Why Add Digital Signage?
Digital signage can be used to communicate with a company or organization’s employees, customers and visitors. As such, it is a natural add-on sale to many existing customers. “It’s an easy sell,” says Hudgens of Turning Point. “It can be used wherever people are standing in line or passing by at a viewable speed.” In addition, it is a sale that typically creates an ongoing customer relationship — and a steady stream of income. “Digital signage is not just a hardware and software play or a one-shot deal,” says Chow of Ingram Micro. “It’s a recurring income opportunity.” Glenn Polly, president of systems integrator VideoSonic Systems, notes that although digital signage results in hardware sales, the real profit opportunities lie in services. He has graphic artists on staff who create content for customers’ signage, and this is very profitable. “Customers know what a 42-inch plasma screen costs. But when we throw in a graphic artist, we can make more money,” he says. His gross margins
