Monetizing Digital Signage

As digital signage continues to grow, many Pro AV integrators have made a conscious decision to avoid it.   The main reason I’ve been told when discussing the topic is the perception that digital signage is not profitable.   After spending time reviewing various integration partners’ digital signage strategy, I agree that the return on investment in time and resources just isn’t there.  The problem isn’t necessarily about a lack of revenue available, but rather the digital signage strategy that they’ve employed.

The simple truth is that many pro AV integration firms do not have a true signage strategy.  Almost all offer signage products.  Great products to boot.  Many even have a good understanding of how the signage products function.  What they lack is a strategy on how to deploy a successful, and yes, profitable full signage solution for their clients.  I believe this to be for one of three reasons.  The first, and probably most influential, is their sales team is not compensated for selling, what many would contend is a more difficult sale – a solution with ongoing costs.  Another reason that ties into the first, is the misconception that end users won’t see the value associated with an ongoing expense.  Lastly, the integrator believes they lack the resources needed to successfully complete such a project.

So, why should you care?  After all, coming up with a signage strategy may take some effort, and just because I’m paid to care probably isn’t a good enough reason for you.

Ok, glad you asked.  Here are the down-and-dirty bullet points to why you should care.  I’ve also provided a few recent “case studies” at the end that highlight the value of a solution.

  • Recurring Revenue
  • Higher margin
  • Consistent contact with clients
  • Reduce or eliminate competition

Grandview Research indicates the global digital signage market size was valued at USD 24.86 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 8.0% from 2023 to 2030.

The simple truth is, if you can’t offer your clients a solution, they may find someone else who can.

Now, this probably is not convincing enough, so let me show you how a few simple steps will allow you to build this business.

There are a few requirements in developing a digital signage strategy, which do take a little effort in the beginning, but little to no financial commitment from the integrator.  These include the following steps.

Step 1 –  Develop Partnerships

This is the most important part of the process and may require assistance from a third party – like your favorite Pro AV distributor.

The most common partnership is with a digital signage content management provider.  These companies specialize in providing the software and services necessary to provide a complete solution.  Below are some key factors you should consider when finding a signage solution.

  • Client base
  • Features needed
  • Player options
  • Security Needs
  • Additional Services
  • Channel Friendly
  • Expertise required

Your client base is used to determine which integrations or services they would typically need.  Verticals typically require similar integrations, so knowing which verticals you wish to service helps thin out the options.

Next, you’ll need to find the correct provider.  Many digital signage providers specialize in one or two verticals, which typically coincide with similar verticals that Pro AV integration firms will focus on.  One of our CMS partners, offers the integrations commonly requested by higher education (CAP) as well as corporate (Power BI) – both verticals are highly sought after by many of our integration partners.

Once identified, develop partnership(s) with these digital signage provider(s) that offer the products and services your client needs, as well as provide services that enhance your company’s offerings.   You may only need one well-rounded partner to fit all your needs.

Many of the CMS partners we work with can take most projects from needs analysis, all the way through to completion, and even after sale training.

Step 2 – Signage Evangelist

Assign someone (or ask for a volunteer) the role of Signage Evangelist.  This person does not need to have any specific experience but should serve as the main contact so that requests are funneled through a single contact to make sure requests are properly directed.  These are then directed to the partnership from Step 1.

Step 3 – Operations

Assign internal operational assignments for subscription processing to make sure recurring revenue is accounted for and collected.

Step 4 – Compensation

Establish a pay structure that rewards sales of recurring revenue products to help drive interest in signage projects.

Now that I’ve covered the steps to developing a strategy, below are a few recent case studies that highlight how having a signage solution adds value to both your clients, as well as your bottom line.

Case 1

A 6-display video wall for a Fortune 50 corporation. The initial sale was for 6 media players behind a video wall.  Excluding the displays, mounts, etc., the total signage revenue was about $2100.

After deployment, it was apparent that the end user was having a difficult time managing the content for the video wall and keeping content relevant. After some discussions, it was determined that the project needed a signage solution provider.  A channel-friendly CMS was brought into the mix, who was able to conduct a needs analysis, provide a virtual demo a temporary license, and lastly a proof of concept.

After 6 months, the end user liked the solution so well that they rolled it out to several displays located throughout their building.  Then even later into additional buildings.  This accounted for another $150K+ in business, including over $6K in services at over 50% margin, and an annual recurring license of $32K.  The license was sold at 20% margin, which the integrator will collect annually.

Case 2

A local school purchased a single display as an information board for the school’s sports activities, to be managed by one of the coaches.  The original integrator deployed a digital media player behind a display but didn’t offer training or additional services to get it up and running.

After a year, a new integrator came in to provide a touch display for a classroom and asked about the blank screen.  He was then allowed to loop in a signage partner to perform a needs analysis via Zoom.  The signage partner was able to overcome any concerns the school had, who purchased a single license a few weeks later.

That solution is now district-wide on over 60 displays.

Conclusion

It’s my belief that signage will continue to grow within the Pro AV space, and that annual recurring contracts will become the norm.  My goal is to help clients navigate that change while adding value to their business.  If I can help your business in any way, please feel free to contact me, or your Exertis Almo account manager.

Todd Heberlein
About the Author

Todd Heberlein | CTS, DMC-D-4K, DSCE

Senior BDM – Technical Lead

Supported Manufacturers: LG dvLED and Brightsign

Emerging Drone Tech in 2024: DJI’s Dock 2

For years, the drone industry has been on a trajectory toward complete autonomy. With DJI’s latest drone tech release, that vision becomes a tangible reality, as their seamless integration of human direction and drone execution brings a new era in efficiency and precision in a variety of applications.

Complete autonomy is a coveted feature within the drone solutions industry, therefore cutting down on labor-intensive manual inspections filled with risks and limitations. Instead, DJI technology can autonomously execute missions, collecting data and reporting back to a command-and-control center, without compromising safety or accuracy.

The latest innovation from DJI – the DJI Dock 2, is built to operate 24/7. The remote drone operation dock houses a Matrice 30, allowing the drone to land, recharge, and execute missions that are programmed through DJI FlightHub 2.

The specific applications that benefit from DJI’s new technology are as vast as they are impactful, specifically in the realm of public safety. From surveillance to search and rescue operations, automated missions are both effective and efficient. Simply put, DJI allows for someone at a computer to instruct the drone to start a mission, complete an inspection, and much more – all from miles away.

M3TD drone techAlong with the new DJI Dock 2, there are two products at the heart of DJI innovation:  the M3D and the M3TD (Matrice 3D/3TD).

The M3D features a powerful zoom camera, tailored for traditional inspection work. Whether surveying cell phone towers for loose screws or identifying broken components, the M3D is a game-changer in the field of infrastructure maintenance.

Furthermore, the M3TD takes thermal imaging to new heights, making it an indispensable tool in public safety initiatives. The ability to detect heat signatures from above is a key component in efficient emergency response scenarios.

Additionally, the DJI Dock 2 boasts a lighter weight than the Dock 1, requiring only 1-2 people to transport the device. The dock also features improved coverage, with a 50-minute maximum flight time.

The future of drone solutions is here and it’s in the palm of your hand – quite literally. We are currently accepting pre-orders for the DJI Dock. Contact your Exertis Almo representative to get started today!

Eric Jameson drones BDM

About the Author

Matt Callari

Director of Sales – Photo, UAV, Retail

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Check out more of our blog pots on Drone Solutions.

Exploring Outdoor Spaces: the Power of AV in QSR Drive-Thru and Outdoor Dining

Welcome to the season of outdoor adventures! With warmer weather beckoning, patrons are eager to dine al fresco and enjoy the great outdoors. As the demand for outdoor dining and drive-thru experiences continues to rise, so does the importance of integrating audiovisual (AV) technology to enhance customer engagement and satisfaction.

Now is the perfect time for Pro AV integrators to dive into the realm of Outdoor AV solutions and grow their offerings for the high-growth Quick-Service Restaurant (QSR) market.

Let’s explore the innovative applications of AV solutions for QSRs and outdoor dining areas.

Peerless-AV menu board drivethru KOF555-31. Digital Menu Boards for Dynamic Displays

Say goodbye to static menu boards and hello to dynamic digital displays. Digital menu boards offer QSRs the flexibility to update menu items, promotions, and pricing in real time, catering to changing customer preferences, deals, and seasonal offerings. These eye-catching displays not only capture attention but also drive upsell opportunities and enhance the overall customer experience with a more efficient ordering process. Additionally, customers can view the items in their order on the screen, allowing them to make any corrections necessary before reaching the window.

Peerless-AV’s Outdoor Digital Menu Boards are all-weather rated and provide a simple installation process while allowing users to update the digital content remotely and in real-time.

2. Enhanced Communication in QSR Drive-Thru Lanes

Microphone and SpeakerGone are the days of crackling speakers and static-filled orders. AV technology is revolutionizing the drive-thru ordering experience, providing crystal-clear audio and seamless communication between customers and staff. Peerless-AV’s Speaker and Mic retrofits to the Outdoor Digital Menu Board for quick and simple installation, while delivering clear audio quality to ensure that every order is heard accurately, and every interaction is memorable.

3. Convenience of Interactive Ordering Kiosks

LG KioskFor those who choose to order in-store, interactive ordering kiosks empower customers to take control of their ordering experience. These user-friendly touchscreens provide a convenient way for patrons to browse menus, customize orders, and complete transactions independently. By streamlining the ordering process, QSRs can reduce wait times, minimize order errors, and improve overall operational efficiency.

Designed to elevate any quick-service restaurant, the LG Self-Ordering Kiosk Monitor showcases vivid product images for easy ordering and doubles as an advertising screen when in standby mode. Maintenance is a breeze with its drawer-type design, allowing access to essential components, like the receipt printer and card reader without needing to disassemble the body. To learn more, watch the Exertis Almo podcast discussion on QSRs and kiosks.

4. Immersive Outdoor Dining Experiences

Transform outdoor dining areas into vibrant entertainment hubs with AV technology. Weather-resistant speakers, outdoor TVs, and ambient lighting create immersive environments that captivate diners and enhance their dining experience. Whether it’s live music, sports events, or digital signage displaying mouth-watering menu items, AV solutions elevate the outdoor dining experience.

Peerless AV Outdoor DisplayThe Xtreme High Bright Displays from Peerless-AV are built to withstand the elements. These displays provide stunning picture quality – even under direct sunlight. With an operating temperature range of -31F to 140F and AK10 protective glass, Xtreme Displays are designed to thrive year-round. With an ambient light sensor that adjusts brightness accordingly, these displays offer impressive versatility for any outdoor setting.

Designed exclusively for the Peerless-AV 75″ Xtreme High Bright Outdoor Display, the Outdoor Landscape/Portrait Wall Mount combines versatility, simplicity, and stability.

Samsung’s BHT Series Pro Terrace Edition is an outdoor QLED TV ready for a variety of customizable possibilities. Designed to engage customers in any outdoor environment, the series provides ultra-bright picture quality, weather-resistant durability, easy content management, and business-grade solutions. No matter the season, the IP55 weatherproof rating protects the display from the outdoor elements including humidity, dust, and heat.

BHT Series Pro TV Terrace Edition

Enhance the outdoor audio experience with excellent full-range sound quality and 360-degree coverage of listening space, JBL’s Compact 5” Mushroom-Style Landscape Speaker is ideal for restaurants, pool areas bars, outdoor food courts, and more. And with a compact size and hunter green exterior, the speaker easily blends in with the landscaping.

As detailed in the blog, “Bringing Harman-ies Outdoors,” Rob Voorhees, Exertis Almo Business Development Manager, provides an in-depth guide about the outdoor audio category, featuring product recommendations for various outdoor projects and applications.

5. Seamless Integration and Scalability

One of the key advantages of AV technology is its ability to seamlessly integrate with existing infrastructure and scale to meet evolving business needs. Whether you’re working with a small QSR looking to enhance their drive-thru experience or a large chain expanding their outdoor dining offerings, AV solutions can be tailored to suit their specific requirements and budget.

In conclusion, the integration of AV technology in QSR drive-thru lanes and outdoor dining areas is transforming the way customers engage with food service establishments. By leveraging innovative AV solutions, QSRs can enhance communication, streamline operations, and create memorable experiences that keep customers coming back for more.

Ready to elevate your outdoor dining and drive-thru restaurant projects?
Reach out to us today to explore how our range of AV hardware and software solutions can help you achieve your goals.

What Does It Mean to Add Value?

While the statement “Adding Value” may seem simple, what does it mean to you?

Adding Value to me means that you are providing your customers with a range of services and add-ons to ensure the proper products are being purchased that will most effectively complete the job/opportunity.

Although many different factors play a role and are essential in adding value, let’s look at my top 4 value-adds.

  1. Always Consider Your Customer’s Perspective.
    • It’s very important that you always try to understand what’s important to your customer or the target market.
    • Always attempt to make it clear as to how your product or service will help your customer overcome obstacles or be able to do their jobs better.
    • Try to avoid focusing on Features and instead focus more on Benefits. By not focusing as much on content or features, it will allow you to focus more on your customer’s needs.
  2. Consistently Work to Improve Customer Satisfaction.
    • While it may be difficult at times, one of the best ways to maintain customer satisfaction is through honest and upfront communication – even if it may not be what your customer wants to hear.
    • Try to make what you are saying as clear as possible to avoid the chance of miscommunication.
    • Avoid leaving your customers without an explanation – especially if things do not go according to plan. If you are transparent with your customers from the start, they will be more open to coming back to you even if something goes wrong.
    • Have regular check-ins with your customers. This will help identify new opportunities, help build trust, and help identify any potential problems that you may be able to help them with.
  3. Develop a Memorable Customer Experience.
    • A memorable customer experience aims to deliver intangible value that cannot be packaged or sold.
    • Visiting your customers and creating a positive experience helps develop a better relationship that goes past simply just getting the sale.
  4. Be Receptive.
    • Taking care of customers goes beyond resolving issues and providing help when something goes wrong. It includes ensuring that your customers feel that they are important to you.
    • A great way to be receptive is with a quick response time and by expressing your appreciation to your customers.
If you enjoyed this blog, you might also like Anthony’s other post: Tips to Effectively Communicate.
Robert Voorhees
About the Author

Anthony Principale

BDM – Brand Specialist

Supported Manufacturers: Epson (SW, W, NW) and Philips

The AV MBA, pt 3: S.W.O.T. It Out

I was recently asked to prepare a business plan. It is something I really enjoy doing, but not something I do often. In M.B.A. courses, the components of a proto-typical business plan are covered ad nauseam, and there are A LOT of steps to preparing one. Executive Summary, Situation Analysis, Target Markets, Demographics, Trends, Competition, Product Offering, Mix, Forecast, Strategies, Tactics. The list goes on. And on… I’ll be honest, it was great to learn and be exposed to the “generally accepted” principles of building a business plan, but in practice, I only use a handful of them in my role. By far, the S.W.O.T. Analysis is my “go-to.”

Kotler Keller definitions
Kotler Keller illustration close up
Kotler Keller diagram

(Yes, I have kept my old textbooks…)

So why the S.W.O.T.? First, it’s fun to say, “SWOT!” But really, I use it as a tool to help me come up with a systematic, structured approach to making strategic decisions. It can be used in a variety of scenarios outside of the formal Business Plan. Honestly, you could apply the S.W.O.T. to almost any problem or decision in life and it would be helpful.

But I digress, this is an AV blog, not a life coaching session. So how can we apply the S.W.O.T. outside the Business Plan?

Let’s consider the following scenario:

You just met with a prospective client that is considering upgrading their large staff training room to an Executive Conference Center. They have a large projector and 180-inch screen installed currently, and when in use, they have controlled overhead lighting to darken the room and accommodate the projection screen. This is fine for training sessions, but for executive sessions, the room will need to accommodate conferencing and collaboration, so having the lights turned down is not practical. In addition, a new training space will not be added, and the client would still like to be able to use the room to hold trainings when necessary. We need to design a space that includes the necessary technology, furniture, and layout that will accommodate the new environmental demands. Here is how we can apply the S.W.O.T. as a decision-making aid — or S.W.O.T. it out.

Executive Conference Center – Current State

S.W.O.T. Analysis table

As illustrated above, the S.W.O.T. provides a vessel to flesh out the pros and cons in a systematic way, that allows for creative solutions to arise. In this example, the strategy and tactics may look something like this:

meeting room displaysStrategy:

  • Create a high-end, executive conference room that leverages an aesthetically and technologically elevated environment to encourage collaboration and creativity.

Tactics:

  • Replace the existing projection system with a large-format, 21:9 dvLED display to eliminate lighting challenges and accommodate the MS Teams Front Row platform.
  • Install Modular furniture to accommodate several layouts and meeting formats.
  • Commission a Teams compatible video conferencing and unified communications system that includes PTZ cameras and overhead mics to allow for remote participation.
  • Remove window shades to accentuate skyline views and bring in ambient light to elevate the meeting room environment.

This is, of course, a bit of a crude example, but it demonstrates how the S.W.O.T. can be brought into the planning and decision-making process in a myriad of situations outside of the formal business plan.

I appreciate you taking some time out of your day to S.W.O.T. it out with me!

Here is a great S.W.O.T. resource: https://www.investopedia.com/terms/s/swot.asp

Tom Keefe BDM
About the Author

Tom Keefe | CTS, DMC-D-4K, DSCE

Category Manager – dvLED

Supported Manufacturers: Direct View LED

Coach’s Corner | Ep 3, The Art of Mentorship

As a self-described Office fanatic, I can always find moments from the show that seem all too real in our careers.  Surely, we have all met a “Dwight” or even worked for a “Michael” and it’s those similarities that keep bringing new fans to the show even though it ended over a decade ago.  While I would love to write an entire blog on my love of the Office, that is not the crux of why we are here.  As I began putting thoughts down for the 3rd installment of “Coach’s Corner,” I had The Office playing in the background and this particular episode gave me the idea to begin writing.  It was Season 6, episode 3, I believe, in which “co-managers” Michael and Jim are tasked with how to choose who to give out raises to when there is not enough to go around to everyone.  As the episode unfolds and Jim’s “reasonable” decisions backfire one after the next, you see Michael and Jim hiding in the office and Michael smiles and says, “I used to have to do these things alone”.  They then share a drink to calm down.  If you really dissect the moment, you might find a hint of respect from Jim to Michael as well as a tad of teamwork from Michael to Jim as they navigate the situation.  To me, that screams MENTORSHIP!  Whether Jim realized it in the moment, he was under the tutelage of Michael and while they didn’t directly acknowledge it in that episode, I think they finally got to that point later on when Michael left the show and Jim admitted he was the best boss ever.
The Office promotion scene
I believe that Mentors can come in many backgrounds and forms,
but they all have 4 Striking Similarities:

  • Relatability
  • Experience/Knowledge
  • Understanding
  • Compassion

As I approach the age of 43, I have several who I consider Mentors.  Brian Rhatigan, who hired a pro AV “unknown” and who not only gave me my initial training but also the reassurance that I was on the right path.  Rob Ziv, who I once complimented as “Audio’s Babe Ruth” and who could’ve easily run in the other direction but instead continued to push me towards bigger things.  Tom Kehr, who will talk my ear off about terminology that is foreign to me, but never shies away from the “teachable moment” and has always said he’s got my back.  Last but not least, John Fuqua.  In the midst of a merger between Exertis and Almo, I gained a teammate that I didn’t know I needed.  I remember immediately looking at John’s Linkedin profile and realizing he had more years of experience than there are days in the month and instantly I knew I was about to learn a thing or two.  In the 2 years since the merger, John, Tom, and myself have teamed up on multiple audio projects, shared opinions, stories, and thoughts as well as a few comical moments along the way.  Whether it be sharing a meal during one of our E4 Experiences or the occasional Zoom message about a project one was working on, I always found myself thinking, “I used to have to do these things alone”.

As we head into the next 25% of 2024, one of my goals is to simply pay it forward.  As I continue to learn from the “Brian”s and “Rob”s and “Tom”s and “John”s of the industry it becomes essential to continue the evolution and pass those learnings off to others even if it’s a quick note about “what not to do” so others don’t follow my same mistakes! Just as important as the mentorship is, there needs to be a willing “mentee”.  Someone who doesn’t hide from those teachable moments I referenced and who shares the same eagerness for self-improvement.  Much like how we might’ve asked inquisitive questions as children, I’m sure I asked John and Tom my fair share of “Why’s?” along the way.  It was their Understanding and Compassion that made it easy.

It is a bittersweet moment as I write this because John Fuqua will soon be retiring at the end of March.  I gave some thought to what an appropriate gift would be, then would get sidetracked by ideas of gag gifts – just to get a laugh out of him.  In 2-year’s time, I’ve learned about DSP’s, Dante, speaker placement, amp selection, room acoustics, mixer control, and so much more simply from being a willing student and John being the Relatable yet Experienced Mentor.  It was quite fitting that at his final E4 Experience in DC, he made sure I was comfortable with the audio setup for the event but made sure to tell me “Facetime me at the next show if needed”.

One of the biggest reasons why I think mentorship is so important is that I feel it’s a logical step in the self-improvement process, not to mention the road to growth and advancement, regardless of which is most important to the mentee.  While I noted the 4 Similarities that a Mentor has, I think there are 3 Traits that every Mentee should possess:

    mentor retirement

  • Willingness
  • Humility
  • Passion

At the very beginning of my pro AV career (and even to this day), I am humbled both by what I know as well as what I don’t know.  Gone are the days when I would be too embarrassed to ask questions, and part of that is due to my mentors being so willing to support my education.  If a mentee has a passion/desire for improvement and growth, then the willingness to learn should follow easily.  However, admitting you could improve is always a good stepping stone!

All of this brings me to the future. John, I promise I will not bother you while you are building hot-rods, milking cattle, or living life on a beach somewhere with your loving family. You were the teammate I needed in the moment and your teachings always were appreciated, even when you would sit back and watch my stubborn self figure something out on my own!  I wish you all the best in the next chapter and will forever be indebted to the discussions you took the time for.

“The delicate balance of mentoring someone is not creating them in your own image but giving them the opportunity to create themselves” – Steven Spielberg 

Enjoy this blog?
Let Rob know over on LinkedIn …and/or connect with #ExertisAlmo on our LinkedIn company page.

Robert Voorhees

About the Author

Rob Voorhees | CTS, CTP, DSCE, CTNS, Dante

BDM II – Technical Specialist

Supported Manufacturers: Business Communications Services, and Harman: AKG, AMX, BSS, Crown, DBX, JBL, Soundcraft, Martin Lighting

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