| Digital signage is great. Digital signage is great. Digital | | | | messaging that's possible with a digital sign. Scrolling |
| signage is great. Digital signage is great. Digital signage | | | | text, animated clips, motion graphics, video and sound |
| is great. Digital signage is great. That paragraph gets | | | | are all effective components on a well integrated |
| an "A" for consistency, but an "F" when it comes to | | | | digital sign messaging. Each is easily added. Doing so is |
| building reader interest and holding reader attention. | | | | made even easier by templates that are about as |
| You don't need a Ph.D. in English or communications | | | | difficult to use as a Microsoft PowerPoint template. |
| to understand why. It's repetitive, dull and boring. | | | | Many digital sign users report being able to playback |
| How about the signs hanging in your establishment? | | | | their initial messaging within a few hours of loading |
| Week after week, month after month, customers | | | | digital sign software and templates onto their |
| and prospects see the same printed message on | | | | computers. Updating those messages also is simple, |
| those signs. Do you see the similarity between the | | | | requiring as little as a few minutes to a couple of |
| opening paragraph of this column and those signs? | | | | hours per week, depending on how extensive that |
| Sure, your customers and prospects might have read | | | | messaging maintenance is. |
| those printed signs the first -and even the second- | | | | The dynamic messaging offered by digital signs also |
| time they walked into your establishment. But what | | | | exploits the human response to motion. A printed |
| about now? Have they given them a second glance | | | | sign is static; it does not move, nor does it change. |
| for months? | | | | Digital signs offer dynamic communications. Text can |
| The tendency to not want to change printed signs is | | | | scroll across the bottom of the screen. Weather |
| understandable. Printing is expense, both in terms of | | | | graphics can be automatically modified in response to |
| money and time. Think about the process for a | | | | changing conditions. Animated logos and graphics can |
| moment. You or someone in your organization must | | | | fly through view, and video obviously is filled with |
| conceive the message, create the design, assemble | | | | motion. |
| the pieces and -depending upon the complexity of | | | | Incorporating some or all of these elements into a |
| the project and the quality desired- hand off the | | | | digital sign message adds movement. That taps into |
| project to a printer, who puts it in his queue of jobs, | | | | the natural human tendency to direct one's eyes and |
| or drive to a quick-print service and wait for the job | | | | attention to something in motion, which is a |
| to be completed. | | | | tremendous advantage for anyone with a message |
| Once printed and displayed, the new sign has a brief | | | | to convey. |
| life as a fresh communications tool. Soon, it's been | | | | Thus, leveraging the power of digital sign versus |
| seen by customers and prospects numerous times | | | | using static print delivers two important advantages: |
| and it fades into the background somewhere | | | | the flexibility to change messaging quickly and easily |
| between the pictures on the wall and the paint. At | | | | and the ability to attract the attention and interest of |
| that point, the cycle begins again. | | | | patrons. With benefits like that, it's easy to see why |
| Contrast the effort, time and expense of creating | | | | I say digital signage is great. |
| static printed signs with the dynamic, easily changed | | | | |