It has all the hallmarks of a ‘no brainer’. Sign-makers provide signs. Digital TV screens can be used as signs. Sign-makers should be able to boost their business by selling digital screen signage. Yet it has rarely been that easy and so far there have been few really outstanding success stories.
Understanding the capabilities and scope of the products you are selling is paramount, and this is possibly where many sign-makers have come unstuck.
Charles Murray is European business development manager of Vink Digital Signage, a provider of digital signage equipment to the sign manufacturing industry. He comments: “We are finding that most sign-makers we talk to have dabbled in the digital signage sector and know that it is going to be the future of the industry, but they have not yet fully immersed them-selves in the new technology.
“Some have said it’s because they find it too complicated; others haven’t known where to get the products they need or how to bolt together the various components. This is where we want to come in and simplify the whole process. We can supply a full kit of parts, which will all fit together and be the ideal solution for the sign-maker’s end customer.”
He continues: “Through close co-operation with our manufacturing partners we have developed a digital signage product range to suit the current and future needs of the changing signage market, with the latest technology from quality brands at affordable prices. Our range covers internal, external, large-format, and full HD applications, as well as the latest in touch screen technology. To complement our range of displays we offer media players with pre-installed sign-age software, allowing straight-forward operation, whether you need one display or a global network.”
Making the move
Genix’s digital media manager, Alex Macintosh, stands by a new 3D screen that
does not require glasses (manipulated to demonstrate effect)
Genix is a company with roots in printed signage that has been a success in the digital market. Over years of working with some of the best brand names around, the company has evolved and developed into a truly adaptable creative resource, supplying content to market via numerous channels. Managing director, Roger Bull, explains: “It was obvious when looking at what was happening in countries like Japan that the future was probably going to be far more digitally-orientated. We have been producing short films and presentations with motion graphics for some time, so it was an easy shift for us.”
Genix has made positive strides to take on new technologies and accurately identify what could be most effective. Bull continues: “Fortunately most of what we did worked out very well but the key was, and still is, to have the best staff you can put together with an ethos of quality and reliability, and knowing that you can’t ever let a client down. It takes so much effort and cost to get a new client on board that it’s vital that client retention is a major focus.”
A major issue affecting sign-makers trying to sell into this industry is the failure to introduce flat-screen digital screen media into various environments.
Clients require immediate profits with little concern about next year or longer-term. This means high costs up front don’t go down too well, but we have always refused to fund this risk”
“This has been due to the high capital costs and then the attempt to sell space to recover this,” says Bull, adding: “Mostly, this model has failed and produced some spectacular losses. We have tried to use a profitable model, but it’s been very hard to get this accepted, as many clients have a return on investment window that is too short to make the capital available to do a good job.
“Clients require immediate profits with little concern about next year or longer-term. This means high costs up front don’t go down too well, but we have always refused to fund this risk. Only now are we seeing more interest in motion graphic display systems in the main stream. We are currently demoing a 3D display system that can be viewed without the need for glasses and it might just be one of those things that push the envelope for these systems.”
Genix has a hugely successful print business, so for Bull it was essential that moving into new technology areas would not damage this.
Our traditional digital design and print business has not suffered from the introduction of digital signage—yet”
“Our traditional digital design and print business has not suffered from the introduction of digital signage—yet. Like most we have sailed through some choppy water since 2007, with more than the average number of sharks lurking, and with the banks putting all their lifeboats away for the duration. Fund-ing capital spending is still tough and the screen models as noted above have mainly failed, but we are positive that we are at a point where revenues will climb quite steeply into 2014 and 2015.”
In conclusion, Bull continues to be positive for the future: “Newer flatter and flexible screens with 3D and 4K output should impact the digital display market going forward.
“They offer the ability to change the message instantly and this cuts out lots of costs. They also provide the ability to segment each day or period, to not only vary the message but change the offer or price instantly to match the market. We are very much looking forward to the arrival of 3D without glasses and the impact this can have on the market from next year.”
Into the cloud
Digital screen signage delivers flexible powerful messaging to captive mobile
audiences
Another company that is helping sign-makers make a successful move to digital signage is Fairfield Displays. The company started selling digital signage about twelve years ago. Marketing director, Janice Fairfield, explains: “The reason we moved into this market place is that, as display experts, we looked at digital signage as part of an integrated design and not just as an add-on. At that time systems were either extremely expensive or being sold by AV companies, with a media box being bolted onto the back of a monitor.”
Fairfield has worked closely with the manufacturers of screens and software creators to create a range of bespoke turnkey packages that are easy to use. The basic offering is tablet-style screens with built-in media players, which can be upgraded to a network as they have a VGA and HDMI port.
“We first started selling screens with built in media players, as they are incredibly easy to sell and customers can update the information easily,” says Fairfield, adding: “From our experience, as long as you explain to the customer how to use the free software before they purchase the unit, everything runs smoothly. Over the years customers have become a lot more familiar with digital images and they now under-stand words like jpeg and mpeg. The idea of dragging and dropping images is well within the grasp of the majority of non-technical people.”
Over the years customers have become a lot more familiar with digital images and they now under-stand words like jpeg and mpeg. The idea of dragging and dropping images is well within the grasp of the majority of non-technical people”
She continues: “The area where customers often need help is sizing images and dropping information into templates. Many sign companies can offer this as an additional service, which can be a good source of additional revenue. Fairfield has a patent on screens being powered via suspended cables and this has given us a unique position in the market place. These screens are suspended with the LED Light Pockets, which is the fastest selling product we have had in 30 years of business.”
The Fairfield cloud-based solution uses Cloudscene software, which is included in its Platinum Package and has been very successful.
“This is probably one of the most flexible software packages on the market and offers excellent value,” says Fairfield, adding: “The huge advantage with the system is that you can create artwork and save as a pdf or powerpoint file, and load directly to the screen. This makes life very easy for customers who do not have professional programmes.
“The system can have RSS feeds, scrolling text, and can be pointed directly to web pages. This style of system is ideal for schools, restaurants, estate agents, and we have even installed the system into a hospice recently.”
The added advantage of a cloud-based solution is that if a client does not understand something you can literally take them through the system remotely and you can see what they have on their screens”
With wi-fi being available in the majority of building these days, the installation of a cloud-based solution is much easier. Fairfield picks up on this, as she continues: “All our clients need to supply is two three-pin pockets and a password to the Wi-Fi, and the system can be up and running immediately with information updated remotely.
“The added advantage of a cloud-based solution is that if a client does not understand something you can literally take them through the system remotely and you can see what they have on their screens. The majority of the time it is a very minor issue that a client needs help with, so we can resolve problems very easily and cost-effectively. To back this up, all Fairfield systems come with a three year warranty, which covers full support.
“Another area clients may need a lot of advice with is selecting the correct screen for their applications. We often have to explain that they are not buying a TV screen, but a professional monitor that will run 16 to 24 hours a day. As Fairfield works directly with manufacturers, the latest information is always available together with highly competitive prices for the trade.”
There are two areas that can help to increase revenue. The first is that you can increase the average order value by adding digital signage into existing display areas. Secondly, as the cloud-based systems are sold with a three year license, sign-makers automatically get a renewal at the end of three years”
Janice Fairfield concludes by explaining how digital signage can really boost business for sign-makers.
“There are two areas that can help to increase revenue. The first is that you can increase the average order value by adding digital signage into existing display areas. Secondly, as the cloud-based systems are sold with a three year license, sign-makers automatically get a renewal at the end of three years. This revenue can build to a considerable sum of money as you get more and more screens into the market place. In the last few months we have seen a steady increase in digital sales and with the growth in the economy, this looks certain to increase next year.”
For sign-makers looking to make the move into digital signage, companies like Vink and Fairfield can be essential partners to achieve success. You can never underestimate the value of product and industry knowledge, and I encourage you to talk in detail to these companies to ensure you lay solid foundations. There are plenty of potentially very expensive pitfalls that you have to work smartly around, but as always with high risk, the rewards may justify the leap.
