Best tactics for implementing a top-notch digital signage project

Chris Melito has spent the past two decades finding out what works and what doesn't work in digital signage rollouts.

Melito

Melito, manager of professional services at Omnivex, shared his expertise in the webinar "Essential Considerations When Implementing Digital Signage," hosted by Digital Signage Today and moderated by Networld Media Group Managing Editor Mandy Wolf Detwiler on Feb. 15. The one-hour presentation, sponsored by Omnivex, covered several of Melito's most important tips in creating, designing and executing a digital signage project, including common challenges and strategies, along with tactics and best practices.

Omnivex, based in Concord, Ontario, is a computer software and services company established in 1991 specializing in digital signage.

Melito said one of the key challenges in implementing digital signage is making sure the client and stakeholder's vision for the project is fully aligned. Planning groups should designate one leader as the "project champion" to oversee the rollout, according to Melito.

"Whatever it is you're building, you have to make sure the technology is feasible within any part of the client's environment," Melito said.

He said it's also vital to hire a content person, saying the phrase "content is king" is more than just a time-tested cliché.

"They can really take charge of that marketing and communication side … branding, governance," Melito said. "Having a core group in place for this early on is crucial. It's important to get them all aligned early on with the project champion having authority over it."

As the project progresses, it's also important to check all the implementation boxes so a key piece doesn't get missed. For tech infrastructure, Melito said it's better to pump in more information than less and companies must have a strong internet bandwidth to power the display. File sharing services such as the cloud make transferring files easier.

"Make sure you talk to the client's IT team about streaming capabilities and what's the best protocol to use," Melito said.

In meeting project challenges head-on, Melito offered two simple but straightforward strategies: be prepared and be flexible.

"You need to be able to dance a little bit," he said.

Speaking of strategy, Melito said a lot of tough questions need to be asked early on. What messages belong in digital signage? What belongs where? What makes the most sense? Omnivex offers a strategy workshop that tackles these crucial considerations.

"There's also ethical and moral components to be considered," Melito said. "Cultural considerations are important. Do you want to tailor (the message) to each person? How does the message follow the person and how to make sure it does and not fall through the cracks?"

State and city statutes, along with accessibility guidelines must also be considered. Also, if the message requires a unique design, a graphics professional should be brought in.

"It's very different than print or email ads," Melito said.

For office displays, some of the basic data features to include are: news, weather, date, time, traffic, calendar, announcements, Office 365 and social media feeds. However, for social media, Melito said clients should be very careful to consider allowing external channels.

"It's hard to monitor public access," Melito said.

While messages need to be impactful, companies must be weary of message fatigue. For an example of message overload, Melito referred to the comedy film "Office Space," in which the boss continues to badger Peter for his TPS reports.

"You don't want to hear the same message over and over again," Melito said. "Anyone who's worked retail around Christmas time likely knows what I'm talking about. You hear the same jingle over and over. It becomes annoying."

For tactics and process workflow, Omnivex begins each project by discovering the architect or project designer. Second is designing the system, followed by staging the system. Third is building it and then reviewing the project. Melito said it's good to bring in an outside source to check the work.

"You got to bring in a fresh set of eyes," he said. "And be open to constructive criticism."

Fourth is delivering the project to the client, followed by making sure the client understands how to use the signage from top to bottom.

"They have to know how it works and can make changes," Melito said. "It could be as simple as a QSR finding out how to add a menu item (to a display)."

For best practices, Melito pointed out three questions: what do you know? What do you not know? What do you not know that you don't know? He also emphasized the "three I's," inspire, instruct and inform. In addition, communication lines between project designers and clients must be open.

"Get on site," Melito said. "Go talk to people. Understand who you're working with on a human level."

The webinar concluded with a few questions from attendees, including which aspect of a digital signage project should require the most attention? Melito said the biggest aspect is making sure the information being displayed is accurate and to keep a lot of project checklists.

Another attendee asked, with so many ways to turn for digital signage, what is the best option?

"If you want a good system you have to put in a lot of work," Melito said. "Know what you want and in what ways you want to get the message out. That's critical."

For more insight provided in the webinar, click here.