How effective any signage system really is comes down to the content it displays. Digital signage sites across the web preach the importance of dynamic content to drive audience engagement but don’t really get down and dirty on how to achieve this. With the incorporation of our new signage system in our meeting room 817 we are presented with a fantastic opportunity to take this challenge head-on and share our experiences with you.
When we began planning the remodel of the room, one of our main goals was to update the museum like feel of the space by replacing the number of static demos in the room with a digital signage system to create a more engaging environment. When tackling the challenge of actually creating the content to achieve this we ran into the same wall many people face, where to start? So to begin, we came up with a list of key questions to address in order to help us focus our efforts.
- Who is the target audience?
- What are the key messages we need to communicate?
- What is the most effective way to present these messages within the space?
- How can we leverage existing materials to quickly create content?
As our meeting room 817 is the main space for customer meetings, media interviews and internal meetings, communication of our core values and product offerings seemed like a good place to begin our content design around as it is relevant for all groups. For our three digital signs we contemplated the idea of having videos running on the screens but decided that e-posters would be most effective as to not distract too much attention away from a presentation. We already have a lot of content designed for tradeshows and targeted eDM campaigns which provided the type of concise messaging needed for the space.
|The strong colors of our visual identity will provide a pop of color in the room but not be too overwhelming.|
In all, we made a set of 15 e-posters focusing on our various embedded and signage solutions as well as the customization and software services we provide which will be rotated across the three displays. The scheduled completion of the room coincides with our mid-year review meeting with all our regional sales heads and we have also created a schedule of all the meetings for the week to be included in the rotation. This will also provide us with a good test audience for the effectiveness of our content.
For the 2×2 video wall we prepared a set of demo videos for our different segments which can be shown to customers and media as well as a custom background to be shown. For our 55’ touch screen we have a few in-house interactive touch demos from various projects we can leverage.
One of the biggest takeaways from this experience was the importance of having a clear understanding of who you are trying to reach and what you want to convey to them. Once this is set it is much easier to focus on maximizing the content for the screens within the space. From this first attempt we have learned a lot of valuable lessons on how to scale and balance content on the displays as well as generated many new ideas for future experimentation. Rather than trying to re-invent the wheel in the first go we were able to successfully repurpose existing content and gain a lot of confidence. There is nothing quite as valuable as learning by doing!