How to engage with visitors at your next event through digital signage

Digital screen media can add an extra dimension to venues’ relationships with visitors as well as generating new income, by Barnaby Page

From the TV to the laptop to the mobile phone, we live in a world of screens. It’s only the oldest generations who grew up in a world devoid of them – and for the youngest, a screen of one sort or another is the natural thing to turn to when seeking information or entertainment.

So it’s no surprise that an increasing number of entertainment venues both large and small are installing screen media – or digital signage, as it’s sometimes rather misleadingly known – to communicate more effectively with their public, as well as opening up new commercial opportunities.

In essence the concept is simple: video screens are used as powerful replacements for printed posters and signage (hence the term “digital signage”). In its most basic form, screen media can replace existing signs with a medium that is more eye-catching, more flexible in design potential, and far easier and quicker to update.

But because it can incorporate moving video or animation, sound, and even interaction via mobile phone, and because it can be updated instantly, it can also do a lot more than paper or plastic signage. And screens are increasingly found not just replacing large signage inside and outside venues, but also taking over the role of smaller signs elsewhere, and creating new communication opportunities in places where it wasn’t feasible to locate a sign before – built into furniture or mirrors, for example.

Their critical advantage over static signage is their flexibility. For instance, the same screen in a lobby can serve different functions at different times. Before an event, it could carry directions to seating areas or flag last-minute ticket offers; during a performance it can show the act live, for the benefit of latecomers waiting to get in; during an interval it can promote bar and catering; and once the event is over it can advise on the least congested routes home and the local public-transport options.

And it’s not just about providing a service: screen media can also be revenue-generative, both directly and indirectly. The power of screens to produce sales uplift (that is, more sales than you would otherwise have had) of promoted goods and services is well-documented. Some venues will also find they are able to sell advertising to local businesses on their screens, while many will offer airtime as an additional benefit in sponsorship packages.

Selling directly to the well-known brands that advertise nationally is rarely an option, but venues with sufficiently large audiences can consider joining one of the established networks that bring together screens at multiple sites and offer them collectively to the bigger advertisers. Typically, the venue will receive a share of revenue plus some reserved time to display their own messaging during each session that the screens are switched on.

The technology is falling in price and – just as important – it’s getting simpler to use, thanks to ready-configured “plug-in-and-go” systems and the rise of “software as a service” (SaaS). Using Saas means that rather than installing all the software for managing a screen media network on your own systems, you just log in to a specialist company’s Website and do it from there while they handle the technical complexities.

However, in-house expertise in technology and graphic design are required to operate your own screen media networks, and it’s important to stress that this isn’t just a matter of setting it up once and letting it run itself – as well as technical monitoring, frequent updating of content is required to maintain the relevance of messages and the interest of audiences. (This is particularly important if you have many repeat visitors.)

So smaller sites may wish to turn to a service provider. In the latter case, a range of business models exists: the network may be installed and managed purely on the venue’s behalf, or it may be added to one of the multi-site advertising networks discussed above.

However, even the biggest operations that plan to manage their own network will likely need to involve a screen media specialist at the beginning stages. Not only are a variety of dedicated technologies required – including the screens themselves, media players, networking, and software to control the whole thing – but a new user will benefit greatly from established firms’ experience with such crucial considerations as where to place the screens, how to divide them into multiple channels, how long each advertising or informational spot should be, and so on.

After all, it is important not to over-emphasise the technology. Indeed, the first practical step for any site looking toward establishing a screen media network is to establish a working group to develop the rationale and the broad outlines of the approach to ensure it is aligned with overall business objectives, look at some existing installations, and get a feel for the options available – and those likely to emerge in the next few years – by attending a few major events such as Screen Media Expo (see box).

At minimum, this group should include input from marketing, facilities management and IT functions, although some veterans suggest that screen media projects do proceed best when one individual is given ultimate oversight – and that certainly need not be a technology person. For although screen media is driven by some of the most up-to-date technology available, at heart it’s about a first principle of effective business: connecting with your customers.

Barnaby Page is editor of SCREENS.tv (www.SCREENS.tv), the Web portal for screen media users

Next steps

Venues considering more than a basic screen media network may well find that given the number of variables involved – in terms of business model, technology, and service – the best way to proceed is a formal Request for Proposals, allowing potential vendors to describe how they can meet the project’s requirements.

But before going to this stage it’s worth making informal contact with as many suppliers as possible to get a feel for norms and trends in terms of features and operations. And indeed, businesses with less ambitious screen media plans may find that this approach leads them straight to a workable solution.

The most time-effective way to quickly make contact with all the serious vendors is through attending one of the major trade shows servicing the screen media sector. The best opportunity to do this in the UK during 2010 will be at Screenmedia Expo Europe in London (Earls Court, 5-6 May), which offers the added bonus of conferences, seminars and workshops to provide a two-day crash course in screen media basics.

For more information, visit www.screenevents.co.uk.

Tags: digital signage for events, Event Marketing, event research, Visitor engagement at events

Category: Event Branding, Event Communications, Event Marketing, Event Venues