MCSi Digital Signage Presentation

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

Agenda continued
• Approach
• Establishing ROI
• Pilot
• Content
• Terminology
• Traditional AV Opportunities


Agenda
• Vendors
• MCSi Support and Tools
• Recent Successes
• Q&A


Digital Signage

• Digital Signage is
the next generation
of effective
communication in
public spaces


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

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

Digital Signage
• We are the MCSi missionaries

• Some early adopters, most do not
understand Digital Signage

• Definitions will vary


Digital Signage – Defined
• Digital delivery of
visual content
through a network
of displays, which is
centrally managed
and controlled.

• Concept also known
as “Narrowcasting”

• 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.



• Real time
communication,
marketing and
promotion


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.


System Components

A seamless Digital Signage solution is the
result of a well orchestrated design comprised
of both technology and services.

System Components

System
Design

Managed
Displays
Services
• Seven distinct
MCSi
components to
Digital
Signage
Solution Content
Digital Signage
Installation
Creation

Networking Content
& Scheduling
Distribution


System Components

• System Design and
System Design engineering
provided by MCSi


System Components

• Displays provided by
MCSi
Displays
• Key vendors
– Clarity Visual
– Hitachi
– NEC
– Pioneer


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


System Components
• Content is prepared for
delivery via software
scheduling packages

Content
Scheduling • Key vendors
– Clarity
– Omnivex
– Pacific Interactive
– Visual Circuits
– Webpavement


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

System Components

• Installation Services
Installation provided by MCSi


System Components

• Managed Services
Managed are provided by
Services MCSi, through the
MCSi Network Operation
Center located in
Cleveland, OH


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

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


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


System Overview


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


Digital Signage

System
Design

Managed Displays
Services

MCSi
Digital
Signage
Solution Content
Installation
Creation

Networkin
Content
g&
Schedulin
Distributio
n g


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


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


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%

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


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

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
with product information

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)

Retail Application

• Saks Fifth Avenue
– Advertising and
Promotions


Banking Application

• E*Trade
– Installed by MCSi SE
• Promotion
• Communication
• Branding
• Infotainment


Hospitality – QSR - Application

• Coffee Time
– Installed by
Duocom/MCSi Canada
• Promoting Product


Public Venue Application

• Flight Information
Displays
– Installed by
Duocom/MCSi Canada
• Communication


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

Who to Contact
• Departments to contact
– Marketing
– Communications
– Merchandising
– Operations
– In-Store Environments/Environmental Planning
– Store Development
– Training
– IT

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.


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.

Approach
• Determine clients key objective/s
– Promotion/Advertising
– Communication
– Entertainment
– Branding
– Employee awareness/training
– Cost containment


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?

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?


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?


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?


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?


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?

Approach

• Collectively this information will lead
you down the correct technology path

• Gives base to Establish Return on
Investment


Establishing ROI
The concept is exciting, the system is
dynamic, and it sounds feasible….Now…
“show me the money”.


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


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

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

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


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


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

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


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

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

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

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


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
• DMX

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

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


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

Q&A

Thank you for your time and interest in
Digital Signage

MCSi Digital Signage Presentation

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