I got off a call this morning with someone looking for some type of digital advertising display for restaurants. After we ran through the pricing for hardware and software, the next question was pretty typical of many we hear:
What about the content? Do you guys provide that service or will I have to do it myself?
Content is the missing value-add of many a vendor in the industry. Regardless of whether a client is seeking some dynamic and engaging content for a digital display or static backgrounds, most of those with whom we work are the owners of the businesses themselves. Because the majority of installs in this industry are and will continue to be small business owners, the demand for content will continue to rise. How do we capitalize? Here are a few general thoughts.
- Keep it simple. Giving people the most simple of tools to take care of complex problems is what they need. Unless a manager is willing to hire an outside digital signage consultancy firm, they’ll most likely be doing things in house and if that’s the case, simplicity is the ultimate sophistication.
- Make it affordable. Today’s SMB market is more price sensitive than ever. Keeping things quality, but affordable is the name of the game. That applies only if you’re chasing after the long tail.
- Make it evergreen. We’v spoken before about keeping the content as evergreen as possible. That is, the content must outlast the test of time. To put it yet another way, it can’t go out of style in six months as many smaller shopped will be recycling and rehashing the stuff for years to come.
The cost, proliferation and demand for content tailored to mainstream out-of-home devices, whether signage or otherwise will continue to rise. Will your business be a help or a hindrance in fulfilling this need?