Volume 6, Issue 9 — September 23, 2014

Your first step as a salesperson is, as always, to do some research. If you have kids in school, think about the way the school communicates with you. What works, what does not? Go pick your kids up from school some day. Stand in the lobby and listen to what the parents are talking about. What are they interested in hearing from the school?

Next, think about what information can go on a regular cork board at the main entrance. I find digital signage that is simply a replacement of these boards to be a waste of time and money. Money being the critical waste in a public school budget. So, don’t try and sell the digital signage to a school as a replacement for the cork board. Kids (and teachers) actually like those boards.

My first suggestion is to think about and research ways in which schools are using the board as an educational tool. An example of this would be a class developing a set of slides for the board, explaining something they have worked on. My son’s class did a unit last year in which they raised fish over the winter, and released them in the late spring. They did this in conjunction with a local ecological group. Along with pictures of the growth and release of the fish, and research the class did, part of their assignment could be to develop a succinct set of slides to share with the school.

Another very important piece of information for parents is the current successes of the school. Driven by the No Child Left Behind Act, test scores, attendance numbers, graduation rates and many other metrics are now something that parents want to know. Showing schools way to highlight these numbers to parents and others visitors, encourages them to get more involved and ask more questions. This is something that schools want.

Think about the particular market you are selling to. For example, at a local private, catholic school there is a digital sign. It has two slides. One says, “Welcome to Saint Dominic Academy,” the next gives a thought of the week. The thought, with a religious connotation, is a very powerful message each week. The sign is placed in a very strategic location so that as you walk in the front door, it is very obvious. It has an effect that a handwritten poster could not.

Finally, remember to approach the schools with a starter system. It needs to be one that is very easy to use, and can be used by multiple people around the school. If you are giving the school a system that needs a half day of training, it is too much! They really need a system that is, essentially, self explanatory. Also, an investment of $2,000 is a lot of money for a school. So, don’t go into the school expecting to sell them a $10,000 server and $2,000 media boxes. Rather, explore the various options available on the market. Perhaps even selling them something that is very inexpensive, and you make your money on design and support. The last thing you want to think about is the scalability. Schools don’t want to feel suckered into a system at a low price, and then be told they need to come up with all kinds of money to expand. In the end, yes, it is a bit more challenging to sell a system to a K-12 system, whether public or private. Remember though, you are not just selling equipment. You are introducing the system to your company and their skills and abilities. Someday, they are going to build a new school, and need some AV systems installed. Wouldn’t you like to be the first company they think of?

Digital signage puts marketers and other communicators in charge of when and where their messages influence consumers. This may also mean changes in the way things get done and who’s responsible for those things.

Day after day, the media are filled with stories of who will do what if this politician or that party takes control. The headlines are filled with phrases like “seizing control” and “taking power” and stories about the ramifications of Democratic or Republican control of Congress.

“Taking control” is part of our daily lexicon, too. “He’s a take charge kind of guy.” Or, “She’s a control freak.” Everywhere you turn, life seems about controlling our words, our actions and our environment. At least it is in most spheres.

But I wonder, if you were to ask 10 communication managers how in control they feel about their marketing message, if even half could honestly say they’re in charge. Sure they design their messages and sign off on the creative product of their advertising agencies. But from that point on they start to lose control.

Marketers cast their messages out to the public through a variety of media, like the Internet, print publications, TV broadcast and radio, without really knowing whether or not the public is fully absorbing their messages. Today’s empowered consumer is far more likely to zap the commercials on their digital video recorder, change the radio station and turn past the newspaper and magazine ads, than they are to actually acknowledge the marketer’s message and take a desired action.

That’s why when it comes to taking control of marketing messages, no other medium appears to approach digital signage. With digital signage, marketers can influence shoppers when they’re in the buying frame of mind at or near the point of sale. They can day-part their messages, appealing to stay-at-home parents during one portion of the day and the after-5-work-crowd at another. Digital signage even allows them to control their messages on a micro-geographic level, targeting a neighborhood, ethnicity, age group, social strata or income like no other medium.

With digital signage, communication managers aren’t only in control of their message but also how, where and when that message is presented to a highly targeted market audience. Digital signage elevates the control over messaging to a level all managers dream of and few currently achieve. When looking at the practical results of this robust communication medium, digital signage is a game changer for advertisers.

Digital signage represents a new age for marketers and communication managers — and a new way of thinking about content, one that can address in real time the ways consumers think and act in the purchase environment. Digital signage is not television. It’s not Internet. It’s not radio. It’s not print. It’s a completely different medium and requires a fresh approach.

Look around you. Don’t let this game changer pass you by and risk intellectual paralysis by over analyzing the obvious. Digital signage is here to stay and is becoming the communication medium of choice for messages where consumer engagement and frequent changes in content are desired. Avoid hiring an agency with old-school paradigms; consider teaming with a full-service digital signage company that has a proven track record and will assume some accountability for your return on objectives.

Less is more. It’s a phrase that gets used often and one that came to mind recently as I heard about the results of a company’s decision related to a digital signage deployment.

In this particular instance, the company’s goal was to build out a digital signage network on three different floors of their office building. The company spent tens of thousands of dollars on server hardware, various server software licenses, digital signage software, media players, mounting brackets, video transmitters and receivers, cabling — you get the idea. The list goes on and on and the dollars added up to a large capital investment. Obviously the problem that needed solving was important, so an investment was made.

What could possibly go wrong?

This was an infrastructure install resulting from a move into a new building. In order to cut costs, the company decided to repurpose existing 32″ flat panel displays from their old building. These displays were showing their age. I’m sure you’ve seen the type – the ones that have that have amber tint on the right half of the display like someone spilled coffee on it. Yikes!

The majority of the displays were mounted on a high overhang of inner perimeter hallways. Potential hallway viewers either walked right under the displays without noticing them or had to lean against a cubicle wall and look almost straight up (a la front-row-of movie-theater effect). The displays were also too small to see past the first two rows of cubicles, rendering them ineffective for the other 80 percent of potential viewers.

After thousands of dollars of investment, skimping on the final and most important part of the digital signage installation ruined the objective of the whole system.

What should have happened?

The company should have heeded the previously mentioned old adage and scaled back. Instead of servicing three floors, they could have deployed only the two most important floors at the onset and invested the third floor savings in larger and higher quality displays.

Hiring a professional digital signage consultant to help plan display locations in order to reach the most viewers (and right viewers) would have yielded a better result and a better ROI. The company’s on screen messaging was important (no doubt) for employees to see. So it stands to reason that the greater the influence the message could deliver, the greater the measurable ROI. Had this influence and ROI been properly recognized, the argument to approve costs to extend the installation to the third floor would have become natural.

This all brings to mind another saying: the most brilliant book cannot be read and appreciated if it isn’t opened. For our market, this translate to a digital signage system isn’t effective if it can’t be seen.

This column was reprinted with permission from the Digital Screenmedia Association and originally appeared here.

One new feature is that you can see room availability at a glance with a large on-screen status light, and availability lights on each side that illuminate green when the room is available and red when it’s busy.

Both the 10- and 15-inch touch-enabled room signs can be surface mounted or recessed right out of the box with no additional hardware. Power over Ethernet lets you run one Ethernet cable to the room sign to supply both power and data, so you don’t have to worry about concealing power bricks.

Here are the full specs.

The DTP T HWP 231 D and DTP T HWP 331 D support 12-bit Deep Color, CEC pass-through and embedded HD lossless audio formats. Both transmitters maintain DDC communication of EDID and HDCP between a source and display for reliable operation. To streamline installation, they can be remotely powered by Extron DTP CrossPoint 84 matrix switchers or other DTP-enabled products over the twisted pair cable. The transmitters also offer an HDBaseT output mode that provides the additional integration convenience of a twisted pair output that is compatible with any HDBaseT-enabled display. The DTP T HWP 231 D and DTP T HWP 331 D mount in an included Decora-style wallplate designed for installation in one-gang U.S. wall boxes.

For more information on the DTP T HWP 231 D and DTP T HWP 331 D, go here.

The virtual site manager solution combines video intelligence with point-of-sale systems and enables operators to monitor and manage their restaurants from anywhere. Managers can access the searchable transaction video database of point-of-sale transactions, create custom automatic alerts for key or suspicious events, and oversee staff compliance and security. Both of these technologies give operators the tools they need to improve operations and increase sales.

According to Panasonic, this is the first fully-integrated digital drive-thru system that combines weatherproof, glare-resistant outdoor displays with outdoor mounting, integrated audio and video capabilities, on-screen order confirmation along with a host of services and support solutions. High-brightness weather-resistant Panasonic LED displays are integrated and have the ability to work in variable temperatures (-20 to +50c) and are also vandal proof. The displays’ 2,000 cd/m2 spec means viewablity in direct sunlight. Designed for outdoor use, the displays do not require separate cooling/heating enclosures.

Details are all here.

Both events include a keynote address delivered by rAVe founder Gary Kayye called “Being Smart About Smart Buildings,” which focuses on the explosive practice of pre-engineering AV into every room in new construction and how to become a preferred provider to the architect and facility manager community. Additionally, the October E4s will include the following courses, some worth valuable InfoComm Renewal Units:

• Power and Grounding Best Practices. InfoComm International (1 CTS RU)
• Assessing Network Readiness for AV Systems. InfoComm International (1 CTS RU)
• Video Walls: A Start to Finish Guide for Success. NEC (.5 CTS RU)
• NEW! Content Creation for Digital Signage. Almo Content Creation Team
• NEW! Hearing Disability Compliance. Listen Technologies (1 CTS RU)
• NEW! Making Meetings Smarter for a New Generation. Barco

The E4 events will also feature the opportunity to become involved in the Harman Eco System Buying Program. Designed to solve meeting space challenges, Almo is offering its partners an exclusive discounted bundle that includes products from the Harman line (JBL, AKG, Crown, DBX) purchased with AMX control systems.

Some of the highlighted products being shown on the E4 Expo floors include:

• AMX DVX-2110. A new lower-priced all-in-one presentation system option for conference rooms that require fewer AV inputs/outputs while retaining all the key Enova features.
• Barco ClickShare CSM. A smaller, entry-level version of ClickShare for meeting rooms.
• BrightSign 4K Resolution Media Player. A true 4K experience with 3840×2160 video at 60 frames per second via HDMI 2.0.
• C2G Rapid Run Optical. The leanest, longest, fastest, strongest modular cabling system on the planet.
• Canon REALiS WUX400ST Projector. Offers WUXGA resolution, 56:1 short throw ratio and extreme lens shift to deliver outstanding images and installation flexibility.
• Clear One Spontania System. Spontania is the most powerful cloud service available— putting all the benefits of visual collaboration within anyone’s reach–while removing the barriers of complexity and high costs.
• Elo Ultra-Thin 32-Inch PCAP Touchscreen. Provides fast, accurate, drift-free touch response in a slim, integrated design.
• Epson BrightLink Pro 1430Wi. An intelligent, interactive, collaborative, touch-enabled whiteboard solution.
• Listen Technologies Wi-Fi Personal Listening. Allows venues to stream audio content to their customers’ mobile devices to create better personal listening experiences.
• NEC NP-PX602WL. A new lampless projector using laser-phosphor technology for up to 20,000 hours of usage in 24×7 installation applications.
• Panasonic PT-RZ670U. The world’s first laser light source 1-chip DLP projector with 6,500 lm of brightness.
• Samsung Displays. A new 85-inch 4K UHD commercial display that is a slim, full-featured and a dependable choice for those looking to step up from HD to UHD.
• Securitytronix HD-COAXINATOR. Allows for stress-free high definition surveillance without IP wiring or the complexity of setting up a network.
• Sharp AQUOS Board 2. Four new displays (two 70-inch and two 60-inch) designed for smooth and effortless communication in a wide range of environments.
• Sharp AQUOS Q+ with Quattron and Revelation Technologies. Delivers 10 million more subpixels than Full 1080p HD TVs and includes a built-in upscaler, which makes everything sharper and more vivid. These displays play 4K content at about half the cost of an actual UHD 4K TV.
• TrippLite SRCOOL12K. Adds remote SNMP monitoring and management capabilities to the current portable air conditioning units to remotely adjust fan speed, cooling temperatures and dehumidification modes.
• ZeeVee HDbridge 2312. Encoding and modulating 12SD channels of composite video and analog audio. The quick set-up through a web browser allows for system customization.

BenQ’s new RP700+ is native 1920x1080p resolution, has a 4000:1 contrast ratio, and 350 nits of brightness, and the unit’s two 15W speakers in case the room doesn’t need amplification. Featuring six-point multi-touch technology, the RP700+ enables receptive tactile navigation, allowing users to simply touch the screen for responsive panning, zooming, and scrolling, just like a tablet. And, the panel is equipped with anti-glare glass to reduce screen reflection and eliminate any visual noise caused by glare. The display’s ambient light sensors also adjust brightness based on surrounding light levels to reduce eye strain and produce up to 50,000 hours of light life, while the unit’s anti-fingerprint finish and low blue light technology further optimize the viewing experience.

The RP700+ can be positioned in portrait or landscape mode while hotkeys embedded onto the front bezel enable quick and easy access to menus, volume, and other control features. With three convenient USB ports also on the front bezel, the RP700+ can support up to three sources simultaneously while providing overall access to HDMI, VGA, RS232 and S-Video via additional ports. Compatible with Windows, Mac, Linux and Chrome OS, the IFP works seamlessly with any PC or smart device via easy plug-and-play capabilities. The RP700+’s intuitive DisplayNote teaching software tool is ideal for classroom applications, enabling learners to stream content, collaborate and contribute to any presentation in real-time via multiple tablets or laptops.

The RP700+ is already shipping and here are all the specs.

Sharp is now accepting orders on these models. Shipments against these orders are expected as follows:

• PN-Y325: 32-inch class; currently available at $995
• PN-Y555: 55-inch class; available mid- to late September for $1,450
• PN-Y425: 42-inch class; available early to mid-October for $1,750
• PN-Y475: 47-inch class; available mid- to late November for $2,550

Here are all the detailed specs [PDF].

Middle Atlantic Products

According to Middle Atlantic, the Quick Assembly Rack can save up to 30 minutes or more in assembly time compared to other knock-down racks (including their own). It provides a quality foundation for residential AV systems and can be used as a skeleton rack or easily configured with sides, doors and a range of Essex power and accessory options.

The QAR Series is UL listed with models available in 12 sizes complementary to residential AV systems. Ideal for installation in closets, basements and equipment rooms, it is optimized for efficient cable management with generous facilities for bottom cable entry. All QAR Series racks feature lockable casters, optional leveling feet for fixed installation and a convenient mounting bracket for vertical power distribution.

Essex Accessory Bundles are available in three sizes for installers to select essential accessories with one easy part number. Other useful options include locking solid and plexi doors along with locking side panels that install in seconds. QAR Series racks can also be powered and protected with Essex power distribution in rackmount and vertical options.

Featuring a metallic grey finish, the QAR Series addresses thermal management through the passive ventilation designed into the rack’s top. Also available in the Essex line are quiet DC fan tops for up to 276 CFM when forced airflow is needed.

Here are the details.

To qualify, nominees must have a new or current digital signage or interactive technology program installed between Nov. 1, 2013, and Nov. 1, 2014. Submissions deadline is Fri., Oct. 17, 2014, additional information and entry forms are available here.

Nominated installations will be evaluated by a panel of independent judges on the basis of:

• Challenge — The size, scope or unique requirements of the deployment and what problems had to be solved or overcome to ensure successful implementation.
• Solution — The degree to which the solution was “cutting edge” (new, unique, or innovative).
• Result — The quantitative extent to which the digital signage or interactive technology deployment benefited the viewer and achieved the installation’s goals.

New to the Apex Installation Awards is a Future Concept category for artistic renderings of futuristic installations showing digital displays, interactive technology and mobile applications integrated into the built environment.

Richard Lebovitz, DSE’s editorial director, said, “The new category is designed to encourage imaginative thinking about the role digital displays will play in the future. Technology is evolving at a rapidly increasing pace, and if our industry wants to remain viable and relevant, we can’t afford to fall behind. Hopefully, this new category will spur companies to rise to the challenge and share their visions of tomorrow.”

Nominated Content entries will be evaluated by a panel of independent judges on the basis of:

• Relevance — Was the content RELEVANT to the viewer and in CONTEXT with the environment.
• Creativity — Was the content eye catching? Fresh? New? Original? Imaginative? Did it wow the viewer?
• Intended Mission — What was the goal? Was it achieved? How was it measured? What were the results?

The nominating companies can be the venues themselves, the technology providers that provided the installation hardware and software, the architects and design firms who conceived the project, as well as the system integrators who did the installation.

This year, the 2015 awards program will be held as a breakfast during DSE on March 12th from 7:00-9:00 a.m. at the Las Vegas Convention Center. DSE, co-located with the Digital Content Show, is scheduled for March 10-13, 2015, with access to the Exhibit Hall March 11 and 12 at the Las Vegas Convention Center in Las Vegas. More information on the trade show is here.

Using USB, the SV500 allows operators to insert content-loaded thumb drives directly into the panel’s USB port to access files or enable direct playback — displaying both audio and video without the need for any additional cabling, software, or accessories. To deliver increased environmental and functional benefits, the SV500 allows administrators and IT managers to perform maintenance via BenQ’s MDA — enabling content scheduling, on/off powering and remote monitoring and control — regardless of system configuration. BenQ says the MDA also works in real time; tracking each panel’s voltage use and temperature to protect panels and automatically send email alerts should anomalies arise.

The SV500 is available now at a list of $1,599 and full specs are here.

According to Sam Taylor, executive vice president and COO for Almo Professional A/V, “As a result of this distribution agreement, we are now able to take our leadership and expertise in digital signage directly to the static signage market to help these resellers and integrators incorporate dynamic solutions into their businesses. The addition of Terry to our specialized BDM team will help make this transition smooth and seamless.” He added, “We intend to support GDS’s customer base in the sign industry with the same high level of service and support that GDS provided in the past.”

Tollison brings more than 30 years of experience in sales, sign production, manufacturing and leadership positions within the sign industry. Prior to Almo, Tollison was National Sales Manager for Glantz Dynamic Solutions. He also held sales positions at Custom Sign Images, Inc., A&W Sign Company and Reece Supply Co. Additionally, he served as President and Owner of Custom Sign Images, Inc. Tollison is a Digital Signage Certified Expert (DSCE).

GDS is here and Almo Pro A/V is here.

SI’s Black Diamond Rear-Pro Film is available in 60” x 99’ rolls that ship on a 2-inch core or it can be purchased already laminated to glass or acrylic as a finished solution. A typical installation might be on an attic wall or even a garage wall for a unique outdoor movie experience, but the options are extensive.

Here are the details.

BACKGROUND

CBI’s showroom is used to sell prospective clients on the company’s many different product lines and services. CBI sells multimillion dollar contracts, so the lobby needed to be impressive.

This is also a family-owned company, and many of the owner’s children and family members work there.  The company wanted the content to reflect the family values as well as the quality of their work.

CHALLENGES

The screens are in an odd configuration. It is extremely challenging to come up with content that will be able to translate to the space surrounding three letters. Also, since it is family owned and operated, Saddle Ranch Digital wanted to show the employees in a fun, interactive way.

As people are waiting in the lobby, they can get a feel of the type of people they will be working with. The company also hosts night events, and the owners wanted the content to create a special mood at night.

SOLUTIONS

One of the many solutions was to show each employee on a MicroTile in a way that was “Brady Bunch-esque.” The employees had a good time and wore fun things while “looking around” on the screen at each other.

Saddle Ranch Digital also made sure the content had a family feel to it. The owner’s father was a farmer in Irvine, California, and he wanted to show pictures of his upbringing and where he came from.

Night content was created showing many constellations and different abstract content to create an upscale urban nighttime feel.

RESULTS

The “Brady Bunch” content was a big hit. It is one of the owner’s favorite pieces, and it makes people laugh daily. The biggest thing is that the content conveys to potential clients who the company is before they get to the conference room to actually meet. The stage is set and the salespeople say it is a great conversation starter.

This case study was reprinted with permission from Digital Signage Connection and originally appeared here.