Digital signage is everywhere these days. We see digital displays as we go throughout our day, from quick-service-restaurant’s menu boards, to office building or residential elevators, the grocery store, the doctor’s office and the car dealer service area. Even traditional outdoor boards are converting to digital on busy highways.
Many Commercial Real Estate office building owners are jumping on the digital bandwagon. As a specialist in this area, I think that’s a positive sign. It’s good for the real estate brands to stay up-to-date on the technology curve. It’s also terrific for building tenants to benefit as communication and technology improve. Fortunately (for us), this advance also means there’s a real need for what we do here at Parketing.
I don’t know about you, but I have trouble turning off my work brain. I’m constantly evaluating digital signage when I see it, making a judgement about the selection of equipment, assessing quality of the installation and quality of the content on the sign. Much to my husband’s chagrin, I often stop and ask about a display: Who is responsible for it? How long has it been here? And other research based questions. Admittedly, some are better than others but behind each and every one of them is the building owner’s conscious intention to stay current with amenities offered on their property, to remain competitive and to better communicate with their customers. Unfortunately, with those goals in mind but with limited knowledge of the best way to pursue them, the process usually involves calling a traditional AV company, installing a few “TV screens” and running a cable feed to it.
As the old saying goes, “The road to hell is paved with good intentions.” I realize I’m being a little bit biased here, but many of the lobbies I visit (which have digital displays) bore me to tears. They have some major cable news or weather source running on the display 24/7, against the backdrop of multimillion dollar imported marble, and that saddens me. If a builder went to all that expense to create an impressive lobby, then allowed the crisis of the day or daytime advertisements (or whatever the news channel chose to air) to overshadow that investment, it might keep me up at night. It also encourages me to continue preaching the possibility of better and more effective communications. I often thought, if only there was a way to maximize the impact of these digital signs, providing a way to support the luxury brand by populating their [sometimes] expensive AV equipment with interesting, meaningful and appropriate messages. Well, with what we offer at Parketing, now there is.
We hear over and over again (and it’s obvious in what we see) that most CRE companies do not have the resources internally to manage an effective system. That’s understandable; it’s not their area of expertise. If you have made the leap into the digital age, we applaud you. The question now is, are you maximizing your investment? And even more important, is the content you are running on that equipment engaging your customer and ultimately making your Class A building a nicer place to work? Or are you just playing and replaying the same old stodgy content over and over again?
With Parketing’s new content service, we provide high quality, relevant and informative material that will attract, interest and engage your customers and be an accurate reflection of your high quality brand. Our content service package can include your company branding, customer engagement, local traffic and weather, entertainment, information, local events and community information. Additionally, in many cases, we can manage tenant communications and offer your tenants a one-of-a-kind networking tool, as well as insert local advertising that can help offset the cost of our services. It’s a win-win for everyone!
Call co-Founder, Cassandra Qualls, today and ask about how Parketing can help protect your building’s luxury brand! Cassandra@parketing-us.com or 404.857.0329 x 701.