Ask the Board – May 11, 2020 | ELICIA DAVIS

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“What is the most frequently overlooked aspect of creating a new digital signage network?”


When creating a new digital signage network, many people overlook one very important detail. What is the purpose/strategy behind the network? Companies know they should have digital signage, but often they don’t know why and how to best use it. They may be remodeling or building a new facility so construction and interior design companies will add a few digital screens to the design, but they’re completely unsure of why and how to use it.

How do we ensure this aspect doesn’t get overlooked? Talk to the experts early on and utilize them to help define the strategy. This strategy will determine screen placement throughout the space, the look and feel of the content, and which content management system is the best fit for your company. Agencies will ensure you, as the user and project owner, aren’t wasting money on hardware and software that may not be the right fit. Always make sure the content management system (CMS) fits your needs and the players you are purchasing will work with the CMS – you don’t want to have to spend more money on hardware at a later date because it didn’t work the way you thought it would.

Oftentimes, we will work with our clients to create a plan, and then we will conduct a walk-through of the space. Tours with the project owner enable us to make recommendations on strategic screen placement to effectively reach the target audience.  Maybe having screens solely in your break rooms makes the most sense. Or maybe you want to have some content in the break room, but different content in the warehouse. It is not a cookie-cutter approach, and what works for one company may not work for yours. We help determine where screens need to be mounted for the most visibility. This planning is imperative and will save time and headaches down the road.

Walk into the project having a purpose and a plan. Having both of these things in place will ensure your new digital signage network will be cost effective and strategic and that it will benefit you and your team.

About Author

Project Manager
Freshwater Digital

MEMBER OF THE DSE ADVISORY BOARD
Content Council

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