DIGITAL SIGNAGETHE BRIGHT SIDE OF

HOSPITALITY

Artem Kovalyov - OptiVision

2 Digital Signage - Introduction

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From customer’s point Every screen is a Digital Signage

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Delivering messages to your customers has never been so Easy and Convenient. Complexity of technical hardly depends on you business requirements

Innovative communication channel

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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

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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

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Most Hotel networks have corporate standards for Digital SignageStill 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

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- 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

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Is the only way to control the CHAOSProduct approach to Digital Signage

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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

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Zones: ALLAudience: customers and employeesEfficiency: from average to high depending on approachCommunication model: entertainment, marketing, atmospheric, informing, call to actionMonetization: adds, branding, marketing and cross marketing, loyalty, automation and integrationSuccess criteria: involving content, versatile rotation, optimal contact timing, location on traffic waysMeasurement: ABC - Paretto, statistics and correlation

Private media channel summary

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Extraordinary tool to enhance comfort for hotel residents and guestsHelp to release your staff and enhance awarenessSupports both self-service and assisted model

Virtual concierge

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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

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Zones: Lobby, Lift halls, corridors, traffic waysAudience: guests and residentsEfficiency: high automation, enhanced comfortCommunication model: involving, interactive, gamification, helpfulMonetization: marketing, extra sales, branding, loyaltySuccess criteria: seamless GUI, helpful servicesMeasurement: indirect via sales and awareness

Virtual concierge summary

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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

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Substantial reduce of operation costs Templates and automation High targeting and instant analitics

QSR benefits most from Digital Menu concept

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Zones: restaurant, bar, lobby, elevators, etc.Audience: guests and residentsEfficiency: increase sales, automation, creating demandCommunication model: emotional, guiding, promoting special and new offeringsMonetization: boost conversion, form demandSuccess criteria: capturing content, convenient templates, contemporary design, easy readingMeasurement: difference in conversion and sales

Digital Menu summary

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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

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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

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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.

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Instantaneous change of scenery and schedule Preliminary planning and process automation Make your audience surrounded with the even

Automation of conference business

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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

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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

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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

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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

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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

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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

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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

Managementplatform

providers

Bandwidth providers

Display manufacturers

Software and custom solutions

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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?

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• 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

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ROI is the one but not the ONLYConsider ROO and KPI

Recognition10%

Branding10%

Loyalty20%

ROI60%

DS investment mode analyse

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At the end of the dayContent is the only thing important

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