Don’t Return to Normal – Including Your Digital Signage CMS

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In the middle of this pandemic and shelter in place, there is a lot of talk about “the new normal”. These days, many people are working from home and it’s a totally new experience. For those who have been doing it for many years, this feels routine while others may find it challenging. Either way, “the new normal” is everyone’s new situation.

Now is a good time to evaluate many things personally and professionally and improve upon them. In our arena, it’s a great time to take those certifications (Digital Signage Experts Group) or micro-credential courses (Digital Signage Federation) you’ve been meaning to take. Or, take time to evaluate internal processes, try to streamline and become more efficient for your customers. Evaluate your competitors to find that edge you need to be more competitive and successful. Lastly, think about product offerings and technology you’re not selling or could be selling more of, like digital signage for example.

Albert Einstein said, “Insanity is doing the same thing over and over again and expecting different results.” If you’re selling digital signage but want to sell more, maybe it’s time to look at your offerings. In the world of content management software, there are many choices. Changing or adding a new CMS partner can be intimidating or challenging.

After working for two CMS companies and evaluating many others here are my thoughts.

  • Nobody can do everything and nobody has “a silver bullet”.
  • Almost every CMS company will tell you that they touch every vertical market including quick-service restaurants, corporate communications, automotive, retail, healthcare, hospitality, sports venues, and so on.
  • There are certain basics we can all do like creating a layout, creating a playlist, and schedule.

If you can’t do those three things you’re not a true CMS company. The truth is that there are certain features that some have that others don’t or one has a slightly different way of doing things. These differences are what helps any one CMS excel in one vertical over another.

Every CMS company is going to say they have the best user interface (UI) and it’s the greatest thing since sliced bread. The reality is that a user interface is kind of like art. What looks nice to one person may not look nice to another. The same goes for a user interface. In order to make the best decision for your application, you have to see a demo to evaluate for yourself and you have to do demos with a CMS partner and your potential customers. There is nothing wrong with having more than one CMS partner. One may be better at menu boards than others, or one may be better at wayfinding than others or one may be better at interactive content for touchscreens than others or some do more API integrations than others to provide dynamic content. So, depending on the verticals you need to focus on or want to focus on, you may need more than one CMS partner to be successful. Oh, and guess what? Doing demos for end-users closes deals faster. Period.

Finally, let’s not forget about support. The old cliché “support goes a long way” is so true. Is your current CMS partner based in the U.S.? Or are they based somewhere else? If they are based somewhere else how many people do they actually have in the U.S. and are they just salespeople? If they are just salespeople what happens if things get too technical? Are you going to lose a deal? Or are you going to have an upset customer? Software isn’t perfect and it’s easy to make mistakes. Having a local company with local technical support can help keep satisfied customers and help partners win deals.

Time is one of if not the most valuable things we have. Use it wisely. Once it’s gone you can never get it back. So do yourself a favor during this time, evaluate what you’re selling. Maybe you’ve been trying to put a round peg in a square hole and that’s why you’re not winning more digital signage deals. Schedule a demo today to start the process and find out. Don’t “return to normal” if normal isn’t good enough.

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We’d love to show you how our cloud-based digital signage solutions can help transform your business. Contact us for a free demo today. 

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