Digital Signage Need to Know: Future-proofed DS, how future friendly is your Digital Signage?

-Deacon Wardlow

Future-proofing is a popular concept with construction and architecture. With the advancement of technologies and the ever-changing materials which go into making a building, companies are looking to the future and designing new construction to allow older technology to be readily and (easily) upgraded and leaving room for advancements buildings may need for future tech (i.e. empty conduits for cabling, space for controls, and other options). The future-proofing concept isn't only for architecture.

I don't believe most Digital Signage manufacturers design their systems around planned obsolescence, but it definitely feels that way to end-users after a few years. While lower-cost digital signage systems using an embedded controller are great, what happens when the client wants to integrate a third party application or product? Embedded controllers and proprietary equipment mean the end-user has to use whatever the original provider has available. If a new technology comes along, integration often means scrapping the control solution and/or a lot of additional work to integrate. Systems which are "future-proofed" are built using technology which can accomodate change down the road. Here are a few things to be wary of and some things to look for when evaluating how "future friendly" a Digital Signage system (LED Signs, LCD indoor, HD control systems, etc.) really is.

Control Solution:
Embedded controller running Linux/droid or Windows-based IPC?

Embedded controllers definitely have a place and function in the market. Their reliability is excellent and they're great at specific tasks. Unfortunately an embedded control solution is basically a stripped-down system created to perform a very specific task, When working to integrate newer tech or a 3rd party system, it's difficult (often not possible) to do anything without replacing the system. While a windows-based IPC (industrial PC) will cost more, the flexibility and ability to readily upgrade a system to integrate new features/functions lengthens the lifetime performance of the system available.

Third Party Options:
Will it work with X?

While we all like to believe we're delivering the best system available, times (and tech) change constantly. It's hard to know if something bigger and better will be available in 6 months or 6 years. Ask the manufacturer/vendor you're working with what's required to integrate new third-party technology (software and/or hardware) into their system. Does the system currently available/on the table have the ability to easily/readily integrate third-party hardware and/or software? Can the manufacturer/supplier team work with a third party company to integrate a feature the client may see as a "must have" option when it's available? If the response is skepticism or, "you'll need a different control system" - you may want to look elsewhere.

Investment vs. Purchase

I've covered this topic in the past. Digital Signage is definitely an investment by an organization and/or individual. The best investments offer growth and a substantial return for the investor. Whether the system is $2,000 or $2,000,000 - the investment an end-user is making with digital signage should set them up with a solid foundation which allows the end-user to take advantage of new opportunities and technology down the road. Don't be the one selling a WYSIWYG (What You See Is What You Get). Be the advisor who delivers an investment the end-user can feel happy with for years to come, a solution which delivers time and again and is as "future friendly" as possible. Don't be "that person" who is sticking with the "same old" tech - expect more, deliver more and you'll have clients coming back to you time and again.

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. Direct emails can be sent to deacon@spectacularmedia.com for queries and/or assistance.

Digital Signage, Need to Know: Qualities of a Good LED Sign Provider, and How to Choose One.

- Scott Hofheins

For many, the search for a good LED sign is a new experience often filled with confusion, ambiguous terminology, and uncertainty. Our industry is frequently compared to the car business, where consumers don’t buy directly from Ford or Chevy, but from a Dealer who is authorized to sell those brands. While our industry is similar, it doesn't take into account some important differences that significantly affect the consumer’s experience. Here are some tips on finding a good Dealer (sign provider) who will deliver product from a quality manufacturer.

Research

The auto industry has been regulated and standardized over the course of many years, unfortunately this is not the case for the LED sign industry. Although this situation is improving, we’re not there yet. The responsibility of vetting potential providers and understanding the terminology is still the main responsibility of you, the consumer. There are associations and organizations that help with this, but it’s never a guarantee that your chosen provider will be satisfactory.

Do your research, and take notes. This is a theme we push constantly, for good reason. Learn as much as you can about the product you are looking to purchase. What is pixel pitch, what is pixel matrix, and how do they affect a sign’s viewability? What is the difference between an embedded controller, and an IPC (PC Controller)? Research online and talk to existing LED sign owners. Get your information from multiple sources, and dig deep. You will start to see some common themes. Some of these may include:

• Avoid buying from direct overseas suppliers.
• Signs need a good long term warranty.
• Good content is important for a quality image.
• When used correctly, LED signs will increase business.
• Poorly manufactured LED signs may look good at first, but decline quickly over time.
• Broken LED signs make you look bad.
• Everyone does not use the same measuring standards.
• Some specifications are used purely for their marketing value, not because they are important.
• The sign control software should not be overlooked.
• LED signs are proprietary by nature, with virtually no “aftermarket” hardware providers.

This is just a brief list, but there are many more that you will find. Write these down, and apply the lessons learned from your own research and the experience of others.

Education and Truth

Quality providers are not afraid of the truth. They want you to be an educated customer because they know that the more you know, the higher the chance it you will purchase from them. They care about your specific installation, and want to provide you want you need, not just fill a sales quota. Good providers expect to be involved with you for the long term, after the sale. They choose manufacturers who will do the same.

Responsive

How responsive are they to your needs and questions during the sale? Do they answer questions clearly, and and in a timely manner? This can be a key indicator to how you will be taken care of long term. A well organized sales staff usually means a well organized support staff. This is not a guarantee, but something to take into account.

Referrals and Previous Work

Sign’s are by definition, a very visual and public product. Quality providers are proud of their work, and are happy to show it off. Ask for customer referrals, and/or recent examples of work they've done. Ask for pictures, or places you can drive by for a look.

Documentation and Support

Can the provider back up their product with documented information like white papers, drawings, spec sheets and brochures? Domestic manufacturers provide this documentation to their dealers, in a clear and concise manner, written in standard English. This makes it easier for them to provide the information to you directly, or through their own media and publishing. 

Providers who use overseas companies, or direct distributors for these companies often have documents that are outdated, disorganized and poorly translated from another language. Make sure your provider is using a domestically engineered, manufactured and supported LED sign product.

Take the Time

Don’t get rushed into a purchase. Stay calm, and make sure you’re getting the quality product you need, from the right provider. Give yourself enough time to do the research, ask the questions, and understand the product. Trust the facts, and go with the provider who will is willing to be your partner in the process.

The bottom line is, quality providers take care of their customers and partner with them to provide support in the following areas:

• Education on the LED sign industry and products.
• Guidance on the right product for you.
• Documentation to back it up. 
• Utilization of a nationally recognized, preferably domestic, high quality manufacturer.
• Warranty and Support after the sale for both Hardware and Software.

The internet has changed the way we do business. It’s bringing us closer together and gives us access to an impressive amount of information about products and companies. Utilize this medium, and learn as much as you can about your potential LED sign investment. It may seem overwhelming at first, but the truth has a funny way of cutting its way through the mess if you keep your mind and eyes open.

Support your research with direct contact with existing sign owners, and the providers themselves. Ask questions that focus on the areas above, and make sure the facts support your feelings and always remember, an LED sign is a long term investment, not short term purchase.

-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: What makes a good LED Sign?

-Deacon Wardlow

Technology is somewhat similar to a puzzle, you need all the right pieces in the right places to get things completed properly. The problem with Digital Signage (DS) technology is a lot of people are given a blank puzzle and it's REALLY difficult to get the full picture of what's going on.

A majority of people I speak with have a simple breakdown on their "wish list" for DS. Quality, price, and performance. A good DS system should look great, have few/no problems over the lifetime of its use, be easy to operate, and be cost effective. No objections there right? Are people looking deep enough to qualify a good system? I often hear people use cars as an analogy for the sign industry... "This is the luxury car of signage and what you want is more along the lines of a economy car..."

Using the car analogy, what do people want out of a car? Four wheels, an engine, steering wheel, and brakes. Using that line of thought, a golf cart would be fine for use right? That is until you get out on the road... The problem with LED Signs (and DS in general) is people don't really understand everything that goes into a "good" or "great" system. You could have a sign that looks decent from the outside, the company has a long standing reputation and name in the business so they must be building a great system right? Surprises ensue when you crack open the system and take a really close look at what's inside driving and running that system. The luxury car you thought you were getting is a bit of a lemon and it's all because you didn't have the right questions to be sure you were getting the best for your investment (or your client's investment).

To rectify this, we're giving you three quick questions (with links to previous articles) to dig deeper and make sure you're getting what you expect...

1. How many types of LED Sign do you manufacture and are they all the same? Check Scott's article on Design & Engineering - Followup question, if they aren't the same, what's the difference?

*Not all LED Signs are the same. Some manufacturers cut corners on the build and design, sometimes different (often cheaper) power supplies or other components are used; some "features" which are touted aren't always built-in to the system you're getting, they're only available on the "higher-end" models.

2. If a manufacturer offers different models, what components are different?

In an article I wrote earlier (Sign System Components), I pointed out to be wary of a bait-and-switch. If a company offers different models (and some models are cheaper than others) you can be VERY sure the cheaper models have cheaper components or designs. Find out what is different and why the pricing varies.

3. Is the controller an IPC (industrial computer with a hard drive of 50+ gigabytes running a Microsoft/Linux Embedded operating system) or an Embedded Control Card (simple ARM-based control system running off of a 1-2 gigabyte flash card)?

You should know what's under the hood because the controller will determine how well your system performs over all and if it's capable of being upgraded down the line should some new technology become available. You should make sure your system is "future-proofed" as much as possible or it's going to become old technology faster than you can install it. This is similar (performance wise) with the differences between a golf cart and a muscle car...

If you've been following our blog the last year and a half, you'll know there's A LOT more to all this than three simple questions; if a manufacturer is direct with you, these questions will be serious eye openers. Don't be blinded by "geek speak" and "tech talk." Get a straight answer and ask for transparency. You might not like what you see under the hood, but you'll be more aware of what you're working with and be able to spot the difference between a good partner and a bad vendor.

*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: 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 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 Need To Know: When comparing LED Sign solutions (EMC/EDS/CMS/Etc), make sure you're getting what you expect.

-Deacon Wardlow

It's not all apples and oranges in the Digital Signage world. With all the "geek speak" and "tech terms" it's difficult to tell the difference between good and gimmick. Comparisons used to be a lot more straightforward. What LEDs are you using? What's your software like? Now things are a lot more complex and many manufacturers will play a bit of a game with dealers and end-users. When manufacturers play games, the winner isn't likely to be the buyer. Here are a few ways to tell the difference between good and gimmicky to sort product in the right places and be sure the comparison is on equal footing or not.

Size Matters
As written in my blog last June be sure to compare the proposed solutions by not just size, but the active matrix. Different LED Sign manufacturers have different borders on their product (some have no borders). A 16mm 4'x8' sign can have VERY different active matrices. A smaller active matrix means smaller viewing area = smaller display. Some companies will promote the "low cost" of their system compared to other displays of the same size. Make sure the "same size" means the active viewing area and not the cabinet.

Support
As Scott Hofheins explains in his October blog, "When looking for a good LED sign supplier, don’t trade short term value for long term headaches." Back-end support is critical for any system. This is not just limited to the techs available on the other side of the phone, but rather the complete package. Can you get in touch with your sales rep whenever you need them? Does the company have comprehensive documentation/guides on installation and service for the system? When you speak with the company reps, are they knowledgeable on the product and do they make recommendations when you're unsure of the best solution for a particular opportunity?

Experience
Zenith, RCA and others used to be leaders for in-home entertainment (TV/Radio/etc.), but they were quickly put the wayside by competitors who were able to take advantage of newer technologies and options in the market at a better price. New companies will come along all the time, the question is how long will they be around after the sale? Look for companies with a presence in the market and a strong background. We're not talking a century or so (Microsoft is a monolithic company and they've only been around for 22 years, Google for about 14 years). Make sure the company has a solid position in the market, experience with the product and they're in a place where they'll be around for another 5, 10 or more years. Age doesn't always mean reliability, but a company who's been in business for five or ten years is more reliable than one who opened their doors a year or so ago...

Quality Control 
As I wrote back in November, take a deep look at who you're working with and the alternatives and make sure the company is a solid partner. What makes the company different? When considering an off-shore alternative, keep in mind how quality control can be ensured along the entire build process through to delivery. With many off-shore companies you get what you inspect, not what you expect. With a domestic company, they (usually) have to answer to the authorities and there are remedies to be pursued when something goes wrong. With a non-domestic company, there are few options/remedies available and A LOT of trust required.

After Service 
As mentioned on support, don't let after service be an after-thought. What steps has the manufacturer taken to protect both you (the dealer) and the end-user in case something goes wrong? Does the manufacturer offer an insured/bonded 5 year on-site service program option along with the standard 5 year parts/labor? Are parts readily available at the manufacturer's factory and what's the fastest they can get a part to a dealer/end-user? Will the components come with a replacement guide or is the field tech reliant solely on phone support? Is the system capable of auto-diagnostics and reporting? For large-scale spectacular systems, can redundancies be built-in to the system and does the manufacturer have prior-experience with redundant data/power/etc.?

Innovation
Change, in all things, is inevitable. Scott Hofheins wrote a blog last December where he points out a company which isn't moving forward is standing still and being left behind by the companies who choose to grow/change. Technology is constantly in flux (faster network connections, bigger storage, faster processors). It's important the manufacturer chosen as a partner is consistently looking to the future and working to ensure their product is changing to meet not just the needs of the present but the future needs ahead.


When a close look is taken at an "apples to apples" comparison, you'll start to see the difference show through. Two systems which look similar at first glance can be almost completely different depending on what the partner is bringing to the table.

-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 Need to Know: What does Web App/Cloudware mean for Digital Signage/LED Signs?

-Deacon Wardlow

Digital Signage (DS) and LED Signs have gotten somewhat easier to implement over time, but they're still very complex and daunting and the means of controlling the DS Solution can be the most frustrating component. Whether it's a few LCD screens in a building, an LED Sign on the street or a network of interior and exterior LCD and LED displays nationwide, the solution needs to be scalable, easy to access and (ideally) easy to use. 

For a long time, the only way to access and control the systems was through a network of computers running software which connected everything and made it all work. With the development of Cloudware and Web Apps (which one could argue are one and the same thing), software is going to the wayside just like pay phone booths and "rabbit ears" antenna on a TV. 

Cloudware/Web App
It's very likely you've accessed a web app/cloudware recently. Have you logged in to email on the web via Gmail/Yahoo/Rocketmail/Hotmail-MSN (now outlook.com)/others? Do you have Netflix/Hulu? Watched a YouTube video? These are all examples of web apps running on the cloud. When the five year old at home decides to be helpful and wash their parents' laptop with a sponge and hot soapy water, all is not lost. The email can still be accessed from the web as well as many documents the parents likely edited using Google Apps, Microsoft's 365, documents saved to Dropbox or a similar online "Storage" site, etc.

The cloud means universal access to the programs and information which are important to you without being locked-down to a single computer/access point. These days, web apps can be run on just about any device (smartphones, PC, Mac, tablet, etcetera). If a computer is broken or the smartphone's battery dies, grab another computer someplace and logon. Public terminals (PCs, Macs, other) are being almost as accessible as payphones used to be back in the day.

DS systems now often come with a component which is web app or cloud-based. Many manufacturers are completely moving over to the cloud. End-users no longer have to worry when their computer crashes. They won't lose the content, schedules and programs as it's all saved to the cloud (data storage centers in various locations which are usually backed-up frequently). Once the end-user has access to another computer, the programs, schedules, content and such are there waiting for them to get back to work with. The systems themselves are no longer reliant on a single server or computer to run them. In the past when a server went down, the player were nearly useless. Modern independent controllers/players can "check-in" with the cloud systems and update content, handle schedules and information without relying on a server which may or may not be available.

There are some disadvantages to the cloud (i.e. the network goes down, the customer forgets their login information, a display can't communicate for some reason) but these same problems exist with software on a computer. The biggest difference, when the network is down the players will still run, the customer can request a new password which will often automatically be emailed to them, many cloud-based systems have auto-reporting so they'll alert you to a device not communicating or playing. The advantages far outweight any  concerns raised when making the move.

When you look to the cloud, what do you see? Is your DS solution shaping out up there or is it all a jumble? Feel free to write-in with requests/questions/desire for more detail. We're happy to dig as deep as you need to go to understand the new technologies out there and how to take advantage of them. These days it's a good idea to firmly plant your feet on the ground with your head in the cloud.

-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: The cost of a system - Good/Quick/Cheap... Speed, Quality, and Price with LED Signs/DS Solutions.

-Deacon Wardlow

We've all likely been down this road with a client before in the sign industry. The client wants the best product with the most features at the lowest price possible. When I got started with custom signage, I was given an old photocopied image which had obviously made the rounds in fax and other forms over the years. On each side of the triangle was a single word. "Good, Fast, Cheap." At the bottom it simply stated, you can only pick two. Let's take a deeper look at the triangle of Quality.

Speed:
When you're looking for quality, speed isn't usually an option. If I want something which'll get me what I need (not necessarily what I want) and my time is limited, I'll turn to fast food. Is fast food good for me? No, not in the least. It is quick and cheap though and it meets my immediate needs. I'd be better off planning my day a little better and going with an option which takes a little more time but has a better overall payout/experience. Digital Signage (DS) is the same. Sometimes we need a quick fix, but we have to look at the overall cost. It may be better to place a rush on a quality system and pay for it than buy something which is ready now, but is a lower-end solution. Sometimes, businesses can get caught up in the expedient "need" and the result is not what they really wanted, it's what they got.

Good/Better/Best:
Almost everyone wants the best product at the best prices. I have a friend who scopes out "Black Friday" and "Tech Monday" sales for November MONTHS in advance to save a few hundred dollars on the new TV/Stereo/Computer/whatever. With time on your side, you'll often find it's possible to get a quality system at a fair price. Sometimes it's not always about the timing though. DS is expensive (the lowest end LCD indoor solutions are still several hundred dollars and the higher-end interior solutions and/or exterior LED Signs can be hundreds of thousands if not millions of dollars in scope). We're not going to kid anyone by saying the overall cost for the investment is low. As the "go to" people in the industry, we can give clients a "good/better/best" approach to options for their solution. We can (and should) present options which will meet their immediate need and be "good" for the long haul and an option which meets their need now AND will be a solid solution years down the road. Technology improves all the time and the only thing we can do is work to stay ahead of the curve and get the best system not just for now, but for the five, eight, or ten years down the road when the system will still be up/running. Nobody likes to hear their system looks old/dated after only a few years after it's been installed.

Price:
Here's the tricky one. I get this question quite often, "How much do 'those' things cost?" In response I'll pull out a quarter or ask if the person has a new quarter on them. The face of the new quarter, that's the value (where it says, "Quarter Dollar" at the bottom). The back, that's the value (the state, the slogan, whatever). Digital Signage is a lot like the quarter. At first you only see the price, that dollar tag which can be as low as a few hundred dollars and as high as several million. The thing to think of is what's the value? The LED sign which costs a business $10,000 is an investment which will net an instant return by growing their business and brand and will often have a return over the lifespan of the sign which far exceeds the initial investment cost of the display or DS solution itself. A "regular Jane/Joe" would see the cost as excessive (it's better for me to buy a 50" flat screen than a DS solution). A business/community gets a lot back for their initial investment with DS. The question asked isn't really, "how much will this cost?" I've learned the real question is often, "What is there to gain by having this solution?" Answer the second question and the response to the first question is much more appealing.

LED Sign manufacture and DS solutions have come a long way over the years, but a good system still takes some time to produce. When you're on the buying-end of the solution, make sure to keep the "best two" in mind when reviewing manufacturers and sources for DS systems. If the company is promising a "trifecta" of "Good/Quick/Cheap" ask yourself if the "cheap" part isn't just money but the system itself. Is this something which will carry you and your company for 5-10 years or will you be carrying that system once it's up/running?


-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 Need to Know: System monitoring obstacles and options

-Deacon Wardlow

My first car was a 1981 Ford Escort. The car was far from new and I learned about auto maintenance the hard way (one car component and paycheck at a time). The saving grace was the warning light on the dash. When I saw something light up, it was time for another repair. For the longest time, I wished my DS (Digital Signage) systems had a similar simple warning/alert on the dash BEFORE something happened...

Diagnostics on DS solutions have gotten better over the years. Third party software has helped a lot with this. Many companies build diagnostics into their systems where the system will alert a client if something isn't playing and make sure there's a place-holder bit of content in the interim. Some systems even go so far as to report what the problem is and what's failed. Here are a few techniques people use for System monitoring:

Eyes on the Prize:
Many systems use a digital camera which is often on a network. This requires someone to physically be checking-in on the system periodically. So long as the camera and network connection are functioning, this is a fairly reliable way to check-in on systems, but they require someone to take a look. The person viewing the system may not be aware of what content is running and a system may be stuck on a single piece/frame of content when it's supposed to be running multiple frames/sequences. The system is only as good as the operator.

Third Party Applications:
On the IT (Information Technology End) there are loads of software to monitor networks and various systems running on the network itself (my favorite software is Nagios for this). On the localized-end of things (for single computers or simple networks) people have relied on LogMeIn, TeamViewer, AMMY Admin and other systems which allow you to put a host monitor on a computer/player which will tell you if the player is active or inactive and often has features which allow you to power-cycle a system remotely or remote-in to the system to find out what's going on. While this is great for general monitoring, these primarily only notify you when something has occured, they're not very pro-active and don't typically have options to dig deeper into secondary components for reporting (i.e. telling you if the display itself is on/off and if the network is mapped/running). Again, the system here is only as good as the operator as it requires someone to check the list of active players/systems and verify things are working as they should. Just because the player is running, doesn't mean the display is up and working...

Hardware/firmware Diagnostics:
These are reportables built into the system itself. Often this is available on the higher-end DS systems though many component manufacturers are stepping up and creating reportables for their systems which kick back to a main server or source to tell if everything is okay or not. This is the most ideal solution as these systems not only report on active status, but often keep a running log of performance so a person can get history on an issue; has power gone out repeatedly at a particular location? Is the issue with a single component periodically failing or several components? When did the system go down and how long has it been inactive? Newer systems are also giving pro-active reports which show when a critical component (i.e. an AC-to-DC converter/power supply is drawing too much or pushing too little power to the system which indicates the component requires a check or replacement BEFORE failure.

When you're checking with manufacturers of systems, see what they've put into the dash for a warning system. The dash warning system on my old car saved me from a lot of long walks to a garage or from being stranded in the badlands (before the days of cell phones). Similarly, a solid reporting/monitoring system can save end-users and your company A LOT of headaches and often avoid problems before they arise. Make sure the manufacturer you're dealing with has some sort of system monitoring to light the way when problems arise (or before they happen) so you're not left in the dark.

-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 "Need to Know": Parts and Labor doesn't always equal warranted repairs...

-Deacon Wardlow

In the world of digital signage (DS), we need to use a lot of tools. Sometimes it's a resource for sales or perhaps the one tool you need is a simple explanation on how a complex solution will fit the need. The biggest tool we (manufacturers, resellers, integrators, and end-users) really rely on is the guarantee. The promise, verbal or (ideally) written, which states whatever goes wrong, someone will come along to ensure it's made right.

Technology makes people somewhat uneasy. When it's working properly, we're pleased and don't think about all the little +/- particles zipping around circuitry to make it work the way it's supposed to. When something goes wrong, it's rarely a simple fix. I recall seeing an owner's manual to an old Model T Ford my grandfather had on the ranch. in 10 pages the manual showed how any person could fix, repair and/or replace any part in the automobile using a small set of tools included with the car. Simple. These days, I can't even begin to guess where to start with some modern car repairs as a lot of it isn't a moving part, but rather the computer or some other piece of technology which nearly requires an engineering degree to really understand. Warranties are getting to be somewhat tricky these days as well...

Warranties shouldn't be complex. At their heart, they're simple. Something's broken? We'll fix it. Here's a basic breakdown of some warranty terms to watch for:

Limited:
There's a big word which is buried deep in most warranty statements. Make sure to find out what the limitation is. With LED Signs, this often means the 5 year parts warranty DOES NOT cover the radio or other third-party components which the manufacturer sold you as someone else made it.

Parts and Labor:
This could easily be misconstrued (and has been repeatedly) as meaning parts and on-site service. Parts and labor simply mean the manufacturer will replace the part or repair it (in the factory). Depending on availability of parts, this could mean your DS solution could be down/out for a lot longer than a few hours or days... Make sure the manufacturer you're dealing with has depot parts (parts available in their factory) to send out so the end-user can be up/running as quickly as possible.

On-Site Service Warranty:
It's great when these are available. Find out if the warranty is underwritten or not (a warranty is no good if the company who sold it to you goes out of business). What protections are in place to ensure the warranty will be covered for the lifetime of the agreement and what remuneration is available (do you have to use the manufacturer's certified repair people or can you/your company be listed as the main service company)? Service is a cornerstone for relationships with the DS end-user and you don't want to lose out on an opportunity to work with the client, especially when something is going wrong and they need someone to come in and make it right ASAP.

Quick Questions to dig deeper:

1. What parts and repairs are covered by the warranty?
2. Are any expenses excluded from coverage?
3. Is the warranty just a promise or is it backed by a bond or insurance?
4. How long does the warranty last?
5. What has to be done to get a repair completed? (Check to see if the process is simple and straightforward or convoluted with a lot of hoops to jump through.)
6. Are there conditions or limitations on the warranty?
*Take a look at Scott Hofheins Blog on Warranties as well!

*For sign companies or resellers/integrators who do service, check to see how the remuneration is handled. Do they have a flat national rate or is the rate determined by location?

So much work is done on the front-end to turn opportunities into sales, make sure the back-end is covered or that great referral could turn into a nightmare...

-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