Introduction to Digital Signage presentation given at the ISA 2012 Sign Expo in Orlando, FL. The presentation highlights basic principles of digital signage and how to grow your existing sign and graphics business through digital signage solutions and services offerings.

1. Hello,
and
thank
you
for
coming
to
How
To
Add
Electronic
Signage
To
Your
Sta;c
Sign
Business,
my
name
is
Bruce
Goldstein
and
I
am
a
digital
signage
Project
Manager.
ComQi,
the
company
I
recently
star;ng
working
for
is
a
digital
signage
soGware
and
hardware
equipment
provider.
We
make
soGware
and
hardware
solu;ons
used
in
places
from
doctors
offices
to
corporate
cafeterias.
In
my
role
as
project
manager,
I
oversee
the
planning,
rollout
and
network
support
for
ComQI
powered
digital
signage
soGware
networks.
During
my
presenta;on
today
I
hope
to
give
you
a
beNer
idea
of
what
digital
signage
is,
why
it
is
growing
and
how
you
might
add
it
to
your
exis;ng
sign
business,
as
well
as
to
answer
any
ques;ons
you
may
have
about
it.
Feel
free
to
ask
ques;ons
at
any
;me
during
or
aGer
the
presenta;on,
Turn
cell
phones
off,
and
don’t
forget
to
fill
out
the
survey.
1

2. Topics I am going to cover today will be general and introductory in nature. I’m
going to discuss characteristics of digital/electronic and static signage that are
similar and different, and highlight trends in the marketplace that I think you
will find interesting.
- The Market Status & Trends section will cover market
developments contributing to the growth of digital/electronic
signage
- The Complimentary Differences section will review digital
signage features that will help expand the sign capabilities and
kinds of signs and services you can offer with digital/electronic
signage
- The Complimentary Similarities section will review some
resources and processes that you may already be using or
familiar with in your static sign business that will make it
easier to offer digital signage
- I will suggest the kind of simple digital signage product
solution to sell as your initial product and services offering in
the Getting Started section
- And lastly I will review Some Of The Nuts & Bolts on the
equipment and services side that you can invoice for when
selling digital signage
2

3. I’m not here to tell you about the downfall of print and on premise static signs.
Even though the sign market may be growing slower then in previous years, it
is still a multi billion dollar industry that continues to evolve with the times and
technology. However I am going to spend some time talking about one of the
technology trends you should be paying attention to that you can incorporate
into your business if you would like to be a part of it and that is electronic/
digital signage.
3

4. Regardless of whose research you look at or how optimistic it is or not,
forecasted growth of the sign industry still pegs it at at least a several billion
dollar plus industry which is still huge and not going away any time soon.
4

5. And the sign industry could be in much worse shape with much less prospects
for growth, and while employment in manufacturing overall shrunk, sign
manufacturing jobs experienced some growth. However adding electronic/
digital signage to your business can help fuel further growth of this industry
and your business.
5

6. As desktop publishing revolutionized print processes in the 80’s, digital
signage is poised for a similar sign making revolution now.
6

7. Although advertising is moving away from traditional media like print and static
signs to digital, like the Internet and Digital Signage, employment in design
services are up. If you employ designers and digital production personnel, why
not leverage those you already have and move to digital? Printing isn’t going
away and it is still a major industry as with sign making, but as advertising
moves to digital, employment goes down in print and up in creative services
like graphic design and digital production as this chart illustrates.
7

8. In the meantime on the digital side, if the Mac broke the sound barrier and
revolutionized publishing in the 80’s, today the Apple iOS software platform of
mobile devices is braking the speed of light and revolutionizing where and how
we consume information.
8

9. From an advanced technology market trends POV, advanced technology has
penetrated all aspects of our lives, from handheld devices in the palm of our
hands to wall sized flat screens hanging on our living room walls. Products
today are connected and intelligent, and less expensive and easier to use then
ever before. As little as 5-10 years ago a 32” flat screen LCD TV was
considered big.
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10. Whether it is in your home or on the road, instant access to information and
entertainment has become the norm and accepted as a part of the landscape
and the society we live in. The internet and rise of wireless tablets, iPads, etc.
continue to transform a society including its effect on print and sign industries,
and how media is distributed and consumed.
10

11. Print, radio and TV are out and the Internet, Smartphones, and Digital out of
Home (like digital signage) is in…especially with the younger generation and
savvy consumers.
11

12. While Intel may be suspect regarding its forecast accuracy in order to increase
interest in their products, it also relies on these same numbers to plan
factory load and revenue commitments in order to estimate supply
and demand for its customers and also as its internal sales
objectives.
12

13. Also of interest to note, the top verticals in electronic/digital signage are
probably where a good many of your existing clients come from. Retail,
hospitality and banking (which includes foodservice and hotels), and other
verticals like corporate, healthcare and transportation will also see significant
growth as well. If they’re not using digital signage yet and they’re your
customer, they’ll probably be interested if you can tell them why they should.
Existing relationships with customers in these verticals are key and they
probably go further back then any they may have with a digital signage
company. Take advantage of your existing client base to see what interest they
have in digital signage.
13

14. Don’t stand by on the sidelines and watch the opportunity pass you by.
14

15. However, with little investment, electronic/digital signage can become a
growing and additional revenue stream for most sign companies (if it
isn’t already)
15

16. Differences between a electronic/digital signage and static signage can
compliment each other and not compete against each other. They can work
well together, just like the chocolate and the peanut butter did for Reeses.
16

17. With little more then a display and media player you can offer some of the key
complimentary benefits to using an electronic/digital sign instead of a static
one
17

18. Look at slide…
18

19. Look at slide…
19

20. Also the ability to add motion and play video gives a digital sign more attention
grabbing ability than signs that don’t have motion, so where it makes sense to
have motion and change, think if a digital sign can be used rather then a static
one.
20

21. Distributing messaging or media to the digital sign to display is also less costly
to deliver and uses less carbon footprint…
21

22. Distributing is also quick and reliable, accurate and dependable…
22

23. And most importantly…Look at slide…
23

24. On the other hand, there are similarities that can be used to get you out of the
gate quickly selling digital signage
24

25. Look at slide…it needs to communicate a message
25

26. Look at screen…and it needs to do it in a captivating and creative way
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27. Look at slide…project management phases can also be similar
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28. Look at slide…
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29. Look at slide…
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30. Look at slide…AND…
Clear, Concise, Compelling. Keep It Short & Simple (KISS). Control The
Eyepath. Provoke Thought. Arouse Emotion. Have A Call To Action.
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31. Look at slide…
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32. Digital signs can generate recurring revenue through after sales service
and maintenance contracts is several possible areas; support, maintenance,
content and programming
32

33. But to get started, I recommend you learn to crawl before you can walk so that
you do not get in over your head
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34. A simple solution is often the best solution. And with digital signage, a lot can
be accomplished for a new client with a simple unconnected digital sign.
Products that supports "sneakernet" updates using removable memory makes
sharing quick, convenient, easy to learn and inexpensive.
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35. With success of the simple comes possibilities for more complex network
solutions which will help you grow your business and your clients if you desire
35

36. However if you have your own in-house IT you may be better off hosting the
digital signage software yourself instead of using a SaaS solution
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37. And lastly a little bit about some nuts and bolts with regards to buying and
billing: Buying digital signage hardware and software. Software offered as a
Software as a Service solution may be bought direct from the mfr, while other
hardware equipment is typically bought from a distributor or dealer. A
distributor usually offers you a strong relationship with the manufacturer for
customer service issues, while a dealer can offer you more support as an
integration partner assisting with things like set-up, operation, and installation
services if need be.
37

38. Again with the simple unconnected solution, depending on the location and
your clients needs, it usually only requires a couple of items to be purchased
38

39. The blue items highlight services you would offer and the fees associated
would depend on the complexity of the project. For simple unconnected digital
signage installations for example; things like Project Management and Site
Support might be minimal. The black items are those that you purchase from
for example a distributor and you resell to your client.
39

40. Look at slide…
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41. Look at slide…
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42. Look at slide…
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