By Sam Taylor On August 11, 2010Incorporating Digital Signage Into Existing Accounts
by Sam Taylor
Digital signage is set to become a $15 billion market worldwide by 2011 with indoor venues and retail signage leading the application environments.
It’s a fact: integrators don’t have to
find an entirely new customer base to
sell digital signage solutions. Many
studies have shown that it is much
more expensive to find a new account
than to sell to a customer with whom
you already have a relationship.
Truth is, the markets you’re already
involved in, such as corporate, education,
house of worship, and bar/
restaurant are all prime candidates
for new digital signage solutions.
Some of the most popular applications
for digital signage right now
include retail, public communications,
menuboards, way finding, and
donor walls that attract and inspire
generosity in markets such as education,
house of worship, and medical
How do you get started? Here
are seven practical ways for you
to scope out fresh digital signage
1. Look At Your Customer Base:
Start by selecting a market where you
already have experience, good relationships,
and previous installation
success. The best digital signage integrators
tend to have a narrow focus,
which allows them to build rapport
2. Get Educated And Involved:
Become accredited by earning your
Digital Signage Certified Expert
(DSCE) designation. Join the Digital
Signage Association (DSA) and Digital
Signage Today.com. There are also
many free webinars and other online
trainings available on the topic.
3. Execute A Small Pilot: Try
installing digital signage in your own
office—many suppliers will provide
demo product discounts for in-house
use. Alternatively, you can work
with an established client on a small
project. From there, you can analyze
the results and develop a “set play”
for installations. Also, don’t forget to
build in post-installation support and
4. Develop Your Solution: Choose
the package of flat panels, mounts,
signal distribution and transmission,
media players, and software/content
that is most ideal for your client.
Working with a distributor that has
digital signage expertise will help you
streamline these decisions and give
you extra support in this area. Make
sure that you can show an ROI or
ROO in your proposals.
5. Help Customers Fund The Project:
Educate them on their options,
be it earning advertising revenue with
NEC’s VUKUNET, leasing options,
donors, or even government funding.
Be up front about helping them
find ways to offset the initial costs of
their digital signage investment while
providing long-term revenue streams.
6. Learn From Each Install: Find
out what made the install successful
for the customer. Did it improve customer
satisfaction? What would you
have done differently?
7. Market, Market, Market:
Develop case studies with third-party
comments about the benefits of the
install. Also, invite other customers
to an open house or online webinar to
showcase the application. Don’t forget
to use social media: create a viral video
that can be posted on your website
and YouTube, share pictures on your
company Facebook page, and tease
about the installs in your Twitter and
LinkedIn posts. Spread the word.
Sam Taylor is EVP and COO for
Almo Professional A/V.