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WireSpring BlogBuilding a Successful Digital Signage Team - Creative Services and MerchandisingAuthor: Bill Gerba on 2005-10-05 09:47:57 The third article in our series about assembling the best team for your digital signage network has been posted at Kiosk Marketplace. This time we set our sights on the creative services and merchandising staff, whose roles and responsibilities range from content creation and advertising to marketing and merchandising. This group is responsible for ensuring that each digital sign is as attractive and eye-catching as possible, while keeping it refined enough to avoid becoming annoying for store patrons and employees. Here are some highlights from the article:Many digital signage firms lack a background in the traditional Point of Purchase advertising industry, and thus don’t fully appreciate the responsibilities of the creative and merchandising staff (I'll call them "creatives" for short). I think that’s at least partly due to the nature of the end product: while some of the things that creatives produce are easy to grasp and understand (such as a Flash movie or video clip), others are more complex and less visible. But that doesn't mean they are any less important. In fact, some jobs that creatives are tasked with have as much or even more impact than the number of screens deployed, the number of ads sold, and even the amount of financial wherewithal a digital signage company possesses. Thus, instead of delving into the nuances of content production and the different types of content that get produced for different narrowcast networks, I'm going to focus on some of the creative and merchandising challenges that many firms don't think about until they're already knee-deep in their deployments.Head on over to Kiosk Marketplace to read the complete article, which adds detail to each of the four items listed above, including ideas for optimal screen placement and screen layout. If you're preparing for a digital signage deployment, you might also want to review some of our past articles, including:
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Leave a CommentPrevious Article: Building a Successful Digital Signage Team - Technology and Operations Next Article: Using in-store advertising to win the First Moment of Truth (FMOT) Front page of dynamic digital signage and interactive kiosks journal LEGAL STUFF: The WireSpring Blog is written by Bill Gerba but may periodically include articles by guest authors. The author of each article is clearly identified at the start of the article. The opinions expressed in each article are solely those of the author, and do not reflect the official opinions of WireSpring Technologies, Inc. All blog articles are copyright © 2004-2008 William F. Gerba or the guest author, as appropriate. All content besides the actual article text, e.g. surrounding branding and informational content, is copyright © 2000-2008 WireSpring Technologies, Inc. All rights reserved. Except as provided in WireSpring's Republishing and Syndication Policy, no blog content may be reproduced, in whole or in part, without WireSpring's express written consent.
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What's this page about?
We created this journal to help share useful info about digital signage and self-service kiosk projects. Our articles typically focus on project planning, industry research, ROI analysis, and high-profile deployments. We post new, original articles about once a week.
Who's the author?
Bill Gerba is CEO of WireSpring and maintains an active role in the digital signage and self-service kiosk industries. An industry advocate since 2000, Bill is the chairman of POPAI's Digital Signage Awards and a member of the group's Education and Advocacy Committees. He is a frequent speaker at industry conferences (including the Digital Signage Expo) and has been featured in numerous publications. If you would like Bill to provide feedback for a story you're working on, or you want him to speak at your event, please contact us.
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