Insights

Digital signage and TV: the smart choice

We’ve all grasped the concept of the paper-lite office, and how we might move towards it for cost and resource savings – but most often we only think about the digitisation of processes and documents. These actually aren’t the only ways in which print has been traditionally used in workspaces: posters, leaflets and other resources have always been crucial in ensuring employees, customers and other visitors have the information they need. But what would the digitisation of these communications look like? And why is it better?

There’s a very straightforward benefit of any kind of digitisation over print, and that’s a reduction in the use of resources such as ink and paper. But what is less obvious perhaps is the time and other costs involved in rolling out communications on everything from the office Christmas party to canteen menus, retail offers to wayfinding information.

Consider a simple information poster, whether it’s advertising a sale to retail customers, a special offer in the restaurant to sports fans visiting a stadium, or a call to employees to support a company fundraising event. First the messaging has to be written and the poster designed. Then it has to be printed, and delivered to all the locations where it is too appear. Somebody needs to co-ordinate when the posters need to be put up in various different places, and someone has to physically gather the tools to do this (including frames and fixings, ladders etc), and then mobilise on the agreed day. At the end of the campaign, someone will also need to remove the posters, and of course if this leaves a blank space then a replacement will need to be sorted out. It’s a fairly complex project to do even a simple roll-out of a single poster, and of course this process will need to be repeated as campaigns change, as well as when the signage begins to look tired.

Fast, flexible and effective

Contrast this with the process for 21st century equivalent – digital signage. Digital signage is supremely flexible and easy to update. Once the screens have been installed in the required locations across the estate, it’s just a case of inputting the required messaging into the branded templates, then either a click of the mouse will send it immediately to the required locations, or you can schedule the content to appear in specific places for specific periods of time. No logistics, no ladders, and no fuss.

This ease and speed mean that it’s not just possible to update your messaging with the minimum of hassle, but you can change what you display several times a day, even scheduling content according to the time of day. At typical commuting times you could have screens displaying travel updates, lunchtimes could see menu options tempting employees into the canteen, while other content tailoring could be done to suit weather conditions (perhaps safety advice on very hot days) or even remind staff of events happening that day.

Boost sales

It’s not just office spaces which benefit, either, digital signage adoption in retail settings has seen huge growth, as there are myriad opportunities for attracting and engaging customers, cross- and up-selling, and improving brand awareness and loyalty. In-person shopping can become experiential, helping to tempt customers in; flash sales can be advertised, giving those bricks-and-mortar shops access to some of the same tools which online sellers have leveraged to their advantage; while geo-targeted campaigns can create localised special offers. It’s also possible to test out the effectiveness of sales campaigns of all kinds, to deduce which tactics have driven the best ROI, by noting the relationship between sales and digital screen messaging during specific time periods. Cross channel marketing also becomes easier, with a unified message and visuals displayed across physical and digital settings, which also leads to increased brand familiarity.

Better engagement

Design options aren’t only limited to static content, either, as with posters, since sound and video employed to catch and hold people’s attention. The possibilities of digital signage and digital television are so much greater than older static forms of signage and printed communications – digital television now combines the benefits of digital video streaming with the dynamic and customisable content facility of digital signage. Hotel guests can be greeted by personalised messages on entering their room, then later watch a film streamed from their own streaming service account, while corporate headquarters can stream BBC News into their reception area, with useful widgets running alongside it on-screen to provide visitors with live traffic and weather information, perhaps have the company’s latest performance data highlighted, or even run a Twitter feed along the bottom of the screen.

United by improved information sharing

Global company announcements, televised in every location via video link, suddenly become possible, enabling a whole-organisation culture to feel inclusive and team-orientated. Of course, a similar culture-strengthening purpose can be fulfilled by using digital signage to disseminate internal communications from updates on the fulfilment of company objectives to reminders about processes and policies, social and CSR-related events, and employee celebration from internal awards to testimonials and praise for a job well-done by co-workers.

Of course, there’s no better way to get a handle on the possibilities held by an infinitely customisable solution than by reading a case study or two – the selection below shows the breadth of what our digital TV and digital signage systems can offer:

The University of Birmingham’s Edgbaston Park Hotel and Conference Centre delivers a superlative guest experience by way of a state-of-the-art AV system including in-room entertainment and digital signage.

• The new-look foyer and entrance of the Royal Opera House includes huge eye-catching digital displays to help tempt a more diverse audience in to their newly redeveloped and more inclusive cultural and social hub.

Southampton FC’s cutting-edge play analysis solution for improved training and performance was installed alongside an AV system which enhances visitor experience at the club’s stadium.

To find out more about how our digital signage and TV offering can help your organisation reach staff, customers and visitors, call 0207 2 400 800 to speak to a member of our team, or visit our resources page to download our digital signage and TV brochures.

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