Signs of the Times and Samsung hosted a webinar titled ‘Finding opportunity in crisis: digital signage solutions to help you get back to business’. Part of the discussion was how digital signage displays can help users to operate successfully and efficiently.
Panellists:
– Ed Lydon, national sales director, Samsung Electronics America.
– Kevin Izatt, senior product manager, Samsung Electronics America.
– John Moreno, AAA Electrical Signs.
– Natasha Del Barrio, CEO, Bert Odgen Auto Group.
How is digital technology supporting business?
Izatt said that flexible solutions that can be used during Covid-19 and re-used post-Covid is a big trend, while Moreno highlighted how customers want digital signage solutions for public service announcements (namely visual communications) – ‘not just Covid-19 information but general information letting the public know what is going on’.
Aside from effective communication for the dealerships’ customers, Del Barrio listed many ways in which digital signage is beneficial, such as building community partnerships, creating awareness, honouring medical staff and fallen law enforcement, announcements of special delivery services for the elderly and specials at pharmacies, as well as that it is an advertising tool in real time.
Demands
Lydon said the biggest demands for the technology are tighter pixel pitches and eye-catching messages, as well as quality. Community messaging is also becoming critically important, whether outside a school or a restaurant.
Moreno said the biggest customer demand is peace of mind, i.e. quality: ‘Our customers are not really looking at price anymore, but a quality product that is going to last for the next 10-20 years.’ He also mentioned that a high traffic count and growth in an area (highways or major thoroughfares) determines whether digital signage is needed or not.
Digital vs. print
Izatt said that, especially during Covid-19, situations change: shops can either be open or closed, or perhaps a sign used for advertising needs to be quickly changed to a public service announcement. ’With a digital solution you can manage the situation remotely – being able to have that flexibility is critical. With print, the cost is too high.’
Digital signage and the ‘new normal’
Lydon said that electronic messages can give information to the community. Inside the classroom, the same such mediums can remind children to wash their hands, wear masks and practice social distancing. Software tools can create and manage the content to whatever the situation demands.
Reassuring messaging
Del Barrio praised the ability to customise messaging when it comes to digital signage. ‘We also use videos to show what the sanitisation process looks like on a vehicle before we deliver it back to our customers. Additionally, we can use video signage to show the customer how a vehicle can be ordered online and delivered to your door.’
If someone doesn’t want to walk into a store at the time, digital video signage can let them know what it will look like inside should they change their minds, and also give them assurance that the staff inside are wearing masks and that customers are having their temperatures checked. Moreno added that in terms of reassuring messaging and updated public service announcements, there has been a strong focus on hospitals and schools.
During the Q&A session, Sign Africa asked: can you comment on how digital signage can help in South Africa? Are there any notable differences to that of the U.S.?
Izatt said, ‘I used to work with our international projects, and it varies quite drastically with every municipality.’ He added that, largely speaking, the needs aren’t that different in terms of the core components of what people need from digital signage: trying to reach an audience nearby, and trying to communicate a message.
A link to the recording can be found here.
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