Saturn | The Digital Signage Experts

It might seem like a strange question for the CEO of a company that lives and breathes all things digital signage to ask, but have you ever stopped to think whether you need digital signage? Because - believe it or not - that’s always our starting position. Yes, sales is the name of the game but it’s also about making sure the medium doesn’t fall flat on its face, which it will inevitably do if a) it’s not actually going to deliver your desired objectives or b) it’s implemented without careful thought and planning.

Digital signage has exploded into our shops, offices and cinemas. So much so, that it’s easy to get caught up in all the excitement of brand new technology. Someone in your organisation may have decided that digital signage is the next best thing since sliced bread - but is it right for you?

If you’re thinking of taking the plunge for the first time, or you’re considering developing your use of digital signage, then stop and think. Digital signage could offer a dynamic and engaging way of fulfilling your communications objectives. But it’s not necessarily the right answer. It’s all about deciding exactly what you want to achieve.

If it is the right choice for your organisation, then digital signage could bring your environment to life. More than a poster, more than a sign, more than a TV or PC network, it offers exciting new ways to communicate. That’s why, even in hard times of cutbacks and savings, organisations have chosen to invest more of their budgets in digital signage solutions. The technology has become more sophisticated, but at the same time easier to use. And it’s coming down in cost.

So shall I share with you the secret of success? It’s certainly not technological bells and whistles or flashy graphic design. It’s simply this: having a clear purpose for your digital signage network that all the stakeholders in your organisation share. Your installation is most likely to be judged a winner if you are absolutely clear from the outset about what to expect from it, and how you are going to measure that success. If you can’t agree on what you are going to achieve from digital signage, the chances are it’s not the right choice.

Start off with agreed key performance indicators and you’re more likely to end up with a framework that brings clear accountability to your investment in digital signage. There are plenty of ways of demonstrating a measurable Return on Investment (ROI). Any supplier worth their salt will be fully up to speed with the strategies and methodologies that can measure success. Finally, you can continue to review how your system, or parts of your system, are performing and make sure you have the processes in place to make improvements easily.

So before you set sail for new digital signage horizons, take care to chart your journey. With such a vast array of systems, software and technologies available, there are many opportunities to either sink or swim. Reading our eGuide  may help you avoid some of the troubled waters and steer a course to success.