“What can creative agencies and content producers do to deliver better solutions to end users who leverage digital signage?”
Creative agencies and content producers are no different than any other service company. We might be driven by an ideal of creating the best work possible, but our companies are driven by sales.
And sales people sell.
This often leads to a problem when it comes to creating content that works.
Good content requires strategy and planning. We need to spend time and attention on what content should look like, how it gets played, how it gets built and its place in the over-arching strategy for the entire digital signage experience.
That being said, the sales cycle can be a long one and the temptation to quickly accept work once it is proposed is hard to resist. Most clients have approached content and how it works and what it delivers as an afterthought. As such, briefs come in with tight timelines, prescribed copy (and too much of it) and a poor selection of assets to work with.
It is our responsibility to get our teams to hit the “pause” button.
One of the hardest things to do with a client is to push back. I think we owe it to clients to point out when there is a lack of strategy or anything that could result in a bad content experience. Hitting “pause” in order to ask the right questions and guarantee project success can never be wrong, and it won’t cost you the sale. If anything, it is how long-term client partnerships are built.