Digital and multimedia signage used to be novelties, but as costs have fallen, technology has advanced, and personal devices have made consumers more tech-savvy, smart signage has become a standard rather than an exception. It’s revolutionizing our industry by vastly expanding the communication possibilities for clients and giving them exciting new ways to share messages with their own customers.
Smart signage is in high demand across several industries, including hospitality, retail, healthcare, and education, and the variety of options gives users great flexibility. Small businesses with limited needs can just use cost-effective QR codes, for instance, while large corporations can go all-out with full-scale digital display systems. Whatever they choose to invest in, they’ll find solutions that enhance their marketing, increase engagement, and provide measurable return on investment (ROI).
By catering to this demand, your franchise can secure larger, higher-value projects that often bring recurring business for content updates, technical maintenance, or system upgrades.
Smart sign solutions
Smart signage has been widely adopted by businesses and organizations that need to communicate with the public frequently and in real-time. Schools, churches, municipalities, and event venues are driving much of the demand for on-premise electronic message centers (EMCs), which give them the ability to instantly control messaging. They often use EMCs to share schedules, safety alerts, or community news. Retailers, restaurants, and convenience stores benefit from the ability to update promotions quickly and capture attention from passing traffic.
EMCs can be purely commercial, like the stock market tickers our shop created or the system we installed for a radio station, which was synchronized with the music feed so that passing drivers could see the current song playing and tune in to get it on their car systems. In some cases, we’ve incorporated feeds for stock market tickers or other real-time data.
QR codes have also grown in popularity as a complement to EMCs. Customers like using them on business cards, event signage, product displays, and even vehicle graphics. They save time; with a quick scan by a mobile device, contact information or website links load directly into the phone without manual typing.
Customer benefits
These solutions resonate because they combine visibility and flexibility. A static sign can only say one thing, and updating it can be time-consuming. But an EMC can cycle through multiple messages, adapt to the time of day, or display live feeds such as weather or traffic, and the change can be made almost instantly. It gives businesses a much bigger communication footprint without taking up additional square footage. That makes it more cost-effective.
With a static sign, every change means a reprint or refabrication. With an EMC, the customer can update messaging instantly, often from their phone or computer. That saves time, reduces costs, and keeps their message current. The systems are paired with cloud-based content management systems, allowing customers to log in from any device, create playlists, schedule messages, and even integrate RSS feeds for live data.
QR codes add another layer of ROI. By placing them on supporting signage such as event signs, product displays, or vehicles, customers can drive people directly to menus, schedules, or contact information without incurring the cost of creating new graphics.
Benefits & challenges
As for your shop, smart signage offers recurring revenue opportunities. Clients may need content updates, technical maintenance, or system upgrades, creating opportunities for ongoing revenue streams.
A further benefit is that many customers who use these technologies find them intuitive and don’t require much training or coaching. The ability to drag-and-drop graphics, schedule announcements, or integrate automated feeds makes it easy for them to keep content fresh. For non-EMC projects, QR codes are also straightforward for customers to implement and for end-users to interact with. When clients see that EMCs and QR codes give them endless messaging without endless printing costs, the long-term value becomes clear.
You do need to spend a little time getting them completely onboarded. EMCs require reliable internet access to pull in live data or cloud updates, so you’ll want to work with clients to ensure their networks are properly set up and they understand the basics.
While technology is powerful and can even be dazzling, one old rule hasn’t changed: Content still matters. When it’s so easy to create the message, it’s tempting to overdo it. Coach your clients on the need to keep messages engaging and impactful by being short and legible. The same goes for QR codes — they must be sized and placed correctly to be effective.
Customer first
Digital signage innovation matters, but only if it aligns with what a shop’s customer base is asking for. When clients are looking for an EMC, live data integration, or other smart features, offering those solutions becomes essential to staying competitive.
That said, not every market demands it. For shops whose customers are primarily interested in traditional building signs, vehicle graphics, or branding projects, digital signage may not be a top priority. Those who do make it a priority must invest in more than equipment; it’s critical to dedicate time to studying new systems and vetting vendors to ensure they’re delivering reliable, proven solutions. Decisions should always be guided by the needs of your specific client base, and that’s no less the case with smart signage.
