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.

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.

LED Sign Content: How 'LinkedIn' is Digital Signage for you/your clients?

-Deacon Wardlow

Digital Signage gets a lot of attention at the start. It's a new way to reach out to the community and DS often gets a lot of attention at the start. As things go on, the attention wains and waxes away. Like a good bike chain, a little attention every now and then keeps things moving forward smoothly, leave it alone too long and you'll soon be going nowhere with that new tool...

It's hard to keep up with content. most organizations and businesses don't have something new and astounding to grab people's attention every day/week/month. after a while the well runs dry and we turn to the "same old" for a go-to with the display(s). Once DS becomes stale, people stop paying attention and it's very hard to earn those eyes back once they've opted to relegate a display to the "background noise" of their daily life/commute.

Social media is a great way to keep content fresh and interesting, regardless of the organization. An LED sign can be a community rallying point. Interaction gains activity and interest. Put up a challenge of the week on the display (challenge placed in the beginning of the week, answer/solution later in the week). Have people go to a social media site to respond and post the winner's response on the display (with the prize). An LED sign can also rally around social issues/charities/causes and give people information to links online (keep the links short/memorable).

A dynamic display can be more than specials and basic messages. By tying-in to social media sites the organization can achieve more outreach, more connection with the community and an overall increased success rate with getting their message out (whatever the message is). When speaking with end-users, show them the message doesn't have to stop with the display itself, but can expand out to other areas. Like a bike chain, technology doesn't work well in isolation. Put all the parts together and you (and your clients) can really get moving with DS!

-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.

LED Sign 101: Myths and Misunderstandings about LED/EMC/Digital Signage

-Deacon Wardlow

Technology is confusing. Looking from the outside-in, one would think the people in technology-sector jobs work hard to keep it that way. NITs, Lux, Flux, EMC, LED, EDS, OOH, DOOH, OA, IC, RJ-45, DVI, HDMI, and the alphabet soup list goes on and on. To clarify things I put together an online (PDF) reference guide (The ABCs of LED Displays); there are still a lot of myths and misunderstandings about LED Signage out there and it almost seems like you need a “Geek Speak” interpreter so here are a few of my favorite myths/misunderstandings simply answered and explained.

LEDs last forever!
That’d be great, but unfortunately, this is not the case. Most LEDs sourced for LED Signage are carefully qualified to last 100,000+ hours (24/7 = 11.4 years, 18/7 = 14.8 years, 12/7= 22.8 years, 8/7 = 34.2 years... a fairly long time for a produced light source!). With proper care and strategic use of heat sinks, it’s possible to get even more optimal lifetime performance before the LED is no longer good. What happens at the end? LEDs don’t really “die” like other light sources. They gradually dim over time. Given enough time, they reach a point where they degrade beyond usefulness (the agreed upon level is less than 70% of the original starting brightness levels = LED “death”).

There’s a bright-light race in the industry and some companies will stoop low to achieve high light levels. Be cautious about manufacturers who tout super bright LEDs, it’s possible they’re overdriving the LED (running a larger amount of power than is recommended and thus increasing the light output, but shortening the lifetime of the LED). Many achieve brightness through fair-play practice, but “caveat emptor” (buyer beware) still reigns out there.

All LED Signs are the same...
With LED signs (as with life) not all things are equal. You’ve got to dig deeper and go beyond the LED. There was a time when due diligence meant what LED is the company using, that’s simply not enough. It’s important to know the LED source is solid and proven to last, but you’ve got to check the other components. Are the power supplies good? How does the manufacturer prevent oxidation on sensitive contacts and leads on the PCB (printed circuit board) in their sign and in the components? Is the software simple to use? Are the communications reliable (and if wireless, do they operate in the 5GHz range as opposed to the 2.4GHz (2.4GHz is more prone to interference)? A knowledgeable salesperson should be able to explain all this and more in easy-to-grasp terminology an show how the overall system performs to meet your needs.

Virtual Resolution is a sham!
This is only true if the manufacturer represents a “virtual” system as containing the same quality as a real pixel (for example a 20mm 64x128 LED sign which is virtualized, saying it’s the same as a 10mm 128x256 LED sign). You can read more on virtualization here.

Size doesn’t matter...
Not true with LED Signage. Make sure what you’re getting quoted is based on the matrix (number of pixels high by number of pixels wide). Some manufacturers and resellers go by size alone. Check this blog on size issues. Systems are rarely standardized across manufacturers and unfortunately this means the retainer (border, if one exists) can be anywhere from 1.5” around the viewing size to 7”. That’s a fairly large difference.

There’s a lot of misdirection and half-truths out there. Please take the time to dig deeper and learn more about the product line before you buy so you’re sure what you’re getting is what you want. A little time spent up front to ensure you’re getting the best system at a fair price will save you a lot of time and money on the back end.

*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.

The hidden cost of "free."

- Deacon Wardlow

Is anything really free these days? When the word “FREE!” appears on an advertisement, is there some part of you which questions, “Ok, but what’s it really going to cost me?” I’m a partial pessimist on things like this and I often wonder where the catch or cost is. I can walk into my favorite ice cream shop for a “free” taste sample, but both the store and I know the chance is good I’m going to leave having bought something and you can rest assured those free samples have been factored into the cost of my cone.

“Free” software for a Programmable LED Sign is a dangerous thing. I’ve been around the block a few times with Electronic Message Centers (EMCs, LED Signs, EDS, etc.). I’ve seen a lot of manufacturers take the route of the generic control system (but the software is free for download). The software may be free to download, but it’ll cost you a lot of time and effort to learn it well enough to support it (you’ll find free support lacking with your free software), and an even larger amount of time to track down someone responsible when something in the software doesn’t work the way it should. All this time (money) wasted because a manufacturer wanted something “free” and didn’t want to spend more to develop their own software. That bit of free will cost you in the long term.

Another issues with the word “free” is it's often masked by the word “included.” Anything that’s included is paid for by you, it’s just not itemized. Make sure the real cost on non-standard add-ons is given to you up front and a manufacturer can show you what is really “included” and what’s not. Do customers need wireless radio communications “included” if they’re going to use a direct-connect cable? A good manufacturer (and their sales reps) will work with you to ensure an end-user gets what they need and doesn’t end up pay for an awning on a submarine.

The last bit on free I have is the “free” support offered by many manufacturers. That support isn’t free, it’s included in the cost of your message center. Things like this shouldn’t be labeled as “free” or “included” they should be standard. Finding a manufacturer who will stand behind and support their product line is a must. If they list something as “free” or “included” be wary because they may one day decide that option comes at a higher cost than you want to pay. Remember, the first taste is free, but one way or another you’ll end up paying.

*Please 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.

Permitting LED Signs - Part 1: General Overview

I’ve been working on a lot of permit research lately, so I felt a concise guide to permits (if that is even possible with any regulation) would be a great resource for those who are interested in getting an LED sign, and even for those who are working in the industry and are looking for some tips.

LED Signs are a relatively new product, but they are becoming more common with businesses choosing to replacing manual copy boards, and billboard companies switching over to “Digital Billboards”. Technology evolves very quickly, unfortunately state and local regulations do not. This means it is often a challenge to determine if your sign is permissible. However, there are some fundamental tools you can use to get past the bureaucratic hurdles if you're willing to talk to the right people, and spend some time researching the actual code.

Because LED signs didn’t exist or were in their infancy when many sign codes were written, much of the regulation depends on different interpretations of what defines an LED sign in the existing code. Are they manual “changeable letter boards” or “flashing signs” like the old movie theater using light bulbs, or are they “lighted signs” that happen to be able to change the message regularly? Fortunately many local governments are now revising the codes to include specifics on LED signs but there are many who are still use outdated sign code.

Additionally, there is no standard term for LED Signs in the industry. They have been called Electronic Message Centers, LED Displays, LED Signs, LED Message Centers, LED Reader Boards, Electronic Reader Boards, Digital Reader Boards, and host of other combinations. This can make it hard when searching through the city code, even when it’s available online.

Another factor is the distinction between billboards (Off-Site Advertising), and regular business signage (On-Site Advertising). The code that governs each varies greatly in most cities and counties. This series of articles will focus on regular business signage, but can still be useful for those researching Digital Billboard permits.

There are (4) major steps that need to be taken when researching. I will go more into the details in the next series of articles, but a general guide is below:


1. Find out your zoning district.

Every city/county has Zoning Districts that have their own rules on signage. Business “districts” will usually allow more signage options, while residential districts usually restrict signage all together, unless your are a school, church, or charitable organization.

Call or go to your City/County website and look for a “Zoning Map”. Usually available in the Planning, Zoning, or Land Use areas of the website. A google search for “city name” zoning map often provides good results.


2. Get your property line locations and measurements.

Many sign codes base the allowable size of your sign on the length of your property line “street frontage” and require a certain setback from the property line for installation.

You may already have a survey or “Plat map” of your property. If not, these records are kept by your county property tax assessors office. Most offices have a website where you can search a property address. The results will usually have a link to an online version of the “Plat map”. You can always call the assessor's office directly if you have any problems.

3. Review your sign code.

Many cities post there sign code online. Some host it locally, others use websites like www.municode.com or www.amlegal.com

Researching sign code can be a challenging task. Keep the following points in mind when reading through the code.

• Sign code is usually in the Zoning, Planning, Development, or Land Use section of the main city code.
• If the code is in electronic form it is usually searchable. Searching for Sign, or Signage will usually point you to the correct section.
• Most code presents the overall code first, then prohibited signs, then specific restrictions for each Zoning District. It’s always a good thing to look in the prohibited section first, to save you some time.
• There is usually a “Definitions” section in the code. If the code says “flashing signs are prohibited” you will want to look into the definitions section to determine if LED signs are considered in this group. If not, they may have a separate definition for LED signs. (see my comment on “terms” earlier in this article).

4. Verify
You can always call the city directly. Ask to speak with a city planner and let them know you are researching the permissibility of an LED sign on your property. Remember that anything the planner says about the restrictions must be backed up by a specific part of the code. You have the right to politely ask them for the code reference for any restriction they mention. Planners are also human and can make mistakes. Verify the information you receive, and if you feel like the planner is not familiar with the sign code, ask to speak to someone who is. Always be VERY polite.


I will go into more details on calling the city and researching the code yourself in Part 2 of this series. Hopefully this will be helpful to those that might be afraid to jump into the code themselves or are stuck in the process somewhere, looking for a solution.


-Scott Hofheins


* 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.

Is After-Service an Afterthought?

-Deacon Wardlow

I've seen many companies launch an excellent product line only to have neglected putting thought into support for the product until  after it’s hit the shelves. This is a mistake made by both big and small businesses. People get so caught up in making something “new and improved” they lose the customer focus along the way and end up having to back pedal.After-service is all too often an afterthought for businesses.

A friend called me looking for advice on getting a custom-built gaming computer, he wanted a laptop system built to his specifications and wanted to know where to get a cheap, yet reliable, system. I recommended a computer company I’ve used in the past and didn’t think about it again until he called me two months later. He ordered the system online and it was well under the price point for comparable systems from name brand companies. The system worked great out of the box when he got it, but he started experiencing heat-related issues and the system would “randomly” shut down.

Since I referred him to the company, I told him I’d take care of it with the manufacturer for him. What was supposed to be a week for repairs turned into a month. Instead of a single point of contact, I was shuffled from one department to another, having to leave multiple voicemails and emails with no follow-up from the company, I eventually get through to a ‘manager’ of the tech support department who told me, “Sorry, there’s nothing I can do.” While my friend saved a lot of money on the system, he (and I) ended up spending a large amount of time getting simple repairs done.

The end result, I’ve had to be reminded (the hard way) what it feels like for a non-technical person to be completely reliant on a company to solve an issue for them. When that company is not on the ball, a lot of frustration is generated. I’m glad I’ve never recommended a company like this to a client (and I’ll be a lot more careful about whom I recommend to friends if I want to keep them from “unfriending” me).

Beyond earnings reports, quarterly Profit/Loss statements and shareholder reports, companies need to focus on what really matters, the customer. Even with the best systems in the world, something can and will go wrong. The real merit of a company shows through in how they support the product. Customers will remember that bitter taste of poor service long after the initial joy of a low price or a new shiny toy. Make sure your business and the partners you deal with for LED signage are looking at the whole picture. Don’t let after-service be an afterthought.



*Always feel free 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. Advertisements/promotion for your business and inappropriate comments will be deleted.. Thank you!

**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.

Silent LED Message Center Killers: Power

-Deacon Wardlow

   

Improper power can damage the longevity and performance of your LED message center. Lightning strikes can instantly destroy expensive electronics without warning. In other cases, brown outs, under/over voltage and current spikes caused by excessive power demand can also damage electronics. The electrical grid that delivers power is subject to disturbances and potential failure.

Top 5 Power issues:

· Voltage Spike: An instantaneous increase in voltage from 300 to 6000 volts (normal is 120 Volts) caused by lightning or grid fault

· Over Voltage: a longer-term event caused by a large load instantaneously taken off the grid causing voltage to rise above 138 volts

· Under Voltage (Brownout): Too much load on the power grid resulting in voltage decreases from 120 volts to below 90 volts

· Power Outage: Zero voltage lasting for 2 seconds to several hours

· Voltage Sag: Caused by a large load placed on the grid resulting in delivery of less than 100 volts for up to 2 seconds

All grid disturbances can potentially damage sensitive electronic components. The most common and under-reported grid disturbances are Voltage Sag and under voltage events. In some cases, Voltage Sag occurs 30 to 100 times per year. The Under Voltage event is similar to a Voltage Sag, but last longer – sometimes for hours, days, and weeks or even years before the inevitable long-term damage is visible and the problem isolated to under power on the system. Voltage Spikes can also cause serious damage, including fire, but are less common and damage can usually be avoided with surge suppressors which should be a standard component for a reliable manufacturer of LED message centers.

Under Voltage and Voltage Sag events in the power grid cause the most serious damage because they chip away at the integrity of the equipment with each event and there can be hundreds of events in a year. When a Voltage Sag or Under Voltage event occurs, it is also followed by a current surge or current inrush when the proper voltage is restored. The constant fluctuation of power will shorten the life span and performance of the system.

Protect your business and your investment. Any installation of an LED message center should include power metering which most electricians and LED sign dealers should be able to do. This one time metering will save you lost business when a system fails years early due to consistent under voltage or other power issues which could have been caught at the time of initial installation.

The power company won’t step up and do anything until you have proof positive there’s a problem. By monitoring a new installation over a weekend or (even better) a week, you’ll know if the power is good or if there’s a problem. You can be sure you, your brand and your reputation (along with the investment in the LED message center) will be safe for the long haul.

*Always feel free 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. Advertisements/promotion for your business and inappropriate comments will be deleted.. Thank you!

**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.

Driving Innovation with LED Message Centers

-Deacon Wardlow

Are you getting the most out of your Digital Display system (whether exterior LED message center or interior Digital Signage)? Are you innovating with your display and starting a conversation or pushing content? What’s the difference? Here’s a quick look at some innovative approaches to interactivity with LED displays:

2007 - Fishtisch experiments with LED displays which were capable of “sensing” objects and lighting LEDs in response. They came out with some cool furniture concepts which (unfortunately) didn’t go very far, but broke ground for other innovators. Over in Oslo a designer came up with a wall (for a subway) which interacted with passer-bys, creating a “light shadow.” The Dobpler(tm) interactive LED system showed people LEDs didn’t have to be passive light sources. In a society where digital display systems are becoming more pervasive, they're blending into the background. They don't stand out as much as they used to as they're becoming the "norm." Interactive approaches which have systems react to outside forces (i.e. someone walking by) can be set in such a way as to make people want to interact with the system and pay attention. Forever 21 thought of just this approach with their display in Times Square.

2010 -  Forever 21 came out with an “interactive LED display” billboard in Times square. Check out the video and you’ll note how it gets people actively looking at and waving (interacting) with the display. This makes LED display content “come alive” and connects the viewer to the system.

Work like this innovates how LED display technology is applied in the market. I came across an interesting idea on utilizing feedback systems (like the Kinect) to make 3 dimensional LED displays which track physical body position and allow people to interact with the system via game or general track motion following. Thinking outside of the "flat box" format drives innovation and creativity leads to more eye-catching moments to grab your audience.

While these ideas seem “out there” for the typical LED Message Center/Digital Signage owner, the concepts are solid. Digital Signage can do more than push information to your potential client-base. Digital Signage can engage them, draw them into a “conversation” about your product/message. Instead of pushing, pull. Draw people in. Look at the innovative ways others are using their Digital Display systems (from exterior LED message centers to interior LCD/Plasma displays) and see how they’re changing the way they speak with their customers. Why “talk at” someone when you can talk with them?


Vantage LED is hard at work developing new LED Message Center Technologies which will not only disrupt how content is created and managed, but will lead the way for a paradigm shift in how exterior LED message centers are used by businesses and communities. The days when Digital Signage had a huge "wow" factor just by their presence alone are disappearing. The technology itself is a delivery channel, how that channel is used makes the difference between an "experience" and a "view."


Definitely let me know what you come across and I’ll put the feedback in the blog. I look forward to hearing from all of you.

*Always feel free 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. Advertisements/promotion for your business and inappropriate comments will be deleted.. Thank you!

**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.

Welcome Deacon Wardlow to the Dealer Support Team.

Attention Dealers! 
This is guy you want on your team. A wealth of resource. 

The man who invented Q & A. Be ready for comprehensive support.

Vantage LED announces the appointment of Deacon Wardlow as LED Technology Specialist. Deacon joined the dealer sales team March 1, 2012 and will be the lead on a new partner program for the company. In his new position, Deacon will be responsible for establishing and maintaining effective relationships and developing the partner program to promote and sell the renowned Vantage LED product line to valued resellers. 

"There's a strong synergy Deacon brings to the company; we're building a "perfect storm" team for 2012 to launch new programs to strengthen the ties to our current partners and extend opportunities for new partners to succeed in the Digital Signage market," said Chris Ma, CEO and Founder of Vantage LED.

Deacon brings over 15 years of High Technology/Digital Signage and business experience to his new position. Previous positions include: CTO/CIO of Barlo Signs International, Inc., a technology consultant in Asia where he facilitated team projects developing custom technology solutions for Asian manufacturers and establishing supply chain logistics for international trade business. As a NASBITE Certified Global Business Professional and Digital Signage Certified Expert, Deacon brings a strong background in technology and business solutions to Vantage LED and their customers. He's highly committed to strong Dealer support and developing long-standing quality solutions for partners. 

Regarding Deacon’s experience so far with Vantage LED, he states, “The first time I met with Vantage while sourcing a potential partner for sign companies, I was immediately impressed with their professionalism, the large team of experienced LED Display industry experts and the high level of enthusiasm everyone exhibited. Since I joined the team, I continue to be inspired by how everyone works together to put out the best system possible for each and every build.”

BUT, if you feel the support is lacking, well, he could be climbing a mountain...but he might have his cell phone with him.

OFFICIAL PRWEB RELEASE

http://www.prweb.com/releases/2012/4/prweb9394239.htm

Never An Ordinary Experience