1. Set up a meeting with our strategy team to define your goals
2. Corsair facilitates developing a deployment timeline with you
3. Corsair facilitates developing your Digital Signage vendor program
4. Corsair facilitates developing your Digital Signage baselines (hardware and software)
Disclaimer and IP statement:
All content is intellectual property of Corsair Studio, Inc.
We encourage the sharing of our ideas as long as we are credited with authorship.
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