By Mark Mantha
In a $20-billion-plus global digital signage market, many companies have entered the fray based on client demands though their expertise may be founded in the audio visual (AV) or information technology (IT) world. With the current blurred lines of digital and AV, using a digital signage partner can expand the client experience and help an AV company become a full-service solutions provider.
“We do it all” is an expression often used by company heads in the AV/IT/digital space. This, however, is a recipe for disaster as most end users are skeptical of the all-in proposition. That said, these companies can still be the primary contact—knowing and explaining they are able to provide a range of services via their ecosystem of partners. This message makes the business, its expertise, and wisdom appear credible to the market, which adds to the company’s portfolio with outsourced experts.
At first glance, most AV and IT companies will deem they can easily add digital signage to their product suite. This becomes a challenge when the biggest component of digital signage defines the business case, the content strategy, and the goals and objectives of the network. Quickly, solution selling versus commodity-based selling takes hold and companies can end up looking silly at the undertaking. This is not about hanging and banging screens.
Successful digital signage providers like Dot2Dot Communications apply an elaborate 360-degree integrated approach with their clients, which includes:
Meeting with the client to identify the business objectives of their network and developing a suitable content strategy to achieve these goals.
Developing a network plan which includes the appropriate content management system (CMS), hardware, network infrastructure, content creation and management, and deployment and measurement.
Planning and executing full deployment of the network on a location-by-location basis.