10 Things to Consider When Buying Digital Wayfinding Signage

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You’ve decided your organization needs digital signage. Now what? Where do you start? Taking a vision and turning it into reality can be a daunting task. So, we’ve assembled a list of the 10 Essential Considerations When Implementing Digital Signage.

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1. Content Strategy - While many organizations usually have a goal directly related to their digital signage expectations, they may not have a solid content strategy in place. And without a plan in place, people can create content without understanding its audience or where and how it will be used. Developing a successful digital signage strategy requires the collaboration of various parties to determine not only the visual content but, just as importantly, the best message, method, and location to promote a specific product or service. 
    
2. Message – What message do you want to communicate? In retail, you can focus on products or promotions with the highest margins or ones that have performed the best. In other locations, such as airports, schools or hospitals, where digital signage shares information like schedules or wayfinding, consider the user perspective and how your content can help or guide them. When you think about how the viewer will intake the information, you are more likely to promote a positive emotional experience, which is essential for the desired response.  
    
3. Software platform - To be agile, your organization should choose a software platform that enables you to display information on any digital display, mobile , desktop PC - any screen, anywhere, any time. You need a platform that allows for easy user management, creates intelligent playlists, enables you to manage your network remotely, and can integrate with a variety of data sources and IoT devices. 
    
4. Timing - Timing is fundamental to the digestion of content. Consider the average attention span, which may be as little as eight seconds, and adjust content accordingly. Account for dwell time, which relates to the traffic flow of your audience. Roadside digital signage content should be short enough for passing vehicles to ascertain the intended message, while captive audience dwell time (think airport security lines) can be longer. 
    
5. Content - Content organization is vital to reaching your goals. Logically organize content and optimize the layout. Words and text should stay stationary on screen, but imagery can move. As they say, a picture is worth a thousand words. Wherever possible, represent information as images, icons, and charts rather than text alone. 
   There are many different types and styles of charts. Choosing the right chart type can make a big difference in the legibility and comprehension of the underlying data. 
    • Bar charts are better than pie charts 
    • Use a horizontal bar chart for ranking different scenarios 
    • Use a vertical bar chart for time comparisons 
    • Line charts are used for connecting continuous data on an interval scale 
    • Bullet charts are great for showing value vs. target 
    
6. Call to Action (CTA) - A call to action (CTA) is not just for marketing campaigns. CTAs are a dynamic means to get the most out of digital signage, providing a direction for viewers to take. A missing, weak, or irrelevant CTA translates to dead space. Digital signage requires investments in capital and resources and should be as focused on conversions as any other marketing tool employed. “Buy Now” is far less compelling than “Take Advantage of this Sweet Deal”. Don't miss the opportunity to drive action via digital signage. 
    
7. Omnichannel - Make digital signage part of an omnichannel experience for your customers, employees, and visitors. Integrate user-generated content, such as social media, to promote deeper connections. Create a seamless experience from mobile to web to digital signage. 
    
8. Physical location – In a perfect world you would just hang a digital screen and be ready to start sharing content. However, there are several considerations beyond the screen. These include the number, type and size of screens, mounting requirements, cabling and internet, lighting conditions, and more. In newer buildings and locations, the physical requirements are often easier to deal with than older buildings where retrofitting might be required. 
    
9. Technology – As important as it is to select the right software, there are several important technical considerations when deploying a digital signage network. Probably the most important is whether to go with a cloud or an on-premise solution. Then there are screens. Traditional digital screens require separate players. System-on-chip screens have a player embedded in the display. Identify the data (social media, news, weather, calendar info, KPIs, etc.) you want to incorporate on your screens and evaluate how it will be integrated. 
    
10. People – Digital signage networks have a lot of moving parts. Think about who will be responsible for the day-to-day management of your digital signage network and the overall creative design of your screens. Some additional teams may be needed during the first phase of the rollout, including IT, facilities, and maintenance. Great digital signage relies on content. Consider who will contribute content, how they will contribute, and guidelines for content submission. 

When purchasing a digital signage solution, property and facilities managers must weigh several pros and cons to ensure they make an informed decision. Understanding these factors will significantly affect the utility and efficiency of the digital signage system, contributing to improved communication and engagement within the managed properties.

Below are fifteen questions you should ask yourself before selecting a digital signage solution.

1. What is the primary purpose of the digital sign?

Understanding the main objective of your signage, whether it’s for wayfinding, information dissemination, or enhancing visitor experience, helps in selecting the right features and functionalities. Clearly defining your goals ensures the system meets your needs and maximizes its effectiveness in your property.

For example, if your goal is wayfinding, look for features like interactive maps and real-time data updates. If your purpose is for displaying information—say, about a company’s ESG efforts—ensure the system supports various content formats and video capabilities.

2. Is having an easy-to-use content management system important?

A content management system (CMS) is a software application that allows users to create, manage, and modify digital content. A CMS provides a graphical user interface to design and schedule content, making it easier to keep the information displayed current and engaging.

If you don’t think you’ll have a dedicated signage technician on your team, you’ll want to choose a solution with a user-friendly CMS that allows for easy updates and scheduling, or find a vendor who will manage the content for you. A straightforward CMS enables property managers to keep the content relevant and engaging without needing extensive technical skills or significant time investment.

3. What types of content formats are supported?

Depending on your needs, be sure to check that the digital signage system supports various content formats like images, videos, and dynamic feeds. This versatility allows you to effectively display a wide range of information, keeping the audience engaged and informed with diverse and dynamic content.

4. How is the display quality?

High-resolution displays are essential for clear and impactful visuals. The quality of the display can affect how information is perceived and understood, so investing in high-quality screens ensures that messages are delivered effectively and attractively.

High-quality displays also communicate how well your building is maintained and whether you prioritize modern, professional standards.

5. Can the system be scaled easily?

Consider whether the digital signage solution can grow with your needs. Scalability is important for futureproofing your investment, allowing you to add more screens or upgrade functionalities without replacing the entire system.

6. What are the installation and maintenance requirements?

Evaluate the installation process and ongoing maintenance needs. A system that is easy to install and maintain reduces downtime and operational costs, ensuring a smooth and cost-effective implementation. Typical maintenance includes regular software updates, occasional hardware checks, and ensuring the displays remain clean and free from damage, which helps to prolong the lifespan and performance of your digital signage solution.

With competitive price and timely delivery, COSUN Digital Signage sincerely hope to be your supplier and partner.

7. Does it offer remote management capabilities?

Remote management allows you to control and update the signage from anywhere, which is ideal for convenience and flexibility. This feature is particularly useful for property managers overseeing multiple locations or those who need to make real-time updates.

8. How reliable is the hardware and software?

Reliability cannot be overlooked if your goal is to avoid disruptions. Choose a system from a reputable provider known for durable hardware and reliable software. Just like buying a car, you get what you pay for. Don’t rely solely on price as the determining factor. Robust solutions minimize downtime and maintenance issues, ensuring consistent performance. Look for features such as remote diagnostics, automatic updates, and comprehensive warranties.

9. Are there analytics and reporting features?

Analytics and reporting features help track engagement and effectiveness. Access to data allows you to optimize content and measure the impact of your digital signage, providing valuable insights for continuous improvement.

Digital signage can serve more than just a communication tool; it can provide actionable data on viewer interactions, peak engagement times, and content performance. This can help you refine your messaging strategy and better meet the needs of your audience.

10. What kind of support and training is provided?

Support and training help property managers master their digital signage. Adequate support ensures any issues can be promptly addressed, while training helps your team effectively utilize the system’s features. Look for providers that offer onboarding sessions, detailed user manuals, and responsive customer service to help your team stay proficient and confident in managing the digital signage.

11. What is the total cost of ownership?

Consider all costs, including initial setup, ongoing maintenance, and potential upgrades. Understanding the total cost of ownership helps in budgeting and ensures the solution is cost-effective in the long term. Also, compare the cost over the lifetime of the system. For example, a screen that initially costs less but needs replacement in 3 years instead of lasting 8 years may appear more cost-effective initially but may not end up being so in the long run.

12. How secure is the digital signage system?

Security is vital to protect your content and system from unauthorized access. Without proper protection, your digital signage could be hacked, leading to unauthorized messages being displayed or sensitive information being compromised.

Ensure the solution has robust security measures to safeguard against potential threats and breaches. Look for features like encrypted data transmission, secure user authentication, and regular security updates.

13. Can the signage integrate with other systems?

Integration with other systems, such as emergency alerts or building management systems, enhances the functionality of your digital signage. Seamless integration can improve overall efficiency and responsiveness as well.

14. Is the signage customizable?

Customizability allows the signage to match your property’s branding and specific needs. A customizable solution ensures that the digital signage fits seamlessly into your environment and meets your unique requirements (including those of your tenants).

15. How environmentally friendly is the digital signage?

Consider the energy efficiency and environmental impact of the signage. Energy-efficient solutions can reduce operational costs and support your property’s sustainability goals. Look for displays that consume less power, have longer lifespans, and are made from eco-friendly materials. This not only helps lower your utility bills but also contributes to a greener environment and aligns with eco-conscious values and regulations.

If you want to learn more, please visit our website Digital Wayfinding Signage.

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