8 Mistakes to Avoid When Implementing Digital Signage for Internal Communications

Ready to transform your office from “blah” to buzzing with engagement? Digital signage can be your secret weapon for internal communications, but only if you dodge the landmines that trip up so many companies. Bad news? Boring content, confusing layouts, and tech glitches can turn your snazzy screens into expensive wallpaper. Good news? We’ve got your back.

In this guide, we’re spilling the tea on the eight most common digital signage blunders and serving up the savvy solutions you need to make your messages stick.

Here’s what we’re dishing up:

  • Mistake #1: Ignoring your audience’s needs.
  • Mistake #2: Set it and forget it syndrome.
  • Mistake #3: Content overload (aka digital nausea).
  • Mistake #4: Blinded by the tech.
  • Mistake #5: Location, location, location… matters.
  • Mistake #6: Skipping the strategy session.
  • Mistake #7: Underestimating the power of measurement.
  • Mistake #8: Going it alone (when you could have an all-star team).

Get ready to level up your internal communications game and turn those screens into engagement magnets. Your employees will thank you.

Your Digital Signage: Is It a Snooze-Fest?

Think about it: would you rather watch a movie trailer that speaks directly to your interests or a generic commercial that leaves you yawning? Your employees feel the same way about your internal communications.

It’s easy to fall into the trap of treating your entire workforce as a single, homogenous group. However, your employees are a diverse bunch with varying roles, interests, and information needs. The sales team might crave real-time performance updates, while the HR department might be more interested in upcoming wellness initiatives. By tailoring your content to specific segments of your workforce, you can ensure that your digital signage delivers relevant and engaging information that resonates with each individual.

Remember, a one-size-fits-all approach rarely works in communication.  By understanding your audience’s unique preferences, you can transform your digital signage from a generic bulletin board into a personalized communication hub that keeps everyone informed and engaged.

Cobwebs on Your Content: Stale News Drives Employees Nuts

Remember that time you saw the same advertisement playing on loop for weeks? It probably drove you crazy, right?  Well, your employees feel the same way about stagnant digital signage content. Research shows that content that’s updated frequently can increase digital signage engagement by a whopping 400%.

Your digital signage isn’t a “set it and forget it” solution. To keep your intended audience captivated, you need to constantly refresh your content with a mix of timely updates, company news, industry insights, and even a dash of fun. Don’t let your screens become a graveyard of outdated information.  Imagine your digital signage as a dynamic newsfeed, always buzzing with fresh content that employees look forward to seeing.

Think about it: would you follow a social media account that only posted once a month? Probably not.  The same logic applies to your digital signage. Regular updates not only keep your content relevant but also signal to your employees that you’re invested in keeping them informed and engaged. So, ditch the dust bunnies and give your screens a makeover with fresh, exciting content that keeps your audience coming back for more.

Information Overload: When More is Less on Your Digital Signage

Have you ever walked into a store so jam-packed with merchandise that you couldn’t focus on anything?  That’s exactly how your employees feel when confronted with a digital sign crammed full of text, images, and flashing animations.  Just like a cluttered desk can hinder productivity, a cluttered screen can overwhelm your viewers and dilute your message.

Remember, the goal of your digital signage isn’t to showcase every single piece of information your company has ever produced. It’s about curating a concise and visually appealing display that delivers key messages effectively. Think of your screen as prime real estate:  Every element you place on it should serve a purpose and contribute to a clear, cohesive message.

Tech Overload: Don’t Let Shiny Gadgets Overshadow Your Message

It’s easy to get swept up in the excitement of cutting-edge technology. But let’s face it, a 4K display with all the bells and whistles won’t do you any good if your message gets lost in the shuffle. According to a study, a staggering 78% of digital signage viewers recall messages on simple, static displays better than those on flashy, animated ones. Remember, technology should enhance your message, not overshadow it.

  • Resolution Roulette: Think about it: have you ever squinted at a pixelated image on a billboard and wondered what the heck it was trying to say? The same principle applies to your digital signage. Don’t get so caught up in high-resolution picture quality displays that you forget to consider the viewing distance and size of your screens. Choosing the wrong resolution can turn your crisp content into a blurry mess.
  • The Dizzying Effects of Animation: We get it. Animations can be eye-catching. But overusing them can be a recipe for disaster. Excessive movement and flashy effects can distract your viewers from your core message and even cause motion sickness. The goal is to create a visually appealing display that draws people in, not one that sends them running for the hills.
  • Complexity Conundrum: Remember, you’re not designing a video game. Your digital signs should be user-friendly and intuitive. Complicated interfaces, hidden menus, and convoluted navigation will only frustrate your audience. The easier it is for people to access the information they need, the more likely they are to engage with your content.

Let’s be real the latest and greatest tech might be tempting, but it’s not always the best solution for your specific needs. Don’t let the allure of fancy gadgets blind you to the importance of clear, concise communication. Remember, the goal is to inform and engage your audience, not impress them with your tech prowess.

Lost in Space: The Perils of Poor Placement for Your Digital Signage

Have you ever strained your neck trying to read a sign placed way too high, or missed an important announcement because it was tucked away in a dark corner? Poor placement can turn your digital signage into a missed opportunity, rendering it invisible to the very people you’re trying to reach. Think about it this way: even the most captivating content won’t matter if nobody sees it.

Strategic placement is key to maximizing the impact of your digital signage. Consider the flow of traffic in your office, the areas where employees congregate, and the natural sightlines that will draw their attention. For example, a screen placed near the coffee machine or in a high-traffic hallway is more likely to capture attention than one tucked away in a rarely used conference room.

But it’s not just about visibility; it’s also about creating a positive user experience. A screen placed too close to a workstation could be distracting, while one placed too high could cause neck strain.  Similarly, a screen that’s constantly in direct sunlight could be difficult to read. The goal is to integrate your screens seamlessly into the environment, not create an eyesore that people will actively avoid. Think about the overall aesthetics of your office and choose locations that complement the existing décor. By taking the time to carefully consider placement, you can ensure that your digital signage is not only seen but also appreciated by your audience.

Winging It: The Pitfalls of a Strategy-Free Digital Signage Rollout

Picture this: launching a marketing campaign without a clear target audience, messaging, or goals. Sounds like a recipe for disaster, right?  Well, the same goes for your digital signage. Skipping the strategy session is like setting sail without a map or compass – you might end up somewhere, but it’s unlikely to be your intended destination.

A well-defined strategy is the backbone of any successful digital signage implementation. It’s about more than just choosing cool graphics or catchy slogans. It’s about aligning your content with your overarching business goals, understanding your audience’s needs, and creating a roadmap for measuring your success. 

Without a clear strategy, your digital signage efforts can quickly become disjointed and ineffective, leaving you with a bunch of screens but no real impact.

Flying Blind: The Peril of Ignoring Your Digital Signage’s Performance

Imagine driving a car without a speedometer or fuel gauge. You might think you’re doing great, but how would you really know?  The same goes for your digital signage.  Without tracking its performance, you’re essentially flying blind, with no real understanding of what’s working and what’s not.

Measuring the impact of your digital signage is essential for making informed decisions and ensuring you’re getting the most bang for your buck. It’s about more than just vanity metrics like impressions or views. It’s about digging deeper to understand how your content is influencing employee behavior, engagement, and ultimately, your bottom line.

Don’t let your digital signage become a black hole of uncertainty. By tracking key metrics like dwell time, click-through rates, and even employee feedback, you can gain valuable insights into your audience’s preferences and tailor your content accordingly. It’s about using data to drive your decision-making, not just guessing what might work.

DIY Disaster: The Downside of Flying Solo with Digital Signage

Think you can handle every aspect of your digital signage project single-handedly? While a DIY approach might seem appealing at first, it can quickly turn into a time-consuming and costly headache.  The truth is, digital signage involves a complex interplay of hardware, software, content creation, and strategic planning. Trying to juggle all of these elements alone can spread you thin and lead to subpar results.

  • The Content Conundrum: Let’s be honest: not everyone is a graphic design whiz or a copywriting guru. Trying to create eye-catching, professional-looking content without the right expertise can leave your screens looking amateurish and uninspiring.
  • Technical Troubles: Installing and configuring digital signage hardware and software isn’t always a walk in the park. Technical glitches, compatibility issues, and digital signage network problems can quickly derail your project and leave you scrambling for solutions.
  • Strategic Shortcomings: Even if you manage to pull off the technical aspects, developing a comprehensive digital signage strategy requires a deep understanding of your audience, your business goals, and the latest industry trends. Going it alone can limit your perspective and result in a less-than-optimal strategy.

The bottom line is that digital signage is a team sport. By partnering with experts who specialize in different areas, you can leverage their knowledge and skills to create a truly impactful digital signage experience.  Think of it as assembling an all-star team, each player bringing their unique strengths to the table. You’ll not only save time and money but also ensure that your digital signage project is a resounding success.

Conclusion: Ready to Make Your Digital Signage Shine?

You’ve navigated the digital signage minefield, armed with the knowledge to sidestep common pitfalls and create a communication powerhouse. By understanding your audience, refreshing your content, keeping it simple, choosing the right tech, and strategically placing your digital screens, you’re well on your way to transforming the way you connect with your employees.

Key Takeaways to Make Your Mark:

  • Keep it Fresh: Regularly update your content to keep your audience engaged and coming back for more.
  • Strategic Tech: Choose technology that enhances your message, not overshadows it.
  • Location Matters: Place your digital signage screens where they’ll be seen and appreciated.
  • Measure & Conquer: Track key metrics to understand what’s working and optimize your content strategy.
  • Teamwork Makes the Dream Work: Partner with experts to leverage their skills and knowledge.

 Sound like a lot to handle? Don’t worry, you don’t have to go it alone. CrownTV offers a comprehensive suite of digital signage solutions designed to simplify the process and deliver stunning results. From cloud-based digital signage software known as dashboard and hardware like our Player to expert installation and content creation, we’ve got you covered.

CrownTV serves a diverse range of industries, including retail, healthcare, education, and more. Our tailored solutions empower businesses to enhance customer engagement, streamline internal communication, and drive measurable results. With over 13,451 active digital displays across the globe, we’ve helped countless organizations harness the power of digital signage.

We also offer the “White Glove Experience“, which is perfect for businesses that value their time and want to leave the technical details to the experts. Our team of seasoned professionals will handle everything from hardware selection and installation to content creation and ongoing support.Ready to elevate your digital signage game? Explore CrownTV‘s comprehensive solutions and discover how we can help you achieve your communication goals.

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