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So,you’ve decided your business or institution will be well served by adding a new digital signage network. Now what?

Where to turn and what to do can be confusing,especially if you’re responsible for your organization’s communications or IT department,but don’t really know anything about a digital sign. While there are many good companies in business to help you achieve your goals,you can make the endeavor easier and far more successful if you avoid the problems many before you have encountered when rolling out and maintaining their digital signage networks.

Having worked with hundreds of customers on their digital signage needs,we’ve seen a lot of difficulties that could easily have been avoided -along with the associated delays and added expense- with a little knowledge up front. As the saying goes,forewarned is forearmed. So,keep these Top 10 Pitfalls in mind as you plan your new network to make the experience smooth and rewarding.

No. 1: Lack of a clear purpose

Someone in your organization,has read digital signage can make marketing messaging more effective. It can reach potential customers at the point of purchase,promote desired behavior,target different demographic groups associated with different times of the day,and do so many wonderful things.

But what exactly does your organization need to accomplish with it? That’s the seminal question. Without clearly defining the purpose of a digital signage network,it is impossible to find success in any phase of its deployment or use.

Taking the time up front to define the expectations for the system and write them out on paper for the approval of key management will provide direction and focus effort on attainable goals. Struggling to fulfill a nebulous purpose for the flat-panel sign network will rack up unnecessary expense and leave everyone connected with the project frustrated.

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No. 2: Taking on digital signage as an IT project

“Digital signage network,” the very words sound IT oriented. While there’s a lot of IT technology involved with it,taking it on as an IT project is dangerous.

While highly skilled,the typical IT manager does not have the background nor the experience needed to roll out a successful digital sign network. There’s a powerful temptation on the part of IT managers to look at dynamic signage playback as if it were a Microsoft PowerPoint presentation. It isn’t.

PowerPoint does an excellent job at making business presentations,but how many TV stations rely on PowerPoint to create and playback the programs,commercials,news and promotions you see nightly? Exactly zero. With respect to playing back video,graphics,text and animation,layering multiple visual elements and building and maintaining a playout schedule,a sign network is much more like a TV station than a boardroom with a projector and a PowerPoint presentation. Keep that in mind if an IT manager volunteers to take on your organization’s project.

No. 3: Lack of content

Congratulations. You have a digital signage network. What are you going to display? Having a network without content is like having a newspaper without print. There’s just a whole lot of nothing and overwhelming sense of emptiness.

Communicating in some form must be part of the reason behind the decision to add a sign network. However, there is no communication without content. Fortunately ,many organizations have existing resources to draw upon that can be repurposed as digital signage content. Logos, commercials, promotional video, print advertising, plans and drawings can all be reused in whole or part to communicate a message on a sign network.

Additionally, RSS Internet feeds are a tremendous resource for updating a sign network with fresh “newsy” content,weather and sports scores that can give an audience a reason to take a second or third look.

Regardless of where it comes from, content is critical to the success of a sign network. Knowing where it will come from is as important as actually having the network in place.

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No. 4: No one assigned to manage the project

While it’s not like designing the International Space Station,putting a digital signage network in place can be a complex undertaking. For that reason,it’s essential that any business or organization taking on a sign network assign someone to manage the project. Having an individual identified to own the project will minimize the impact of the unforeseen problems that inevitably creep into any complex undertaking.

Just as bad as having no one assigned to manage the project is its closely related cousin: management by committee. Offering up conflicting directions from multiple individuals will leave your system integrator bewildered and your project incomplete.

No. 5: No one to update content

While RSS feeds and subscriptions to news wire services are two sources of fresh information for a digital signage network,where will updated content conveying your company’s specific messages and current offerings come from?

A dynamic sign network that attracts attention has an insatiable appetite for fresh content. Thus,it’s essential that an organization taking on a sign network assign a qualified,competent person to the task of creating that content. Without someone in charge of the network’s content,the text,graphics and video being displayed will soon grow tired. Stale content will have the opposite of the desired result for a digital sign. It actually will drive viewers away and impart a sense of “been there,done that” that will be difficult to reverse.

No. 6: Taking the cheap way out

There’s nothing wrong with being budget conscious about a digital signage installation; however, selecting products, including displays, controllers and software, and services like content creation solely on their price tag can result in a system that in the long wrong will cost an organization dearly.

Systems designed solely on the price of the component miss the point. Digital sign networks are about communicating information -perhaps a marketing message, maps and directions or instructions- to their intended audience. Spending money on an inexpensive system just because it’s cheap could cost a business or organization far more than the money saved in lost opportunities.

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No. 7: Not knowing the locations of the signs

Knowing where your organization wants to locate the flat panel monitors in its digital signage network is important for a few reasons. First, locating the digital sign media players needed depends on where the sign or signs it’s controlling are located. The length of cable runs between player and sign must be taken into account. Clearly defining the location of the signs will allow you to minimize construction/renovation expense and avoid paying for “do overs.”

Second, understanding exactly where the signs will be positioned will make it easier to understand what will be needed to mount the flat panels in use. Are wall studs available where a sign will be located? Or,will a freestanding structure be required? What’s the condition of the wall studs? Is electrical power available? What’s the status of ambient light sources? Will a window or skylight need to be shaded to reduce glare?

Third,not knowing where the signs need to located may be a symptom of a bigger problem,namely not having a clear idea about the purpose of the digital signage installation.

No. 8: Installers without general contractor capability

Installing digital signage can be messy. Drywall and plaster may need to be cut. New electrical plugs with isolated grounds may need to be installed. Beyond those obvious construction challenges,less apparent structural modifications may be required. Those can vary from relocating HVAC ducts to re-enforcing walls.

For that reason,choosing a digital signage installer without the skill and experience to serve as a general contractor for the project can be a big mistake. Depending on the specific installation,it’s not unreasonable to assume carpenters,electricians,plumbers and even heating and cooling contractors might need to be involved to make necessary structural modifications. Having an installer who can serve as a general contractor to bring those diverse resources together and manage them properly can save lots of time and expense.

No. 9: Failing to allot adequate time to learn the system

Far too often,the people responsible for new digital signage installations at businesses or organizations are so excited about their systems that they can’t wait to show them off to upper management. After all,a significant sum of money went in to making the digital sign network a reality. So showing it off as soon as possible only seems natural.

However,creating content for a system,scheduling it and making changes to playback along the way require some skill. It takes time to be properly trained to use a sign network. Failing to allocate sufficient time to learn how to use the system not only could be embarrassing in front of management,but disastrous to your communications efforts with the general public,if they’re your first audience.

No. 10: Failing to keep future expansion in mind at the time of initial design

Designing yourself into a box when first contemplating a digital signage network can be costly. Without casting an eye towards future needs,it’s possible that portions of the network might need replacement before they’ve been amortized to accommodate expansion.

Without exception,experience shows that businesses and organizations that fund the addition of digital sign networks express interest in expanding their systems after they’re installed.

Take these lessons to heart as you proceed with your digital sign rollout,and you’re much more likely to have a successful experience. More importantly,your company or institution will avoid costly mistakes that will delay the installation and prevent your communications from having their desired effect.

Hiring digital marketers may represent a major expense but if you look at its long-term benefits,you would never have second thoughts doing so. These professionals can help you accelerate your business growth through different strategies your in-house marketing team cannot possibly execute. Here are some of the reasons hiring a digital marketing agency makes perfect sense.

It is a complex matter

Digital marketing encompasses a great number of techniques and strategies influenced by different factors. Search engines constantly update their algorithms; online users behavior change rapidly. In simpler terms,digital marketing can be very complicated. Thus,it is something that you must leave to the experts. An agency has a group of experts performing different roles to advance your marketing game. They have the skills and know-how to help you achieve online success.

Better budget management

According to companies specializing in SEO services in Hong Kong,one of the best things about hiring an agency is that your marketing budget is used wisely. Online marketers are adept in the use of tools and methods that allow for smart use of resources. This means they know the cheaper options without compromising work quality. Also,as they work like a one-stop shop,their services and solutions come in packages,which can be costlier when purchased separately from different vendors.

Hiring an online marketing agency gives you a number of benefits you can hardly get from having an in-house team or working with different marketing firms. You get complete service from skilled and experienced team,wise management of your budget,and fresher approach that matches the current online trends. Go talk to a digital marketing agency near you to see for yourself.

For more information,visit: Concinnity Limited

Car wraps are becoming a huge marketing and fashion tool these days. Companies all over the place are starting to put custom wraps and graphic on their business vehicles to make them stand out against the otherwise bland traffic. The wraps look incredibly complex and flashy,and that’s the point. The truth is,while designing and printing these graphics is difficult and complex,the actual installation isn’t. And the removal of these graphics is even more simple. These truths can end up saving you hundreds of dollars,if you know what you are doing when you get your wrap.

There are two different basic ways to install car wraps. One is known as wet application and uses water to help apply the wrap to the car,similar to some wallpapers. While most people think that attempting a wet application is the easiest way,experts say that isn’t the case. Almost every application expert will tell you that a dry application is the way to go. This means that you simply pull the wrap over the car without anything additional.

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Once you know the way that you are going to attempt to put on your car wrap,you will want to make sure that the wrap is going to fit your car. It should obviously fit since car wraps are made specifically for certain vehicles,but that doesn’t mean that you shouldn’t test it. The best and easiest way to do this is simply with masking tape. Lay the sections of the wrap over your car and tape it on. Once you have all of the pieces taped on,step back and take a look at how your car will look once you are finished.

Now that you know that everything is going to work for your car you can start removing the backing of your car wrap. You will want to use a squeegee to apply the wrap to the sections of the car. You will want work slowly and use the squeegee to make sure the wrap is laying flat on your vehicle. Many people think that you should have to pull and stretch car wraps to make them fit. While the wraps are made to stretch,pulling them tight will actually create weak spots and potentially tear your wrap.

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Your next step is going to be looking over the car for air bubbles. These bubbles will ruin the appearance of the wrap on your car and will also no ensure a strong attachment to the car. The best way to solve this problem is to use a pin or needle. Poke a small hole in the center of the bubble and slowly press the air out and use your squeegee to smooth it out. Avoid using razor blades on car wraps. Cuts are hard to make small enough with a razor blade and will often form weak spots on the wrap. With these weak spots,the wrap can actually start ripping and then be useless.

Finally,now that your car wrap is on the car,you have to start cutting the wrap to allow you to open the doors,use the mirrors and operate the windshield wipers. The hardest thing about this step is make sure that you aren’t cutting too deep so that you don’t cut the paint on the car underneath. It is always better to have to make more than one cut,than put a slice in the paint of your car. If there is ever a question or hesitation when installing car wraps,always consult a professional. If you are uncomfortable with these steps,don’t attempt installing car wraps alone.

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