While content and relevance are essential elements of digital signage success, both are subservient to the objective that the system is intended to meet.
By Alan C. Brawn CTS, ISF, ISF-C, DSCE
Those of us immersed in the world of digital signage hear the phrase “content is king” so often that we want to cringe every time it’s uttered. At issue is not the phrase itself but its inherent limitation. As industry consultant Lyle Bunn once pointed out to me, “Content is not king, relevance is king.” In short, content may just be content and may not be relevant. This begs the question “relevant to what?”
I want to take this one step further and propose that the “objective” of the system is the true king and that content and relevance are both subservient to the objective that the system is intended to meet.
Purpose of the System
The entire concept of digital signage revolves around delivering a message more effectively than a traditional static sign. With this in mind, understanding what you are trying to achieve, that is, the objective of the signage system, is critical before you can begin designing the system and selecting your hardware or software.
The means to an end of meeting your objectives is, of course, content. You need to know not only the kind of content that is going to be displayed, but more importantly, the intent of that content. What is this signage system going to actually be used for? What message, information or call to action do I want to convey? What is the Return on Objective (ROO) or Return on Investment (ROI)?
These key questions unlock the direction you will need to go for software, and the application can help lead to the size and type of displays you will be looking for. If you do not know the true purpose of the system, you cannot design an effective one.
Proper Needs Analysis
This all begins with the proper needs analysis, and as much as the end user might like a price upfront, the “journey of the needs analysis” must be completed before a price or cost can be quoted. No matter how significant the software package, how bright and colorful the graphics, how high resolution the display, if the system is not designed through the optics of a careful needs analysis, it will not likely reach its full potential, and will probably end up costing more than it should, resulting in an unhappy customer.
Several factors need to be considered when performing a needs analysis on a potential digital signage project, and they follow a deceptively simple process of asking questions, exploring alternatives, and most importantly, listening to what the customer really wants. Remember that what they say they want and what they really expect are two different things. The practice of separating the two is a valuable craft, and most often leads to good system design.
Because of the number of variables present within the world of digital signage, it is nearly impossible to predict exactly what the system will cost before completely understanding what it will end up being. What it will end up being is a product of the objective set forth by the customer though a careful process of needs analysis. All hail the new king: Objective!
Alan Brawn is a principal of Vista, Calif.- based Brawn Consulting LLC, an audiovisual and IT consulting, educational development and market intelligence firm with national exposure to major manufacturers, distributors, consultants and integrators in the digital signage industry. He is an AV industry veteran with experience spanning three decades, including years managing an AV systems integration company. Most recently he became director of the Digital Signage Experts Group certifying professionals in the digital signage industry. At DSE 2010, he will once again conduct the Digital Signage Certified Expert Program. To contact him, email Alan@BrawnConsulting.com.