When I was in college in the late 80’s, I worked for a large office supply retailer.  We sold a sizeable number of welcome and menu boards, the kind where you stuck letters and numbers to a framed board with grooves that aligned them and held them in place.  Our customers used them to provide a personal touch to guests visiting their office.  We also sold large corkboards and magnet boards that were used to post information internally about upcoming company events, activities, and goals.  My how times have changed, or have they?

By 2015, the message boards and cork boards have largely been replaced by flat panel displays with digital content rather than sticky letters and paper flyers.  “Digital Signage” continues to be popular technology in both corporate America and higher education.  Organizations welcome clients and partners into their office with a personalized digital message that often includes a company logo.  Internal messaging is now more dynamic with graphics about the upcoming coat drive, town hall meeting, and cafeteria menu.  Some also include weather and news feeds.

Much of the digital signage I see deployed has done little more than convert an analog communication device into a digital format.  Digital signage as a tool for corporate communications is largely overlooked and underutilized.  Digital signage can be a powerful source of messaging that, while being subtle, is powerful nonetheless.  Take a minute to think about it.  A digital sign can be used far more strategically than printed poster, flyer or welcome board.

• Instead of replacing the old welcome board with a digital version that simply says “Welcome John Smith of XYZ Company”, you now have the ability to add additional information to the signage.  The welcome note could be preceded or followed by examples of your products or services that directly relate to that specific client.  You can display the logos of the two organizations side by side on a neutral background, subliminally creating a relationship between the two organizations.
• Digital signage can make your internal messaging more impactful as well.  Rather than simply announcing upcoming events alongside news and weather feeds, digital signage can be used to impact corporate culture.  Signage has the power to drive home the corporate mission and value statements.  Inserting video in addition to still images adds to the impact of the message.  Your brand gains value WITHIN your organization.

I recently met with a client to discuss expanding their use of digital signage.  The client has been experiencing tremendous growth, both organically and through merger and acquisition.  They have multiple offices around the country as well as a number of manufacturing plants.  Sitting across the table from me was the EVP of Corporate Communication.  She told me “Patrick, 90% of the workers in the manufacturing plants don’t have access to a computer or phone during the work day.  Digital signage is our primary means of transferring information to them.  It keeps them engaged with the company.”  In other words, digital signage helps employees feel involved.  It drives employee retention.  My client went on to say that in an environment of growth and acquisition, digital signage can be an effective means of expediting the unity of new expanded company.  Anyone who has ever been through a corporate merger knows that merging the two cultures often takes longer than merging the management and operating organization.  This client had found a way to speed up that merger.

Digital signage has the power to drive your corporate message and branding both internally and externally.  It can be used for new and creative solutions such as wayfinding, or it can have a new twist on existing technologies such as going bigger and better with a video wall.

In the end, the goal is to increase your brand awareness.  That brand awareness has as much value inside your organization as it does outside.  Use your technology to its’ fullest potential, not just in place of analog components that were popular in the last century.

If you would like ideas on how to be more creative with your use of Digital Signage, your IMS Technology Services Account Manager is available to answer questions.

Article written by Patrick Britton

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