If you are reading this, it is because you have decided to make the most out of a digital Signage network to serve your customers and brand better than you do now. You must have analyzed everything, invested a significant amount of time and effort to find the right options. You may have chosen a vendor that meets all your specifications. You might have taken the step to implement the digital software but it just did not go as planned.
The consequence is that you find yourself at a loss with unforeseen costs and delays. The burden of failure can be overbearing. Why didn’t things go as planned? Here are seven common mistakes you can avoid while implementing the digital signage software.
1. Not Defining the End Goal
You must define your objectives and the end game. Plan every stage of the installation process. Know what it can deliver to reflect your brand image, know how well it can handle customer engagement, and define the ROI objectives. Ensure that you are achieving the goals you set at every step. If not, find the solution that offers flexibility enough to adapt to the objectives evolving during the installation phase.
2. Not Having a Pre-Installed Site Audit
Conduct a site survey to make sure you have the right mounting hardware. Ceiling mounts may present a problem because the pipe length may vary and so will the drop-ceiling distance. This is a very important step and can save you a lot of money, time, and headache. Media players and screens or other hardware may need power connections, local area networks, or internet access. Check if the site is ready and available to set up the data and power connections. Is there a restriction on access time? Do you require union labor to assist you? You need to address these key things before scheduling the installation date.
3. Choosing the Wrong Digital Signage Software
You will find many software options and they fall into three categories:
- Server-based or On-premise
- Web-based SaaS
Each one of these offers its advantages. You have to look at your objectives closely and then select on that fulfills your requirements.
You have to think about how it will help you achieve your goals in the long-term. The right solution should help you with communication and marketing. Creating brand awareness and social media marketing is increasingly becoming a need for businesses. This means the software you choose should deliver the right message on social media platforms and help create brand awareness.
Before purchasing the digital signage, software check and compare the prices of different vendors. Find one that offers all that you need at a reasonable price. Check if there are hidden costs or additional costs for different features. Consider if the software is scalable or not. It must give you the facility to expand or reduce the features based on your business module and your needs. Another important thing is to make sure the software does not require installing additional hardware.
4. Choosing Inappropriate Hardware
You need to know what hardware works where. For example, you cannot install indoor use hardware for outdoor use. If you install a standard indoor appliance outdoor, environmental factors like rain and dust will damage the hardware. Choose the right hardware according to the environment where you have to install it.
You must also consider the warranty policy on the hardware. Make sure that the vendor resolves any issues that may arise during that time. You may want to consider the premium warranty services.
5. Not Considering the Content
Your customers will not care about how the content got onto the digital signage. They would not want to know what software or hardware you used. What they will focus on is the content.
Research shows that digital displays attract ten times more attention than static printed posters. Therefore, you should take advantage of this. Here is something you need to know. HTML5 is predominant right now. Considering what formats of the content the hardware or software can support is important in order to get the right attention via digital signage. It is certain that Flash will soon replace HTML5. However, Apple mobile devices do not support this software. Therefore, choose your content format wisely.
6. Expecting too Much too Soon from Advertising Revenue
DOOH networks capture 90% of television viewers. Advertising sales are still picking up. If your advertising gets you any revenue, consider it a bonus. Capturing a large audience is a sign of the success of advertising revenue within a decent period. You must have clearly defined demographics. It helps target the right age group for specific products and services and maximize the cost of ads accordingly.
7. Incorrect Service-level Assignment
Once you install and run the digital signage, it shows attractive and engaging content. This delivers a good ROI, but then something does not work. What do you do next? Call the company providing digital signage. The company will blame it on the software and the software company will blame the hardware company making it an IT and network connectivity issue.
You must work with a company (the integrator) that delivers complete solutions to help you manage the network securely. This way, whenever there is an issue, you only need to call them. You have to make sure that the integrator provides you with a service-level agreement, aligned with your need to minimize downtime.
The digital signage industry is growing rapidly, owing to its success to the reduced hardware costs, improved data communication, and software technology. There is a lot to learn from the pioneers in this industry. Remember that the key to your success in this is proper planning.