Why Digital Signage is Worth Learning About

In the world of AV/IT digital signage system design and integration, it is not enough to read a spec sheet and think or (worse yet) pretend to know everything about it.

In order to succeed, you need to:

• truly understand those spec sheets and all the features it can provide
• discern the prime set of benefits from those features
• understand the subsets of benefits that can be gleaned from a product or service for you and your clients

Remember that a benefit is a true benefit only in the eye of the beholder. One size does not fit all -- especially in digital signage.

You Need to Know the Basics to Differentiate

In order to reach a true level of understanding, you must understand the basics of any topic before exploring variations on the central them.

The "basics" are rarely limited or confined to one manufacturer or a single solution. They represent core knowledge and concepts inherent in a category.

With this goal in mind, the Digital Signage Experts Group and the Digital Signage Certified Expert (DSCE) certification program provides that impartial and agonistic approach to fundamentals.

Only then can we see the benefit of one idea or solution over another or one product over a competitor.

It all begins with the foundation and understanding of what makes up digital signage.

You must:

• Understand the scale and scope of the digital signage industry
• Examine the disparate parts of the complex digital signage solution
• Understand basic digital signage system design
• Understand the fundamentals of displays
• Understand the fundamentals of networks
• Explore the types of digital signage software
• Explore signal alternatives
• Understand infrastructure and integration
• Explore content and content creation
• Understand business models
• Understand ROI
• Understand real value

In the process of the attainment of knowledge, you can actually create better internal and external business relationships.

To the first order, you have a clearer understanding of what the client actually wants. You can expand the needs analysis to encompass that broader scope since you are now "armed" with the ammunition of increased knowledge.

In the process, you will provide more appropriate solutions and ultimately a more clearly defined return on investment.

Finally, you will end up establishing a relationship and serving the client more professionally and, in many instances, creating a recurring revenue stream for yourself.

Spend Time on Professional Development

From a personal point of view, there are a number of benefits to spending precious time on professional development in general.

You will clearly differentiate your company and yourself by standing out from the average performers. Remember the 80/20 rule, which states that 80 percent of the work is done by 20 percent of the people.

Industry recognition and respect is a byproduct of this effort -- not to mention the monetary rewards earned in the process of career growth.

Last but not least is personal satisfaction. In the world of communication, we tend to become reticent and at times even awkward when we are unprepared or we do not know a significant amount about a given topic on which we are asked to speak.

Confidence, clarity and ultimately satisfaction come with communicating about something that you know. The fact is that we listen to and, in most cases, even enjoy what knowledgeable people have to say.

This certainly holds true for our colleagues and clients when they listen to each of us. One of the rewards of time invested in gaining knowledge is personal satisfaction.

So why should you spend time learning about digital signage? The answer relates directly to what you know, what you do not know, and what you need to know.

Being an expert in a few areas is sufficient, but knowledge in all areas of digital signage is a must. It is that gaping hole in your knowledge that will come back to haunt you.

Think about it and be willing to spend some time filling in those gaps.

To learn more about Digital Signage, register for Branch Out: Commercial Digital Signage, a free webinar on February 5, 2009 at 2:00PM EDT.

Alan Brawn is a principal of Brawn Consulting LLC, an audio visual consulting, educational development, and market intelligence firm with national exposure to major manufacturers, distributors, and integrators in the industry. Brawn is a member of the Imaging Science Foundation and Managing Director of ISF Commercial.