Digital Signage for the Little Guys: How To Get Great Digital Signage


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Digital Signage is a great way for businesses to connect with their customers with high quality videos and messaging. This video shows how small businesses can get great looking digital signage without breaking the bank. We will cover what goals businesses should have in mind when creating their content, and how to execute a signage plan to achieve these goals. We show a few specific real world digital signage examples to help illustrate concepts in how to run a great signage campaign, while minimizing production costs. We provide viewers with a checklist they can use to ensure their content is on the right track, and how to make the most out of their digital signage systems.

It's Great Media produces high quality digital signage, TV ads/commercials, corporate videos/promos, webpages, and print materials. Our work is exceptional. Check out our website at and give us a call. We are happy to talk with you about your next project.

We have offices in Santa Cruz, and serve clients all around the world including San Francisco, Geneva, Los Angeles, and New York City.

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Digital Signage for the Little Guys: How To Get Great Digital Signage

  1. 1. Digital Signage for the Little Guys Emily Cohan Founder – It’s Great Media 831-521-7977
  2. 2. What is Digital Signage? • Digital Signage is actually what it sounds like. Any sign that is digital, is a digital sign. • Examples: – – – – Times Square Gas Stations Taxis Store Displays • Can range in size (3” – 100’s of ft.)
  3. 3. Why do I need digital signage? • Connect quickly to customers inside your store or walking past your business. • Promote upcoming sales events. • Upsell products. • Encourage social media and website participation. • Share important business announcements or info. • Promote branding. • Share holiday greetings. • Create/reinforce store atmosphere.
  4. 4. Why does digital signage work? • Digital signage acts as an eyeball magnet • Easy to share multiple ideas and messages within the same space • Relatively easy to update, as opposed printed materials
  5. 5. What makes up a digital sign? • A screen – a computer monitor – tv screen • A media player – high-end signage player – Computer – media player • Content – (photo slideshow, powerpoint, video, online content feeds, fancy signage templates, etc.)
  6. 6. Digital Signage: Screen • Screens can range from low end to high end. • Commercial grade displays are robust, and come with warranties to match. • Consumer grade screens are an affordable way to get started. However, if they find out that you are using them for commercial purposes, that voids the warranty. • Use what you have or can afford first to test your signage, then upgrade when you’re ready.
  7. 7. Digital Signage: Player • For most small shops, we recommend a media player, that you can buy for $40 on Amazon, like the IncrediSonic Ultra Play IMP150. • A lot of players come with features that you probably won’t need. Be clear with your content plan first, then shop for players. • Any player that relies on internet for content or scheduling will typically cost $175 and up. • Expect to pay monthly fees for any player that relies on the internet, and make sure it can handle an internet outage smoothly. • It’s easy to get lost trying to find a player that will suit your needs – make sure to get one with a free trial – or return policy, and watch demos if you can on how to use it.
  8. 8. Example of What Not To Do
  9. 9. How To Avoid This? 3 Ways: • Start with a good content plan. • Be prepared to put in some time or money in executing your content plan. • Be aware that many signage systems will not “Do it all” for you
  10. 10. How to come up with a content plan? • Write up your goals for each point in your signage video or slideshow • Come up with messages and figure out what images (or what kind of images you want to show) • Pay attention to what you like about other signs. • Involve calls to action – to show immediacy. “This sale ends this weekend, so hurry!” – “Like us on Facebook!” etc. • Plan out what you want to show what on your sign when, then make sure you or your employees can execute. • Get help when you need it. A bad looking sign can detract a lot more than it adds. So make sure to start with something that looks good.
  11. 11. Making It Look Good
  12. 12. Making It Look Good: Movement • Make sure every slide moves. • Not too fast, or too slow. • A static screen is hard for our eyes to look at. • If you want to get fancy, add blurred animation, as well as easing to speed up or slow down animation.
  13. 13. Making It Look Good: 1 Idea at a Time • A common feature of digital signage systems is to split your screen templates in a zillion ways – to show things like stocks, weather, news. etc… • Instead of making the viewer tune in, instead they tune out. There is not one main message to focus on, and it is very hard to make a split screen look good and deliver the messages you want to. • You’ll get better traction if you just show one idea at a time.
  14. 14. Just Show Content About Your Business • Your screen is an eyeball magnet. • The people visiting your store are already interested in what YOU have to share with them – and do they really need to know what the CURRENT weather is? • It’s hard to brand and control external content feeds. • Having external content requires you to have excellent internet, and a player that will know how to handle outages. • Try to identify your dwell time. Your visitors have a limited time watching your sign. Use it wisely! • Think hard before signing up for advertising networks to use signage to advertise in your store. • Or coop with locals.
  15. 15. Putting It All Together It’s a lot cheaper and easier for you to have a plan in mind, and then find the animators or graphic designers, and the equipment to pull it off. Have a plan for updating – we recommend freshening your content at least once a month. Get feedback from friends and customers about your messaging. Use analytics when you can, for URLs that you are pointing to – to see if you are generating new web traffic through your signage. Get help when you need it – use your best judgment - getting help from professional designers is probably cheaper than you think.
  16. 16. Questions? We’re Here To Help! Emily Cohan Founder – It’s Great Media 831-521-7977