Digital Signage, Need to Know: Innovation and Progress, or Complacency and Stagnation in LED Sign Technology

- Scott Hofheins

With the highly anticipated Apple Live event on Tuesday still causing excitement and buzz across the country, it reminds us that innovation continues to be a key component for a successful product. While there are some in the LED sign industry who believe things are best left the way they are, history has proven that true progress in any industry relies heavily innovation and organizations not afraid to take risks.

It is well understood that the sign industry is different than the consumer electronics industry. Manufacturing outdoor electronics that need to operate consistently for 5-10 years means that innovative development takes more time. However, true innovation is still extremely important and necessary for the health of the industry and the end user experience as a whole.

Options

The options now available for outdoor digital signage has, thankfully, progressed and evolved since the days of flip discs, incandescent marquees and simple LED marquees. While there is still a very secure place for single color text only message centers, I believe I speak for many by expressing my gratitude that full color technology and higher resolutions were developed. Content is more dynamic, and pleasant to read. Sign operators can be more creative and deliver their message more effectively to their targeted viewers.

This evolution did not come from an attitude of complacency; it came from people taking the risk of developing new technology to answer the market’s demand for a better and affordable product. Some failed, some succeeded, and the industry is better off because of their efforts. Outdoor digital signage is still young. We will continue to see more innovation, more features, a better experience and a better product for years to come.
Interaction

The way we interact with our displays has also evolved for the better. We are beginning to see more progress and a significant evolution toward better software, and a better end user experience. You would be hard pressed to find any sign owner who would choose outdated software designed overseas, over a quality domestic provider when truly given the opportunity. And this is one of the challenges with our industry. Too many end users do not get that opportunity. They are accepting sub-par software, or a sub par product because it’s simply what they got with the sign.

This is changing, and will continue to improve as our society gets closer and closer through improved communication and education. We are a world getting larger, while our social circle get’s tighter, giving us better tools and access to important information about any industry, business, manufacturer or organization.

Choice

End users in our industry now realize that they have a choice, they can be an educated Digital Signage consumer. They understand the difference between innovative products that offer an array of useful features and options, versus products that offer less simply because they can’t do any better. 

Innovation is hard, and is not without it’s challenges. Even hugely successful organizations like Google have their fair share of flops and failures. Remember Google Lively? No? Exactly. But that is the beauty of true innovators, is they don’t give up. They fix, re-invent, take a different approach, or start from scratch. Change isn’t always popular, but is critical to the progress of technology, and I would argue to the human experience in general.

Without innovation we would still be waiting days, weeks or months for important letters, seeing our recorded history in black and white, and agreeing that the idea of a individuals owning and using personal computers is ludicrous. While there are products and software out that may be gimmicky, over hyped, or bad copies of the original, you have the tools now to weed through it all and get what you want and deserve.

Stay smart, and deal with true innovators who offer products designed, produced, and supported in the US.  

-TSH

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.

Digital Signage Need To Know: How an LED Sign Manufacturer's Approach to Support Can Affect Your Reputation

-Scott Hofheins

Other Topics in this Series

• Design, Engineering and Installations
• Business Growth

When you sell a product, you are linking your organization’s good name to the quality and operation of that product. As I mentioned in my post earlier this year, it takes a host of talented people to produce a quality product.  Likewise, supporting that product before, during, and after the delivery is extremely important to a successful long term LED sign program

Your reputation as an LED sign dealer depends on quality product, with quality support. End users depend on the same to ensure their public image is maintained on the LED display. There are different approaches manufacturers can take with regards to support.  Some work well, and others don’t.

That’s Not in My Job Description

This is a hands off approach that can be very frustrating for dealers and end users alike. Calls to the manufacturer are answered by technicians who are trained to operate in limited capacity, where the goal is to pass the responsibility to the dealer as quickly as possible.

Veering from the set script and job description is not allowed, and making exceptions or going the “extra mile” is rare. This makes both the dealers and end users feel undervalued as customers; being treated as if it’s a privilege to associate with the manufacturer at all.

A good manufacturer recognizes the value that every single customer brings to the table. They are not afraid, and more importantly well equipped, to go the extra mile for their dealers and end users. They can customize their support strategy according to your organizations needs. Issues with signs are not automatically assumed to be the fault of the dealer or end user, and they have a genuine interest in the successful operation of any sign, big or small.

We Don’t Live Here

Overseas manufacturers, or “manufacturers” who ship whole units directly from overseas suppliers often have a difficult time offering quality support.  In many cases, the design and engineering is also sourced overseas. This means any real issues with the product will take a lot longer to fix, simply because they are relying on engineers who are asleep when everyone in the USA is awake.

Replacement parts, and long term part caches also suffer for the same reasons. Until someone invents a transporter, or free jet fuel, it will take time and money to move hardware across the ocean. In the mean time, dealers and end users are stuck waiting for delayed parts and non-operational signs that reflect poorly on their respective organizations.

Manufacturers who design, engineer, develop and produce in the USA are much more capable to provide timely support and knowledgeable staff. When level 1 technicians run across an unfamiliar issue, or a possible production problem they can physically walk to the engineering dept to get a solution immediately. Parts are stocked locally, and inventory for legacy product is managed correctly. Technical staff have direct access to the RMA, engineering, production and  sales teams to provide the best service possible. It is extremely important that your support staff are trained, reside in, and operate from the USA.

The Mystery of Organization

A poorly organized support structure will result in poorly organized support. Support calls are tracked with outdated systems, and RMA parts are misplaced or shipped with the wrong parts. The manufacture is slow to respond to production wide issues, continually shipping product with the same problems over and over again.

The ability to offer quality proactive support, software trainings, updates and a well organized support structure will act as a tangible confirmation that the dealer, or end user’s trust was well placed. This will greatly enhance the reputation of both, as the sign operates consistently over the long haul, and any issues that arise are dealt with quickly and efficiently.

Cheap product, quick sales, large profit margins and low quality LED signs may temporarily  increase the bottom line, but your reputation will suffer and those gains will eventually be followed by significant losses. There are great US manufacturers out there in many shapes and sizes, so do your research and make sure you get one that’s willing to be a partner in building your reputation.

-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.

Digital Signage, Need to Know: Value Based Selling Is a Win for Local Sign Companies

What we obtain too cheap, we esteem too lightly; it is dearness only that 

gives everything its value.      – Thomas Paine

In the “bad old days” of the mid 1980’s an early dent was made in my car stereo business by the giant retailer Wal Mart. They sold Jensen and Pioneer and all the brand names that we sold and we swore we could never win against them. I saw my brother gesticulating wildly across the installation bay screaming “Run Chicken Little we are doomed- the sky is falling!”

The sky did not fall because almost no one buys on price alone. Most customers wanted installation and technology and Wal Mart could not deliver! New product reached Wal Mart about 2 years after it was introduced by the manufacturers, so while we received the new high performance gear and the "411" in about 30 days, so they never had a clue. The staff at Wal Mart was replaced so often that the car stereo department became totally self-service to the customer.

We used a three step program to ameliorate the price impact of the National Giant.

1)      Communicate, educate and partner with your customer.

2)      Demonstrate a huge service and technical advantage.

3)      Never say “no” to your customer.

You have to walk the talk to compete and if you need to become an expert, like your business card claims, well… today is the first day of the rest of your life. And tomorrow is the second!

Today, 2013, many local LED sign companies fear the National LED Sign Companies operating in their market. There are several and I won’t call them out by name, but you know who they are. 

Some blow into town and make a quick sale and promise a $200 install of the LED sign by the business owner’s electrician, only to disappear into the proverbial woodwork once the deposit is collected. Then like rising smoke- gone for good. Others operate with good product, a project management team and competitive price. But they too have many disadvantages, as compared to the local professional.

If the customer can see you “eyeball to eyeball” and shake your hand and go fishing with you (metaphorically speaking), why would they care about National LED Sign Company #1 or National LED Sign Company #2? The sign industry is really not an e-based phenom, or a "dialing for dollars" experience as many National LED Sign Companies try to make it out to be.

Customers want to know you, see the product, and discuss their requirements. They also want continuity where the person writing the sales order either is, or personally knows, the person installing and servicing the LED sign. These are all extra "values" that a local sign company can provide.

Value-based competition is the way successful local LED sign companies operate. When value improves, the end-user customer and the sign company benefit. The local LED sign companies that find creative, reassuring and unique ways to deliver superior value win. The local LED sign company is then rewarded with more business from the same customer and their referrals. Customers win too, as they receive an LED sign that continues to operate with near-zero down time.

Here’s what you must do to win against the National LED Sign Company:

1)   Carve out an uniqueness. What is your niche? Do you specialize in attorneys, schools, churches? Client uniqueness is just one way to separate your company from the rest of the pack. You need a unique selling/marketing point. I can’t make one up for you, but you probably already have one, even if you've never called it by name.

2)   Create an identity that warms you up to the customer and truly represents the service level you plan to deliver. GM had “Mr. Good Wrench” several years ago. What is your "street name"?

3)   Become a technical guru. At first, there seems to be an endless amount of technology to learn when dealing with LED signs. False! Most of the technology has nothing to do with LED sign itself. Simplistically stated, they are an aluminum box with "flashy lights". The technology requirement comes from the wireless communication, the computer controller and the network it’s installed on. You need to have someone who is more than comfortable here- someone who likes it! The guy running the printer in the back room may not be your LED guru. Also use a manufacturer who can support you with more than excuses and platitudes.

4)   Service, service, service and service with urgency. This means you must be empathetic to the customer, but more importantly- don’t sell junk or your life will be pure misery keeping up with service calls and trying to explain to new customers why their LED sign will work when many of the others don't.

5)   Don’t sell junk. Nothing destroys your credibility more than a city full of LED signs that work ½ the time. If you sell an unreliable product and make a small profit, your profit will be spent many times over on service calls.

In short, by doing some variant of 1-5 above, you are engaging in value-based competition. Add to that the personal attention you provide and the assurance that your customer will see you in church or “on the lake” and competing with National LED Sign Companies will be a non-issue.

If you are selling on price alone, you are in a death spiral. Look at the instruments and try to pull out while you can. No one wins in a price war. Again, as I've preached across many blogs- "There ain't no such thing as a free lunch" and every customer ultimately gets exactly "what they pay for"!

Reality-101 says you won’t win every bid. If an organization does not seek quality, is willing to install an imported LED sign that will look terrible from day 1, does not want your sage advice and thinks LED signs are like turnips- all the same… run. There are toxic deals where you are more profitable if you lose. I question whether or not any National LED Sign Company can truly sell a similar product cheaper. Do they or when the the extra costs for permitting, installation, electrical are added to the core price they lose their edge? Focus on what you do. Know what "they" do, but don't be intimidated. Many times a detailed explanation that LED signs are not turnips is all it takes to shake off a National LED Sign Company from your customer's door.

If you look at the enormous market that is the USA, there is no way any “National” LED Sign Company can do much in your town to take your business unless you let them. 

Not unlike David, the the biblical David (of Goliath fame), everyone reading this has “Giant Killer” juice coursing through their veins. Those alleged “Big Boys” are trying to be like you but they can't get it right and they don't know your customer. They are the ones who should be afraid- very afraid, of you!

These comments belong to me, Mike Prongue, and do not reflect the views, opinions, hopes or dreams of anyone else, anywhere else and this includes Vantage LED. I appreciate your constructive opinion which may be sent to me at michael@vantageled.com.  

Digital Signage Need to Know: US Based Support for LED Signs is More Than Phones and Technicians

- Scott Hofheins

Having access to local support is important for any electronic device, including LED signs, but getting good support requires more than just being able to call and talk to someone in the US. There are many aspects to supporting LED signs that aren't always just technical. Component control, manufacturing location, software development, documentation, representation, and marketing support are all factors that will affect a manufacturer's performance in this area.

Component Control

Having good quality components is obviously a must in this industry. But maintaining the design and quality control is key to a successful product. No technology is perfect, but how fast can a manufacturer implement a solution to a module design, or driver system? This depends on how much control they have over the components. Skilled in-house engineers and designers will be able to provide better solutions than those who rely on third party support based overseas.

Manufacturing Location

Where is the manufacturer building their systems? Systems that are built entirely overseas will typically take quite a bit longer to produce and deliver to the site. Information about the status of production can be slow and often inaccurate because of the distance, communication barriers, and little oversight of the actual production floor.

Manufacturers who produce in the US and balance their component sources correctly will be much better equipped to provide accurate information. They can also react and improve production processes much quicker than a company who is working with a third party.

Software and Documentation

In-house software development is one of the most underrated aspects of LED signs before the sale, yet becomes a top priority when the sign is installed and ready for use. Unfortunately many end-users are stuck with poorly designed software that is unlikely to ever be improved or updated. This can be avoided when a manufacturer develops the software in-house. The ability to innovate quickly and respond to the market with real solutions like cloud based management, customized solutions, and easy to use interfaces are what help separate the good from the great.

Documentation designed by the same people who manufacture the signs and work with the product directly in real world situations will always be a step above the rest in usability and accuracy. The long term support of an LED sign will often rely on the quality of the documentation.

Representatives

The factory can’t be located everywhere at once, so good manufacturers will have skilled representation across the country to support their dealers and partners. Having a local representative gives you a direct link to the manufacturer, someone you can talk to face to face. This helps close the gap between the manufacturer and dealer, and fosters a better partnership.

These representatives should be able to support you in sales and demonstrations, and be your “go to” people to help close LED sign projects. Having a factory rep and a demo on-site can really make a difference and promote a greater comfort level with potential buyers.   

Advertising Support

Local support means that your manufacturer knows the needs of the US market because they operate in the US Market. They can give you the tools to grow your business and help educate the public to make your job easier. This industry is full of mis-information, but there are good manufacturers out there who can provide you resources that will combat myths and mis-understandings; not just for the good of their products but for the good of the industry in general. Your manufacturer should be your partner in building your business, not just a supplier.

Support is so much more than calling a tech on the phone. The ability to provide quality support is directly related to the control the manufacturer has over their product, software, and people. The business culture of good manufactures promotes the health of their staff, dealers, and partners. They speak your language and have the ability to act quickly to address product, sales, or resource needs specific to you. Always remember, good manufacturers should be just as interested in your success as you are.

-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.

LED Sign Sales- Closing Technique Suggestions- Installment 2 of 3

- Mike Prongue

How do you close a sale? Healthy thinking about a sale is the first step.

Many people subconsciously fear a successful sale being consummated! I know it sounds ridiculous and you might have to give Dr. Phil a call to know why, but a lot of salespeople have this fear that they are somehow “getting into the customer’s pocket” or somehow "taking their money". Nothing could be further from the truth.

If you have a solid product, backed by technical competence, at least in the world of LED signs, you are trading a money-making, value-rich technology product for a fair amount of money. It is a win-win in reality. They need what you have.

No fear and no guilt.

In the world of early man, just like in today’s world of sales people, there are two types- the hunter and the farmer.

The hunter will take their spear and go bravely into the woods, not dismayed by cold, fear, darkness, danger or hunger.  They stalk, they track, they make their move and they bring the prize back to the tribe and are rewarded and valued for their skills. 

The farmer tends the soil, plants the seed, waters the seedling, pulls the weeds and nurtures the small plants into a thriving field and a bountiful harvest. Yet, each night their head hits the same pile of furs. They don’t wander the woods but what they do is important to the tribe as well.

Do you see this in your sales team? Some people develop and deepen relationships and nurture clients while others “hit the streets” and hunt aggressively for the next sale. It depends on your company and how your business operates to choose the right approach. Perhaps a mixture of the two would be best?

These thoughts may help you to look at your sales team or maybe yourself. Use what works for you.

Now, as promised, here are three more closing techniques for your review. Again, of the 9 total closing techniques that I will present across 3 blog entries, choose perhaps 2 or 3 to use. Not all will work for you. It depends on your style- hunter, farmer, techie, smiley person or whatever you are! Choose a couple and try them.

#4 Choices Close

Approach

Offer more than one alternative for the customer. This may be something you are already doing but keep the alternative choice small in number.

Many years ago while looking for a sports coat in a Men’s Warehouse in New Orleans, I tried on several different styles. A saleslady helped me and she said “I know you won’t buy because you tried on more than 3!”  She was right- reduce confusion.

This approach works well when you are seeking agreement.

Examples:

Do you think the full-color or the simple red grayscale LED sign is best for you?

Would you prefer the wireless option or do you want to trench your parking lot for a Cat5 cable?

#5 Technical Close 

Approach

Display, discuss and spotlight the engineering and technical aspects of the product being sold- in our case the LED sign. Remember to state not only the technical feature but the benefit it provides to the customer.

This works because you are providing the backdrop and the background, i.e.- the History, of the product and how it is a superior choice.

Example:

This LED sign has the most advanced software in the industry. It’s actually the 4^th generation of software and that means that it’s easy to use with all the bugs worked out!

Our LED sign has redundant power supply options to ensure the sign always stays on and your message is always seen.

Then ask for feedback to see what they think.

#6 Let Me Check

Approach

You’ve seen this at car dealerships. It’s the old “ask the boss” routine but it does work not only for discounts but delivery schedules, and other exceptions that you might be able to answer. But why should "lowly little you" answer them when you can appeal to some higher power on their behalf during a well-timed intermission?

You apparently “put yourself on the line” for the customer and a small sense of bonding occurs. 

I’m not a huge supporter of this approach but there are times when you need to ask the boss a legitimate question that is “above your pay grade” and doing so do demonstrate to the customer that you are willing to spend time and energy to answer questions.

Stay tuned for the final installment of this “closing technique” blog- next week!

These comments belong to me, Mike Prongue, and do not reflect the views, opinions, hopes or dreams of anyone else, anywhere else and this includes Vantage LED. I appreciate your constructive opinion which may be sent to me at michael@vantageled.com. 

Thank you!

-Deacon Wardlow

Thank you. I've seen it on shopping bags, at the tag-end of emails, cards, texts, and (surprisingly, on rare occasions) on the lips of my daughters... usually when I've gotten them a treat or the latest weird-sounding band's CD (yes, kids still listen to CDs). The power of those two words together is impressive.

This week, in the USA, we're celebrating Thanksgiving. This is one of my personal favorites for holidays. Friends and family gather together from far and wide to celebrate the things they have to be thankful for.

I just wanted to take this opportunity to thank you, the readers, clients of Vantage LED, friends and family of those who work for, with, and alongside us. You drive us forward and have given us many opportunities to be the resource the industry wants and needs to get straight answers and information as well as awesome systems. If you have a moment, checkout the press release regarding the newest software we've developed in collaboration with Spectacular Media: http://www.prweb.com/releases/2012/11/prweb10116746.htm

Great things are in the works. We're glad you're a part of it. Please drop us an email, give us a call, and let us know what you want to know more of. Scott, Mike and I will be here to help you along the path and ensure you don't get lost or misdirected. Digital Signage (especially LED sign systems) aren't as complicated as others would have you believe. Thank you and have a happy Thanksgiving weekend (wherever you are in the world). If you can, take a moment to reach out to someone who might have a little less to be thankful for and spread the goodness.

*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.

Domestic Design and Engineering - Fundamental Concepts in LED Sign Manufacturing

One of the most fundamental concepts when building something is to have a good solid plan. A plan before you begin, a plan to adjust during the project, and a plan to support the finished product on a long term basis. Engineering and Design in both the product and factory operations are vital to this pre-production, adjustment, and support structure when producing quality LED signs. Unfortunately, if you buy a “value line” LED sign, you tend to get a “value line” plan to go along with it.

There are too many “manufacturers” these days who rely almost completely on overseas talent to design, engineer, and produce their product. This is done for a host of reasons, sometimes the company doesn't have the tooling, or money, or sometimes they just do it because it’s cheaper.  Whatever the reason, the end-user usually gets the short end of the stick, and has to suffer for years with a faulty product. This can be avoided by focusing on the guys with domestic design and engineering teams and who are doing as much production as possible here in the US. Here are some reasons why this is so important.

Incentive and Ownership
Engineers who work in-house at a US factory will have more incentive to create a better product. They live here, they eat here, they interact here. The end-users are closer and their voices stronger when things go bad and when they go well.

It is easier for designers and engineers (and the entire factory staff for that matter) to take ownership of a product that will have a direct impact on their career. Individualism is a key concept in this regard. We celebrate our individual achievements and benefit greatly from a culture that embraces this concept.

Culture and Language
Our world is diverse; people do things a little differently in their own country. Translating these differences across continents can be difficult in its own right. Doing it without the benefit of a translator is next to impossible. Having a domestic design and engineering team fills this role, and should be a minimum requirement when sourcing anything overseas.

Accountability
Even the most honest and upstanding individuals will feel more accountable to someone in the same office, than a company thousands of mile away in another country. When companies outsource too much of the work overseas, they find this out very quickly. Unfortunately the LED sign industry is not quite big enough for specific international trade regulations. Holding an overseas manufacturer successfully accountable for their product is largely dependent on that manufacturers good will.  American companies have found it very difficult to get significant leverage when solving issues with their overseas suppliers.

Effective Feedback, Reaction and Support
Local staff will see issues and implement improvements in a product design much faster and more efficiently than an overseas team. The coordination and collaboration are sped up by face to face interaction with the production team, and solutions can be implemented immediately. Feedback from local technicians is passed on directly to local engineers who make the adjustments needed to improve product in the local factory. This is very difficult to do with parties separated by distance, time, culture and language.

The bottom line; domestic design and engineering are fundamental to producing quality LED signs. In my opinion, this should be a minimum requirement for any manufacturer who claims a product “Made in the USA” and who actually builds a major portion of the product in the US. Avoid LED signs that are designed, engineered and produced overseas then shipped to a US distributor to be sold as a US made product. This is a losing situation for the LED sign industry in general, but the end-user ultimately feels the brunt of the effects with a poor street front image, and a very costly yet in-effective advertising tool.

- Scott Hofheins


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.