“Would you tell me, please, which way I ought to go from here?”
“That depends a good deal on where you want to get to,” said the Cat.
“I don’t much care where–” said Alice.
“Then it doesn’t matter which way you go,” said the Cat.

– Alice in Wonderland

This has always been, hands down, one of my favorite quotes about how important direction is. Not just personally, but professionally as well. Last year, we encountered two different hospital systems who had gone through great pains to integrate a visual communications network across multiple properties, with mixed results.

Why does this happen? Well, as we can derive from the above quote, without any idea of where you’re going, it really doesn’t matter which path you take to get there. Direction is an imperative part of the success of any organization. So, how does an organization determine a direction when it comes to visual communications? Well, now that’s where we come in.

When we first start working with our clients, we frame out time for Discovery, which is an imperative part of the success of any digital signage project. During this time we sit down and outline what the client’s current needs are, what their challenges have been and most importantly what their goals are so that we can develop a marketing strategy that is tailored to their specific objectives. This exchange of knowledge is not only an exercise in relationship building, but it empowers us to experience their brand.

We’re often asked how clients can prepare for the Discovery process and our first question to them is: “Do you know how you want your visual communications network to work for you?”  This may require the input of the entire marketing team, or perhaps just the decision maker. It’s part of our job to determine what sets you apart from your competitors and use that to formulate a digital strategy that is consistent with your goals.

For example, take two clients who have the same goal for their digital signage: “Improve the guest experience”. During our Discovery process, we might determine that for one company, improving the guest experience actually means that they are looking to encourage existing guests to become repeat clients, whereas the other would like to set a relaxing atmosphere for guests in a waiting area. While both clients communicated the same goals, both of those goals look different to both companies, and we would strategize differently with each.

We often find that when our clients have reached us, they’ve already spoken to other companies and are a little bit overwhelmed with the information. We step through the process with you, and are able to provide you with personalized care that ensures that you’re an actively engaged in your project. After all, we are all working towards what’s in the best interest of your organization, and who knows your organization better than you? Whether you’re looking to boost conversions, create stunning digital art installations, communicate more effectively with employees, or improve the guest experience, give us a call.


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