1.
Digital Signage
PLAYBOOK
STRATEGY
ENGAGEMENT
RESULTS

2.
TECHNOLOGY THAT ENABLES
BRILLIANT CONTENT
The rapid development of interior and exterior high
resolution LED and LCD technologies has given us
new canvases on which we can visually communicate
like never before. We can develop content in
brilliant color, high resolution, video, audio. The
opportunities are endless and today businesses are
utilizing the many advantages of communicating
through a digital experience.
With these new technologies it allows us to be
more interactive to an on-demand culture through
emotional experiences. It’s another piece to the ever
evolving technical world.
Consumers are using different social media and webbased channels simultaneously to stay connected,
be informed, inspired and educated. Location based
digital displays bridges the gap between the online
world and their physical environment by bringing
digital technology into physical spaces.
We would like to introduce to you our Digital Signage
Playbook: a publication developed to create the
highest return on investment of your digital media
experience.
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3.
Introduction
Welcome to Digital Sign Playbook. Our
expert team of Digital Sign Guru’s have
developed inspiring ways to get the highest
return on your investment in Digital Signage.
It is our goal to guide and inspire you to
create informative, inviting and compelling
visual communications that enhances the
effectiveness of your digital media system.
We have developed a plan that will give
you the framework to easily create content,
engage with customers and produce results.
STRATEGY
Engagement
Results
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4.
Strategy
Strategy: strat•e•gy
Noun
1. A plan of action or policy designed to
achieve a major or overall aim.
Coming up with a Strategy or Strategic Plan can help take out some of
the guess work and a comprehensive way to organize your thoughts. It’s
like defining the mission of the marketing campaign for your digital sign.
achieve?
I want to
o W hat do
d ience?
o is my au
o Wh
o them?
portant t
m
o W hat is i
goals?
long ter m
short &
hat are my
o W
orporate d
sign be inc
y d ig ital
tly have?
ow w ill m
o H
ls I cur ren
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eting chan
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STRATEGY
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5.
Developing a Strategic Plan for your Digital Display
Creating a strategic plan for your digital sign creates and defines the roadmap for your
marketing strategy by providing true value content to your target audience. Strategic
planning can be broken down into long or short term goals.
STRATEGY
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6.
Developing a Strategic Plan for your Digital Display
When developing a strategy for your digital media, there are several things to address:
Vision.
Develop a mission statement
specifically for your digital sign. What
would you like to achieve or accomplish?
This could perhaps tie into your
company’s current vision or mission
statement.
GOALS.
Goals are clear and concise statements
of what it is you want to achieve, where
Vision talks about the “big picture”.
•
•
•
•
•
•
Create Awareness in the Community
Visibility & Awareness
Increase Traffic in my Store/Location
Get New Customers
Showcase New Products
Communicate with my Current
Customers
• Advertise Specific Promotions
STRATEGY
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7.
Developing a Strategic Plan for your Digital Display
OBJECTIVES.
Objectives define the results to be
achieved. Typically a specific time frame
is stipulated where the results can
be measured. Objectives address the
difference between where you are today
and where you want to be.
Objective Example:
Currently we have ____ items in stock.
We would like to sell 20 more within a
week.
TARGET AUDIENCE.
Define a specific group of people
in which a product, service or the
marketing message is aimed at.
Example:
Mother’s of Young Children, Teenagers,
Seniors, Military, Men, Women, Children,
etc.
STRATEGY
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8.
Developing a Strategic Plan for your Digital Display
ACTION PLANS.
These are the specific steps to be taken.
Create smaller and more concise action
items for each objective.
EVALUATE.
Are you on track in reaching your
goal or objective? Did the campaign
capture the attention of my target
audience?
Consideration:
• Where will your content come
from?
• Create an ad campaign that
will attract, connect and
engage with your target
audience.
• What time of the day/
night would the
promotion have the most
affect?
• How long do you want
to run the campaign?
• What marketing
channels do I want
to promote the
same message?
Website, Facebook,
Twitter, print
advertisement, etc.
STRATEGY
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9.
developing your content stream
Community
Information
News
Social
Media
Customer
Testimonial
Your
Story
Marketing
Campaign
Website
Finding content is not as hard as
you may think!
It’s everywhere!
Your Content Stream
STRATEGY
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10.
developing your content stream
Internet.
Inside Your Door.
Tell your story! People love to hear
the history of how you got started, what
are your inspirations, what you care about.
Telling your story creates an emotional and
personal connection to your audience.
See our info-graphic
about good storytelling:
gablevision.com/resources
Look to others in your businesses for their input
and hear some of the different ideas they feel
important and interesting to share. Some
of the best storytellers are those you may
not expect. Utilize your own personal
resources from colleagues, friends
and family to help create
dynamic content.
Your Customers.
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Take ideas and things your
customers have to say and get
creative. Testimonials and customer
accomplishments (completed food
challenge, perfect bowling score,
etc.) are great ways to show
loyalty to your customers.
STORYTELLING
T FOR
IS NOT JUS
CAMPFIRES
The internet is a treasure box of
many different things you can
find to share:
• Photos
• News
• Quotes
• Industry related information
• Social media
Local Newspapers.
The community paper is a great
place to find upcoming events,
local accomplishments, and other
great stories. Because local papers
continuously post daily updates,
you have access to up-to-date
information at your fingertips.
STRATEGY
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11.
Using the whole buffalo
There’s an old saying that American Indians on the Plains used every part of the buffalo, leaving nothing
to waste. In marketing we refer to “Using the Whole Buffalo” as a metaphor for utilizing all of your marketing
channels to promote one campaign.
Today there are so many different channels
to communicate through: your website,
Facebook, Twitter, YouTube, print advertising,
etc. Your digital display is just another one
of these channels to promote your products,
services and brand.
Having many communication channels
helps give you more exposure, however,
finding content to distribute amongst these
platforms can be challenging.
Keep it simple.
Take one marketing campaign and distribute
amongst all your marketing channels for a
more effective outcome.
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Digital Display
Blog
Facebook
Coupon
Print
Advertising
Twitter
Website
YouTube
Email Marketing
Pinterest
Create your content so that it can work on all platforms.
What you promote on your digital board can be posted on
your website, all social media channels, and also your print
advertisements and vice versa. In other words, “Use the
Whole Buffalo”.
STRATEGY
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12.
Using the whole buffalo
YouTube
Facebook
Twitter
Meet Our Chef!
Your Digital Sign
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Tonight 7pm
STRATEGY
12

13.
Engagement
en•gage 1. Occupy, attract, or involve (someone’s interest or attention).
Verb
2. Cause someone to become involved in (a conversation or discussion)
Connect with your audience!
The value of engagement through your
digital sign keeps people interested,
informed, moved and inspired and can even
create a direct response.
Two-way information and communication
engages and causes an interaction between
you and your audience.
In this section we help implement these
resources, share ideas and strategies, and
highlight things to consider when developing
your campaign to get you started.
ate
How can I cre
content?
engaging
W hat can I share
that
wo uld be meanin
gful?
What is my story?
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ENGAGEMENT
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14.
The Power of
Relevance
Know your audience and
what is important to them
Consider factors that are
relevant to them such as the
time of the year, the time of
the day, the environment and
current events.
It’s not all about you!
Are you sharing information that is
important or interesting to your audience?
Do your homework!
Find things that would be interesting to
your audience and not just your typical
sales pitch.
Remember,
It’s the meeting point of your message
and what they want to hear.
• How can your products and services make an impact or help them?
• Why should they care about what you have to say?
• How can you transform your message into something that personally connects to your
audience?
ENGAGEMENT
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The PLAYBOOK OF
T
BEAT
Relevance
Ice COLD
HEAT!
BEAT
HEAT!
HE
THE
ideas
Tough econmic
times call for
Drinks!
SOLID
financial advice.
Ice COLD
Drinks!
ARE YOU READY?
PARENTING
IS NO
GO WHERE THE
CHAMPIONS GO.
EASY TASK
Parent Care Group
Thursdays 7pm
ENGAGEMENT
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16.
The Power of
perfect timing
Is there such a thing as perfect timing?
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12
1
10
2
9
3
4
8
7
5
6
Yes there is! When it comes to your digital media you
must think in terms of promoting your message at the
right time of day and year. One of the best advantages
in owning a digital system is that you have the ability
to change your messages instantly and can schedule
different marketing campaigns based on the time of
day.
Take time to understand your environment and
audience in terms of the different parts of the day. Do
you have people driving by your digital sign several
times a day? When is traffic the heaviest and the
slowest? Also consider the time of the year; seasonal
trends, events and holidays.
Get started by segmenting your day into dayparts, and
create and display content that pertains to that time
period. Think about who your audience is during that
time and what might be important to them.
Time schedule
Morning - Afternoon - Evening - night
ENGAGEMENT
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The PLAYBOOK OF
ideas
PERFECT TIMING
Good Morning!
Stop on in...
we have
your coffee
T
BEATHE
ready.
s week...
m thi om Promise!
o
Sen ior Pr the Pr
r
e
re memb
ale!
S
FLASH
Ice COLD
HEAT!
Time left 00:13:24
appy
H
Drinks!
our
H
now until 6pm
ENGAGEMENT
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The Power of
DIRECT response MARKETING
Looking for proven results from your Digital Marketing
Advertising? Consider running a Direct Response
Marketing Campaign. This type of marketing is
designed to create an immediate response or require
a specific action from your audience which can be
measured.
uct at
te a pro d r a
Pro mo
rice fo
special p
a
ime!
limite d t
This type of advertising is value based and is offered
for a limited time to create urgency. Make your ad
appealing and relevant to the audience and their wants
and needs.
Have a game or contest where your audience has to respond
by some specific way to enter (website, email, text, etc.).
ENGAGEMENT
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The Power of
DIRECT response MARKETING
Measure Profitability.
Calculate profit or outcome by how
many products you sold during the
promotion, how many individuals
responded to your contest and can
be potential clients, or how many
people signed up for your free webinar.
Regardless, you will be able to track
this type of response.
Principals to Consider
• Offer must be targeted & relevant
to the wants or needs of the
audience
• Elicit an immediate response –
Show Urgency!
• Be clear as to what the consumer
needs to do in order to respond to
your promotion
• Collect Data or Information,
based on your promotion
• Make the offer measurable
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ENGAGEMENT
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20.
The PLAYBOOK OF
ideas
DIRECT response MARKETING
Ask us for our
“Friend”
discount!
To day is
Earth Day!
Come in now to
get your FREE seeds!
Post your pet
Are you ready to set your
PERSONAL BEST?
#GYMDETERMINATION
Free Seminar for
First Time Home Buyers
Register at:
homebuyers@abcbank.com
Look-Alike
photo to our
Facebook Page
now
HIRING
Apply Inside
ENGAGEMENT
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21.
The Power of
Customer Testimonials
Share your customer testimonials on your digital sign! One of the best ways to endorse your
products and services is having your customers sell them for you. Expressing their personal
experience is very convincing and helps to build consumer confidence. Let someone else tell how
great you are!
Make your customers more loyal.
Sharing comments and experiences on your
digital display will show that you listen, respect
and appreciate what they have to say. Giving
them recognition will increase their loyalty to
your business.
Get feedback.
If you’re not already doing it, ask your customers
what they like and appreciate most about your
business. Feedback, whether it is positive
or not, can be the best way to help grow and
improve your business. Utilize the positive
statements within all your marketing.
Do you have a
testimonial form?
We have one to get
you started:
“Max is feeling better!
Thank you Dr. Smith!”
A testimonial helps build consumer confidence for potential or existing
customers through the experience of others.
You’re welcome
Jimmy!
Its what we’re
here for.
This response recognizes and thanks the individual for giving this
powerful testimonial, creating a more loyal relationship.
ENGAGEMENT
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The PLAYBOOK OF
ideas
Customer Testimonials
The service I get at
ABC Bank is
amazing...
... and the free
coffee is great too!
-Tiffany Stigle
“Love spending the day shopping
here with my girlfriends…”
-Beth Grey
“I just LOVE the
BURGERS
at Joe’s Grille”
- Wes Starr
“I had a great
experience
buying my
first car here!”
-Mandy
“Thank you Chesapeake
High School for giving
me the start to success!”
– Josh Fisher
President of FP Electronics ‘80
Prompt Service...
Quality Work...
Thank You Deep
Creek Siding”
- Jeff Sargent
ENGAGEMENT
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23.
The Power of
Entertain - provocative - CONTROVERSIAL
When developing campaign ads for your
digital media, push the limit but only to where
you feel comfortable. Create content that
leaves an impression, makes a statement or
just amuses your audience. Those who post
provocative, controversial or entertaining ads
can cause great attention and typically will
create a response. But one must be careful
not to be too offensive which could possibly
ruin your brand and image.
You want to grab their attention whether
it’s by… surprise, curiosity, the WOW factor
or something emotionally compelling that
engages your content with your audience.
PCs are better than Macs!
Reflect your brands personality: use funny or
inspiring quotes, share pictures that create
feeling or even something that can cause a
matter of conflicting opinion or point of view.
mple –
versy si ubjects.
ntro
Keep coerly sensitive s tened
v
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e
e d, Swe
avo i d o
re
or Bro il
d
tdogs a
Ex. Frie
ne d, Ho
eete
etc...
or Unsw n hamburgers
ha
better t
ENGAGEMENT
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24.
The PLAYBOOK OF
ideas
ENTERTAIN - PROVoCATIVE - ConTROVERSIAL
I think I’ll
call in sick
tomorrow...
“Believe you can and
you’re halfway there.”
-Theodore Roosevelt
fCatch of
RESH
Coke
OR
PEPSI?
the day!
VOTE AT RJGROCERY.COM
Ready for the
beach?
Current Temp:
20°F
Created by
Which
way
?
ENGAGEMENT
24

25.
The Power of
Special greetings in lights
Sharing special greetings on your digital display can create a great impact.
Create the WOW factor!
Imagine sharing
birthday messages,
love letters, valentine
greetings, marriage
proposals or other
special community
messages.
Invite your audience
to be part of your
campaign by having
them submit requests
for their very own
personal greeting
on your digital sign!
Perhaps it’s a drawing
or contest you offer
for a free personal
greeting or a special
offering to your staff.
No matter what,
people love to see
this kind of stuff…
it’s emotional and
personal.
ENGAGEMENT
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26.
The PLAYBOOK OF
ideas
SPECIAL GREETINGS IN LIGHTS
Ed & Margaret Mason
Love you Mom!
Scott,
Taylor
& Calvin
50
Years
Congratulations!
Celebrating
(and Rover too)
Tori,
Welcome to
the world
James Alex Fox
Will you be my
Valentine?
Proud Parents
Jimmy & Kate
-Brad
Heidi, will you
WELCOME
Love, Michael
SGT Thomas!
marry me?
HOME
ENGAGEMENT
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The Power of
COMMUNITY APPRECIATION
A
People in your community will begin to look
to your business as a source of inspiration.
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s the saying goes, “look after
your community and they
will look after you”! Helping to
promote community interests,
events and showing appreciation
to members of the community
and the different organizations
expresses a sense of care from
your business.
There are many ways to show your
appreciation to the community in
which you belong: post the next
community meeting, congratulate
the local Boy Scout troop, welcome
home soldiers. What is more
compelling to your audience than
to show you are part of their
community and that you care?
When you make visual connections
in your community, people will
begin to look at your business as a
source of inspiration.
ENGAGEMENT
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28.
The PLAYBOOK OF
ideas
COMMUNITY APPRECIATION
BACK TO
SCHOOL!
Please watch out
for our children!
Congratulations on a Successful Season!
Support your local Girl Scouts!
Congratulations Ms. Atkins!
Lost
“TUFFY”
Saturday, April 18th - Baker’s Park
442-783-9709
ENGAGEMENT
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29.
RESULTS
re•sult
Noun - A consequence, effect, or outcome of something.
Verb - Occur or follow as a consequence.
The Conclusion
Results
Customer
Loyalty
Brand
Awareness
Increased
Profits
New
Business
Customer Feedback
• What was the outcome of my digital marketing
campaign?
• Did it cause a reaction or direct response?
• Did I get a new customer from it or created more
loyalty with customers I already have?
• Am I looked at as a resource of information,
inspiration and entertainment throughout the
community of which I am part of?
• Are people talking about what I have to say and
wanting to know more?
• Am I creating brand awareness?
Any or all of these results can be powerful and
effective for your business and building your brand,
and in return can and will generate revenue.
RESULTS
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30.
Return On Investment
As business professionals we want to know that the
money we are investing will make us profits in return.
How can I measure my ROI (return on investment) on
my digital display? What are my cost savings?
Leasing Advertising Space
Whether you are a private business or a shopping
center owner, the possibilities of “renting” advertising
space on your digital display can generate revenue.
People are willing to pay to put their message in the
newspaper, bulletins, websites, etc., and would be
interested in posting a message on a display that is
highly visible and dynamic.
Reach out to local organizations or special event
coordinators. Let them know how many people pass
by your display daily. Post on your sign an ad that
states you can advertise here with clear direction how
to go about setting this up.
ROI
=
Net Profit on
Investment
Cost of
Investment
RESULTS
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31.
Return On Investment
For Tenant Sponsored Ads
For Shopping Center Developers, consider
this advertising space as an added benefit or
incentive to offer your tenants or potential
tenants. You may want to consider giving
each one of your tenants free advertising
space initially so they can see results and
then come up with a plan for them to buy
space. You can determine high traffic
patterns and charge a higher premium for
that time.
It could also be something you make part
of your Lease Agreement to where they get
so much advertising. These costs could be
directly added to your monthly payment
terms.
Request a copy of a proposed budget and
schedule showing ROI from advertising
opportunities.
Request a copy of a proposed budget
and schedule showing ROI from
advertising opportunities.
www.gablevision.com/playbook/
RESULTS
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32.
About us
GableVision offers a comprehensive approach to innovative digital
sign and display products and services for indoor and outdoor use.
GableVision encompasses a unique blend of technology, digital
components and digital marketing artistry, offering its clients a defined
and diverse solution for all types of dynamic digital media.
GableSigns, Inc. is an American company based in Maryland that
specializes in the development, production, installation and
maintenance of custom signs and architectural graphics for clients
throughout the United States and beyond.
GableVision is a subsidiary company of GableSigns, Inc., an awardwinning sign industry leader with a rich history of delivering innovative
sign products and services to clients throughout the United States and
beyond for over 33 years!
GableSigns began in 1980 as a home-based business and has since
established itself as a highly recognized industry leader. The company’s
focus is providing and supporting its clients with superior sign products
and services that offer dynamic, reliable and often unique, visual
communication solutions. Its major product lines are custom interior
and exterior signage which are designed and fabricated to suit the
needs of each individual project. With a diverse customer base that
includes retail, corporate and real estate development companies,
GableSigns also serves many clients in the financial, healthcare,
foodservice and hospitality industries.
www.gablevision.com | youtube.com/gablevisionsolutions
www.gablesigns.com | youtube.com/gablesignsinc
Our total solution approach allows you the benefit and convenience of
dealing with an experienced company that offers a complete menu of
products and services that make your investment into digital signage as
worry free and impactful as possible.
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World Class Digital Sign and Media Solutions
GableVision is a unique blend of technology, digital components and digital marketing artistry offered by GableSigns, Inc.
7440 Fortsmallwood Road • Baltimore, Maryland 21226 • www.gablevision.com • 1-800-854•0568