Sunday, 01 Feb 2015 20:16 GMT

Digital Signage for Sign-makers?

Brendan Perring asks: “While many of the barriers to entry have been removed, why is digital signage still not a standard service offering for most sign-makers?”

A complete package

Having worked closely with many sign companies over many years, digital signage is a still a mystery to many sign-makers; they really do not know where to start.

In my opinion, sign-makers are really missing out on a profit opportunity and get involved with digital signage. Having run seminars on how to get started in the area, I have found that the companies who are willing to spend a little time to understand the systems, can start seeing the benefits immediately.

Like many things in this world, you need to spend a little time to understand and learn the product. We get a lot of calls stating: “I need a TV screen for a client.” When asked: “What are the clients going to use the screen for?” they have no idea. However, you do not need to have a huge amount of technical knowledge to sell digital signage.

Many sign-makers are really missing out on a profit opportunity and get involved with digital signage”


As a specialist supplier to the sign trade for digital signage I fully understand that the number of different style screens and configurations can be a minefield. Models of screens are changing all the time and new technology is constantly coming onto the market. However, sign-makers do not need to worry about all this. All they need to do is work with a company, which will give plenty of advice, support, and make the entire process really simple.

A lot of people think a TV from PC World with a USB stick will be acceptable. But if something goes wrong you contact the supplier, they are mystified and can offer no solution. The key is to work with a company who will supply a complete package. Fairfield’s goal is to constantly supply the brightest and easiest systems to use on the market. The latest 1,500cdn screens are now available as media players and network solutions.

Make the first move


Harry Filer, managing director, Messagemaker Displays













With reducing manufacturing costs continuing to increase affordability, digital signage has become one of the fastest growing areas in the signage industry. While not every application warrants a digital solution, many sign-makers looking to futureproof their businesses may well be considering their options. However, adoption of digital technology is not always the first choice when it comes to business diversity.

In part, this is due to simple inertia on the part of suppliers with an established customer base that continues to provide a healthy level of business. In some sectors however, there are signs that the affordability of digital displays is beginning to prove an attractive alternative. A case in point is the theatre industry, where digital signage enables cash-strapped venues to refresh event information regularly while saving on print costs.

Unfamiliarity with digital technology may also be a deterrent. Not just financially, with the cost of entry and uncertainty over take-up presenting risks, but also the fear of being unable to provide adequate advice and support where customer service is a key focus of the business.

While not every application warrants a digital solution, many sign-makers looking to futureproof their businesses may well be considering their options”


For suppliers interested in adding digital displays to their portfolio but lacking the necessary resources internally, partnership may be the answer. As agents, sign-makers are able to offer an extended range of options to their clients, with the assurance of access to expert advice and support should a digital solution prove appropriate. Offering a low risk route to market, partnership also offers the potential to improve profit margins through sales on commission. At the same time, both the digital manufacturer and sign-makers stand to benefit by being able to build on solid customer relationships to drive new business. In other words, it is a win-win scenario for all involved which may help to encourage sign-makers to make the first move.

Nothing to fear


Jenny Hicks, technology manager, True Colours Distribution














Sign-makers truly have nothing to be afraid of as digital takes more of the signage pie. In fact, they are being presented with a great opportunity for new streams of revenue.

Digital and fixed signage will co-exist for the foreseeable future. Some markets, like out-door signs, especially in very large formats, are unlikely to convert fully. On the other hand, sectors like menu boards in fast food outlets are becoming digital very quickly. It has been shown over and over again that a significant sales uplift can be achieved by introducing offers and promotions quickly in response to market trends and even the weather—video also makes products look much more attractive.

From the sign-maker’s perspective, digital signage presents a very attractive business opportunity. Menu boards and other signs can be implemented by offering the customer a template which they can update themselves. However, most prefer a hosted solution, where the sign-maker’s graphics team creates campaigns including videos and animations for the customer, and uploads them as required. Both can present attractive margins, as they are less labour intensive than updating traditional signs.

Sign-makers have at least half the skills needed to create digital signage—it is only fear that is inhibiting them from taking the next step”


The skills required are not that difficult to acquire, and many can be learned for free. Most hardware manufacturers and content management system vendors offer free training to resellers (certainly those that partner with Midwich). Adding video capability to a graphics team that is used to processing static images will require some investment in training or new staff. This investment can be readily recouped, if sign-makers proactively encourage customers to make full use of the facilities that digital signage gives them, and point out the potential for business growth.

Fixed signage is not going to go away any time soon, but digital signs will increasingly be used alongside it. Sign-makers have at least half the skills needed to create digital signage—it is only fear that is inhibiting them from taking the next step and acquiring the remaining skills that they need to extend their operations into the exciting, fast growing, and above all, lucrative digital domain.

Removing the barriers


Jeff Hastings, chief executive officer, BrightSign














We see sign-makers as a growth opportunity for our business in 2015 and beyond. Their main concerns are around the technical challenges of getting content to screens, new media content development, potential screen failures, and installation support. 

Initially, sign-makers just need training on how to take content onto screens effectively. We’ve made our software application for creating, publishing, and managing presentations, BrightAuthor, easy and intuitive to use, and we provide it free to all customers. Using BrightAuthor, sign-makers can take con-tent in a range of standard formats and quickly and easily deliver it on screen. Many training resources are available and free-of-charge to get sign-makers past this first hurdle.

Having crossed this initial barrier, we find that sign-makers’ creative teams are usually ready and even eager to build on this and develop skills in new forms of content such as video and HTML. However, if resources for new media creative development are scarce, sign-makers should remember that their existing signage assets can be put to good use.

We find that sign-makers’ creative teams are usually ready and even eager to build on this and develop skills in new forms of content”


The second main concern is the stability of the hardware. AV will be right in the customer’s eye and a blank screen is a huge embarrassment and represents significant lost revenue. Sign-makers understandably do not want their customers to have that experience in the first place, and do not have the IT skills to handle the support of malfunctioning PCs or other devices.

Physically installing screens and players is not normally an issue for sign-makers used to fitting fixed signs. They will also be used to providing electrical power. The ‘new’ element with digital signage is providing network connectivity. Many sites will already have a wired or wireless data network, and a well-designed player will just plug and play. Where a site does not already have a data network installed, sign-makers will probably need to contract a networking specialist to put this infrastructure in. 

Sign-makers often have very strong customer relationships and a great understanding of how to develop content that works. I see them as key partners to us in taking the new capabilities of engaging screen-based digital signage to new customers and markets.



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