1.
Digital Signage
Welcome

2.
Agenda
• Digital Signage Defined
• MCSi Market Objective
• System Components and Technology
• Why Digital Signage?
• Where to begin
• Applications
• Who to Contact
Authored By: Lisa Lemon
Digital Signage Group

3.
Agenda continued
• Approach
• Establishing ROI
• Pilot
• Content
• Terminology
• Traditional AV Opportunities
Authored By: Lisa Lemon
Digital Signage Group

4.
Agenda
• Vendors
• MCSi Support and Tools
• Recent Successes
• Q&A
Authored By: Lisa Lemon
Digital Signage Group

5.
Digital Signage
• Digital Signage is
the next generation
of effective
communication in
public spaces
Authored By: Lisa Lemon
Digital Signage Group

6.
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
Authored By: Lisa Lemon
Digital Signage Group

7.
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
Authored By: Lisa Lemon
Digital Signage Group

8.
Digital Signage
• We are the MCSi missionaries
• Some early adopters, most do not
understand Digital Signage
• Definitions will vary
Authored By: Lisa Lemon
Digital Signage Group

9.
Digital Signage – Defined
• Digital delivery of
visual content
through a network
of displays, which is
centrally managed
and controlled.
• Concept also known
as “Narrowcasting”
Authored By: Lisa Lemon
Digital Signage Group

10.
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.
Authored By: Lisa Lemon
Digital Signage Group

11.
Digital Signage – Defined
• Real time
communication,
marketing and
promotion
Authored By: Lisa Lemon
Digital Signage Group

12.
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.
Authored By: Lisa Lemon
Digital Signage Group

13.
System Components
A seamless Digital Signage solution is the
result of a well orchestrated design comprised
of both technology and services.
Authored By: Lisa Lemon
Digital Signage Group

14.
System Components
System
Design
Managed
Displays
Services
• Seven distinct
MCSi
components to
Digital
Signage
Solution Content
Digital Signage
Installation
Creation
Networking Content
& Scheduling
Distribution
Authored By: Lisa Lemon
Digital Signage Group

15.
System Components
• System Design and
System Design engineering
provided by MCSi
Authored By: Lisa Lemon
Digital Signage Group

16.
System Components
• Displays provided by
MCSi
Displays
• Key vendors
– Clarity Visual
– Hitachi
– NEC
– Pioneer
Authored By: Lisa Lemon
Digital Signage Group

17.
System Components
• Content is typically
provided by the customer
and/or their outside
advertising/marketing
Content Creation agencies.
• Resources for content
– Clarity Visual Systems
– MCSi Creative Services
Authored By: Lisa Lemon
Digital Signage Group

18.
System Components
• Content is prepared for
delivery via software
scheduling packages
Content
Scheduling • Key vendors
– Clarity
– Omnivex
– Pacific Interactive
– Visual Circuits
– Webpavement
Authored By: Lisa Lemon
Digital Signage Group

19.
System Components
• The Networking
component will either be
provided by the client or
contracted through
MCSi
Networking &
Distribution
• Key vendors
– MCSi Managed Services
– AT&T
– DDC
– Webpavement
Authored By: Lisa Lemon
Digital Signage Group

20.
System Components
• Installation Services
Installation provided by MCSi
Authored By: Lisa Lemon
Digital Signage Group

21.
System Components
• Managed Services
Managed are provided by
Services MCSi, through the
MCSi Network Operation
Center located in
Cleveland, OH
Authored By: Lisa Lemon
Digital Signage Group

22.
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
Authored By: Lisa Lemon
Digital Signage Group

23.
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
Authored By: Lisa Lemon
Digital Signage Group

24.
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
Authored By: Lisa Lemon
Digital Signage Group

25.
System Overview
Authored By: Lisa Lemon
Digital Signage Group

26.
Sample System Cost
Quantity 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
Authored By: Lisa Lemon
Digital Signage Group

27.
Digital Signage
System
Design
Managed Displays
Services
MCSi
Digital
Signage
Solution Content
Installation
Creation
Networkin
Content
g&
Schedulin
Distributio
n g
Authored By: Lisa Lemon
Digital Signage Group

28.
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
Authored By: Lisa Lemon
Digital Signage Group

29.
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
Authored By: Lisa Lemon
Digital Signage Group

30.
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%
Authored By: Lisa Lemon
Digital Signage Group

31.
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
Authored By: Lisa Lemon
Digital Signage Group

32.
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
Authored By: Lisa Lemon
Digital Signage Group

33.
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
Authored By: Lisa Lemon
Digital Signage Group
with product information

34.
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)
Authored By: Lisa Lemon
Digital Signage Group

35.
Retail Application
• Saks Fifth Avenue
– Advertising and
Promotions
Authored By: Lisa Lemon
Digital Signage Group

36.
Banking Application
• E*Trade
– Installed by MCSi SE
• Promotion
• Communication
• Branding
• Infotainment
Authored By: Lisa Lemon
Digital Signage Group

37.
Hospitality – QSR - Application
• Coffee Time
– Installed by
Duocom/MCSi Canada
• Promoting Product
Authored By: Lisa Lemon
Digital Signage Group

38.
Public Venue Application
• Flight Information
Displays
– Installed by
Duocom/MCSi Canada
• Communication
Authored By: Lisa Lemon
Digital Signage Group

39.
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
Authored By: Lisa Lemon
Digital Signage Group

40.
Who to Contact
• Departments to contact
– Marketing
– Communications
– Merchandising
– Operations
– In-Store Environments/Environmental Planning
– Store Development
– Training
– IT
Authored By: Lisa Lemon
Digital Signage Group

41.
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.
Authored By: Lisa Lemon
Digital Signage Group

42.
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.
Authored By: Lisa Lemon
Digital Signage Group

43.
Approach
• Determine clients key objective/s
– Promotion/Advertising
– Communication
– Entertainment
– Branding
– Employee awareness/training
– Cost containment
Authored By: Lisa Lemon
Digital Signage Group

44.
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?
Authored By: Lisa Lemon
Digital Signage Group

45.
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?
Authored By: Lisa Lemon
Digital Signage Group

46.
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?
Authored By: Lisa Lemon
Digital Signage Group

47.
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?
Authored By: Lisa Lemon
Digital Signage Group

48.
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?
Authored By: Lisa Lemon
Digital Signage Group

49.
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?
Authored By: Lisa Lemon
Digital Signage Group

50.
Approach
• Collectively this information will lead
you down the correct technology path
• Gives base to Establish Return on
Investment
Authored By: Lisa Lemon
Digital Signage Group

51.
Establishing ROI
The concept is exciting, the system is
dynamic, and it sounds feasible….Now…
“show me the money”.
Authored By: Lisa Lemon
Digital Signage Group

52.
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
Authored By: Lisa Lemon
Digital Signage Group

53.
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
Authored By: Lisa Lemon
Digital Signage Group

54.
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
Authored By: Lisa Lemon
Digital Signage Group

55.
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
Authored By: Lisa Lemon
Digital Signage Group

56.
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
Authored By: Lisa Lemon
Digital Signage Group

57.
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
Authored By: Lisa Lemon
Digital Signage Group

58.
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
Authored By: Lisa Lemon
Digital Signage Group

59.
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
Authored By: Lisa Lemon
Digital Signage Group

60.
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
Authored By: Lisa Lemon
Digital Signage Group

61.
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
Authored By: Lisa Lemon
Digital Signage Group

62.
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
Authored By: Lisa Lemon
Digital Signage Group

63.
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
Authored By: Lisa Lemon
• DMX
Digital Signage Group

64.
Support
I am available to assist you
Contact Information
lisa.lemon@mcsinet.com
678-842-0095 – Remote Office
770-441-5136 – Office
770-329-0864 – Cell
Authored By: Lisa Lemon
Digital Signage Group

65.
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
Authored By: Lisa Lemon
Digital Signage Group

66.
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 By: Lisa Lemon Bank – Jeff Wismer – Duocom/MCSi Canada
Authored
– HSBC
Digital Signage Group

67.
Q&A
Thank you for your time and interest in
Digital Signage