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The Pitfalls of Creating Content:
 Developing a Realistic and Rational
   Digital Signage Content Plan

       Thursday, March 8, 2012




                                       Your Logo Here
Presenter



   Kim Sarubbi
 President & CEO
Saddle Ranch Digital



                       Your Logo Here
Company Background
Saddle Ranch Digital (SRD) is an advanced media company
specializing in digital out-of-home deployment strategy and
custom content creation for screen media solutions.

With roots in Hollywood film production and place-based media,
the Company’s 25 years of specialist content experience has
evolved in to high-impact, interactive digital media solutions for
all size screens.




                                                             Your Logo Here
Session Goals
1. Why Content should be the first thought in your
   planning process.
2. How to determine and develop realistic
   expectations for your content strategy.
3. How to align content development and
   sustainability with your business goals, timeframe
   and budget.




                                                Your Logo Here
Content can
single-handedly make or
  break the success of
your total digital signage
       investment.


                             Your Logo Here
Why Does Content Fail?
• Content isn’t simple
• Viewers can’t grab message in a glance
• No reason for viewer to engage
• Content is an afterthought
• No focused planning and allocated budget
__________________________________

Plan for Success…
                                      Your Logo Here
think CONTENT!
         Your Logo Here
Be Realistic!



Get smart about expectations from your content…

   • Understand your audience/ venue/ environment
   • Know the dwell time
   • Understand how your audience wants to be
     engaged and interact with your brand
   • Get real with your budget

                                                    Your Logo Here
Challenges of Consumer
       Engagement
7 Key Questions to Address:
  1.   What should the engagement experience be?
  2.   What will truly engage my audience?
  3.   Who is it that I am trying to engage?
  4.   How can I best leverage engagement?
  5.   Why should the audience care?
  6.   How much value does content really have?
  7.   How do I build consumer trust?



                                                   Your Logo Here
Needs Analysis for
Effective Content Strategy
 Venue/Channel Profiling                             Audience Profiling
 What is the venue / communication                  Who are we communicating to?
 channels? Influencers within those environments?   How do they consume content?




  Message                                           Dwell Time
  What are the messaging goals?                     What is the face to face / interaction time
  What are the content connectors that will         available to capture audience attention?
  motivate the audience to action?




                                                                                   Your Logo Here
The Playlist
Developing the right Playlist will evolve out of
an understanding of:
    Dwell time
    Environment
    What the consumer is doing
    Loop Time
    Type of client & specific needs




                                              Your Logo Here
Keeping Content Fresh
• Depending on the type of venue, content
  must be changed daily, monthly, annually,
  or never.
• A content plan needs to be in place that
  offers long-term effectiveness.
• Customer frequency statistics can also
  help determine how often you need to
  change out your messaging.


                                        Your Logo Here
5 Key Takeaways
• Think Content!
• Content maximizes ROI.
• Value your consumer and create meaningful
  and engaging experiences…
• Allocate a realistic dedicated budget to
  content.
• Invest in an experienced and trusted content
  partner.

                                         Your Logo Here
CONTACT
Kim Sarubbi
President & CEO
Saddle Ranch Digital


kim@saddleranchdigital.com


SaddleRanchDigital.com       345 N. Maple Drive
tweet me @SaddleRanchDigi          Beverly Hills
                                     CA 90210
                                (310) 746-5652




                                            Your Logo Here

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The Pitfalls of Creating Content

  • 1. The Pitfalls of Creating Content: Developing a Realistic and Rational Digital Signage Content Plan Thursday, March 8, 2012 Your Logo Here
  • 2. Presenter Kim Sarubbi President & CEO Saddle Ranch Digital Your Logo Here
  • 3. Company Background Saddle Ranch Digital (SRD) is an advanced media company specializing in digital out-of-home deployment strategy and custom content creation for screen media solutions. With roots in Hollywood film production and place-based media, the Company’s 25 years of specialist content experience has evolved in to high-impact, interactive digital media solutions for all size screens. Your Logo Here
  • 4. Session Goals 1. Why Content should be the first thought in your planning process. 2. How to determine and develop realistic expectations for your content strategy. 3. How to align content development and sustainability with your business goals, timeframe and budget. Your Logo Here
  • 5. Content can single-handedly make or break the success of your total digital signage investment. Your Logo Here
  • 6. Why Does Content Fail? • Content isn’t simple • Viewers can’t grab message in a glance • No reason for viewer to engage • Content is an afterthought • No focused planning and allocated budget __________________________________ Plan for Success… Your Logo Here
  • 7. think CONTENT! Your Logo Here
  • 8. Be Realistic! Get smart about expectations from your content… • Understand your audience/ venue/ environment • Know the dwell time • Understand how your audience wants to be engaged and interact with your brand • Get real with your budget Your Logo Here
  • 9. Challenges of Consumer Engagement 7 Key Questions to Address: 1. What should the engagement experience be? 2. What will truly engage my audience? 3. Who is it that I am trying to engage? 4. How can I best leverage engagement? 5. Why should the audience care? 6. How much value does content really have? 7. How do I build consumer trust? Your Logo Here
  • 10. Needs Analysis for Effective Content Strategy Venue/Channel Profiling Audience Profiling What is the venue / communication Who are we communicating to? channels? Influencers within those environments? How do they consume content? Message Dwell Time What are the messaging goals? What is the face to face / interaction time What are the content connectors that will available to capture audience attention? motivate the audience to action? Your Logo Here
  • 11. The Playlist Developing the right Playlist will evolve out of an understanding of:  Dwell time  Environment  What the consumer is doing  Loop Time  Type of client & specific needs Your Logo Here
  • 12. Keeping Content Fresh • Depending on the type of venue, content must be changed daily, monthly, annually, or never. • A content plan needs to be in place that offers long-term effectiveness. • Customer frequency statistics can also help determine how often you need to change out your messaging. Your Logo Here
  • 13. 5 Key Takeaways • Think Content! • Content maximizes ROI. • Value your consumer and create meaningful and engaging experiences… • Allocate a realistic dedicated budget to content. • Invest in an experienced and trusted content partner. Your Logo Here
  • 14. CONTACT Kim Sarubbi President & CEO Saddle Ranch Digital kim@saddleranchdigital.com SaddleRanchDigital.com 345 N. Maple Drive tweet me @SaddleRanchDigi Beverly Hills CA 90210 (310) 746-5652 Your Logo Here