This fifth edition of the popular sign design series includes the winners of recent Signs of the Times contests: electric and commercial signs for retail shops, restaurants and bars, residential ...
Other sources of revenue are key in tight economic times.
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By Jim Tatem
Consumers are bombarded by an average of 20,000 advertising messages a day, so it’s easy to see how static images are losing their impact.
In today’s instant-messaging, constant-contact and immediate-information culture, advertisers only have one or two seconds to catch a prospective customer’s attention. By comparison, this figure was three to seven seconds just a few years ago.
Rather than sticking their heads in the sand or hoping these trends will reverse themselves, some signshops are embracing electronic digital signage (EDS) as a valuable match between their customers’ needs and the capabilities of digital-technology manufacturers. And, as the cost of digital hardware continues to drop, new revenue streams are opening for signshops that can design content packages. These can accompany standard digital displays with built-in PCs and player software, standalone touchscreen kiosks and counter toppers for POP.
Advertisers can purchase digital hardware directly from a consumer-electronics retailer, but they would be buying personal– rather than commercial–grade equipment, and they would need to create and manage the content themselves. However, few business owners have the time, resources or interest to create fresh digital content regularly, and they will gladly find a one-stop provider who can outfit them with a complete, digital-solution package.
Harnessing the power of EDS
Digital signs can be useful, eye-catching tools for many businesses and community organizations that want to inform, entertain or advertise. Used well, EDS can increase brand awareness and improve a company’s bottom line. Their flexibility allows for nearly unlimited messaging options, on a real-time basis.
EDS draws people in with engaging features. Content can be continuously updated in real time to show, for example, the current local weather forecast in one area of the screen and today’s event and meeting schedule for a conference center or hotel in another.
A digital screen can also serve as an interactive touchscreen to help someone navigate a facility. Imagine replacing a static mall directory with a touchscreen. Not only can a path illuminate the desired shopping destination, but relevant sales and promotions can also appear, as well as a list of similar stores.
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