Movie Theater Digital Signage: The DEEL Difference
Introduction
Having the right signage in your movie theaters can have a massive impact on their success. In such a visually stimulating environment, your business needs to engage and delight customers at every turn. The difference between “good” and “great” movie theater digital signage could be the difference between your customers spending their time and money at your theaters instead of the competition. So, how can you make sure you are getting the most out of the signage in your theaters? Partnering with DEEL Media is a great place to start. Let’s discuss how your signage may be coming up short, and how we can help your theaters transform their digital signage.
Why Your Current Movie Theater Digital Signage Solution is Missing the Mark
Installing highly engaging, easy-to-manage digital signage in your theaters is a challenge that not many providers can solve effectively. The vast majority of providers in the movie theater industry fall short in the following areas:
Lack of Content Design Expertise: Many theaters make the mistake of partnering with a digital signage partner that is unable to aid the design aspect of a signage rollout. If you work with a provider that merely installs signage and sends you on your way, your business is left with the task of designing on-screen content. This can pose a challenge if your team does not have specialized design talent in-house.
For your signage to have the desired impact, the visuals need to be stellar. Using unfit imagery, especially for items like food, can actually have a reverse effect and harm sales. No one wants to look at old or fake-looking food on a digital menu board. If the items on your menu do not look appetizing, your customers are going to be far less likely to purchase them, and your signage will fail to drive the revenue you are looking for. A great digital menu board can have a tremendous impact on concession sales. Don’t miss out on revenue because of bad creatives.
Motion graphics can also be tremendously difficult to implement effectively if your business lacks experience in designing digital signage content. There is a time and place for motion graphics, and they should be an incredibly valuable tool in your signage arsenal. However, too much motion can confuse and disorient your customers, and too little motion can be a sign that you aren’t using your signage to its full potential. After all, what is the point of having digital signage if you are going to display only static imagery? If your team has to design signage content without experience, it will be difficult to strike the right balance and get the most out of your signage initiative.
Running a successful cinema is hard enough. As you consider your next digital signage partner, ensure you partner with a provider that can assist with the content design aspect of your signage initiative, in addition to providing software and installation services.
Poor Support and Service: Most businesses do not consider the impact of customer support when they select their signage partner and may end up regretting their decision if their provider does not place emphasis on fast turnaround times. Your theaters must be able to react quickly to any technical difficulties or glitches that may arise in your signage. When your theater submits a support request to its signage partner, that request needs to be addressed as soon as possible. Many providers in the industry hang their hats on two-day support turnarounds. In many cases, that is simply not good enough. Seamless support ensures maximum uptime for your signage, and as a result, maximum productivity for your theaters.
Lackluster Content Management: Most digital signage content management platforms are simply not robust enough to support the needs of most movie theaters. A frequent trap we see theaters fall into is using the signage content management solution that comes free alongside its ticketing solution. Although your business’s signage management solution will be free, access to a very limited feature set will ultimately hinder your business’s digital signage initiatives. Content management systems that are frequently used in the movie theater industry tend to be so unwieldy and inefficient that theaters standardize signage between locations, which severely limits productivity and the ability to act on unique targeting opportunities. Your theaters should never have to sacrifice customization for the sake of efficiency. Every theater you manage is different. Your movie theater digital signage should reflect the differences in your theaters and their unique customer bases. Anything less should be considered a failure.
Your signage content management platform must also be powerful enough to keep pace with all of the different factors that may impact what you choose to display on your signage, from day of the week, to season, and more. Granularly customizing signage based on specific criteria empowers your theaters to engage and delight customers based on their current needs, such as a new movie release or an upcoming holiday. This not only keeps your theaters looking fresh, but it also provides you with the opportunity to seamlessly implement any assets a studio may provide to your theaters to promote an upcoming release.
The ability to manage all of your signage from one location is also incredibly important, as it reduces confusion and enables a more streamlined management process. From concession boards, to LED banners, to video walls, to the box office, all of your digital signage should be managed in one place, with an easy-to-use interface that makes it simple to swap out creatives across multiple theaters.
Lastly, your theater’s signage content management solution should be able to support special events, like lobby takeovers, and drive synchronized content to every screen. These functionalities ensure all your signage is working as one to drive home a specific desired action or message. With moviegoers' enthusiasm rising and more people returning to theaters after the pandemic, creating the best possible guest experience is essential. Special events like takeovers help make trips to the movie theater more memorable.
No Consultative Expertise: Not only should your movie theater signage partner have a wealth of experience in the cinema space, but they should also possess the knowledge and initiative to act as a trusted consultant on everything signage-related. You should be able to reach out to your signage partner and ask their opinion on anything in the world of digital signage, from content, to installation, to hardware, and get an informed, thoughtful response.
One common mistake we see quite frequently is theaters undertaking DIY signage projects and buying consumer-grade screens. Eventually, these screens fail, and because there is no warranty in a commercial environment, the theater often buys other screens that do not match their original installation, creating a hodgepodge of different screens in their theater. Your signage partner should be able to caution you against making any uninformed or suboptimal signage decisions that can cause headaches not only for your business, but for your customers as well.
However, the onus is not just on your provider, it’s incumbent on your business to do the research necessary to ensure your provider takes the success of your signage as seriously as you do. Conduct detailed research into any providers you are considering partnering with, and ask the companies you speak with for references. You can learn a lot about a provider from what their customers have to say. Don’t neglect this step when conducting research on potential partners, or you risk partnering with a provider with a track record that is not as polished as it may seem.
Be Wary of Promises: Another trend we’ve seen in the industry is signage providers promising that a business will be able to cover the expense of their signage solution with ad revenue generated from selling placements on the digital signage. Although there is certainly a place for selling space on your digital signage to generate revenue, this promise of ROI often goes unfulfilled and can leave your theaters stuck with a substandard content management solution and minimal ad revenue.
Focus on selecting the best signage solution for managing your theaters and promoting their products and offerings. Although a promise of ad revenue may be tempting, it can steer your business away from a more robust solution that will enable you to generate considerably more revenue by better promoting itself.
The DEEL Difference
So, what makes DEEL Media so different from the other players in the space?
Our Commitment to Customer Service: At DEEL Media, we understand how important it is that your business gets the attention it needs when it needs it. We are proud to offer industry-leading support response times of 15 minutes, ensuring that your theater gets the help it needs as quickly as possible.
Our Experience: Although we work with titans of several industries including Pizza Hut and Universal Studios, we have specifically robust experience in the movie theater space, having completed several large-scale installations and implementations for Regal and Showcase Cinemas, and several other exhibitors. Learn more about one of our recent Regal installation projects here!
In our 15 years of experience working with some of the most recognized brands on the planet, we’ve learned a thing or two about what successful digital signage looks like. We’d love to bring that experience to bear for you.
Our Carbon™ CMS: Meet Carbon™, a robust digital signage content management system designed specifically with the needs of movie theaters in mind. Carbon™ has all of the tools your business needs to manage movie theater digital signage across all of your locations with the click of a button. From unlimited dayparting to synchronized lobby takeovers, Carbon™ makes managing your theater signage as intuitive as possible, ensuring you have no restrictions on your ability to customize your signage displays at all of your locations. Carbon™ also seamlessly integrates with ticketing systems like Vista, RTS, and others to ensure your signage is intimately connected to your sales data. Learn more about Carbon™ and how it can help streamline your signage management here.
We Are a Complete Solution: The value of working with a provider like DEEL Media is that we do not simply hand you signage hardware or software and send you on your way. We are a trusted partner with the know-how to work hand-in-hand with your business to help it overcome all of its signage challenges. If you have a signage-related problem, we have an answer, whether that is in the realm of anything from content design to installation.
See the DEEL Difference in Action
We recently helped Showcase Cinemas update the signage in all 22 of its US locations, replacing its aging display network with state-of-the-art installations that will greatly improve the visual experience for movie-goers while making signage management more efficient on the back end. Click below to learn more about this project.
Conclusion
The world of movie theater digital signage is rapidly evolving, and without a rock-solid solution in place, your theaters risk falling behind the competition. As you evaluate potential partners (or your relationship with your existing signage partner), be sure to keep in mind the key factors that could limit the effectiveness of your signage, specifically if you are designing your own creatives, struggling to customize your displays between locations or based on other criteria like time of day, or dealing with poor customer support and lack of strategic expertise on behalf of your signage partner.
At DEEL Media, we know what a successful digital signage strategy looks like because we’ve helped industry leaders implement them for 15 years. From our creative content design team to our intuitive signage CMS, we are a one-stop solution for all of your digital signage needs. If you are interested in learning more about what we do at DEEL Media and how we can help your theaters optimize their signage strategy, we encourage you to request a free consultation or give us a call at 770-619-1225.
What is Digital Signage, And How is it Different From Regular Signage?
What is Digital Signage, And How is it Different From Regular Signage?
In technical terms, digital signage refers to the use of digital displays or screens to present information, advertisements, or other forms of content. It involves the use of technologies such as LCD, LED, or projection screens to display multimedia content, including images, videos, text, and interactive elements. Simply put, it is a more engaging way to display messages than traditional signage.
You can find digital signage everywhere, from retail stores, to airports, to hotels, to restaurants, to schools. It serves as a dynamic and flexible communication tool that allows businesses and organizations to deliver targeted messages to their audience.
The first key difference between digital signage and run-of-the-mill signage is the ability to display crystal-clear, dynamic content. This can completely transform the experience of a shopper, visitor, or whoever is viewing your signage. The bright display is hard to ignore, especially when it is in video format. Digital signage is simply more effective at attracting attention than conventional signage. Think about your personal experiences. Which menu board do you think commands more attention, a chalkboard with the day’s specials, or a visual display with bright colors and real, moving imagery showcasing one of the day’s specials?
Beyond higher engagement, another major difference between digital signage and traditional signage is the flexibility provided by digital signage. Rather than taking down your signage every time you want to communicate a new message or make an edit, digital signage enables you to store all of your content in one centralized location, and make changes to display with the push of a button. This makes life considerably easier for any organization that runs promotions or is frequently making tweaks to its offerings.
How Does Digital Signage Make an Impact?
How Does Digital Signage Make an Impact?
More Sales: Perhaps the most alluring impact of digital signage is the tangible impact in sales organizations experience after making the switch. This makes perfect sense logically. Again, consider your own personal experience.
Imagine yourself at a movie theater. Are you more likely to buy popcorn upon seeing a generic sign that says “snacks” or after seeing some high-resolution footage of kernels popping, butter being poured, and popcorn being eaten (we are making ourselves hungry)! The answer is pretty clear.
This does not only apply to the world of food. Retail stores, and even convenience stores and gas stations tend to see considerable upticks in sales when they are able to better visually communicate their products, and showcase their promotions and sales offers in an engaging, compelling manner.
Digital signage displays vibrant and dynamic visual content that attracts attention and engages customers. Compared to traditional static signage, digital displays have a higher chance of capturing people's interest. Eye-catching videos, animations, and interactive elements create a memorable and immersive experience, drawing more customers into stores or promotions.
Speaking of promotions, digital signage makes it easier for businesses to promote certain offers in a strategic manner and capitalize on customer interest at a particular time of day or other external factors. This leads to more downstream sales and revenue.
Lastly, let’s consider the impact of digital signage on your brand in general. By displaying engaging, helpful content, such as product demonstrations, customer testimonials, or usage tips, businesses can educate customers and guide them toward making informed purchase decisions. Additionally, digital signage enables businesses to enhance their brand perception by showcasing their values, expertise, or unique selling points. These factors positively influence customer perception, trust, and loyalty, leading to increased sales and repeat business.
Improved Customer Experience: The impact that digital signage has on customer experience is monumental. There are three key ways digital signage improves the customer experience that we’d like to focus on:
More Engaging Visual Content: First and foremost, digital signage allows businesses to display captivating and dynamic visual content, such as videos, images, animations and motion graphics, and interactive elements. This form of visual stimulation captures customers' attention and engages them with the brand or product being promoted in a manner that is far more effective than traditional signage. By presenting visually appealing and relevant content, digital signage creates a more immersive and memorable experience for customers, increasing their overall satisfaction.
Real-Time Information and Personalization: When leveraging digital signage, your business has the opportunity to deliver real-time information and updates to customers. Whether it's displaying current promotions, product features, or event schedules, digital signage ensures that customers are informed and up-to-date, and are being pointed in the direction you want. Additionally, with the integration of data analytics and customer profiling, businesses can personalize content based on customer preferences and demographics. This personalization enhances the relevance of the displayed information, making it more meaningful and impactful for customers.
Improved Wayfinding and Navigation: In many industries such as retail, movie theaters, and theme parks, digital signage can greatly enhance the customer experience by assisting with wayfinding and navigation. In large or complex environments such as shopping malls, or theme parks, digital signage can provide clear and interactive directions to specific locations, helping customers find their desired destinations easily. By reducing confusion and saving customers' time, digital signage improves the overall convenience and satisfaction of their experience within a particular space.
Simplified Operations: When deploying digital signage, your business reaps the benefits of being able to centrally manage and update content across multiple locations or displays. Whether you have one location or 500, you can easily create, schedule, and distribute all of your signage content from a single centralized platform. This eliminates the need for manual content updates on individual displays, saving time and effort for business operators. It also ensures consistency in messaging and branding across different locations, streamlining the content management process, and ensuring compliance with brand standards.
Digital signage also enables remote management and monitoring of displays, eliminating the need for on-site adjustments or maintenance. Through network connectivity, businesses can remotely control and update content, adjust display settings, and troubleshoot issues. This capability simplifies operations by reducing the need for physical intervention, allowing businesses to efficiently manage and maintain displays from a central location. This saves time and resources while ensuring that the signage is functioning optimally.
Lastly, digital signage enables businesses to predefine schedules for content playback, ensuring that the right content is displayed at the right time. This eliminates the need for manual content changes or monitoring. Businesses can also target content based on factors such as location, demographics, or time of day, tailoring the messaging to specific audiences. This targeted approach simplifies operations by delivering relevant content automatically, without requiring constant manual adjustments.
What Does a Great Digital Signage Solution Look Like?
- Scalability and Reliability: Perhaps the most important aspect of a great digital signage solution is the ability to support your current and future needs. Consider your provider’s ability to scale the digital signage network as your business grows. You don’t want to decide on one solution, only for it to not fit your needs in a few years. Look for a provider with a robust infrastructure that ensures reliable uptime and performance, minimizing disruptions and downtime. There is nothing more important than quality, and you must be confident in your provider’s commitment to excellence. After all, what is digital signage worth if it's not operating properly?
- Customer Support and Service: An oft-overlooked but incredibly important aspect of selecting a digital signage solution is the level of customer support and service offered by the provider. Responsive and knowledgeable customer support can make a massive difference in resolving issues quickly and ensuring a smooth experience. Consider the provider's support channels, response times, and availability of documentation and resources. It is inevitable that you will need help at some point in your signage journey. Make sure you have a support team that is ready when the time comes.
- Strong Content Management System (CMS): A robust and user-friendly CMS is essential for creating, managing, and scheduling content across your digital signage network. Look for a provider that offers an intuitive CMS with features like drag-and-drop content creation, template libraries, playlist scheduling, and remote content updates. A powerful CMS simplifies content management and ensures the smooth operation of your digital signage displays.
- Display Management and Control: The ability to remotely manage and control your digital signage displays is critical for efficient operations. A good provider should offer a centralized management platform that allows you to monitor the status of your displays, adjust settings, troubleshoot issues, and perform updates remotely. Look for features like screen synchronization that can really boost your in-store experience.
- Integration Capabilities: Your digital signage shouldn’t exist on an island. Consider a provider that offers integration capabilities with other systems and platforms. This includes integration with data sources, such as social media feeds, weather updates, or real-time event information, to enhance the relevance and timeliness of your content. Integration with third-party applications and APIs allows you to extend the functionality of your digital signage and leverage additional data sources.
- Robust Analytics and Reporting: The ability to track and measure the performance of your digital signage campaigns is crucial for evaluating their effectiveness and making data-driven decisions. A reliable digital signage solution should offer analytics and reporting features that provide insights into audience engagement, content performance, and display effectiveness. These analytics help you optimize your content strategy and measure the return on investment (ROI) of your digital signage initiatives.
- More Than Just Signage: You should be looking for a digital signage partner that is just that, a partner. Your provider should be in your corner for all of your digital signage needs, from hardware, to software, to content creation. Your needs are flexible, ensure your digital signage partner is as well. Look to partner with a comprehensive digital signage provider that covers all the bases, and is a one-stop shop for all your needs. This will save you a ton of headaches in the long run.
How Do I Get Started With Digital Signage?
How Do I Get Started With Digital Signage?
- Establish Your Goals: Start by clearly identifying your objectives and goals you seek to accomplish with your digital signage. Are you looking to drive more sales? Improve the customer experience? How about both? Having well-defined goals will guide your content creation and form the foundation of your digital signage strategy.
- Select Hardware: The next step for getting started with digital signage is selecting the necessary hardware components, including display screens, media players or computers, and any required accessories such as mounts or stands. When you are selecting your hardware, consider your store or venue’s layout, where your signage will go, and how much you will need.
- Select Software: You’ll need a robust software that is capable of creating and managing your digital signage content efficiently and effectively. When selecting software, consider things like ease of use, integrations, and scalability. Without great software in your corner, you will not get the most out of your digital signage initiative.
- Create Your Content: Now that your infrastructure is in place, it is time to create visually captivating and engaging content to delight your customers. Your signage is only as good as the content on it. Spare no expense on making sure the content you’ll use on your signage is best-in-class.
- Begin the Installation Process: Once you have your hardware, software, and content ready to go, it is time to install your signage. Ensure it is prominently displayed to attract the attention of your customers. Signage that is sub-optimally installed represents a massive wasted opportunity. Take the time to consider where everything is best positioned before finalizing your installation.
- Test and Monitor Performance: Be sure to thoroughly test your digital signage to make sure it's working properly. Make sure you are comfortable with your CMS and all of its tools, and once your signage is live, keep a close eye on its performance to see how it's impacting your goals. Are you driving more sales? Is your establishment getting better reviews? If you aren’t seeing your desired impact, don't hesitate to make adjustments to improve the results.
There’s one more step in starting your digital signage journey, and that’s calling us. At DEEL Media, we don’t provide signage, we provide solutions. We are equipped to help your organization through every step of the digital signage process, from goal-setting to installation. There is nothing in the world of digital signage we don’t do. If you want to get started with digital signage, contact us today.
Conclusion:So, what is digital signage?
We hope you’re able to answer that question after reading this overview. In short, digital signage is a powerful tool for driving improved outcomes across industries. From retail, to restaurants, to schools, digital signage improves the experience of its viewers and the ambiance of your establishment and improves the chances viewers take your desired action, whether that’s purchasing popcorn, or going to the right location.
When you select a digital signage partner, keep your eyes peeled for critical features like best-in-class support, end-to-end coverage, and of course, reliable performance. When you start your signage journey, start by setting your goals, before deciding on the particulars of your plan including software, hardware, and content creation.
If your business is looking to take its signage to the next level, our team at DEEL Media would love to be of assistance. Our mission is to revolutionize your business with best-in-class, turnkey digital signage solutions that you can rely on day in and day out. We work alongside you as a trusted partner for the entirety of your digital signage journey, and are ready to help you with any need you may have.
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