The Calibration Process For Digital Signage

Over the years we’ve heard endlessly from network operators and businesses who wish they’d sought advice and guidance when they’d started planning their digital signage networks, so that they could have avoided many costly, frustrating and sometimes crippling mistakes. We have a process we call “Calibration” – essentially doing that early fine-tuning work to calibrate a business and its plans.

That Calibration might be for the business itself. Sometimes it will be for the end-user of the system. And there are times we’re doing that fine-tuning to protect the interests of investors who want to minimize their risks and see a return.

We like to get involved early, and get our clients set up and running properly. That’s why we called our company The Preset Group, because we wanted to get clients “preset” and running well right out of the box. But we’ll also take a business into the virtual garage and give it a look and a tune-up, to review what’s being done and make some adjustments. We’ll help clients recalibrate, if and when it’s needed.

Our consultative approach is designed to sharpen our clients’ focus and strengths, and transform challenges into areas of expertise. We drive every aspect of our clients’ organizations forward. From strategic advisory services to communications planning, The Preset Group is a tireless partner to our clients.

KEY ACTIVITIES FOR PLANNING DIGITAL SIGNAGE PROJECTS

Discovery

We almost always start with a Discovery process – time spent with the client understanding what’s desired and where things are out. Often, it takes that first session or sessions to start to define why we’re there.

Objectives

We help you identify and define the true, core objectives of your screen network and what really matters to optimize the opportunity.

Strategy

We look at your business and where this new activity fits, or if it fits, and we identify the quantitative and qualitative returns on your investment. We’ll set you on the right path toward impact.

Plan

We define, develop, and recommend pilot and rollout strategies that include logistical detail, as well as define the common and localized situations that may cause unanticipated challenges. We will work with you to build the best solution for your goals and your budget.

Program

We ensure your programming matters to your audience, and we help you define the programming mix and the creative and production process. We can establish guidelines, programming matrices, media buying best practices, resources, and budgetary plans that help you build a compelling and engaging program.

Manage

There are literally hundreds of companies competing for business. We know what is good and what is hype, which companies have staying power and which ones aren’t suitable. Our independent and neutral industry position allows us to analyze your needs and make recommendations on what best suits your plans. We’ll write and review your RFP if you need that. Digital signage has its own “ecosystem” and there’s much more to it than sourcing screens and loading up some content. We’ll help you determine, design, budget and activate the plans to operate a sustainable digital screen network, control your costs and both understand and identify the ongoing benefits.

Measure

You need to know how your deployment performs for your audience, your advertisers, and your leadership. We define the demographics, understand the anthropology and ethnography, and how to establish the critical emotional connections between the network and its viewers. We will work with you to establish a baseline criteria and develop the measurement programs needed to determine if your objectives are being met, to expose areas where corrections are needed, and to build plans for future returns.

Technology is important. Deployment is important. Strategy and measurement are very important. But the people looking at your screens don’t care about the underlying technology.

Operational Design

Who “owns” the day to day operation of the network. Is the technology in-house or cloud-based? What’s the workflow? Is there a checks and balances system in place?

Technology and Deployment

Having the best gear won’t work unless you install best practices for your technology and deployment. Building a best-in-class technology and deployment practice takes time and thought.

Management

What time and resources need to be allocated to this network? Is it all going to be handled centrally, even if there are multiple sites and locations. What departments or business units are affected?

Test and Measurement

Most projects of any significant scale start with pilots, which are used to try the technology, assess operational impacts and draw some initial conclusions about the programming and ROI models. The best pilots are very methodical – carefully developed and properly measured against criteria.

Timely Transfer And Hand Off

When it’s time to hand over the entire network to you and your team, we’ll ensure you have a complete mastery of the network and the entire process so that you’re off and running, ready to manage into the future.

And if you ever need our help, we’ll be there.

WHAT WE DON’T DO

We don’t outsource or refer our suggestions. We roll up our sleeves and work with you to develop plans that meet your objectives, whether your just starting out and need deep understanding and smart resources, or you’re a veteran network operator looking to take your network to the next level of audience engagement and ROI.

We consider your input vital to the successful execution of your plans as we apply our experience to your goals. We sit next to you and your leadership and work through the projects and plans. This ensures that we are always able to help you through the process.

We will bring resources into projects with us on an as-needed basis so that you’re always working with one partner, The Preset Group – not a menagerie of sub-contractors, each with a specific purpose.