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Breaking Into a Dynamic Space

(October 2013) posted on Fri Oct 04, 2013

Is the next step for your shop electronic digital signage?

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By Beth Osborne

This is the starting point in determining if you want to diversify. Because if these customers need a better, quicker way to convey messaging, and their print shop cannot provide this, then they’ll seek out a new vendor, regardless of the relationship. Customers don’t stay with vendors that can no longer provide them solutions.

In these initial conversations, listen specifically to your customers’ requirements. This can help you make the decisions on what type of solution to offer. Building a solution focused on the needs of your existing customer base will help you be successful with new customers as well. This type of research will also supply you with any concerns the customer might have about dynamic signage – such as cost and ease of use (two rather common topics that are initially brought up). Barriers such as these can be easily overcome as you develop a solution that works for your specific customer.

The hardware, the software, and more
First, you need to determine what type of dynamic-signage solution you want to provide and what its components will be. A solution can be completely turnkey, with the vendor offering hardware, software, creative, installation, hosting, and support. That might seem like a tall order – how can a print provider suddenly diversify without a large amount of resources? Here are just a few of the considerations when determining what you want to provide.

Hardware: Regarding hardware, many dynamic-signage providers do not provide the actual displays or screens. It’s not necessary to do so. Instead, you can simply guide your clients on the basics of what they need to know about choosing the right screens. Advise them they cannot just go to a “big box” store and buy the least-expensive screens. The screens used for digital signage should be, at a minimum, commercial-grade TVs; best practices would require commercial-grade monitors. Screens can be a large upfront cost for providers, so this responsibility is typically placed on the customer.