Ask the Board – November 21, 2016 | ADRIAN WEIDMANN


What questions do you wish you had asked before you started your first big project?

Without hesitation, I would say ‘Why are we doing this (digital signage)?’ I started my tenure in digital signage back in 1997 and admittedly viewed digital signage through the lens of a technologist. Clarification came several years later when presenting the wonderful benefits of digital signage conveyed this story in my book Lighting Up the Aisle, Principles and Practices for In-Store Digital Media, and later, when touting the wonderful benefits of digital signage to a merchandising executive at Target. Fifteen minutes into a demonstration of ‘digital signage,’ a computer (media player) playing Eddie Bauer HD content (yes we were on the cutting edge in 1999) on a portrait mode plasma screen, the executive stopped me and after several seconds stated that while the images were stunning,” it seems as though this is wonderful tactical technology in desperate search of a strategy.” Ouch! But insightful and correct! There are many digital signage implementations being done today … 15 plus years later where this comment could apply. Always ask and solve for “Why?” first!! You may not know the answer, but you’ll save a tremendous amount of time, stress and treasure if and when you do.

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Founder & Principal
StoreStream Metrics, LLC

Industry Consultants Council

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