by Keven Leonard, Director /Operations for edgefactory

Upon completion of a week-long Digital Signage event earlier this month in Las Vegas, I began to reflect on the growth of our Digital Media industry, specifically Digital Signage content and the role it will play in our success in 2013. While in Las Vegas, we delivered one of our most sophisticated Digital Signage shows, with a 76-screen event at the Venetian/Palazzo Congress Center. It was both an incredible show and a welcome challenge for our team. The event featured multiple, real time content updates per day and the most sophisticated video-over-video content we have created to date.

According to IMS Research, growth in the worldwide Digital Signage market will exceed 40% in 2013, totaling $7 billion (including retail and commercial applications). So, the challenge we face as a small business is deciding how we can grab a larger piece of this market.
With the digital revolution underway, fast, efficient digital messaging has become a necessary technology that companies are willing to invest in. Upgrades in technology have allowed for significant economies of scale. Digital Signage provides a more efficient way of communicating a message, making it a huge draw for clients and corporations that consider its benefits. What once was considered a luxury service has become commonplace in the market—a necessity for many clients—and more vendors are taking advantage of this communication medium.

As our company strategizes and plans for growth in 2013, Digital Signage is a facet of our business that boasts significant growth potential. But, how can we best share this service opportunity with our clients? Let’s look at re-defining the old “sales” model. This requires a shift in focus for those companies accustomed to the traditional Audio Visual industry sell-plan-produce-bill model. The new attitude should be one of service: How can we best serve our customers and satisfy their needs? Digital Signage is clearly emerging as a vital element to the market, and it no longer is just a luxury.
In our line of business, it is our duty and responsibility to educate our clients on the latest available technology so they can best represent their company through our services. We want to serve our customers as opposed to selling them. Rabbi Daniel Lapin discusses this at length in the book Thou Shall Prosper. In his book, Rabbi Lapin (often referred to as America’s Rabbi) asserts that money, and the transfer of money, should act primarily as a “certificate of appreciation” for the service provided. In essence, if we focus attention on the service to our customers and the benefits our service creates, then sales will inherently follow. This concept challenges the old sales model by forcing us to approach business development in a way that focuses on meeting the needs of our customers. This strategy is particularly prudent in our industry where technology is so ubiquitous.

I am anxious to see our role unfold for our industry’s growth in 2013. I look forward to serving clients who have yet to realize the advantages of our Digital Signage expertise. Thirteen looks lucky to me; our bet’s on the table, and we’re all in!