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Determine the objective before hanging and banging.

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You wouldn’t launch a website before deciding what it needs to be able to do, or even open up a shop before knowing what you’re actually going to sell. The same applies to digital signage. Before installing, you need to know what purpose it’s going to serve in order to determine a whole range of things, including location, size, display type, software requirements, content and even capabilities. 

Knowing what you want to achieve will allow your chosen digital signage provider to recommend the most suitable solution components. It will also allow them to advise on other instrumental factors that will play a crucial part in the success of the solution altogether – meaning that your money will not only be well spent, but will also guarantee a considerable ROI too. A carefully planned strategy is the key.  

So, what kind of objectives are we talking about? Some of the most common goals behind a digital signage project are to increase footfall, to drive sales, to reduce perceived waiting times, to raise employee awareness and increase productivity, to drive communications and raise brand awareness – Whatever the objective, it’s important to consider every detail before delving head first into the limitless world of digital signage. 

We highly recommend selecting a digital signage provider that can assist you every step of the way, including with a thorough digital signage strategy. However, if you’d like to have a think about what your strategy should involve, we’ve listed a range of things that should really be considered, pre-purchase AND pre-installation. 

  1. Who are you targeting? What do you already know about your target audience? What are their interests?
  2. What are you trying to achieve?
  3. Where would be the most suitable location?
  4. Which display size would satisfy your audience’s viewing abilities? Consider viewing distances also
  5. How many displays will you be needing?
  6. Will they need to be interactive? 
  7. How will you measure your solution? 
  8. Do you have resources in place to manage the solution or will you outsource?
  9. Does the solution need to be scalable? Are you planning to expand it over time?
  10. Focus on the content itself – Consider the length, timing and update frequency. Also consider whether you already own some of the assets or whether you will need to work with an external content provider

This is just a starting point. There are so many things to consider when coming up with a strategy for your digital signage solution. Being such a vital stage, it’s important to get it right in order for the solution to be a complete success. 

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