Planning for a Digital Signage Network

For retailers considering implementation of a digital signage system, there are many costs and other planning factors to consider. In this article we will outline the main areas to focus on as you begin planning your network.

Assessing the Reasons for A Digital Signage Network

When planning for digital signage, you should begin with an initial assessment of the purpose and value of the project. Some points to consider include:

Objectives - Are you looking specifically for sales lift? Are you looking to enhance customer experience or educate customers about new product lines? Would you like to draw an audience with a news feed? Is it feasible for you to sell ad space on your digital signage network and earn some revenue for your business?

Anticipated Cost Savings - A realistic outlook on potential cost savings is part of ROI analysis. Will digital signage help you reduce traditional advertising costs? Where will the savings be seen?

Implementation - Where will the hardware go? Who will provide content?

With the initial assessment done you can then move onto a more detailed plan.

A Digital Signage Network Plan

A formal plan for your digital signage network needs to consider many aspects of implementation. When creating your plan, be sure to include the following points:

Appearance - What will you include in your digital display? Will you segment content into different areas? How will you decide when to change content?

Frequency - How often will your content be played? How long will each segment be? You need to consider the length of time the average customer is likely to spend watching the display when deciding how often each "loop" of content should be.

Sales Data - Truly effective digital displays factor in sales and demographic data that allow you to target specific sets of customers at the times they are most likely to be shopping. As part of your planning, ensure you consider how to incorporate this valuable data.

Content - Where will your content come from? Do you have an internal source to create content or will you have to outsource this important job?

Your plan must also consider costs. A detailed budget is a must. It should factor in the costs of:

Administering the Project - Digital signage requires adequate resources for planning and management.

Content - Be sure you have considered the type of content - text, video, or animation - and the cost of staffing the work of content creation. If you are considering a news feed, who will provide it?

Technology - This includes not only the hardware but the software to run the network, training in how to use the hardware and software, and installation. When budgeting for hardware, make sure you include the type of display, the mounting hardware, audio, and network connections. Also remember to budget for technical support.

With the right planning and an accurate budget, you can ensure your digital signage network achieves your goals and gives you an excellent return on investment.

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