Why do you think we’ve seen an increase in focusing on displays and hardware rather than concepts and communication?
This is a personal frustration of mine. In my organization, I’m not the one making decisions about the hardware or our methods of display. But I am the one that is 100 percent focused on the communication channel and the content we play on the digital signs. Unfortunately, it does seem to be more challenging to find new approaches, hear about others’ concepts and even peruse content created by other organizations. Is it because we are overly protective of our own ideas? Possibly. Or is it just that these services that don’t contribute to the bottom line aren’t as easy to market as a new monitor, computer or mount? What works for one company may or may not work for another, so why spend time sharing information that might not be relevant to your collective audience?
At the end of the day, I’m always looking for new ideas on how to improve content on the digital signs and the overall communication plan. Some of the best ideas I have gotten over the last few years have come from hearing about how others, in very different industries, make use of their digital signs. Let’s continue to share – regardless of how relevant the content may or may not be – and get credit for the great work happening. After all, that’s how we will continue to raise the bar for all of us!