Corporate-focused digital signage is an extremely powerful tool in creative hands, as the technology is only limited by the imagination. That’s not to say that digital signage can’t work in a conventional application, because it certainly can. In fact, most companies rely on their digital signage to enhance communication and branding in a myriad of subtle ways, not as a means for going viral. The shift from print signage to digital signage is a big one, and one that can pay off in a big way, but it’s not a decision to be made quickly and without expert guidance. Although digital signage is one of the easier A/V technologies to understand, install and manage, an A/V integrator can help their clients get the most out of their signage investment.
Why the Corporate World is Moving to Digital Signage
Digital signage is, above all else, about improving communication, whether that communication is between employees, between the company and its clients, or just to the general public. People respond better to companies that represent themselves in a compelling way, and digital signage is something of a shortcut in this regard. People are visual creatures, and they are naturally drawn to the vivid, high contrast nature of digital signage.
But how can this be leveraged in a corporate environment? What can more attractive signage do for a company’s operations?
1. Make collaboration happen – When explaining digital signage, most of the focus is on how it improves the back and forth between companies and the public. This is understandable and the technology does make a real difference there, but what also deserves attention is how digital signage drives better collaboration between team members.
The line between digital signage and collaboration boards is getting blurrier all the time. Some displays can do both, acting as a focal point for collaboration and media sharing purposes, while retaining the compatibility with digital signage media players and signage software.
Digital signage can help companies break down walls between team members, literally in some cases. No longer content to set up cubicle forests, businesses are opening up their office floorplans and making work more of a community effort. Open floorplans are designed to get people talking and working together, and digital signage can enhance the approach. Instead of sending messages to one team member at a time, digital signage can be used to quickly address an entire room of people at once, in a way that is more attention-getting.
2. Transform a commercial space – Companies of any size can reap the benefits of digital signage, and for smaller businesses like restaurants, clubs and boutique shops, the application is obvious. Digital signage can be used to display menu items or specials, using the power of vivid media to get people through the front door. Digital signage can also help manage extended waiting times, whether people are standing in line to check out or are biding their time for an open table. The addition of mesmerizing media can make the wait feel much briefer and keep customers happy.
Signage can also accelerate the ordering process for customers, as digital displays are easier to read from a distance and can be accompanied with images and media that guide customers.
3. Get social – Most quality pieces of digital signage software have extensive social media integration. They can work with most social media platforms, including Twitter and Instagram, and this integration can be put to creative use in a commercial setting. Businesses, from mega corporations to small mom and pop shops, can utilize their digital signage to display social media interactions with clients. Positive social media posts can be relayed to signage sitting in a corporate office, useful for improving morale and motivation. Nonprofits can get a lot of mileage out of this, relaying uplifting social media posts to people who work hard to make a difference.
Businesses can get clever with how they pair social media with signage. Customers can be encouraged to share pictures of their meal or new purchase, sending them directly to the displays by using a simple hashtag. Such posts can be used to populate the company’s social media accounts as well, making it a simple way to keep social media active.
Integration with social media can also provide a way for a company to display positive Yelp, Facebook, Amazon or Foursquare reviews. Ideal for capturing people who need a bit more convincing before walking through the door.
4. Split second messaging – An obvious failing of print signage is that it cannot be updated in real time. That’s a problem in a world where just about everything is done in real time. Digital signage can be altered in just a few minutes to respond to changing conditions.
Targeted signage means that in the morning, a coffee shop can present a menu full of breakfast items. And then in the evening, those same digital menus can switch over to a different set of items. This is a strong option for any business that relies on seasonal sales or offers different products at different times of the day. Best of all, the signage can be programmed to make these changes automatically and at a given time of the day, or day of the week. The layouts can be designed ahead of time, so minimal work is needed to organize precision signage.
On top of these powerful signage applications, signage is more cost effective over the long haul and is environmentally friendly, as massive amounts of paper and ink are saved from the dumpster.
Anyone with design experience will get up to speed on a particular piece of signage software in rapid fashion. Still, it’s best to consult with an A/V integrator when selecting hardware and software for a digital signage solution. As a solution grows in size and in function, it becomes more important to select the right combination of hardware and software packages. Media players may be required to house software and drive the display. Wireless or mobile connectivity may be required in some cases, and this takes expertise to manage properly. And, of course, there are tons of software options to choose from, each with their own set of features and their own interface. And not all software is compatible with all hardware, so an expert hand is needed to ensure optimal system functioning. Finally, an integrator can place and install all hardware and software, which means they can provide turnkey signage solutions to their clients.
Digital signage is not some far-off frontier. It is already a highly successful and proven solution for improving messaging and branding, and with an A/V integrator’s help, companies can quickly put together a signage package that fits their needs perfectly.