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 www.itsgreatmedia.com 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.

1. Digital Signage
for the Little Guys
Emily Cohan
Founder – It’s Great Media
www.itsgreatmedia.com
emily.cohan@gmail.com
831-521-7977

2. What is Digital Signage?
• Digital Signage is actually
what it sounds like. Any sign
that is digital, is a digital sign.
• Examples:
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–
–
–
Times Square
Gas Stations
Taxis
Store Displays
• Can range in size
(3” – 100’s of ft.)

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. 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. 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. 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. 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. Example of What Not To Do

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. 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. Making It Look Good

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. 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. 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. 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. Questions?
We’re Here To Help!
Emily Cohan
Founder – It’s Great Media
www.itsgreatmedia.com
emily.cohan@gmail.com
831-521-7977