InfoComm is all about the selection and development of media and the June 14-20, 2014 annual conference was inspiring. More than 37,000 delegates from 114 countries attended. 5700 education seats were filled and 947 exhibits presented a wide range of innovations.

Early in the week the US Department of Transportation Federal Highway Administration reported on its study of roadside dynamic display safety, declaring that "Commercial Electronic Variable Message Signs" do not impact driver safety.

Is this a new descriptor (?) I wondered. Surely not for wide use, but it did point to an ongoing concern about what to name the media. "Digital Signage" seems dated, "Screenmedia" though increasingly used is commonly too broad a descriptor and terms such as "Dynamic Place-Based", "Enterprise Media" and others are applied. As the media applications broaden, we can assume that a wider range of names for this media application will emerge and be used.

"Who are these people(?)" I asked myself while touring the digital signage area of the show floor, as there were many new exhibitors.

For your consideration: The digital signage supply base continues to grow with providers of technology elements as well as supply partnerships and consortium. Numerous new patents have been filed and granted over the past few months including iSign for its ecosystem linking place-based display and mobile devices for commerce, impulseGuide for content management approaches and multi-choice/trivia authoring, VertiGo Digital Displays for outdoor displays for outdoor display/kiosk and Digital Factory for convection cooling. The fact that most of these suppliers did not exhibit, and nor did any of the larger digital signage providers such as Scala, Stratacache among other suggests that these providers are moving forward with day-to-day relationships and projects without the need for trade show floor exhibit presence.

Further, it would appear that the majority of AV/IT integrators that will add digital signage to their portfolio have already done so. As they have selected core products and continously scan for new and better products as needed, one could believe it is less important to await the InfoComm show floor while attending Digital Signage Expo or distributor events to gain the greatest benefit in supplier connection.

But, many of the top 25 AV/IT integrators do not yet have a corporate-wide offering as many branches depend upon their search/learn/apply approaches. These firms are encouraged to get their offerings to the next level if they wish to enjoy supply to larger deployments or be part of taking existing networks to the next level of value.

Digital signage education sessions delivered some of the best value that I've seen to date. Most went far beyond the "101" level as delegates were typically in the situation where they had already deployed and were looking to move the value and benefit from their installations to new levels.

For your consideration: Place-based message display and engagement media has been embraced by organizations in virtually every sector and use for patron, shopper, traveler, staff and student communications. The medium has proven its merits and end-users, as well as suppliers, are realizing that objectives, processes and the technology that served them at the initial levels of operation typically require refinement and change if improved economies of scale are to be realized.

Some other insights offered during InfoComm14 related to digital signage include:

• Statistics about the digital signage sector that would describe its proliferation or growth are not easy to come by. NPD Displaysearch analysis based on the flat panel supply chain do not consider display size of less than 26 inches, which discounts the deployment of service counter, shelf level, elevator or other smaller form  factor displays. Intelligence on the installed base of DS, the number of users, total sector employment, etc. can only be achieved by extrapolating or calculating based on the available data.
• Typical display size for deployment in increasing and is now generally 52 inch or greater based on the price performance. The narrowing of display bezel is enabling more visually effective video wall use.
• 4K displays do present stunning imagery when the content and the media fueling approach support 4K resolution. The uptake of 4K in digital signage is expected to be slow as these elements develop further with the most immediate term applications being fashion display, museum and attraction exhibit.
• Laser-based projection, with its 20,000-hour lamp life (versus about 600 hours on projectors currently), offers significant potential for large space dynamic media projection, which has so far been cost prohibitive due to mounting and maintenance needs.
• Content drives business value. Never has this been so broadly understood and taken as a "given" in a large conference setting.

Lyle Bunn is an independent analyst, advisor and educator in North America's Digital Signage - Place Based Media Sector. He has assisted more than 300 enterprises and helped to train more than 10,000 professionals to benefit from the media. He has published over 280 articles and whitepapers and has been named among the 111 Most Influential People in the industry by DigitalSignageToday.com

The presence of dynamic digital media hit its highest point among static sign and digital graphics providers during the 2014 International Sign Association (ISA) Expo held in Orlando April 23-26, 2014. The ISA is a 2,300-member trade association of sign providers that employs or directly impacts over 250,000 American workers and represent over $49 billion in annual revenues. The ISA Expo is the largest gathering of sign providers with over 17,000 delegates and about 500 exhibitors.

Since first offering education related to digital signage six years ago, the event this year offered more than 42 separate educational sessions in the ISA EXPO “Dynamic Signage Education Day,” on a show floor stage and in sessions offered in a co-located showcase offered by Almo. The Dynamic Digital Park on the show floor was 38% larger than in 2013, and included the range of hardware, software and services required by static sign companies to offer digital signage.

Research findings released by ISA in advance of the Expo noted that the number one issue impacting sign companies offering digital signage is "technology selection,” reflecting that 63% of sign companies are confused about technology selection. “How to” education related to technology configuration, content creation and selling the medium profitably were aimed at de-mystifying digital signage while exhibitors such as Capital Networks, Insteo, Kramer and many others were ready with products and answers to fuel sign company success.

Mark O’Connor of Roland said it well during an in-booth session, reflecting that “Sign shops should not have to go back to school or get a degree to make digital signage available.”

impulseGUIDE used ISA Expo 2014 to unveil its digital signage offering for static sign providers, which includes several patent pending innovations related to content management approaches. As a Buffalo, NY sign provider serving the food services, retail, hospitality and consumer services sectors, the impulseGuide system is “content-focused” which offers recurring, high margin revenues to sign providers wishing to offer dynamic signage while leveraging and advancing their capabilities in this additional area of their services portfolio.

Frank C. Pusateri said “The impulseGUIDE solution has been designed for sign providers looking for profitability through system sales, ongoing content creation, customer retention/upsell and improved prospecting for other lines of print and graphics. Digital signage makes a value addition to the sign shop portfolio” while cautioning sign shops to offer a solution that can be easily scaled in terms of network size and the addition of content that improves customer outcomes through better audience targeting, dayparting, templates and infotainment.

“Gamification” is growing as an everyday promotional approach and the digital signage system must be able to use this methodology.”

As the ISA Expo was in process, FASTSIGNS® International released an expanded section of their website focused on digital signage www.fastsigns.com/digital-signs). Drue Townsend, Senior Vice President of Marketing said, “This content is very educational for prospective digital sign buyers, and it shows our capabilities regarding planning programs, developing and managing content and integrating digital signage into an overall mix of other marketing materials, décor and general marketing programs. As the franchisor,we provide internal training and marketing support to prepare our 545 locations in 8 countries to be able to offer a wide range of solutions to meet the needs of businesses and organizations of all sizes”.

Distributors can play a valuable role in the sourcing of dynamic signage by sign providers since they are one point of supply for flat panels, hardware, software and other services, many of which appear to be quite similar in function and value.

Synnex, a distributor of static sign, digital graphics and dynamic signage products has suggested that sign shops should be looking at providing a complete solution that includes the display, content management software, media player, mount and in particular initial and ongoing content. Each of Synnex, Almo, N. Glantz, ND Graphics, Ingram Micro or other sign and digital graphics distributors have in-house staff that can assist sign providers with configuring solutions that can meet end user requirements, or they can connect sign companies with representatives of companies whose products and services they distribute.

Static sign and digital graphics providers are well suited to providing end users with dynamic digital signage, as has been reflected in numerous articles by Sign and Digital Graphics magazine in the past six years. These companies intrinsically understand short form messaging and the location-based sign requirements of end-users. Many of these firms have been providing outdoor electronic message boards and integrating dynamic signage into their proposals for campuses, healthcare and consumer service establishments for many years. They are aware that end-users are increasing their use of dynamic signage, in part due to its use by their competitors.

The recurring advice offered in many ISA Expo presentations can be summarized with these 3 points:

• START, by learning what digital signage can deliver for end users. Use digital signage as an extension of your current portfolio of offerings to serve existing customers and prospect for new ones, since many of these may already be investigating or shopping for this medium. Offer a system that is suited to ongoing and growing needs. Note that every dynamic signage installation requires content.
• Focus on providing “content creation” services since, once the technology system is in place, it is “content” that delivers the communications value. The need for content is ongoing “Think of the system as the razor and the content as the blades” said Pusateri.
• “Partner with or sub-contract to an experienced audio/visual or information technology integrator if you are not comfortable with the technology element” advised Mike White of Multi-media Solutions, which has delivered digital signage for more than 10 years to a wide range of end users.

Sign providers that are considering their offer of digital signage systems and/or services commonly ask some questions. The following offer insights by Lyle Bunn, reflecting and adding to an ISA Expo session titled “How to Sell Dynamic Digital Signage.”

Where is the profit in projects?

Profit always comes from serving needs. Where digital signage is concerned profitable revenues are primarily derived from technologies (i.e. supply of hardware, software, installation and operational services) and content. Since content requirements are ongoing, content services such as playlist strategy and administration, and the composition of individual message spots offers the largest and ongoing profits.

Are there areas of supply not currently well served or that are emerging?

Many small and medium-size businesses do not know who to go to for digital signage, yet this investment can offer high value in terms of sales lift, business branding, improved ambiance at the location and the reduction of perceived waiting times by patrons. Food services, consumer services and staff/visitor communication are under-served by larger digital signage suppliers and trusted sign providers are well suited to offering digital signage as a part of their portfolio. Dynamic signage for staff or visitor communications, which can include video walls in lobby or storefront are increasingly popular because they communicate while adding to the vitality and positive energy of a location, even to the point of enabling artistic expression of a brand.

How much preparing is needed to get to revenues?

Two elements are necessary. Every supplier needs to know what it is supplying and for digital signage, they need to recommend technologies that are suited to the requirement. There is plenty of information available for the” how to” elements. Examples include websites such as www.LyleBunn.com/RESOURCES and the FASTSIGNS and impulseGuide sites noted in this article.

The technology element is easily satisfied in sourcing from a distributor such as Synnex, N. Glantz, Almo, Ingram Micro, ND Graphics or others, which have assessed available technology elements and can offer a specific all-inclusive proposal that can best suit the  end-user requirements.

When would partnering make sense and get me there faster?

Partnering or subcontracting makes sense when additional required skills are required. The sign shop may wish to partner, for example, with an audiovisual or technology integrator to provide hardware, software and installation or with media composers such as Web design freelancers or companies related to content elements. The key is that the sign shop be positioned as the primary an ongoing provider.

Where would revenues be exposed to unworthy effort i.e. What is not worth doing?

Sign companies should be cautious in investing undo amounts of time in training a customer or prospect about the benefits and processes related to digital signage. During the process they should reasonably expect that the end-user will answer key questions such as what benefits do you want to realize, how might it physically be placed within the environment and who, if anyone might be involved in contributing the benefits achievement. Sign companies should also be cautious about responding to Requests for Proposal unless they have unique insights and a service record to the requesting end-user. RFP evaluations can become very subjective in the complexity of comparing one solution to another on an “apples to apples” basis.

How can the risk of loosing profits best be managed?

The greater your productivity in sales and supply efforts, the greater your management of risk will be. The two go hand-in-hand. Supply processes and expectations should be defined as clearly as possible, as is the case with other communication services.

Is the effort and investment related to digital signage really worth the rewards?

In the situation where sign companies can add digital signage as an offering in an existing, trusted supply relationship, the addition of digital signage makes very good sense not just as a sales and revenue instrument, but as a way of protecting an existing account from those who may offer digital signage and leverage this into the offer of other sign and communication services.

What is the opportunity cost of waiting just a little longer for things to mature?

Digital signage has been maturing for 20 years and has really accelerated in its stability over the past 10 years. Technologies have become highly reliable and cost-effective, while at the same time end-users are seeing the use of digital signage by their competitors and many other businesses. More end-users are installing digital signage every day as a way to maximize the benefits of their communication investment. Asked yourself this… How would you feel if in going into a customer location you saw that they had installed digital signage that they had sourced from one of your competitors? Would you begrudge not having enjoyed the revenues and profit that comes with the technology supply in the ongoing licensing of digital signage software? As noted previously, a good supply opportunity still exists in providing new and fresh content, and the way in which content gets results.

How do I proceed from a technology standpoint? There are two approaches, both of which are valid and even complimentary. One approach is to use an inexpensive media player and software combination to deliver basic digital signage for an early customer with a relatively simple requirement. This will allow you, as the sign shop provider to familiarize yourself with the medium and better understand the level of supply that makes most sense for your firm. Recognize that in many cases, a more functional and cost-effective system may be required to assure the best value to the end user and supply profitability. The sign provider can start simple and “move up” to more functionality, or, as has been found by many sign shops, can start with a more enabling infrastructure and then focus on maximizing the benefits from its use. While “starting” is the key it is of greater importance at times to start with the “finish” in mind. Choose a solution that meets longer term needs because dynamic signage is typically in place for a four to seven year period once installed.

Static signs are not going away, so plan to integrate digital signage into existing communications approaches to maximize the investment and benefits in customer, patron, visitor, traveler, staff and student communications.

Lyle Bunn is an analyst, advisor and educator in North America’s digital signage industry. He was named one of the 50 innovators and influencers by Sign and Digital graphics magazine, and one of the 11 Most Influential People by DigitalSignageToday.com in 2013. He has published over 280 articles and whitepapers, assisted over 300 end user organizations and helped to train over 10,000 professionals to benefit from digital signage. Lyle@LyleBunn.com

This summary of the National Retail Federation's (NRF) BIG Show in January is through the lens of the value and directions of digital in-store and dynamic place-based media to improving the success of brands and retailers. While the marquis theme of the event was "Engage and Evolve," the three retail industry priorities of technology, engagement and talent were reflected by many exhibitors, retail sector briefing reports and in conference sessions. Sections in this article include:

•    NRF event perspectives
•    Retail and technology
•    Engagement - Bricks, Clicks and Picks
•    Digital in-store
•    Analytics & in-store media
•    Storytelling
•    Talent
•    Outlook
 
The National Retail Federation (NRF) indicates that retail contributes $1.2 trillion in direct GDP in 2009 including food services and drinking places. Direct employment is 28.1 million. There are 3.6 million establishments, 95% or 3.42 million of which are one location businesses. There are 917,000 locations of multi-location retailers. The NRF projects a 3.4% increase in 2012. Directly and indirectly, retail accounts for 11.9% of all business establishments in the USA, supporting 1 in 4 (42 million) American jobs and contributing $2.42 trillion to annual GDP. 

Online retail is currently $176 billion, 3% of annual retail revenues, having grown by 11% over the previous year according to Forrester Research, however this is projected to grow to 11% in the next five years.

Digital media exhibitors at NRF included 30 providers of digital in-store media including industry-leading suppliers such as NEC, Stratacache, Hughes, Harris, AOpen and YCD and Scala at the HP booth. Dynamic media exhibitors were busy throughout the show. Many other suppliers attended to connect and learn.

Kevin Lawrence VP, enterprise sales of Broadcast International, which serves organizations such as Bank of America, Microsoft and Hollister, commented that "the NRF event was great because it validated what we are hearing from so many of our customers. They want to leverage digital media to better inform, influence, and educate both customers and employees. They expect solutions that provide a more interactive and engaging customer experience by embracing touch, sound, mobility, and more. They demand analytics that allow them to assess the effectiveness of their campaigns and they want to work with a single partner to accomplish it all."

The Intel product showcase was elbow to elbow throughout as they demonstrated a dozen advanced applications currently in use by brands and retailers such as HSN, Kraft Foods, Macy’s, adidas, the LEGO Group, Petrobras and others. A 3D aerial imaging kiosk profiling Coca Cola reflected the Intel partnership with Provision, the leader in commercial application holographic display.

Intel also included a new prototypes through its partnership with Inwindow Outdoor, an interactive digital out-of-home advertising company that has developed street-level storefront interactive advertising campaigns for American Express, HBO, Ford, HP, Microsoft and NBC. The Intel/Inwindow Outdoor prototype, being called the "Experience Stations" engages consumers through information presentation and interaction (multi-touch and gestural). The slick prototype incorporates a large-format 70-inch touchscreen display and near field communication (NFC) capability for two-way transactions with mobile devices. The Experience Station can also enable users to take and send pictures, download coupons to their phone using NFC, connect to social media sites, check the weather, and look up information. When users approach the screen, the system's cameras use Intel's real-time analytics software (Intel uite), which detects gender and age and then plays targeted advertising based on the audience demographic. Analytics are at the heart of The Experience Stations, which provides metrics on audience count, impressions, level of engagement and dwell time.

Several exhibitors demonstrated closed-loop systems of message presentation, mobile opt-in, coupon offer and redemption with analytics at each step in the commercial process. The Intel AIM Suite of Anonymous Viewer Analytics is typically integrated with all major digital signage content management software systems.

Scott Hines, president of CopiaMobile succinctly outlined the benefits of such closed systems, including the Wave2Save experience:

• The multi-media, multi-channel approach incorporates message presentation, mobile detection and offer, opt-in and sales activation in a turnkey solution with a strong foundation of analytics at each stage of consumer engagement.
• It leverages available digital media infrastructures to deliver higher ROI to retailers and brands.
• No character entry or scanning a QR code is needed to activate engagement – although these can be added.
• The experience is multi-sensory including visual and auditory with the cell phone making a whooshing sound during wave and cheering when offers are redeemed.
• A tactile experience is offered with the phone vibrating when offers "land" in the phone and waving your hand provides a physical experience.
• The system bridges the physical and the virtual world creates a much more compelling interaction for consumers.
• It's easy to get consumers to adopt an experience that they enjoy.
• Tying the wave experience into creating user-generated content, where the consumer actually participates in the campaign gives the consumer benefit beyond just offering them a discount.
• Gives retailers a way to incent consumers without giving away gross margin.

Similar systems are available from iSign, MobileGreeter, ComQi, YCD and others and it is clear that mobile marketing platforms such as Foursquare, Bee Marketing and others can and will integrate message presentation display into the mobile ecosystem. Digital Signage Expo (March 5-9, Las Vegas) and Customer Engagement Technology World (March 28-29 San Francisco) are expected to feature these display/mobile/analytics multi-channel systems prominently.

Retail and technology: Retail is focused on providing people with what they need and want including products, goods-related services and experiences. It is a highly competitive industry given the effects of the economic climate, consumer preferences, supply chains and technology upon it. Customer satisfaction and retention are the top strategic initiatives for retail notes a Retail Horizons Benchmark study which reflects that loyalty programs, group buying, localized coupon offers and transparent price comparison are increasing competition among retailers.

The retail sector is similar to manufacturing, distribution, health care and financial services in having used digital technologies to gain operational efficiencies. But the retail sector is poised as no other industry to exploit digital technologies for sustainable revenue growth through its use of digital technologies for customer relationship management and business analytics. Technology investments are the second largest expenditure by retailers behind inventory according to 2011 report Retail Horizons: Benchmark 2010. Retail and technology are natural partners – not just because of the symbiotic win-win relationship, but because each industry is continuously reinvesting and refining itself to better serve its clientele.

Charles Darwin said, "The fittest win out at the expense of their rivals." On that theme, the retailers and brands that exploit the enabling value of technology will have the competitive edge.

A large audience was held spellbound during airing of the 5-minute video by Corning called "A Day Made of Glass" aired by Mitch Joel, author of Six Pixels of Separation.

"Retailers are living in hell because of the uncertainty, constant focus on cost, benefits and testing, and because of the options available to them," declared Joel. He added, "Retailers that are daunted by options will fail due to death by analysis paralysis."   

Joel continued, "At this point, successful retailers have already moved forward with digital strategies and have embraced multi-channel. They are looking to new ways where digital can increase insights, engagements, loyalty and brand-building."

Engagement - bricks, clicks and picks. Seventy percent of Americans shop multi-channel including in-store, online and mobile. Retailers and brands are responding with a shift from transactional to experiential marketing, while assuring maximum "fidelity" – consistent brand messaging. The paradigm shift is occurring from multi-channel to omni-channel engagement, which reflects the melding of the engagement experience between the retailer/brand and the consumer.

Digital in-store media bridges bricks (the physical environment), clicks (online information and commerce), and picks (consumer selection and its influencers). It also turns presence into engagement.

Seventy-one percent of retail executives say that shoppers want a meaningful experience with the sales associate as brand ambassador with strong product knowledge and the ability to upsell and cross-sell for greater customer satisfaction and loyalty, according to a Deloitte industry survey.

Many presenters spoke of the need to improve their advertising plans to shift media buying investment away from "renting eyeballs" and into owning audiences. Many retail executives, including Lauren and Bonnie Brooks reinforced the priority of shifting to "brand demand" messaging from brand awareness involving more experiential and social media.

Experience has shown that when retailers use displays technologies for both customer and staff-facing messaging, revenues are maximized. In retail categories such as technology, cellular and sporting goods in which associated-assisted sales are significant, digital in-store media provides and reinforces value while queuing associate assistance.

This direction encompasses linking bricks, clicks and picks to assure that customers receive a seamless shopping experience between physical locations, online and mobile. 

By showcasing product range and attributes using more advanced in-store digital presentation and interactive media, retailers look to exciting brand perception and the selection and purchase location.

Digital in-store: "It is not about advertising," noted Mitch Joel. "It is about publishing messages, information and stories to the world – or those in it that you most want to engage with and with you." 

Digital in-store media is a transition from passive marketing to more successful active marketing he indicated, adding that digital and analytics are a bolt-on utility. It can typically be added to existing infrastructure and available space, and can deliver immediate results and insights. It is a high-payback medium.

Joel characterized the broadcast medium of TV and print as passive, detached and physical in comparison to the active, connected, virtual and high-engagement characteristics of interactive media.

Analytics & in-store media: Several presenters asked in show of hands survey how many had seen the movie Moneyball. The 2011 movie recounts the transition of professional baseball to an analytics-driven industry. A quote by Mickey Mantle starts the film: "It’s unbelievable how much you don’t know about the game you’ve been playing all your life."  

Analytics serve to validate investment and optimize campaigns and digital media content related to target audiences toward better communications spending and improving the productivity of retail floor space.

Metrics help to define and refine business objectives, move beyond "the technology" into its application and allows initiatives to be made into "chewable bites."

Workforce analytics and predictive modeling are of growing priority.

A massive transition to analytics and the integration of analytics into operations is expected. Consumer engagement is a "moneyball" world in which analytics drive investment decisions.

This transition to operationalizing analytics recognizes that information is powerful and uses the levels of abstraction of analytics to gain insights as these grow from data to statistics, information and knowledge toward wisdom.

Storytelling: "Digital innovations is unleashing business, technology and systems," said David Lauren, executive vice president of advertising, marketing, and corporate communications of Ralph Lauren Corp. "Our success is anchored in 'merchant-tainment' – the seamless blending of merchandising and storytelling." Lauren outlined how storytelling with images and visuals is manifested in Ralph Lauren branding and merchandising by creating lifestyle aspiration and presenting how this could be fulfilled by Ralph Lauren offerings. Storytelling leads audiences to question "what happened?" and "what if?" which beg engagement with the brand.

Storytelling has been a staple of TV that was transposed onto still imagery and therefore into print (think fashion magazine ads) and more recently onto websites. "The retail community priority of storytelling is to reinforce the brand in the store," noted Lauren. This is well served by digital media that can present images beautifully and trigger mobile, audience-of-one engagement. "A flat screen," said Lauren, "should not scare someone away or discount the excitement or value of a product, but engage and excite the consumer through the message. Excitement happens by reaching an audience of demographic and psychographic profile with images, messages and stories that resonate with and inspire them."

In-store display content can include a wide range of messages that inform and influence. Increasingly, dynamic signage content presents Accuweather or uses links to databases, point-of-sale or other internal systems to make content interesting and relevant.

Talent: "The successful retail model focuses on technology, engagement and talent," said Bonnie Brooks, president and CEO of The Bay (Hudson’s Bay Company). The 3,000 NRF delegates who attended her keynote address took notice that The Bay is the oldest retailer in the world, and applauded The Bay’s accomplishment of the best sales increase in December of any retailer in North America. She echoed other speakers on the importance of technology, engagement and talent.

Digital media networks have been used for staff communications and development for many years. Digital media providers such as Hughes, Microspace, Broadcast International and others deliver a strong value proposition to retailers looking to cost-effectively train and motivate staff.

The increased use of digital media for customer messaging has often incorporated the use of the infrastructure for staff communications and development.

The retailer focus on its talent naturally looks to leveraging marketing communications capability. This multi-use of in-store media for consumer, management and staff communications points to a higher value proposition and ROI from digital media investment.

Outlook: Retailers are taking a big-picture view to the five Ws (who, what, where, when, why) for technology enabled branding and revenue achievement. They are focusing in particular on the why while simultaneously defining and refining their corporate directions, positioning and goals.

Digital in-store media indeed does work in achieving business, communications and engagement goals. But because of the time and investment required, it must be scalable, providing return on investment ultimately at the enterprise level for brand and loyalty building, not just benefits at the transaction level.
 
Anu Gulta, VP process and profit improvement for Michaels summed up the sentiments of NRF delegates well with the following four priorities of all retail activities and investments:

•    Enhance the brand
•    Increase consumer reach and loyalty
•    Gather and act on insights
•    Drive multi-channel engagement

NRF was very exciting when viewed through the lens of digital media. Strong vendors are engaging with innovative retailers and the analytics that underpin digital media are helping to validate digital media investment. 2012 could be expected to be a year of retail sector advancement with and through digital in-store media.

Happy Independence Day and Canada Day weekend! Few people have time for sun tanning in the dynamic signage industry…at compound annual growth of 23 percent; the industry is going full-out. Retail deployments must be ready by Thanksgiving and others, such as campuses, are "back-to-school" driven. But training is the ongoing need!

In this edition:
• InfoComm 2011 summary and 30 in-depth sessions
• Open letter to end user CEOs and COOs about dynamic signage
• Participate in the July 21 virtual, desktop Digital Signage 2011 event
• SPEED II from DSEG coming soon

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InfoComm 2011 took dynamic signage to a new plateau in the integration and AV community as outlined in the 2-page executive overview. An InfoComm Digital Signage Showcase Theatre produced by Multi-Media Solutions included over 30 in-depth interviews, case studies and presentations. These edited, useful sessions will be viewable from the InfoComm website. I will let you know the URL. In the meantime, the following three very popular white papers will be very useful to you and your colleagues.

The CONTENT of Dynamic Place-based Media: State-of-the-Art
Campus Dynamic Signage Networks - Communications Value and New Revenues
Fail to Plan - Plan to Fail

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I have issued an open letter to the CEOs and COOs of end user organizations about dynamic signage. It calls on their sponsorship of projects since initiatives typically cross organizational boundaries and can be challenging to plan. A 5-step action plan is included to help advance and direct projects. Project leaders and suppliers will find this open letter useful to advancing projects.

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Plan to participate in the July 21 Digital Signage 2011 virtual, on-your desktop event. This is the 3rd in the series of these popular and informative events. The "page from my playbook" will help you, your colleagues and customers get the most from this event.

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SPEED II Dynamic Signage Training Program will soon be available for download from the Digital Signage Expert Group. Each of the four one-hour sessions compliment DSEG programs by addressing key planning elements, such as defining objectives, project development, ROI, content, revenue achievement and others. Plan to learn more this summer. More to follow.

Thank YOU for all you do. Let me know if I can assist your efforts in any way.

Lyle Bunn
Principal & Strategy Architect
BUNN Co.
Independent Advisor and Educator
Dynamic Place-based Media