A successful digital signage program can take your business places you never dreamed, but only if the implementation is done correctly.
In order to develop a sustainable, scalable program–one that surpasses the infancy pilot stage–you’ll need to avoid these 5 common pitfalls.
Mistake 1: Not having clearly defined goals
For starters, be sure you establish a clear goal in terms of why you want digital signage and how you’ll leverage it for your business. Don’t rush through this step since the strategy will be a map you refer to during development and implementation.
Mistake 2: Not forming the right team
You’ll need to tap the shoulders of the right mix of people in order to bring the right knowledge to the table about organizing, planning and deploying a sustainable network. For instance, a representative or two from marketing and IT will bring specific skill sets. Do all members agree on the objective? Do they know how digital signage will affect certain roles? Assign a lead person to oversee the team.
Mistake 3: Underestimating how long planning takes
Don’t rush the planning process, which can take three to six months. You need enough time to plan and build the network. The last thing you want is to invest money in equipment that never gets out of the box. Build into your plan the necessary time required to communicate about the project to the rest of the company.
Mistake 4: Failing to measure effectiveness
How do you know if your digital signage program is actually working? We’re not talking about the display—we mean: is it helping to drive sales, generate awareness, improve interactions, and assist in general customer decision making? For retail, you can include data on sales numbers, foot traffic, message retention, participation in loyalty programs and more.
Mistake 5: Minimizing what goes into content development
What good is a digital signage program without actual content? Not much. The content takes time to generate prior to a launch and then you need a plan in place to keep generating new and different content. It’s a huge undertaking, and one that shouldn’t be taken lightly.
After the program is up and running, you’ll still need content to be generated indefinitely. You’ll need to develop content, approve it, and manage it. The system will be in place, but you’ll need a plan to keep it populated with relevant, useful, well-developed content—that supports your business objectives.
Have questions? Call 3 Rivers Sign today. We are happy to assist you in planning, implementing, testing and all other areas of your digital signage program.