DIGITAL SIGNAGE THE BRIGHT SIDE OF HOSPITALITY Artem Kovalyov - OptiVision
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DIGITAL SIGNAGETHE BRIGHT SIDE OF
HOSPITALITY
Artem Kovalyov - OptiVision
2 Digital Signage - Introduction
3
From customer’s point Every screen is a Digital Signage
44
Delivering messages to your customers has never been so Easy and Convenient. Complexity of technical hardly depends on you business requirements
Innovative communication channel
55
Content update is quick and cheap – high information capacity – dynamic and eye-catching – interactivity and increase involvement – highly automated – different content formats for capturing attention – verifiable and accountable – unthinkable flexibility – easy integration
Benefits are obvious and straightforward
66
But according to Invidis research you can see above total project price will naturally decrease making projects affordable.OPEX in Digital Signage are much less then in printed media which advocates high entrance CAPEX
Main drawback is high entrance barrier
77
Most Hotel networks have corporate standards for Digital SignageStill standards only specify what to deploy not mentioning HOW!Success is actually hidden behind the question WHY and the REASON!
Digital Signage in corporate guidelines
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- Consider your hotel or restaurant general concept in the first place
- Clearly define messages you’re going to deliver (you have it, right?)
- Merge it by visualizing on the highly professional level (content)
Only 3 things to mind to do it RIGHT
99
Is the only way to control the CHAOSProduct approach to Digital Signage
1010
Similar to hotel TV system but employs Push marketing instead of Pull Serves as a basis for turn key Digital Signage solution and other
products The industry started from this approach and it became classic
Private media channel – classic solution
11
Zones: ALLAudience: customers and employeesEfficiency: from average to high depending on approachCommunication model: entertainment, marketing, atmospheric, informing, call to actionMonetization: adds, branding, marketing and cross marketing, loyalty, automation and integrationSuccess criteria: involving content, versatile rotation, optimal contact timing, location on traffic waysMeasurement: ABC - Paretto, statistics and correlation
Private media channel summary
1212
Extraordinary tool to enhance comfort for hotel residents and guestsHelp to release your staff and enhance awarenessSupports both self-service and assisted model
Virtual concierge
1313
Assisted concierge system is mostly deployed in hotels oriented only to human supported service but leads to incredible improvement of presentation level and makes all the operations flash quick and opportunities unlimited
Premium customer experience
14
Zones: Lobby, Lift halls, corridors, traffic waysAudience: guests and residentsEfficiency: high automation, enhanced comfortCommunication model: involving, interactive, gamification, helpfulMonetization: marketing, extra sales, branding, loyaltySuccess criteria: seamless GUI, helpful servicesMeasurement: indirect via sales and awareness
Virtual concierge summary
1515
Makes your dining offering unforgettably impressive Upgrading your menu has never been so easy Quickest up to market time and instant results
Digital Menu – make your food offering crystal clear
1616
Substantial reduce of operation costs Templates and automation High targeting and instant analitics
QSR benefits most from Digital Menu concept
17
Zones: restaurant, bar, lobby, elevators, etc.Audience: guests and residentsEfficiency: increase sales, automation, creating demandCommunication model: emotional, guiding, promoting special and new offeringsMonetization: boost conversion, form demandSuccess criteria: capturing content, convenient templates, contemporary design, easy readingMeasurement: difference in conversion and sales
Digital Menu summary
1818
Finding POIs and utility location is unbelievably simple Quick orientation and observation of the whole facility Instantly find your route and helpful information
Wayfinder – forget about getting lost
1919
Get comprehensive information about any location Search for additional products and services and instantly
navigate Quickly navigate to utility location of your choice (Toilet, ATM,
Elevator)
Applicable for any type of venues and facilities
2020
All the screens in you venue can server as emergency and evacuation system and instantly inform visitors in case of DANGER! Keep Safe;)
Helpful notification system. Emergency and evacuation facility.
2121
Instantaneous change of scenery and schedule Preliminary planning and process automation Make your audience surrounded with the even
Automation of conference business
2222
Contemporary multimedia equipment can be seamlessly and esthetically integrated in any interior and design concept
Stylish content will provide additional charm and complement the atmosphere
Emphasize identity with unique style concept
2323
Introducing brand new design in established interior is all the way possible
Changing look and feel you boost atmosphere and perception
Facelift your style easily with Digital Signage
2424
Get emotions to a new horizon Make it worth spreading immediately Yes it’s expensive but still worth every cent spent
Get your WoW and become viral
2525
WoW is not long lasting emotion you have to feed the monster to stay recognized
Individuality is an Idea and Content, not a hardware
Adopt, change, move or die
2626
Digital Signage is a versatile tool to automate business processes by deep integration with other venue facilities
Instant Check-In with digital signature, queue management, context based adds are just few to mention
Integrate with PMS get immediate progress
2727
Digital Signage decreases perception of waiting time by up to 40% Capture visitor’s attention by perfect content strategy (30/40/30) Make regular rotations to avoid habituation, alternate minor and global
Minimize criticality by entertaining content
2828
Let your staff be recognized and aware of leader’s attention Facilitate communication and increase team cooperation Boost employee awareness, competence and responsibility
Employee TV – let staff be a super star
29 Digital Signage architecture, available technologies and toolchains
Display vendors
IP platform providers
System Integrators/ Consultants
Large media/ Managed Services
Creative - Ad & marketing agencies
Content providers
Network operators
Project design
Managementplatform
providers
Bandwidth providers
Display manufacturers
Software and custom solutions
3030
Generic roles of DS system operators are: SysAdmin or PR/Marketing manager. Usually they both lack each other’s background and DS system managed as a residual.The only variant is well trained person or a team. Outsourcing – YEP!
Human factor or who does all the magic?
3131
• And now SENSATION – most DS systems are not dedicated for direct recoupment
• Not all the DS products assume monetization or sponsorship
ROI is important and must be deeply considerer
32
ROI is the one but not the ONLYConsider ROO and KPI
Recognition10%
Branding10%
Loyalty20%
ROI60%
DS investment mode analyse
3333
At the end of the dayContent is the only thing important
3434
Don’t hesitate - ASK!Have a question?