Digital signage is integral to modern businesses and organizations. It offers a dynamic and engaging way to communicate with audiences. Signage, regardless of online mediums, proves to be one of the most effective methods of engaging consumers in the physical world, influencing awareness and driving foot traffic. Whether for retail advertising, internal communication, or information dissemination, choosing the right digital signage provider is crucial to the success of your marketing goals. However, the process can be fraught with pitfalls if not approached carefully. Today, we discuss these common mistakes that keep you from achieving a high ROI.
Not defining objectives clearly
What are your advertising or marketing goals? Who is your target audience? What type of content do you want to display? Where do you want to put up your sign? Without a clear strategy, you risk investing in a system that doesn’t align with your needs. Start by outlining your objectives and the specific outcomes you want to achieve with a digital sign. It will also help your signage provider to help you choose the most suitable digital signage solutions. When you have clear goals, you can assess whether a particular provider can meet them.
Focusing solely on price
While cost is critical in decision-making, it should never be the decisive factor. The cheapest option may not bring you the desired results or optimal outcomes. Low-cost solutions may lack essential features, support, or scalability, leading to hidden costs down the road. Study the total cost of ownership, including initial setup, hardware, software, content creation, maintenance, and support.
High-quality digital signage doesn’t have to be expensive. Consider buying directly from manufacturers to eliminate intermediary costs. Some manufacturers offer flexible payment plans as well. Opt for a provider that offers a balance between affordability and functionality. Choose those offering end-to-end services. It is convenient and cost-effective to enlist the services of a single provider for design, manufacture, installation, and maintenance.
Ignoring content management capabilities
If signage is your kingdom, digital signage content is king. Digital signage is only as effective as the content it displays. Ignoring the content management aspect can hinder your ability to create and update engaging content. Select a provider offering a user-friendly content management system (CMS). Ensure it supports multiple contents, allows scheduling, and provides analytics for content performance.
Digital signage software gives you the flexibility to create, program, share, and update content remotely, even in real time. You can change messaging on the same sign countless times. Adaptability is one of the key advantages of digital signage.
Overlooking permit assistance and location-based data
To ensure lawful installation of signs, sometimes you may need permits per zoning laws. A sign provider who works on your behalf to secure permits offers added value. Consider choosing companies that also provide accurate and up-to-date traffic counts and ROI reports that help you make data-driven decisions about the location of your sign for maximum exposure.
Not assessing scalability
Your digital signage needs may grow over time, and failing to consider scalability can lead to a costly overhaul or replacement of your system in the future. Choose a provider that offers scalable solutions. It means the ability to add more displays, locations, or features as your requirements evolve. Sign providers offering a wide range of products, from large-scale billboards to small-scale displays, can accommodate a variety of requirements. Select sign boards that support advanced features you might eventually have to use as competition tightens.
Compatibility issues can arise when your digital signage hardware and software don’t work seamlessly together. It can lead to technical glitches and operational inefficiencies. Ensure that the software is compatible with the hardware you plan to use. It’s best to choose a provider that offers an integrated solution to minimize compatibility concerns.
Not considering support and maintenance
Ongoing support and maintenance are crucial for the smooth operation of your digital signage network. Neglecting to assess a provider’s support and maintenance offerings is one of the biggest common digital signage mistakes. It can result in downtime and frustration. Inquire about the provider’s support services, including response times, troubleshooting assistance, and software updates. A provider with a robust support system is essential for timely problem solving.
Choosing the right digital signage provider is a critical decision that can impact the effectiveness and success of your digital signage initiatives. By avoiding these common mistakes and carefully evaluating your options, you can select a provider that aligns with your objectives, offers scalability, provides robust support, and ultimately helps you achieve your digital signage goals.
Remember that research and planning are key to making an informed decision that benefits your organization in the long run. LED Craft is a full-service signage provider, designing and manufacturing quality digital signage for industries, organizations and businesses across the board. We offer art rendering and high-quality content creation channels customized for your campaigns and marketing goals. Our customer support and maintenance services extend well beyond the initial purchase date. We sell directly to end users, cutting all unnecessary costs and financing for buying our signs. How can we help you design your sign? Tell us by getting in touch.