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DIGITAL SIGNAGE
THE 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 Signage
Still 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

88
- 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 CHAOS
Product 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: ALL
Audience: customers and employees
Efficiency: from average to high depending on
approach
Communication model: entertainment, marketing,
atmospheric, informing, call to action
Monetization: adds, branding, marketing and cross
marketing, loyalty, automation and integration
Success criteria: involving content, versatile rotation,
optimal contact timing, location on traffic ways
Measurement: ABC - Paretto, statistics and
correlation
Private media channel summary

1212
Extraordinary tool to enhance comfort for hotel residents and guests
Help to release your staff and enhance awareness
Supports 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 ways
Audience: guests and residents
Efficiency: high automation, enhanced comfort
Communication model: involving, interactive,
gamification, helpful
Monetization: marketing, extra sales, branding,
loyalty
Success criteria: seamless GUI, helpful
services
Measurement: 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 residents
Efficiency: increase sales, automation, creating
demand
Communication model: emotional, guiding,
promoting special and new offerings
Monetization: boost conversion, form demand
Success criteria: capturing content, convenient
templates, contemporary design, easy reading
Measurement: 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
Management
platform
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 ONLY
Consider ROO and KPI
Recognition
10%
Branding
10%
Loyalty
20%
ROI
60%
DS investment mode analyse

3333
At the end of the day
Content is the only thing important

3434
Don’t hesitate - ASK!
Have a question?

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Digital Signage for Hospitality business

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