MCSi Digital Signage Presentation

Digital Signage

Welcome

Authored By: Lisa LemonDigital Signage Group

Agenda

• Digital Signage Defined• MCSi Market Objective• System Components and Technology• Why Digital Signage?• Where to begin• Applications• Who to Contact


Agenda continued

• Approach• Establishing ROI• Pilot• Content• Terminology• Traditional AV Opportunities


Agenda

• Vendors• MCSi Support and Tools• Recent Successes• Q&A


Digital Signage

• Digital Signage is the next generation of effective communication in public spaces


Digital Signage

• Retail Environments are evolving

• Adopting new technologies to engage their customers

• Retail stores will morph over the next 5 years as technology is embraced


Digital Signage

• It is an exciting time to be in this Market

• Market is in it’s infancy stage – possibilities are limitless

• MCSi is on the cusp of something very BIG

• Now is the time to engage and educate our clients


Digital Signage

• We are the MCSi missionaries

• Some early adopters, most do not understand Digital Signage

• Definitions will vary


Digital Signage – Defined• Digital delivery of

visual content through a network of displays, which is centrally managed and controlled.

• Concept also known as “Narrowcasting”


Digital Signage – Defined

• Electronic displays utilized in doors and outdoors to communicate with the public.

• Visually stimulating content targeted at relevant customers based on geography, time of day, activity and other factors.


Digital Signage – Defined

• Real time communication, marketing and promotion


MCSi Objective

• Introduce Digital Signage to the Retail Market• Develop strong pipeline of business• Secure position as leading provider of Digital

Signage systems

CAPP Ventures estimates the Narrowcasting industry to be at 388 Million in revenue by year-end, with an increase to 2 Billion by 2006.


System Components

A seamless Digital Signage solution is the result of a well orchestrated design comprised of both technology and services.


System Components

• Seven distinct components to Digital Signage

Managed Services

Installation

Networking &

Distribution

Content Scheduling

Content Creation

Displays

System Design

MCSiDigital

SignageSolution


System Components

System Design• System Design and

engineering provided by MCSi


System Components

• Displays provided by MCSi

• Key vendors– Clarity Visual– Hitachi– NEC– Pioneer

Displays


System Components

• Content is typically provided by the customer and/or their outside advertising/marketing agencies.

• Resources for content– Clarity Visual Systems– MCSi Creative Services

Content Creation


System Components

• Content is prepared for delivery via software scheduling packages

• Key vendors– Clarity– Omnivex– Pacific Interactive– Visual Circuits– Webpavement

Content Scheduling


System Components• The Networking

component will either be provided by the client or contracted through MCSi

• Key vendors– MCSi Managed Services – AT&T– DDC– Webpavement

Networking &Distribution


System Components

• Installation Services provided by MCSiInstallation


System Components

• Managed Services are provided by MCSi, through the Network Operation Center located in Cleveland, OH

ManagedServicesMCSi


Technology • Given the complexity of the systems, it is helpful

to understand the individual types of technology that commonly make up the system

– Display devices (e.g. gas plasma, rear projection, LCD screen, LED, CRT monitors and tiled video walls

– Display management hardware, ranging from a single low-end PC for a single display site to a multi-channel server or PCs to run the display and routers or interfaces for more typical multi-display sites


Technology

– Software at the customer site for local control, with varying degrees of complexity, features and flexibility

– High-bandwidth communications, usually high-speed internet for routine control and monitoring

– Central control site managing the multi-site network


Technology• There are several technology options

• A “one size fits all” solution does not exist

• The clients individual needs will determine the correct technology path

• MCSi has the technology partners in place to accommodate our clients needs


System Overview


Sample System CostQuantity Item Cost

1 Plasma Display / Monitoring engine / Mount

Scheduling software / Installation $10,629.00

1 Monitoring $1,446.00

1 Service Agreement $2,224.00

Total $14,229.00

1 Five Year Lease Agreement $ 324.00/Mo


Digital Signage

Managed Services

Installation

Networking &

Distribution

Content Schedulin

g

Content Creation

Displays

System Design

MCSiDigital

SignageSolution


Why Digital Signage

• Digital Signage is effective– Allow real-time communication with remote

sites– Ability to change campaign instantaneously – Targeted communication – Reduces cost of traditional messaging


Why Digital Signage

• Reach consumers at the point of influence

Buying Habits Survey cited that 70% of all decisions to purchase were made inside the store


Why Digital Signage

• Create lift in sales

A national drug store chain realized an increase in end cap sales, up +162% on one particular item, averaging 42.1% on all other items tested in a one-year study. The study also showed that time spent in stores increased 5% and purchase incidence increased 10%


Why Digital Signage

• Launch promotions quickly and efficiently• Real-time delivery of message• Consistent message• Target message by store/region/nationally

Studies have shown that consumers are five to ten times more likely to notice a dynamic display over static signage


Why Digital Signage

• Reduce in-store signage costs• Reduce personnel costs• Education and interactive training• Cross promote products and services

An international donut company realized a 100% increase in specialty coffee sales once the digital signage system was installed


Why Digital Signage

• Reduce perceived wait times• Improve customer relations• Multi-lingual capabilities• Infotainment• Create dynamic atmosphere

According to a KPMG and Indiana University study, 89% of consumers strongly favor in-store digital signage with product information


Where to Begin

• Vertical Market is “Retail”. Retail includes but is not limited to the following:– Traditional Retail (e.g. fashion, grocery,

drugs)– Banking– Hospitality (e.g. QSR’s, bars, hotels)– Public venues (e.g. stadiums, transportation,

museums, libraries)


Retail Application

• Saks Fifth Avenue– Advertising and

Promotions


Banking Application

• E*Trade– Installed by MCSi SE

• Promotion• Communication• Branding• Infotainment


Hospitality – QSR - Application

• Coffee Time– Installed by

Duocom/MCSi Canada• Promoting Product


Public Venue Application

• Flight Information Displays– Installed by

Duocom/MCSi Canada• Communication


Who to Contact

• Start at the top.

• Approval on an investment of this proportion will come from the highest level

• Direct your communication to:– President– Vice-President– Director


Who to Contact

• Departments to contact– Marketing– Communications– Merchandising– Operations– In-Store Environments/Environmental Planning– Store Development– Training– IT


How to Approach

• Take off your traditional MCSi sales cap and put on your Digital Signage consulting Cap.

• This is a different type of sale, the traditional MCSi approach is not appropriate

• This is a “Concept” or “Business Value Proposition” driven with technology; NOT a technology driven sale.


Approach• Use a consultative approach

• Present the logistical capabilities of a Digital Signage Network

• Lead the prospect down the path; securing buy-in on overall benefits– Reaching consumer at point of influence– Lift in Sales– Real-time communication– Consistent message– Etc.


Approach

• Determine clients key objective/s– Promotion/Advertising– Communication– Entertainment– Branding– Employee awareness/training– Cost containment


Approach

• How are they doing it today?

• What issues are they experiencing with the current process?– Are printed materials always ready on time?– Are there delays in materials reaching remote

locations?– Are materials lost in shipping?– Are the printed materials being posted?


Approach

– Are the materials posted on time?– Are they always posted in the right area?– How often do they send new material?– Other issues?– What is the dollar value attached to each

issue they encounter?


Approach• What type of training materials are being used?

VHS/Printed?

• How many categories/departments of training per location?

• How is training distributed to the stores?

• How do you track training results?

• Interactive training?


Approach

– How are corporate communications distributed?

– Communications targeted nationally, regionally, or by store?

• Separate set of collateral for each?

– Are executives able to give live addresses the organization?


Approach

– How are new programs/initiatives rolled out?• Length of process?• Cost of collateral for new initiatives• Tweak the initiative

– Misprints– Revisions– Addition– What would this cost in time and money?


Approach• Currently networked to all of their stores/locations?

• Use existing network or contract MCSi?

• Control the distribution of content or contract MCSi?

• Access to schedule content or contract MCSi?

• Content available or need to be created?

• Who will create content?


Approach

• Collectively this information will lead you down the correct technology path

• Gives base to Establish Return on Investment


Establishing ROI

The concept is exciting, the system is dynamic, and it sounds feasible….Now…“show me the money”.


Establishing ROI

Establishing ROI can be a challenge and is subjective. Although there are hard line costs involved there are many intangibles which are difficult to assign value


Establishing ROI

• ROI sales tools are available– Compliments of Clarity Visual– Tool kit created for MCSi sales force

• Targets Banking– Excel spreadsheet

» ROI and TCO calculators – Banking survey– PowerPoint presentation– Collateral Material

• Retail and QSR coming

*Order tool kit through your regional marketing department


Pilot• Pilots will most often precede a rollouts

– Consists of one or more locations– Performance should be measured against equally

producing stores– Metric MUST be in place prior to placing pilot– Length of pilot determined in advance– Commitment to move forward if pilot proves successful– Budget available to move forward

• This information should be in writing before proceeding with pilot


Pilot

• Freebees– You will be asked to provide pilots at no

cost– Avoid the give-a-ways– Client needs “skin in the game” to be

committed to success


Content

• The key to a successful Pilot and ongoing program is NOT hardware

• CONTENT is the glue that holds it all together. – Content must be fresh and updated regularly– The content must be application specific


Content• Content considerations

– What type of content will be run?• Video / Graphics / combination

– Who will create the content?• In-house marketing department• Outside source – Who• Contract through MCSi

– Who will manage the content?• In-house resource• Contract through MCSi

– How often will content change?• Global changes or Targeted changes


Terminology

• Narrowcasting – digital delivery of visual content through a network of displays in an out-of-home setting, one that is centrally managed and controlled

• Digital Signage - Narrowcasting


Terminology

• POS – Point of Sale• POI – Point of Influence• QSR – Quick Service Restaurant• End-Cap – selling area at each end of a

shopping isle• ROI – Return on Investment• TCO – Total Cost of Ownership


Terminology• Uni-Brand vs. Multi-Brand

– Uni-Brand• Retailers that own their own brand of merchandise

– GAP– Bank of America– Burger King

– Multi-Brand• Retailers that resell many brands

– Walmart– CVS– Kroger


Terminology• While both Brand types would have similar usage

– Run Promotions– Communicate– Reinforce Branding– Educate and Train

• Multi-brand retailers tend to take advantage of selling ad space to their vendors creating additional revenue stream


Traditional AV

• Don’t forget about traditional AV business• Significant quantities purchased every year

– Televisions– VCR’s or DVD’s– Combination units– Audio Systems– Music Content

• DMX


Vendor Support• Vendors to see at Expo

– Distribution• AT&T

– Displays• Clarity Visual• Hitachi• NEC• Pioneer

– Hardware• Bose• Enseo• Visual Circuits

– Software• Omnivex• Pacific Interactive• Webpavement

– Cabling• Magenta Research

– Music solution• DMX


Support

I am available to assist you

Contact [email protected] – Remote Office770-441-5136 – Office770-329-0864 – Cell

mailto:[email protected]


Support• Tools Currently Available

– Digital Signage sales slick– HTML– Clarity ROI sales kit– PowerPoint presentation

• Tools in progress– Internet identification– Intranet site– PowerPoint presentations geared to each market segment– Reference Binder / CD


Recent Successes

• Pilot - Bank of America – Tyler Bonner – Southeast

• Pilot - AmSouth Bank – Bill Waterhouse – Central

• Pilot - LensCrafters – Scott Douglass – Greater OH Valley

• Pilot - Blue Notes div. of AEO – Cindy Mann – East

• Pilot – HSBC Bank – Jeff Wismer – Duocom/MCSi Canada

Q&A

Thank you for your time and interest in Digital Signage