Widgets Magazine

Content as a Product

For the fifth year a group of manufacturers, creatives, press, and others have gathered for New York Digital Signage Week. It was five days of events packed into mostly midtown and lower Manhattan. If you want to see all our coverage you can go here. We did two live broadcasts. One from Daktronics and Times Square the other from the Christie Experiential Network.
During the course of both of those shows I tried to get from some of the guests how best to engage audio visual integrators with the digital signage vertical. Many smart people over the years have written about this as an opportunity AV providers were missing. The discrepancy isn’t in the technology, it’s in the content.
Why not treat the content like any other product in the design? I’m serious. Two great content companies I met last week, Show+Tell and OpenEye Global, are incredible at what they do. They have installations at Madame Tussauds, Times Square, casinos, and others. They engage with the consumer on a level not too many AV integrators can. So hire them.
Not them specifically, although they are pretty great. But someone. A company local to you that you have confidence in their creative abilities to connect with the end audience. Treat them and that relationship as you would a display manufacturer or switcher company. They are a part of the overall design cost and you bring the finished system to your client.
This is not to say you should hide them away. Their connection and relationship with the client is crucial if they are to understand the vision and the customer’s need to create a great campaign. However, they are a subcontractor, for business purposes. You don’t have to hire and create an entire division dedicated to the creative so you can begin the process of getting into digital signage. You can hire it as needed. If your business picks up and it makes more sense to do so, do it then.
As you complete your next customer needs analysis, take the time to asses whether they have a need for digital signage. This can be advertising, way finding, or internal communication. If you are losing out on an opportunity because you don’t have the skills to create, you might want to hire it out to take care of the client.
Thank you so much for reading my blog. Have a great week.

About Author

Tim Albright is the founder of AVNation and is the driving force behind the AVNation network. He carries the InfoComm CTS, a B.S. from Greenville College and is pursuing an M.S. in Mass Communications from Southern Illinois University at Edwardsville. When not steering the AVNation ship, Tim has spent his career designing systems for churches both large and small, Fortune 500 companies, and education facilities.

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