New Digital Signage Playbook Takes Readers From Idea To Engagement
Gail Chiasson, North American Editor
Paul Flanigan has launched his self-published book, ‘The Digital Signage Playbook: The Complete Strategy to Go From Idea to Engagement’, which outlines the process of digital signage strategy and what clients should understand about installing a digital screen network.
If you are thinking that maybe you’d like to put up some digital signage but know little about it, then this is definitely a book for you.
It answers just about any question that you might have, all in an easy-to-read style.
The book guides the reader through the process of understanding digital signage strategy. Starting with the user, the book works through the business, technology, content, and management of a network. In each section, he provides dozens of questions to ask and an explanation on why to ask the questions.
The book includes insight on why networks are successful and provides several examples of what to look for when creating engagement. Also included are a sample RFP, several online resources, and several digital signage industry resources.
Some of the many basic lines I noticed while reviewing the book this weekend:
- A lack of knowledge about your audience is unacceptable when deciding to put a network in front of them;
- Hanging a screen and jamming it with ads is not a viable model;
- Vendors are killing each other to win the pricing game;
- Integrators have become the de facto project managers of networks because they either can do it all or they bring in the right partners to complete it, essentially acting as a contractor;
- Second to the importance of the customer, content is critical – it’s the connection between the venue/brand and the customer;
- As the world moves closer to more standard forms of measurement, it is important that the venue is measured accurately if you should want to investigate advertising and revenue models.
Flanigan had long had the idea for the book, but a recent project prompted him to finish the final text.
“The client did not know how to get started,” he says. “There is a big gap between the idea of digital signage and the complex management of a network. What do you need to know? Why are you doing this? How will this work for me? These are all questions a client should be able to answer and know before he or she buys the gear and figures out the return on investment.
And he does have dozens of topics to consider: ROI expectations? Noise level? Wall strength? Natural and seasonal lighting? Security? They are all there and more.
Some comments are very basic pieces of advice, eg. Hospitals may require compliance with HIPAA security requirements that will require dedicated network hardware and software that does not live on the same network as patient data.
Storytelling in content is a topic Flanigan likes to consider. He notes: “Audiences are not entirely above watching advertising if there is an entertaining element to it. Think about the very best advertising you’ve ever seen. It resonated because it was terrific storytelling, not because it was a terrific product being advertised.”
And he plays up the role of Integrators: They literally can do everything, picking the right partners to give you the full package. “Because clients want one throat to choke when having a network created, Integrators have evolved to include consulting, project management, design, operation services, and installation as part of their proposition.”
Having spent over 15 years in this industry, operating three networks, consulting, selling, teaching, and speaking, says Flanigan, “I have a unique perspective on the industry and the management of a network. I have worked on every side of the table and see how the business works together, and I’m thrilled to provide that experience in this book. The book is designed for any business size and any type of client, and will give the reader an excellent foundation to build a successful strategy.”
My suggestion: If you have a potential client who is hemming and hawing about whether he should go with digital signage, suggest that he read this book – or even give him a copy. I don’t think you’ll go wrong.
Flanigan’s recent positions were as vice-president communications, Pro-Motion Technology Group, then as executive director of the now defunct Digital Screenmedia Association.
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