By Frank Kenna
That’s what the woman who waited on me at a shoe store recently said when the shoes I was trying on were too tight. When I pointed out that they were also a little too short, she repeated that they’d probably stretch. I thought, “I don’t think so,” and left the store. I also thought that a lot of people probably buy the line and buy the shoes, only to find them sitting in the closet unused 6 months later.
This experience reminded me of a lot of what’s wrong with digital signage systems, that is, they don’t fit the customer correctly. I so often see and hear about companies that have “blank screen syndrome,” digital signage systems they bought that 6 months later are turned off or playing months-old content. This usually happens because the company’s needs were different from the purchased system’s capabilities.
Finding the Right Fit in a Digital Signage System
If you’re looking to buy a digital signage system, it’s vital to do a needs assessment of your objectives first, and then go out shopping. It can be easy to be seduced by cool technology and flashy graphics, but if the product won’t let you post the types of content that you need quickly and easily, you too will be facing blank screen syndrome in the near future.
And if you’re talking to a sales rep from a digital signage vendor who tells you that their product can “probably” do what you need, or will be able to some day, don’t buy it. Just as small shoes won’t stretch to fit, most digital signage systems won’t either. Keep shopping until you find what you need.