Digital Signs Increase Sales! – Volunteer for a Free Trial

Digital Signage Trial

Curated Content Design, Management, Delivery: There is no shortage of TV’s, monitors, and digital media presentation devices both available and already installed in public spaces. Curated Content for these, on the other hand, is less successful and often non existent. Independent retailers, service providers and non profit organizations are especially susceptible. Landlords, Developers, and Real Estate Agents could use some help too. We already design for this client, representing both visual brands and the spaces in which the are displayed. Curating the digital sign content is a natural conclusions of our efforts in this direction.

We are testing a new content management service and are inviting participants. If you are an online and/or “bricks n mortar” retailer, service provider, nonprofit, landlord, developer, real estate agent, in fact most any small business, and interested in installing and/or pushing content to a media kiosk at a physical location of your choice, we invite your participation. The trial is no cost, no HDMI or special wiring is required, and significant advantages are offered. For details, examples projects and to sign up please follow the link.

Why Digital Signage

Real Benefit = Sales: Digital signs, when installed in public places, increases sales. It is a fact! Examples are everywhere as are those who write about them. Irfan Khan, writing a guest post for Sixteen:Nine summed it up better than I ever could.

We designed this display to introduce and explain a new product/service being offered by this “free trial” participant. The composition of the display and the content of the digital presentation has been curated to feature and support the new practice. This is a small display used in a small retail area. Content may be displayed on any size screen so the size of the TV and configuration of the display is a choice not a limitation.
  • In public venues digital signs reach more customers than websites or social media.
  • Customers engage with them.
  • They spend longer looking at digital images than traditional signage.
  • They also remember the message.
  • Digital signs standout.
  • They may drive impulse buying.
  • They stay relevant.
  • They inspire action.
  • They promote featured products and services.
  • They showcase a brand.
  • They drive sales.
  • They shorten wait times.
  • They fit into unexpected environments.
  • They induce a customer to stay around.
  • The results justify the advertising $ spent.
  • Businesses give them positive reviews.

Trial and Error is Valuable

Successes: Successful digital signs are physical displays created by the integrations of hardware, electronics, software solutions, and graphic/media content. Without outside help, many small businesses have neither the time nor the resources required to implement a successful digital signage program. Whether small with a single display or large with multiple screens, the implementation process is the same. Finally, presuming all else is perfect, if the content misses the mark then the program is apt to fail. There is no substitute for actual trial and error. In their 2018 Content Management Report Adobe tells us how Alex Honnold tried 50 times before successfully scaling El Capitan. They go on to list these top digital signage challenges:

  • Personalization
  • Keeping up with current technology
  • Difficult-to-use content management systems
  • Over-reliance on IT teams for simple functions
  • Inadequate access to customer data and insights
  • Integrating third-party apps
  • Managing and optimizing content

We do not see the need to try 50 times, nor do we claim to have all the answers. We have, though, been practicing and studying the issue for almost two years. We are ready to try out what we have learned and invite you to try with us. Follow the link to learn more.

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Digital Signs & Real Products: A Winning Combination?

Inserting a lake, a gym and a hoarse into a display – If marketing guru’s are to be believed, bricks n mortar retailers would be wise to think about how their store designs and related merchandise displays might create an emotional connection between a shopper and the product being sold. It has been suggested that one way to accomplish this is by summoning the context where the product might be used. Does this mean that a diamond ring is better displayed when presented by candle light, flowers, a gourmet dinner? What about a canoe, a pair of sneakers, a cowboy hat, …” Do we need a lake, a gym, and a hoarse to suggest the desired context? So it would appear, especially if we go by design strategies that we see being employed by businesses and retailers who seem to be surviving the effects of online sales.

An obvious way of inserting the lake, the gym and the hoarse into the scenario above is by the use of a digital sign. Since these are clearly showing up everywhere in the public arena, we thought it worth examining how they are being used. To that end we went happily to the epicenter of everyday electronics, Best Buy.Before proceeding, a word about the images used here. These are phone photos taken while I was in the store shopping for a TV which I purchased and will be used on a digital sign. The comments which follow are intended to be instructive on a general topic and reflect on neither the practices and policies of Best Buy, nor the suppliers of the products on display.

Measuring Success – I evaluated each display below for: a) Notice-aibility of the display – 5 pts, b) Brand identity – 4 pts., c) Shopper connection with the context in which the product is presented – 3 pts., d) Shopper engagement with the product – 2 pts., e) Shop-abiltiy of the display – 1 pt. I made a score card, success being assigned according to the order of importance on the list. The highest possible score was 15 points. Click through the images to see who won.

What is the point? – So why go through this exercise? Many of us have been writing about the marketing importance of creating an emotional connection between a shopper and the product being sold. This is certainly important, yet there is another more practical conclusion to be had and it is most evident in the last and final slide in the sequence. It has to do with our preconceived notions about costs, namely the best and most effective display in the sequence was also inexpensive to implement. No customized light boxes, electronic displays, large TV’s or digital display screens are required. Nor are customize informational graphics, merchandise mounting systems, or complicated apps necessary for access to streamed information.

The winner is – The content of the Whirlpool display is no less curated because only a wall, a decal, a logo sign, a small smart TV, a power outlet and merchandise are required. A message is delivered that clearly says, “this washer and dryer is able to provide clean safe clothes for your kids to wear when they are playing outside.” If you are a retailer thinking about introducing technology into a store design, my first recommendation would be not to over complicate what must be done.

Free digital signage trial – Retailers, service providers, and non profits are operating in a new marketing environment requiring that their online and “bricks n mortar” presence be seamlessly integrated. Business are now beginning to understand what museums have known forever; without curation there is only a warehouse. To this end Gaddis Architect will soon be testing a new service designed to provide, manage and deliver curated content for use on digital signs. To be notified about details of our free digital signage trial please join our contact list at the link

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Celebrating Small Businesses

This post is written by Bill Reagan, Executive Director of the SBDC and first appeared in the Alexandria Times on May 3rd, 2019. The week of May 6th is being celebrated across the country as Small Business Week, highlighting the importance of small businesses to the US economy. In Alexandria we are particularly beholden to… Read more »

The post Celebrating Small Businesses appeared first on Alexandria Small Business Development Center.

This post is written by Bill Reagan, Executive Director of the SBDC and first appeared in the Alexandria Times on May 3rd, 2019.

The
week of May 6th is being celebrated across the country as Small
Business Week, highlighting the importance of small businesses to the US
economy. In Alexandria we are particularly beholden to small businesses because
they are such an integral part of our character and economy.

They
comprise almost 90% of Alexandria’s total businesses and they are ideally
suited to our scale. Retail spaces on King Street and Mount Vernon Avenue are
perfect for small boutiques, intimate restaurants, and specialty shops. In
fact, 78% of retail stores on King Street are small, local, independent
businesses.

Our
commercial office market also includes attractive offerings for small
businesses. Smaller office buildings and historic spaces appeal to businesses
like commercial creatives and small professional service providers.

Alexandria
relies on our small businesses in many ways. First, we know that our citizens
love the variety of small independent shops and restaurants that give
Alexandria its authentic and unique flavor. 
In addition, these owners and their employees often sponsor events,
serve on volunteer boards, contribute time and money to local causes, and have
often provided community leadership through changing times and circumstances.
Alexandria is a stronger and more adaptable city when our businesses are
engaged, because they truly have their finger on the pulse of the community.

Since
our economy and quality of life are so dependent on the success of small
businesses, the question worth asking is whether we are doing our very best to
be inviting and to help them start and grow. City government has worked very
hard in recent years to streamline processes and minimize delays. While there
are still frustrations, city leadership, economic development and business
organizations constantly collaborate on solving challenges.

The
city has a wide array of interconnected resources that encourage and promote
small business. They focus on the infrastructure and business climate that preserves
and enhances Alexandria’s ideal setting for small businesses. After all, the
attributes that made our city and region so appealing to Amazon and Virginia
Tech are also things that help small businesses thrive.

From the Alexandria city government, to the Chamber of Commerce, to Visit Alexandria, the Alexandria Economic Development Partnership, and neighborhood business associations, many organizations work together on behalf of small businesses across the city. The Alexandria Small Business Development Center is at the core of these efforts. It helps interconnect the initiatives of support organizations and expedites the communications flow to and from small businesses. It also helps small businesses solve problems, overcome obstacles and make worthwhile connections throughout the community and region.

Robust
small businesses help to broaden the tax base and improve the mix of business
products and services offered in the city. They contribute to a positive
resident experience and enhance our quality of life. The reciprocal role for Alexandrians
is to support small businesses through shopping local.

As
we commemorate small businesses this week, our charge is to make sure
Alexandria continues to be such an attractive and nurturing home for their
success.

The post Celebrating Small Businesses appeared first on Alexandria Small Business Development Center.

Instagram Ads 101 for Small Business

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Find the original archive of the video here: Instagram Ads 101 for Small Business. Instagram Ads 101 How to Create Effective Ad Campaigns on Instagram Instagram has over one billion users on the photo social networking platform. (Facebook, which owns

For World Password Day: Why Use a Password Manager, and How

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On this hardly-known but highly-important World Password Day (https://www.passwordday.org/), let’s discuss my password manager of choice, and why you should use it (or one of its competitors), too! I know, I know…how unsexy is the password!? But, the risk is

Connecting Google Analytics to Google Search Console

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Strengthen Banking Ties Before the Metro Shutdown

This post is written by Bill Reagan, Executive Director of the SBDC and first appeared in the Alexandria Times on March 7th, 2019. Savvy business owners are planning now for potential effects from the shutdown of all Alexandria Metro stations this summer. There are many considerations including impacts on your employees and customers, but one… Read more »

The post Strengthen Banking Ties Before the Metro Shutdown appeared first on Alexandria Small Business Development Center.

This post is written by Bill Reagan, Executive Director of the SBDC and first appeared in the Alexandria Times on March 7th, 2019.

Savvy business owners are planning now for potential effects from the shutdown of all Alexandria Metro stations this summer. There are many considerations including impacts on your employees and customers, but one of the most productive preparations you can undertake now is strengthening the relationship with your banker.

In the event that sales are impacted and cash flow becomes a problem, you want the ability to turn to your banker as a trusted partner who can work with you to manage your way through the rough patch and be part of your resilience when you come out the other side of the shutdown.

The smartest owners build solid relationships with their banks and bank staffs from the very start and maintain contact to keep them informed of their progress. In good times and bad your banker is part of your team, and the more acquainted they are with you, the easier it is for them to tailor their resources and services to your needs. Under circumstances you could be facing with the shutdown, banks might be able to help you tide the crunch with lines of credit, special credit cards or other arrangements that vary from bank to bank.

 If you haven’t developed that quality of relationship yet, it’s not too late, but the shutdown is just a few months away and this is something that is best accomplished in advance.

This is an ideal time to schedule an appointment with the Alexandria Small Business Development Center Business Analyst, Jack Parker. As a retired banker, Parker knows how bankers operate and what they expect to see from the businesses they serve. Jack will review your financials with you and help you make the best presentation of your circumstances. If your financial records are lacking, he will advise you what you need to do to bring them up to the standard that bankers expect. One of the biggest pitfalls in business banking relationships is inaccurate or inadequate recordkeeping.

Consultations with Parker are conducted in confidence and without cost to City of Alexandria businesses. These sessions resemble coaching before an interview, and are done before your discussions with your banker. Even those owners who feel they have a great rapport with their banker are well-served by candid and regular consultations with Parker.

A distinguishing characteristic of Alexandria SBDC is its banking expertise and long-term partnerships with local bankers. Those bankers often refer prospective borrowers to the center to obtain guidance and have found that center-assisted applicants are typically much better prepared and are therefore much better credit risks. That has enabled the SBDC to facilitate $80 million in capital investments over its history.

Whether a business owner needs financing, a line of credit, or other assistance, it behooves them to have a strong and confidential partnership with their bank. The center can help Alexandria business owners develop such relationships and better manage the financials of their business. We welcome your contacting the center at www.alexandriasbdc.org for such guidance.

The post Strengthen Banking Ties Before the Metro Shutdown appeared first on Alexandria Small Business Development Center.