Is Digital Signage Profitable? The Go or No-Go Decision

Tuesday, February 11, 2014
9:00am - 12:30pm

Presenters

Bill Sharer
President
Exxel Management & Marketing Corp.
Mike White, CTS
President
Multi-Media Solutions Inc.
Hussain Ali, DSCE, DSDE, ISF-C, CCNA, OCP
Principal
Houston Dynamic Displays (HD2)

This ½-day pre-show event is designed for AV, IT and sign company professionals interested in adding digital signage to their business lines. It will strive to answer the big question: "Is digital signage right for my business?" Along the way, our faculty, which includes a commercial AV integrator and sign company director who made successful leaps into digital signage, will answer such questions as: "What are the different ways for adding digital signage?" "What investment will I need to make in equipment and personnel?" "What training will be required?" "What partnerships are possible to fill in any gaps in my expertise?" "How do I finance entering this new market?" "Who will my customers be?" "How will I market to them?" "What can I expect as a realistic return on investment for my entry into digital signage?"

Packages & Pricing

Schedule:

9:00am – 10:30am "Is Digital Signage Right for You?" - Bill Sharer Details
10:30am – 10:45am Break
10:45am- 11:30am "How to Enter the Digital Signage Business Without Losing Your Shirt" - Mike White Details
11:30am – 12:15pm "Digital Signage 'How to' for Traditional Sign Manufacturing Companies. Do You Have What It Takes to Go Digital?" - Hussain Ali, DSCE, DSDE, ISF-C, CCNA, OCP Details
12:15pm – 12:30pm Q&A Wrap-up Panel

"Is Digital Signage Right for You?" - Bill Sharer

9:00am – 10:30am

Presenter

Bill Sharer
President
Exxel Management & Marketing Corp.

There's no doubt that digital signage can be profitable: Many companies have already proved that. But it may or may not be right for you. Even if it is, you should answer some key questions before you decide to enter the market. This seminar will identify some of those questions and offer a process for finding answers.

Course Highlights

  • Understanding the market itself and the considerations for entry
  • Identifying the resources and capabilities needed to succeed
  • Evaluating your resources: those you have and those you could get
  • Alternative ways to participate in the market
  • How market entry will change your business model
  • ABC's of an entry strategy: managing the risks

Bill Sharer is founder and principal of Exxel Management and Marketing Corp. providing business consulting and training services to more than 250 clients. He is also the co-founder of NAVIGATE Management Consulting LLC. Sharer has thirty years of experience in sales, marketing, management and consulting. He is a course developer and presenter at dozens of InfoComm seminars, pre-comm courses, webinars and other industry events. Sharer is a former member of PETC and was awarded InfoComm Educator of the Year in 2003. He holds a MBA in management and marketing from Temple University and an AB in English and economics from Dickinson College.

"How to Enter the Digital Signage Business Without Losing Your Shirt" - Mike White

10:45am- 11:30am

Presenter

Mike White, CTS
President
Multi-Media Solutions Inc.

As an AV commercial integrator of 24 years, I still find myself looking at a new technology or even an established technology that my company has yet to sell and integrate with and say to myself, "How hard can it be?" I did the same back in 1998 when I first considered dynamic digital signage or narrow-casting as it was called then. I embraced a business opportunity to deploy hundreds of flat panels in several stores in several states. I had done systems integration at that point for almost 10 years and was a descent size integrator of 18 employees. So, I said to myself, this is a great business opportunity, we will learn as we go. Painful mistake that was! I lost thousands along my path of learning!

In this session, I will provide insight into the lessons I learned from the 15 years of experience that will help you make good go-no go decisions. As with all AV projects, you have to evaluate if you and your team with its currents skills, resources and passions are a good fit for a project. Toward that end, I will help you to identify what skills, resources and passions you must possess to be successful selling dynamic digital signage. Among the key points we will cover are:

  • What team skills and credentials are required.
  • How to determine if your team is a good fit for the opportunity.
  • How to determine the best hardware and software for the opportunity.
  • What are the most profitable dynamic digital signage projects and how to recognize the ones that you will lose your shirt on.
  • How to set realistic expectations — for your customer and internal support staff.

Mike White is owner of Multi-Media Solutions Inc., a 24-year-old commercial A/V integrator company involved in more than 100 digital signage installations since entering the market 15 years ago. He has experience designing, integrating, project managing, installing and providing total end-to-end digital signage solutions. White is an experienced speaker on digital signage at national and international shows and conferences, having been involved in more than 200 speaking and teaching engagements at InfoComm, DSE, NAB, CES, ISA and numerous other events. He has served four years on the InfoComm Board of Directors and was instrumental in the formation of the InfoComm Digital Signage Pavilion and Education Showcase. He also served seven years on the board or directors of USAV Group and led its digital signage initiatives.

"Digital Signage 'How to' for Traditional Sign Manufacturing Companies. Do You Have What It Takes to Go Digital?" - Hussain Ali, DSCE, DSDE, ISF-C, CCNA, OCP

11:30am – 12:15pm

Presenter

Hussain Ali, DSCE, DSDE, ISF-C, CCNA, OCP
Principal
Houston Dynamic Displays (HD2)

In this presentation, I will highlight the journey I made from being the director of IT for a traditional sign manufacturing company to being the owner of a prospering digital signage integration and consulting firm. I will present a SWOT analysis survey of sign companies that want to provide digital signage as a service or product to their customers but lack the essential technical know-how or an understanding of the digital signage eco system. With this presentation I intend to divide the different elements of digital signage systems and relate them directly to sign company operations. My goal is to explain that by making some key strategic decisions, sign companies can offer this new product line to their existing customer base and not just increase their revenues temporarily but create a recurring revenue stream by providing on going management and content-creating services.

Certified Digital Signage Expert, business owner and seasoned Information Technology veteran, Hussain Ali, DSCE, DSDE, ISF-C, CCNA, OCP is quickly becoming a leader in the digital signage industry. He has been an IT professional for 15 years, but found a passion for the digital signage industry about eight years ago when he started as IT manager at National Signs. There, he focused his technical synergies on LEDs and digital displays, and also produced some award-winning architectural lighting designs among other large projects. Hussain’s invaluable expertise led to a change in roles at National Signs when he was named director of technology in early 2012. As director, he was responsible for all development, training, implementation and service of LED message center signage, digital display signage, architectural lighting technologies and National Signs’ IT infrastructure. Today, Hussain’s primary focus is his turn-key custom digital signage integration and consulting firm, Houston Dynamic Displays, or HD2. As founder and owner of HD2, Hussain plans to change the world of digital displays by thinking beyond the box of digital signage software and implementing customized, efficient and user-friendly digital signage solutions that haven’t been seen before.

 

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