The Pitfalls of Creating Content: Developing a Realistic and Rational Digital Signage Content Plan

1. The Pitfalls of Creating Content:
Developing a Realistic and Rational
Digital Signage Content Plan
Thursday, March 8, 2012
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2. Presenter
Kim Sarubbi
President & CEO
Saddle Ranch Digital
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3. Company Background
Saddle Ranch Digital (SRD) is an advanced media company
specializing in digital out-of-home deployment strategy and
custom content creation for screen media solutions.
With roots in Hollywood film production and place-based media,
the Company’s 25 years of specialist content experience has
evolved in to high-impact, interactive digital media solutions for
all size screens.
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4. Session Goals
1. Why Content should be the first thought in your
planning process.
2. How to determine and develop realistic
expectations for your content strategy.
3. How to align content development and
sustainability with your business goals, timeframe
and budget.
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5. Content can
single-handedly make or
break the success of
your total digital signage
investment.
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6. Why Does Content Fail?
• Content isn’t simple
• Viewers can’t grab message in a glance
• No reason for viewer to engage
• Content is an afterthought
• No focused planning and allocated budget
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Plan for Success…
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7. think CONTENT!
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8. Be Realistic!
Get smart about expectations from your content…
• Understand your audience/ venue/ environment
• Know the dwell time
• Understand how your audience wants to be
engaged and interact with your brand
• Get real with your budget
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9. Challenges of Consumer
Engagement
7 Key Questions to Address:
1. What should the engagement experience be?
2. What will truly engage my audience?
3. Who is it that I am trying to engage?
4. How can I best leverage engagement?
5. Why should the audience care?
6. How much value does content really have?
7. How do I build consumer trust?
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10. Needs Analysis for
Effective Content Strategy
Venue/Channel Profiling Audience Profiling
What is the venue / communication Who are we communicating to?
channels? Influencers within those environments? How do they consume content?
Message Dwell Time
What are the messaging goals? What is the face to face / interaction time
What are the content connectors that will available to capture audience attention?
motivate the audience to action?
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11. The Playlist
Developing the right Playlist will evolve out of
an understanding of:
 Dwell time
 Environment
 What the consumer is doing
 Loop Time
 Type of client & specific needs
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12. Keeping Content Fresh
• Depending on the type of venue, content
must be changed daily, monthly, annually,
or never.
• A content plan needs to be in place that
offers long-term effectiveness.
• Customer frequency statistics can also
help determine how often you need to
change out your messaging.
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13. 5 Key Takeaways
• Think Content!
• Content maximizes ROI.
• Value your consumer and create meaningful
and engaging experiences…
• Allocate a realistic dedicated budget to
content.
• Invest in an experienced and trusted content
partner.
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14. CONTACT
Kim Sarubbi
President & CEO
Saddle Ranch Digital
kim@saddleranchdigital.com
SaddleRanchDigital.com 345 N. Maple Drive
tweet me @SaddleRanchDigi Beverly Hills
CA 90210
(310) 746-5652
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