Vantage LED: Branding

Showing posts with label Branding. Show all posts

Thursday, December 18, 2014

Blog #199 - the year+ in review, start 2015 off with some solid education resources!

-Deacon Wardlow

All said, I lived in Japan for about 12 years. The time, people, and culture definitely affected the way I look at the world. Every December, Japanese get ready to send out their "O-sho-gatsu" (New Year's) cards. A card is sent out to the people in their life, both personal and professional contacts. The card is a way of keeping in touch with the people who've touched their lives in some positive way. Gifts are also given to people who've helped them in some way in the year - a kind of year-end accounting and "thank you" to everyone who helped them get to where they are. I love the tradition and, while I no longer send out a stack of cards each New Year's - I appreciate taking stock of the year past and acknowledging the many people who've helped, challenged, assisted, and gotten me to where I am.

This article makes #199 in the series started about two and a half years back. My thanks to my fellow "Special Ops" Director of Spectacular Media (Scott Hofheins) and our associate/friend/all-around pontificate Mike Prongue of Signvine. Our thanks go to Vantage LED for giving us a place to rant, rave, educate, elucidate, and help bring a little order to the chaos that is Digital Signage (without having to write advertorials or "sponsored" pieces, but rather sticking to the truth and helping people get educated on what matters most for LED and other Digital Signage). It's been a long road with a longer one ahead and we're glad to have you, our reader, out on the journey with us. If you read our articles and have a question - drop us an email or line (email deacon@spectacularmedia.com - scott@spectacularmedia.com - or michael@signvine.org). We all like to hear from you and appreciate feedback.

This will be the last posting for the year (we'll start up a little after the new year). I've done my best to sort the articles we've released into categories so you can find helpful info a bit faster. If there's some way we can help out, a topic we've missed or something to delve into deeper - let us know (we're happy to have more to write about and the year ahead promises to be a full one). If you have a moment, checkout the SignVine site (these are guys who know a lot about giving and lending a hand) - https://www.signvine.org/

We wish you a safe, happy, and most excellent year-end. I hope your holidays are full of friends, family, and happiness. Problems are simply challenges helping you along the path to success and hopefully we've written something here which can help you overcome the obstacles you're facing (or will encounter down the road).

Digital Signage Sign Tech & Spec:

Digital Signage Content:

Digital Signage Sales 101:

Why LED Signage?:

Costs for Digital Signage:

How much can an LED Sign Cost?
Short term gain, long term costs (cost of a "cheap" LED Sign)
"Value Line" vs. Single Level of quality (i.e. why there aren't iPhone or Droid "lite" versions)
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)

Digital Signage 'How To':

Digital Signage 'Need To Know':

Quality vs Cost

Warranty and After Service

Insurance and Warranty
Parts and Labor doesn't always equal warranted repairs...
US Based Support for LED Signs is More Than Phones and Technicians
Is after service an after-thought?
The Value of a warranty
On Site Service Warranties (underwritten vs. carried by the manufacturer)
Future proofed DS.
Support and service on systems.

System Build and Design Elements to be aware of

Potential Issues to be aware of

Heat
How to protect against heat
Power (undervoltage)
Physical Factors for Effective LED Sign Use and Installation.
Are LED Billboards safe?

LED Sign System Controls & LED Sign Sales Success

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.

Thursday, December 11, 2014

Digital Signage, Need to Know: Your Digital Signage, an Extension of Your Brand

- T. Scott Hofheins

Branding in essence is just a symbol that everyone can immediately identify. While branding cattle is pretty much permanent, branding an organization or person is a much more fluid process, a process that needs to be updated and managed proactively over time. Extending your brand to digital signage is an important part of your approach that should not be forgotten. This is true for both indoor and outdoor signage.

While it’s easy to see successful branding efforts, it can be harder to see the others because they are...unsuccessful. Good branding will include as many outlets as possible including, print, radio, television, web, and digital signage. What tends to happen with digital signage, particularly outdoor, is operators forget to keep it updated and fresh. When it’s new, it’s exciting to use and program, but as time goes on it can turn into another thing “on the list” that get’s pushed aside.

When people see you, they want to feel comfortable that you are going to provide what they need: food, car repair, A/C service, medical care, religion, and many more. Consistency in your message is key to this and why branding is so important. It shows your viewers that you are organized and care about your product, service and customers. Continuing your brand image onto your digital signage is important to maintain that consistency.

Outdoor

This is your calling card to the general public, and may be the only way some of your potential customers are able to be reached. It makes sense to treat the sign as you would any print, radio, or TV commercial. This is sometimes hard to do because of the smaller format, but worth the effort.

Don’t be scared to simplify the message. Take the root meaning of your larger format ads, and bottom line it for the viewers.
Maintain the same colors and font types as your existing ads, but tweaked for the special nature of LED signs. Some fonts may look good on print, but too thin on an LED sign. Avoid white backgrounds to maintain the viewers focus on the message itself.
Trust the pros. If you have a graphic design team use them for the sign too, or use a content creation service. It’s worth it.

Indoor

These displays are a bit easier to extend your brand too. They are typically higher resolution (HD) and much of your existing advertising media can be converted directly, but there are still some important items to consider.

Keep them looking. In many cases, these viewers are already customers or have already made a decision to be one. Continue the branding and keep them happy, confirm that their choice was a good one.

Continue to simplify the message. While not as drastic as outdoors signage may be, indoor digital displays still need to be to the point and readable. Make sure they flow with your existing branding.
More fonts and design approaches can be used. You've got a larger canvas, your media can be more content rich with videos and artistic flair to draw the viewers in.
Identify the role. Digital menu boards, point of sale displays, waiting room displays, and information kiosks, are some of the many ways you can use indoor digital signage. They all have different roles to play, make sure your content is displayed accordingly.
Trust the pros (again). As I mentioned before, utilize your in house graphics team, or contract a service. Good content can mean the difference between a passive digital display and a powerful advertising tool.

Platforms

Make sure the platform you choose to create, manage, and schedule your content will allow you to fulfill your branding goals. To do this, the platform should provide an easy and logical way to manage your digital network, outdoor and indoor. My good friend Deacon Wardlow made a great point recently when we were discussing the subject. He compared it to a tool belt, where you have certain tools for certain jobs, some platforms work well for certain applications, while others work for different ones. The key (as we always promote on this blog) is to be educated.

Don’t Forget

If you pull nothing else away from this article, remember this: Don’t forget about your Digital Signage. It is truly an extension of your brand, and should reflect the image you have worked so hard to create. If you are new to digital signage, I recommend you take the plunge and look into the advantages of this technology. If you’re already in it, take a look at what you’ve got and see if you can make it more effective, consistent, and branded.

-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.

Wednesday, November 12, 2014

Digital Signage, Need to Know: Brand Enhancement Using LED Displays

It does not matter if your company is a multinational operation or you work alone in the backroom of a small shop, you already have a "brand" whether you like it or not. A brand is nothing more than the world’s perception of you and your business.

Some say that “perception is reality” and it is derived by those who use your products or services, travel by your storefront, hear what’s being said about you on the community “Coconut Telegraph” and know how your business behaves when the chips are down. Somehow, either by your deliberate efforts, or by lack of attention to the matter, your “brand” has already been created!

Yes, you can still influence the world's perception of your business, of course. And, you may as well start today, right now, after reading the rest of this article.

Branding has been called your “identity” and it’s the accumulation of all that you are. It’s the way you are defined internally and externally. If you have not worked to create and improve your brand, then you should consider some strategies which can help: .

1) Identity and Definition: Who are you? Where does your business fit into the marketplace? Think of your brand as a person, or even yourself, and define your values, appearance, dialogue and goals.

2) Customer Communication: How do you speak consistently to your customers and what do you say? What can you do to influence the customer perception and improve the relationship and lock them in for longer term? How do you respect their intelligence in your message and also create excitement?

3) Values and Originality: Don’t be afraid to be original, and stand up for what your company believes in. Don’t copy other brands- who wants a copy? Always consider what the company is about and what are the values that drive decisions and actions and promote that. Just putting your logo onto everything does not create a brand.

These items point to one key word- Communication. If you are in the Sign Industry then you already realize that it’s a proven fact that on-premise digital LED signs are highly effective in communicating with passersby. Studies done have proven that digital LED signs can generate enough new business to actually pay for themselves.

But are digital LED signs really the complete answer to branding? Of course not! Branding is the sum total of how your business is perceived but a digital LED sign is a great start to establishing a strong well-known brand, or repairing the brand image you currently have in your community. Here are 5 suggestions, or rules, of digital LED signs that must be followed for the branding “magic" to happen and to "Wow" those who pass by your location:

1) Quality Content

2) Consistent Messaging

3) Hardware Reliability

4) Warranty

5) Network Control

Quality Content- The fact that quality content is vital cannot be overstated. Professionally created custom slides and videos are mandatory to establish a credible brand. Ten years ago, it was okay to have ANY message on an LED sign as they were “new and cool” and simply owning one re-enforced your brand. That is not true today. Unless your entire audience is the 9^th grade class at your local JFK High School, do not use content created by a student from that school, no matter how talented. Using professionally created content can make a $10,000 sign as effective as a $30,000 sign, and vice-versa.

Consistent Messaging- Remember that customers are smart. They may not wish to think about the message you had on the LED sign last week, but part of their brain forces them to recall it when the new message is displayed. Don’t repeat the same thing over and over, but a certain consistency is important. It’s easy to spot the source of new TV commercials before it’s revealed to be Coke or Geico. The sound is similar, the colors may be similar, the way the ad “feels” is consistent. So, as your team formulates an integrated advertising campaign remember to be consistent and build the brand.

Hardware Reliability- Not all LED signs are alike. If your LED sign fails with regularity, you probably are trying to build a brand using bricks made of marsh mellow. Do your research before purchasing an LED sign. Use the Internet but also use the telephone- call some LED manufacturers and see which ones will speak with you. If you are perceived as that Taco Stand with the LED sign that flickers constantly and is blinding bright at night, your brand is in trouble.

Warranty- With a solid, long-duration warranty, one that is insured by a 3^rd party and is guaranteed to exist, even if the manufacturer does not, you can keep the LED sign looking “perfect”. If you have an LED sign and you have a small problem that may cost several hundred out-off-pocket dollars to repair, are you less likely to have it repaired? It’s only a couple LED modules that are out! Can’t you wait awhile? Sure you can wait but can your brand wait? Several thousand cars travel by your business daily and they see what you stand for- procrastination, if you delay repair. But with a great warranty it’s fixed for no charge or a token charge. Having a sign that partially works is like having a sales rep that wears torn blue jeans to call on customers. The warranty protects your brand.

Network Control- An LED sign is a tool- not a lifestyle. It should work for you, not you for the LED sign. Flexibility in changing the message is important. Do you have to do it from a computer at the office? Really? What happens if you need to change the message on the weekend? iPad platforms exist these days, and for the on-the-go businessman of 2014, being an “office lizard” is non-revenue generating annoyance. Do research on what is available- it’s far more than a gimmick, it is a mandatory access method.

Building a brand is a long-term effort that requires everyone understanding that everything they say and do impacts the brand. Good is quickly forgotten and bad is always remembered. Be careful, go slow, and use a quality, USA manufactured, LED sign to help jump start your brand name and image.

if you are a sign company, it's not good enough to just plant an LED sign into your customer's parking lot and leave it at that. You should champion these rules and educate the customer to help them create a strong brand.

This blog post represents my personal perspective and does not reflect the opinion of Vantage LED, Inc. or SignVine, Inc. or any other person or organization. The images for this post are mine and I retain all copyrights. Thank you to Vantage LED for allowing me to pen a guest blog every 3 weeks. If you have constructive feedback please email me at michael@signvine.org. - Mike Prongue

Thursday, November 6, 2014

Digital Signage 101: Do not leave sales to chance, know your partner and your product.

-Deacon Wardlow

While some element of chance (whether fortunate or unfortunate) plays into our lives, winning or losing an opportunity rarely comes down to luck. Timing, ability, proficiency, and competency all come into play regardless of what's being sold/bought.

Repeated winning isn't a miracle or lucky draw. The salesperson who's a constant winner has an excellent team supporting them and (more often than not) has taken it upon themselves to be an expert in what they're representing.

In a market where it seems like there's a new competitor with a new offering at a lower price right around the corner, sales can be daunting (and it's even more daunting for buyers who see 100+ options and don't know which way they should go). Education is the key here. Competence = confidence for both the seller and the buyer. We must take it upon ourselves to learn as much as we can and stay on top of things so we can give fast (and simple) answers to complicated questions. A knowledgeable person can slim the choices down and eloquently explain why their particular solution is the overall best option for a buyer.

This doesn't mean a salesperson has to go out and become an expert in whatever they're selling (nor should the buyer study long and hard on options before a purchase). Buyers and sellers need to know enough to be confident, the companies who produce the things being bought/sold (in my instance, Digital Signage systems and software/cloudware - but perhaps it's computers or lighting or something altogether different) - those companies should be the "go to." The partner to the seller and buyer should be the provider of product who can quickly and easily thin the herd of choices and make it clear why their product stands out as the best choice.

Don't wait for a miracle solution to come along, don't trust in luck of the draw or being first to the table. Knowledge and expertise is key. Manufacturing and product providers need to deliver more than what they make, they need to support you and the end-user with experience and education. When you need an answer quickly, can your partner get the right people involved to deliver or are you left in the dark? First to the table is excellent, but don't get beat out by someone coming in last minute who has a bit more industry knowledge, better technology, and a stronger partner. Test the waters when you can, ask questions which may seem crazy because one day, someone will ask you that same question and expect an answer. Don't leave it to the moment you need help to test whether you'll get it or not... Make sure your partner is educating you whenever possible and available to answer the hard questions when they come around.

Wednesday, September 17, 2014

Digital Signage Sales 101: Knowledge is power - what makes a good Digital Signage Solution.

-Deacon Wardlow

Knowledge is powerful, not solely in the acquisition of information, but rather how and when it's used. A big problem in our industry is the lack of education available to the public. Most Digital Signage integrators and specialists acquired their information through trial/error, experience, and bits and pieces gathered on the long road to implementing solutions for their clients.

There is a change coming in the industry. I've noticed more and more vendors, manufacturers, and resellers are starting to realize the power and importance of educating the client base. In this case, there is no "too little too late." The more people who bring information and education as opposed to advertorials and edusales, the better. An educating buyer will see past the glitz and glamor and ask to see how the system really works as opposed to flashy pics and false promises.

I advise people to dig deeper when looking at solution and offers. Find out what's really being put on the table and what's being left out of view. Here are a few things to ask for with any system you're reviewing:

Scalability

How scalable is the solution? When the system is in place and a client opts to grow that system to multiple displays and (more importantly) multiple sites, can they manage everything from a single interface? Can new systems and sites be easily added to the software/cloud solution?

Ease-of-Use

When running the system, how much instruction is required to use the system? Is a higher level of expertise and experience required or can a new user get up and running with minimal training (an hour or less)? Does the system pass the 5min rule - from initial login, can a person create new content, schedule the content, and send the schedule to the displays within 5 minutes and minimal instruction/walkthrough? How intuitive is the system?

Reliability

Based on experience and systems in place, what is the shortest and longest constant use/runtime of a system? How long have they had systems in place and what kind of "stress testing" has been done to ensure a system can operate under various conditions?

Limitations

Every solution has a place. Few, if any, systems can solve all the clients' needs. Some systems require touch/interactive capability while other are primarily content distribution (limited scheduling and other features). Work with vendors to learn the most you can about the system features and what it can and can't do. If a vendor tells you their system can "do everything" be wary. Better a specialized solution than a "jack of all trades." A jack of all trades can do a lot of things to a small degree, whereas a more specialized solution has stronger features and options available.

The deeper you dig, the more you reveal and the better you and your clients can understand the solutions proposed. Don't take any one person or company's word on something - to offer solutions, you have to be able to figure out what the need is. The knowledge acquired now goes into the "toolbelt" and the more tools available, the easier and faster a need can be met, a problem solved.

Thursday, April 17, 2014

Why LED Signs?: Be different, Be Branded, Be Seen with Outdoor Digital Signage

-Scott Hofheins

We live in a great time, and a great country where differences are celebrated and individual expression is encouraged. Cookie cutter is out, creativity is in and new technology is all over it. Branding your organization and advertising your unique attributes is critical to a successful operation, and LED signs can help you break the mold.

They’ve been doing it for years, from the first incandescent boards, time/temperature units, and text based message centers, to the current high resolution LED signs and billboards. Businesses spend vast amounts of money on websites and SEO, to separate themselves from the others, and direct viewers their way. But what about about creating that same direction for your physical location?

Brick and mortar sites are losing ground to the internet explosion. Online retailers are expanding and taking over many of the services traditionally provided by local business and organizations. LED signs help you bridge the gap, and let your voice be heard. You can talk to the new generation in familiar terms with colorful graphics, and dynamic messages.

Technology available today lets you market your outdoor advertising in ways only dreamed of in the past. Cloud based systems give you 24 access to your sign content and control. Higher resolution displays let you make your message ‘pop’ and continue to get more and more affordable.

Be Different

Catch the eye, turn heads and stand out. An LED sign gives your physical footprint an extra kick, drawing viewers into your marketing campaigns 24 hours a day. Drivers may already know you exist, but didn't realize you were that affordable. Others may have never really noticed you...until now! It’s not just businesses that benefit; religious organizations can literally spread the word with LED signs by making sure their message stands out from the rest.

Be Branded

Grow, support and maintain the branding you work so hard to create. With full color LED signs, you can take advantage of the same color schemes, design styles, logos and marketing that you use in your existing advertising efforts. Trigger those subconscious associations viewers have with your brand, online, in print, in media, and now on the road!

Be Seen

In closing, remember that the goal for any sign, static or electronic, is to be seen. You can’t always go higher, you can’t always go bigger, but you can always go better! LED signs can help you look brighter, newer, and fresh to the public. When paired with custom dynamic content, you can create a significant marketing tool to be reckoned with.

-TSH

**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.

Thursday, December 18, 2014

Blog #199 - the year+ in review, start 2015 off with some solid education resources!

Make sure you have the right tools for DS!

Standards for Outdoor LED Digital Signage

Help! My sign isn't communicating! Steps to a solving communication problems.

Use Content and Scheduling to Target Your Message On Outdoor and Indoor Digital

DisplaysCustom Content -vs- "Stock" or In-House Content

CMYK vs RGB and Other Design Factors for Digital Content on LED Signs.

The Tech Train is Leaving the Station

The importance of being "in" the know with Digital Signage

Your Customers Return The Investment You Make In Them

Keep it simple

No Free Lunch, Only Buy and Sell Quality LED Displays

Be different, Be Branded, Be Seen with Outdoor Digital Signage

Power of Communication for Non-Profit Organizations

Why Digital Signage is Important

How an LED Sign Manufacturers Approach to Growth Can Affect Your Own

Digital Signage Learning Curve, how to tell a good manufacturer from a questionable one

China, Stack 'em Deep, Sell 'em Cheap

Full Color LED Signs vs Single Color Red or Amber

Silicone Coating on the back of LED Modules

LED Display Evolution

Product Consistency and Long Term Success with LED Sign Manufacturers

Physical Factors for Effective LED Sign Use and Installation.

Digital Signage is more than a dynamic commercial - it's about communication.

The Gold Rush Continues

Financing & Leasing Options for DS

Creating Lifetime Fans

Demand Attention and Target Your Audience With Outdoor LED Signs

Thursday, December 11, 2014

Digital Signage, Need to Know: Your Digital Signage, an Extension of Your Brand

Wednesday, November 12, 2014

Digital Signage, Need to Know: Brand Enhancement Using LED Displays

Thursday, November 6, 2014

Digital Signage 101: Do not leave sales to chance, know your partner and your product.

Wednesday, September 17, 2014

Digital Signage Sales 101: Knowledge is power - what makes a good Digital Signage Solution.

Thursday, April 17, 2014

Why LED Signs?: Be different, Be Branded, Be Seen with Outdoor Digital Signage

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