Digital Signage Need To Know: Test drive an LED Sign (aka EMC) BEFORE buying...

-Deacon Wardlow

When you're out buying a car, it's a good idea to test drive the vehicle. The problem with Digital Signage (DS) systems is we're asking clients to implicitly trust us and our experience over their doubts. We ask them to look at the car, but they can't take it out for a spin until they own it. No wonder people are nervous about making the investment with DS.

We can pull out specifications and numbers to compare systems, but for many people outside of the industry the numbers just confuse the issue. The biggest concerns a client typically has:

1. Support (both on software and hardware): 
Can the techs be reached easily? How supportive are the staff? Can the support team walk the client through issues quickly and simply? How is the company guaranteeing the 5 year parts warranty? If the company goes out of business, how can the customer be assured their on-site warranty will be provided and covered?

2. Reliability (in construction, performance, and current technology):
Is the system built to last and perform (at its best) for the projected lifetime? What things has the manufacturer done to ensure this and how can you demonstrate the manufacturer builds quality and uses the latest technology?

3. Ease of use:
If the system checks out, the display is reliable, the build takes advantage of current technology available (or possibly is pushing new technology), it comes down to use. If a system isn't easy to use, the content will suffer. The end user is often a member of an organization with about 1,000 other things to do aside from their digital signage system. The DS is important to the organization, but they need to take care of their core requirement first and DS sometimes takes a back seat. This is when we see that one message which sticks around for days if not weeks without a change and the DS becomes a background component as it's lost any interest. Follow the 5 minute rule.

My most basic test of a system is often the 5 minute rule. With the DS controls am I able to login, create content, schedule content, and logout in 5 minutes without jumping through hoops and with the content looking decent (if not good)? How easy and accessible is the control for the system? Another concern, am I locked-in to a single PC or can I use my phone, tablet, home PC or Mac to control the system. We live in an age of anytime, anywhere access and it's important to have that same access to the DS system. My next great idea may not be when I'm sitting at my desk. It'll likely come to me at home or when I'm out with a friend and I may want to take advantage of that idea then and there before it's lost. I could take a note, but why bother if I can login to the system remotely and update what I need at that moment.

When you're demonstrating a system, are you confident the solution your using can pass the 5 minute rule for the client? Could you hand them the controls, confident they can make a good piece of content quickly and easily and then schedule it without jumping through a lot of hoops or special training? Do they have options to set conditional messages (content which triggers when an event occurs, like a weather change or something tied-in to sales figures for a particular product their promoting)? 

If you don't feel confident letting the customer test drive the system, are you sure you're using the right solution? Take a test drive and make sure the ride isn't just good, but great. An investment with DS isn't short term (typically you're looking at up to ten years or more), it's important to make sure that ride is smooth and the experience is excellent.

*Please comment here and/or email me directly with requests, questions, or follow-up at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted.

Digital Signage Need to Know: Why simple software is better with DS.

-Deacon Wardlow

Simple is better. Look at all the things which have taken off in popularity because of simplification:

Point-n-Click cameras: (as opposed to complicated cameras which required a careful study of light, timing, range, etcetera)

Computers: say what you will about Apple, but the Lisa was in a ton of schools because it gave children an intro to the world of computing which was easy and familiar and now even toddlers can operate a tablet (before they can even speak)

Web Browsers: no dialup, no need to know a BBS (Bulletin Board System) phone number or access address and log information. Browsing information from another system is as simple as a search or entering a web address.

Web Design: one of my first jobs coding was developing a web site, the interview was a blank piece of paper where I had to write the code (on paper, completely from memory) to make a website look like a printed out page in front of me. Now web development is as simple as drag-and-drop

Digital Signage (DS): hold up here you say? DS is getting simpler and the leaders in the industry understand change is necessary.

Taking Apple's new iOS 7 platform for example. The system has a tremendous number of back-end changes which most end-users won't appreciate. While I don't like the flat colors and simple look, I understand what Apple is going for. They want the interface to change, but remain intuitive. Apple opted to go back to their roots of "simple is better" and make that happen both in the way the iOS device works and looks. 

It's important for DS to be simple. DS systems are made to convey content to the public. Sometimes the purpose is for financial gain, other times the goal is more outreach and objective oriented rather than income-driven. With DS, the common saying is, "Content is King." The problem with content is it needs to update dynamically, it needs to change frequently, and it needs to be timely and informative to the public. The difficulty most end-users have with DS systems is the control solution almost requires a computer science degree for some systems while others make the end-user jump through a ton of hoops just to schedule a simple piece. Want dynamic conditional messaging? I hope you're well versed in SQL-based systems and java scripting. 

Change is happening and it's out there. When reviewing LED Sign and other DS systems, take a test drive or ask for a video/example of the control suite for the system. Can the software be learned quickly? Is it easy to use? The easier something is to use, the more frequently it'll be utilized and with DS the more frequently it's updated and maintained, the better. Find out how frequently updates are made with the system. Can the manufacturer customize the solution (while keeping it simple) for specific end-user requests? Is the software capable of being used anywhere and anytime? Can someone access the system from a mobile device or are they locked-in to a single use instance (one installation on a PC in an office or a requirement to pay for additional installations?). 

The easier something is, the greater the appeal. Droid and Apple are demonstrating that with the smartphones in the market, even Microsoft is moving to the cloud to give users better access to systems. Is your manufacturer forward thinking or falling behind the times? If the system your promoting isn't simple to use, the easy answer for the client is go elsewhere for their needs. If the system your promoting isn't simple to use, the easy answer for the client is go elsewhere for their needs.

*Please comment here and/or email me directly with requests, questions, or follow-up at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted.

Digital Signage Sales 101: Build bridges, don't burn them.

-Deacon Wardlow

Some of the best opportunities of arisen from a simple, "No." Adversity is an opportunity to learn, grow, and improve. When a client isn't interested in your solution, that's an opportunity to find out why and see if there's a way to make your solution more interesting or appealing. Sometimes the solution just isn't required and you move on to other opportunities but perhaps by moving on too quickly, you just missed a big one.

I enjoy building bridges (metaphorically and literally). This probably started somewhere when I was in the Boy Scouts where I helped construct trail markers, steps on inclines and bridges over streams (better for the hikers and easier on the nature they're there to see). I quickly realized building bridges in life helped others cross the gap we all sometimes have around us. There are times when "burning that bridge" feels great, but you're left with no connection to the past and sometimes that connection can be a huge benefit to your future.

I once had a three hour conversation with a potential client. We talked about technology, discussed the sign industry and advances in design and form. The potential client asked me about software and developments and we discussed the pros and cons of different approaches and different manufacturers. At the end of the conversation, he thanked me for my time and said he had nothing for me but would keep in touch. At the end of a 3 hour conversation when the client said he had nothing for me, I thanked him for his time and followed up with him periodically with updates and additional information (even when I figured chances were good there wouldn’t be any sales opportunities with him).

That particular potential client hasn't bought a single thing since we spoke, but he has directed several new clients my way and is one of my greatest backers as far as referrals and "cheerleading" goes. I've had several people say to me Mr. Soandso just couldn't emphasize enough how important it was for them to call me as I would likely have the solution they were looking for. Building that bridge drove a lot of traffic my way which wouldn't have otherwise come around.

The bridge building takes place closer to home as well. I've seen people in jobs they dislike. For one reason or another the culture doesn't agree with them, the pay isn't high enough, they feel unsupported or it's just not a great fit. I saw two individuals leave a company one month apart from each other. The first to leave stormed into the office of his manager and dropped his computer, equipment and office items (thrown in a box) on the manager's desk saying, "This is my last day; you've got my home address and can send my paycheck there. I'm done." He stormed out (no explanation, no exit interview, no further exchange). The manager mailed the check and that was that. The second person to leave sat down with the manager and they had a long discussion as to what was working and what wasn't. At the end of the talk, they realized the fit wasn't working and he needed to go elsewhere.

The second employee to leave touched-base with the manager from time-to-time, the first was never heard from again. A few months after both had left, the manager received a few phone calls from companies checking on the ex-employees' work records. While he had little more to say on the first employee other than employment dates, the second employee received a commendation from him, a full background on his work (effort was great, just the culture fit wasn't there) and a solid referral.

How we leave a situation and how we follow-up makes a difference between building bridges and burning them. We can never be sure where and from whom an opportunity will arise. It's best to treat each situation with the most dignity, respect and hard effort as it makes a huge difference in not only how others perceive you but in how you ultimately see yourself. The next time temptation arises to burn a bridge, take a moment and realize there's a reason for a bridge's existence. Once a bridge is burnt, it's very difficult to cross the gap.


-DH

*I invite you to comment here and/or email me directly with requests at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted.

Digital Signage Sales 101: Objection Handling Part 2 of 2

-Deacon Wardlow

OBJECTION HANDLING TECHNIQUES

Persuade your way through

Once you know the objection, you can work to overcome the hurdle by persuading the client the objection isn't as much of a hurdle as they think it may be. Demonstrate the value and benefits of the product/service which will get the client to that "a-ha!" moment where the objection doesn't look as big as they originally thought.

Concede your way through

Giving an inch doesn't mean they'll take a mile. If the objection is related to time, come back in a week or a month. If the client is serious, they'll be back at the table and if they aren't then you've saved both your time and theirs by concluding negotiations early. If the objection is cost, see if you can lower it or (even better) if there are leasing/financing options to make the cost more easy to handle over time.

Types of objection

There are a lot of objections to overcome, but here are a few of the biggest you're likely to encounter frequently.

Need

The product or service just isn't a good 'fit' for their business/organization.

Examples

What we have works fine for now.

We don't want one.

I think this just isn't necessary for us.

Approach

Have you identified the key problems the client is experiencing and are they something Digital Signage can help with? If you haven't identified the problem and you don't have a solution, it's difficult to prove the real need for the DS solution you're presenting.

Price

This is likely to be your biggest/most frequent objection.

Examples

Wow, I didn't realize they cost that much!?!

Our budget is closed this year, maybe in a few months...

I saw the same solution cheaper online.

You mean the services aren't included?

Approach

People are familiar with the prices of cars/trucks, houses, etc. These big ticket items don't scare them (usually) because they know what they're getting into from the start. DS isn't as straightforward and (like any business) there's always someone cheaper down the road. It's important to build the value in the product. Demonstrate both the ROI (Return On Investment) and the ROO (Return On Objective) with the use of a DS solution. Build the value and the price is no longer just a big number on a sheet but an investment which can be justified.

Time

The client either has a lengthy vetting process or they're just not ready to make the investment yet.

Examples

I need time to think about this.

The budget won't allow for this for three months.

Come back next year, we'll see where we're at then.

I need to talk to the boss about this.

Approach

Give the client the time they need. Trust the client isn't just giving you a brush-off and set time to come back to the conversation at a time which will be more suitable.

Source

Maybe the brand represented isn't strong in the market. The client may even dislike someone in your company or have issues with "something they heard/read."

Examples

I just don't know you or your company.

I read something online about how you guys are a ripoff.

How do I know your company will be here to provide the services and support in a 3 or 4 years?

Approach
Any sale is (ultimately) a relationship. Clients want to know they'll be taken care of now and down the line. There needs to be a sense of security and trust and this often takes time. The first meeting with a client should be about getting to know each other, find the problems and come back to the client later with some solutions. Rushing the process can often result in a push-back which is difficult to overcome.

Take the time to get to know the client you're speaking with on a personal and professional level. A few minutes of discussion about how the person you're speaking with came to be with the company they're at can reveal a lot about both the person and the company and goes a long way towards building a connection which fosters trust and respect. If the solution proposed is shown to solve a problem, the objections are more likely to be, "I want this, now how can we make this happen?" rather than, "Why would I ever want this?" The latter is overcome by qualifying the client/company and working to build the value, the first is overcome by addressing the issues and working to find answers. Salespeople are problem solvers (not just pencil sharpeners). Find the problem, create the solution and you'll see objections melt away like springtime snow...

*I invite you to comment here and/or email me directly with requests at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically

LED Sign Tech & Spec: Don't get screwed, modern module securing systems.

-Deacon Wardlow

Technology is constantly in a state of change. Not only are new technologies developed almost daily around the world, but innovative engineers and entrepreneurs envision new applications of existing technology. The driving factor behind the change is a need for something better than what's currently in place.

When I first started out learning about LED Signage, I started on the ground level (quite literally, on the ground with some of the oldest Digital display systems in the field). I enjoyed taking systems apart and, when putting them back together, seeing if there was a better way the system could work. When I noticed an improvement, I'd note it and try it out until it was 'just right.' One of my biggest pet peeves was dealing with the LED modules themselves.

Different methods have been used to achieve an "ideal" module design. I've seen fully encapsulated LED modules which snap in place like a giant Lego(tm) blocks. The encapsulated modules were great, but failure rate was somewhat high because of heat which wasn't removed from the system. The standard response was to put a rubber gasket around the back of the module and secure the module to the face with 8-10 screws.

The problem with the screws:
-If the factory workers didn't 100% tighten the screws, there's a small gap which allows for water intrusion.
-When factory workers tighten screws 100%, some of them have the threading stripped and they can't easily be removed for later service.
-When servicing an LED module with screws (often from a bucket or lift 30-80ft in the air), the screws can easily be dropped. If the tech is lucky, they drop in the sign and can (maybe) be retrieved but often they're as lost as a rogue sock in a commercial laundry dryer...

Companies have tried several different fixes, the more popular is screws which are inset in the module (so they can't be lost). The problem with screw tightening,stripping and a service tech not totally fastening all the screws still remains.

The best overall approach is a latch system with two locking/unlocking points. No screws to strip, a simple and quick lock/unlock mechanism to turn for easy service. The best solutions are often simple, but unfortunately this means retooling an assembly line which may not be receptive to change.

How flexible is the company you're working with? Can they affect change quickly in their manufacturing process to resolve an issue/flaw in the product? Does the company LISTEN to their partners and end-users and take action on reasonable requests? The module was a small example of how businesses get screwed frequently. At the end of the day, make sure everything is secure and the manufacturer you're dealing with listens and addresses issues quickly. If you're not careful, you may have bigger issues to deal with than a manufacturer with a few screws loose.

*I invite you to comment here and/or email me directly with requests at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Digital Signage Sales 101: Stop selling and start solving - Customer Centered Selling

-Deacon Wardlow

In previous blogs we’ve discussed sales approaches for Digital Signage (DS):
-Short term gain, long term costs (cost of a "cheap" LED Sign)
-Is an LED Sign (or any Digital Signage) an investment or a purchase?
-Selling the value of a Digital Signage Solution (LED Sign, LCD, or other)
-LED Sign Sales: Closing Techniques

Problem - solution. This is the very heart and soul of sales. Regardless of what we tell ourselves, we are creatures of habit. Few people enjoy change because change means putting time and effort in where we’d rather focus those energies elsewhere. When a salesperson comes in with a new product/service, that salesperson is really saying, “It’s time to change things up!” If the client doesn’t see a need, they’re not going to be very open to the sale.

Do you want to see a better turnaround with your sales? Stop selling! Stop throwing numbers at people with no value attached. Even when you have value and the best approach in the world, it’s empty unless you’re bringing something to the table to solve the client’s problems. Diamonds may be a girl’s best friend, but they won’t improve gas mileage or save someone time in their day...

A salesperson is, first and foremost, a solutions provider. The best salespeople have a solution to help clients quickly overcome whatever obstacles they’re facing and they’re going to work with them to ensure the solution is a good fit. The sale isn’t about the product/service, it’s about the need for them. If there’s no need, there’s no sale and the salesperson is wasting both the client’s and their own time.

Robert Jolles wrote the book Customer Centered Selling, this is a staged approach to developing a relationship and focusing on the customer rather than the product/service:

1. Satisfaction/Research
Most clients are happy with what they have (thus the lack of a desire to change). This is the salesperson’s opportunity to research the customer:
-What problems will be addressed by the product/service?
-Who are the influencers for a purchase decision?
-Plant seeds to build relationships to help a sale later on.

2. Acknowledgement/Analysis
Once the salesperson has spoken with the customer, they’ve likely revealed a problem which needs to be solved. The client might not see the problem as something which needs a solution and will happily spend a lot of time at this stage. Work to get the client past this stage:
-Refine the problem by identifying the nature of the issue(s).
-Define the full extent of the current problem and how it possibly affects other parts of the business.
-Ask probing questions to get the client to realize the pains the problem causes now and will cause later.

3. Decision/Confirmation
The client should now see the full extent of the problem, now it’s up to the salesperson to outline the main issue which relates to the solution(s) available.

4. Criteria/Confirmation
Quickly verify the customer wants to solve the problem, check for concerns and ensure the client is ready to move forward.

5. Measurement/Specification
When the client is ready to move and open to a solution, the salesperson will guide them towards a specific solution and discuss how that solution will be applied (to show the value/return).

6. Investigation/Solution
Here’s where the salesperson gets an opportunity to shine and be a solutions provider. Using the F.A.B.E.C. sequence:
-Show Features which meet the customer needs (prioritized in order of importance)
-Demonstration additional Advantages
-Describe the Benefits of the solution
-Explain how it works (more is less, don’t oversell)
-Confirm they agree the solution is a good fit and they understand what’s been presented

7. Selection/Close
The benefits of the solution are summarized (Summary Close) and the salesperson asks for the sale (using whatever particular closing style preferred). This is the time to discuss logistical details and reassure the customer the decision is a good one.

8. Reconsideration/Maintenance
The sale isn’t over with a sale. This is the key time for the salesperson to keep an eye on delivery, setup and training. The salesperson should keep in touch with the client to ensure the solution really did solve the problem. Staying in touch enables the salesperson to strengthen the relationship as well as spot future opportunities.

When salespeople focus on the customer, the sale will come naturally. You’re either part of the solution or part of the problem.

*I invite you to comment here and/or email me directly with requests at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Why LED Signs: A Road-Map to Success is Important With Digital Signage

-Deacon Wardlow

Texts, emails, blogs, chat, IM, posts, Reddit, XYZ.com, etcetera. We're networked, connected, online and plugged-in almost constantly now. Content is rapidly updated and there's a significant feeling, a need to have information available quickly and readily. The last time a website took longer than 10 seconds to load, did you feel it was taking too long or a really slow site? Did you go to a different page/site?

We live in a world where information is fast and readily available. Print publications are still scrambling to find readership and retain their numbers. Radio loses more listeners everyday to iSomethingorOther or the latest satellite system. Television is trying to reclaim viewers by going online with on-demand viewing from websites and mobile devices. How are you moving your business forward in the 21st century?
This is the age of the Jetsons (dating myself a bit there). We've got better communication devices than what most people saw growing up on Star Trek or Buck Rogers. Customers and communities expect email updates from businesses, teachers, towns need to be online and yet, we still see static signage. Readerboards and push-in letter menu systems. The change is coming and it's faster than you'd think.

Digital Signage systems are capable of scanning a crowd and reporting back the median age of the group and estimated age, gender and racial statistics of individual people and using this information to push digital advertising specifically targeted at the varying client-base. Cities are starting to integrate automated and integrated alert systems into Digital Signage solution (both LCD indoor and LED Outdoor) to reach communities to alert them to emergencies or general public service announcements.

With all of these changes, it's more important than ever to make sure your partners have your back. Speak with your manufacturer and make sure they have a "geek speak" specialist on board. Make sure the team you're working with can translate complicated concepts and ideas into simple formats for you and your clients to get to the solution they need. Is the company you're working with now a source or a resource? A vendor or a partner. What are you to your clients?

Quick quiz:

1. When was the last integration or innovation implemented with your company?
2. What testing did you go through to ensure the product/service was ready for the market?
3. What is your two, three, and five year road-map to ensure you're keeping up-to-date with changes in technology?
4. What are you doing now which will heavily affect change months and years from now?
5. How are you a leader and innovator?

These are questions we should all have ready answers to. Your partners should especially have answers ready because if they're not moving forward, they're falling behind and taking you with them. Look to your road-map, is it clear and concise? Can you handle an unexpected turn? Is your partner looking to not just their future, but yours and your clients as well?

If you can't get a quick, solid answer from the company you're dealing with, perhaps it's time to change. In the fast-paced realm of the 21st century, you do not want to be left behind because it'll be your competition who surges forward.

*I invite you to comment here and/or email me directly with requests at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Digital Signage "Need To Know": Educate yourself and your clients, before the competition does it for you!

-Deacon Wardlow

One of the great things about childhood, nobody expects a child to know things. We accept a child is generally ignorant of the world and things which are contained within it. A child can walk around blissfully unaware of anything and everything and people (generally) take extra efforts to help children learn and overcome their ignorance of things. It’s harder being an adult. At some point, between childhood and adulthood, ignorance isn’t acceptable anymore and it’s quite embarrassing to be caught off-guard. Why? What happened along the way?

Richard Feynman (a great philosopher, physicist and human being) was entranced by the unknown. He saw it as a personal challenge to explore and discover things. Feynman was amongst the mental giants of our history and he openly admitted to ignorance and the joy discovery can bring. The difference between childhood and adulthood is choice and knowledge. People are often afraid to admit ignorance because they don’t want to appear “lesser” in other’s eyes. Unfortunately this means we sometimes won’t admit to ourselves when we need to knuckle-down and bear into a new subject to overcome a lack of knowledge and familiarity. As a child, we didn't have as great a fear of failure. 'Can't' wasn't part of the child's vocabulary until someone taught it to them. We have to step up and reclaim the fearlessness and rid ourselves of the worries associated with learning something new (and potentially difficult to take in).

When you take that step towards overcoming any fears about taking on a new subject, you’ll see loads of new opportunities. Digital Signage (DS) is a rapidly growing segment in the sign industry as well as advertising and general mass communication systems. The problem with DS is there’s both an astounding lack of simple, concise explanations to learn more about systems and an increasingly insane amount of advertorials masked as educational information which do nothing to educate and everything to muddy the waters further.

There’s hope. You’re taking the first few steps by reading the blog and searching for information. There are a growing number of resources out there available for you to take advantage of. Check out the past blogs (I’ve posted a quick summary blog for easy reference here). The ISA has great resources on EMCs and a DS overview. The USSC (United States Sign Council) has several publications available to learn more. There are several free resources and people willing to help out; write myself and/or the other bloggers (Scott/Mike) if there’s a topic you’d like to see covered (we appreciate feedback and are always open to topic suggestions). Especially take time to join sites like LinkedIn or The Sign Syndicate (a great group of sign pros who are quick to share their experiences) and other professional networking groups online or in your municipality. There are loads of professional groups and individuals happy to give a little of their time to help you along.

By reading this blog and others, exploring and finding trusted educators willing to share you’re taking a step out of the darkness and into the light. Clients will come to you as the expert and expect you to drive out the ignorance and educate them on the best solution and fit for their needs. A little time invested now in this education will pay off immensely when you’re able to easily explain concepts and systems to the client while the competition struggles to get beyond the basics. Knowledge is power, make sure you're fully charged!

*I invite you to comment here and/or email me directly with requests at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Digital Signage Need to Know: Don't Be the Beta for a Manufacturer

-Deacon Wardlow

When a new product, software or service is developed there are several stages before a full release. With software, this is often noted in the version number, anything under 1 is a pre-release version which is still in development (ranging anywhere from 0.01 through to 0.99). Hardware often follows the same arrangement, though different manufacturers and different products will use different codes or designations. Beta testing can be fun and interesting. I've had the pleasure of testing out various hardware and software systems in early beta (from video games and toys through to lasers and solid state lighting devices). The point of a beta program is to shake out as many of the "bugs" as possible and have an ideal product/service which is ready for the market.

Sometimes a company is anxious to get going and they skip a few steps. Perhaps testing was rushed a bit. Maybe they didn't follow-up on all of the feedback on the product or felt some "bugs" were actually feature sets which were misunderstood and just needed a little documentation. The company ultimately deems when something is out of beta and ready for release. Unfortunately, sometimes a consumer is stuck with a product which is really still a beta, only you paid for the privilege to be the guinea pig.

Be wary of untested technology. Make sure you're not an unwitting beta-tester for a manufacturer's newest tech. While many new technologies are slight twists/applications of tried-and-true product which has been available but not applied in the unique manner the manufacturer is doing, many technologies are relatively untested in the market and require a period of thorough evaluation before a manufacturer should release them. Here are a few questions to ask your manufacturer and evaluate their innovations (and to be sure you're not on the receiving end of a potential nightmare waiting to happen):

1. What innovations has your company come out with in the last year and how do they stand apart from other companies?
2. Why are you implementing/integrating these innovations? What does the product (and the dealer/end-user) gain from the innovation(s)?
3. How was the innovation(s) tested, integrated and implemented?
4. How long was your testing and how many systems do you have active in the field with the new technology in place? 
5. How long have the new systems/technology been out and in the field?
6. Is there any other company using this technology and how long have they used it for?
7. What problems did you note when you tested the new technology and how did you overcome the issues? 
8. What downside is there to this new technology?

Don't be a beta. Make sure the manufacturer you're working with is innovative and a leader in the industry, but ensure they're careful with their innovations and are constantly looking to ensure you (and your clients) receive the best product with the best assurances. While it's important to be in front and leading, you want to make sure they know where they're going. There are some roads which are hard to return from...

*I invite you to comment here and/or email me directly with requests at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Is an EMC (LED Sign) an investment or a purchase?

-Deacon Wardlow

Money talks, but who’s listening? It’s difficult to decide where advertising dollars should go. Newspaper readership is at all time lows, people listen to satellite radio or their MP3 players, flyers are picked up by the wind more than by potential customers and the internet grows so rapidly it’s hard to tell if you can make any headway. Where is the money best placed for the greater return.

I was speaking with a friend of mine about Digital Signage Solutions for advertising within a business or organization. The conversation basically boiled down to, “Is it a purchase or is it an investment?” He was looking at Digital Signage as a purchase. A one-time cost to his business and I disagreed. A flat screen for the home may be considered a purchase; after all, what value does the TV add? The TV is a portal for entertainment, education and actually brings a lot of value to the household, in this case it can be seen as an investment in oneself (or one's family). Digital Signage (LED Sign, LCD, etc.) is an investment. The initial cost is one small component in the greater picture against the overall value it brings to an organization.

Digital Signage (DS) requires time and effort to work. Someone using DS doesn’t just put up their displays and a couple of messages and expect people to come breaking the doors down. DS is a communication to the community, to the competition, to your potential customer base. DS is DYNAMIC and should change, be fresh, offer a perspective and information which is new to the target viewer.

Like any good investment, the foundation has to be solid to show long-term performance. Buy low, sell high doesn’t work here. DS is one of the few areas where you often get what you pay for and you don’t want to “go cheap” on a solution for your business as it won’t pay out well for you in the end. There's a big difference between a "cheap" DS solution and a competitively priced one. Whatever you end up getting, the investment is made with some kind of return expected.

You get out what you put in. The better the content, the message and the look of your DS solution, the more the target viewer will be inclined to interact (whether that means stop in the store, email, twitter, facebook, or whatever your call to action is). The investment will net you a return. The return could be an ROI (Return On Investment) or perhaps your focus is ROO (Return On Objective, such as getting the community to interact more or take part in their town/city/school/church).

After arguing my side, I asked him, "Is Digital Signage a purchase?" He agreed with me and redifined his view of a purchase as a one-off item (or service/whatever) which, while it contains value to you and a few others, does not inherently gain you a return on anything other than the pleasure of ownership. An investment in DS will help you grow your organization and will be a key element in your success. Make sure your investment is a sound one and compare what’s out there. When you shake the apple tree for a comparison, you might be surprised to see a few lemons drop. I hope the blog helps you spot the lemons and avoid the frustrations.

*I invite you to comment here and/or email me directly with requests at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Evolving and Embracing New Technology and Change in the LED Sign Industry.

- Scott Hofheins

Change and evolution are unavoidable. Many have tried, but nobody can escape the natural inclination of individuals and society to improve. In the past, change was more often slower and less noticeable. But in today's world with improved communication and big picture thinking, technology is evolving at a supercharged rate. I would like to talk briefly about some of the challenges this presents to the LED Sign industry, and how we can face those challenges and continue to thrive as manufacturers or dealers.

Challenges

We are at unique point in the evolution of our industry. More and more signs are entering the 5 -10 year+ realm with the quality, or lack thereof, becoming more and more obvious. Some signs are still going strong, others haven’t fared so well with continued issues and problems beginning the first day of installation.

This is an opportunity to witness first hand, the true results of a manufacturers efforts, that is...if they still exist. For those that do, this has presented a challenge for both dealers and manufacturers. Dealers are asking “Is the manufacturers current product going to last?” The manufacturers have hopefully been proactive and implementing solutions to be able to answer “yes”.

Another interesting problem is the balancing act of retaining a good system of production, administration and support, while not becoming so dependent on “the way we have always done it” that it takes months or years to implement a change in procedure, policy or technology. Companies that don’t balance this well can lock themselves and their customers onto a path of of long term stagnation.

Change effects hardware, suppliers, components and fabrication strategies. Even if a company can sustain the balance, they can fall short when it comes to documenting the changes and accounting for future warranty parts and support. Many companies earn a bad reputation because they cannot fully support their product due to poorly documented build records.

Solutions

These challenges share a common concept: the ability to ACT. Companies who flourish do so because they can act quickly, efficiently and with purpose. They have a strong financial strategy and reliable backing, long term plans, and are not afraid to change. These principles are very important now, and will only become more so as technology grows and communication continues to improve.

The manufacturers who embrace change have continually assessed their products, and were able to make systematic changes in production immediately when issues were found, minimizing the long term effects. They have been smart with their financial health to be able to address issues and stand behind their warranty and keep product quality and customer satisfaction the top priority. They have the resources to keep good production records and spare parts stock.

Good sign companies thrive for the same reasons. They make changes when needed and are always looking at the big picture. The most successful owners I've talked to (and really any good leader) succeed because they aren't afraid to make decisions. They are able to look at a situation logically and with a clear idea of the risk vs. the reward, making changes when required without hesitation.

Stagnation is not an option. When a business stops evolving, it will eventually be replaced with a more versatile and change-ready organization. Don’t be afraid of change; plan for it, accept it, embrace it and ACT.

-SH



I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I've missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.