The document discusses the importance of defining the "why" behind digital signage and technology projects. It advises asking "why" questions upfront such as "Why are we talking?", "Why digital signage?", and "Why now?" Defining the objectives and goals clearly leads to more successful projects that deliver on promises and satisfy customers. Examples are provided of projects that worked because the why was clear, such as providing real-time travel information or increasing sales. Buzzwords and wow factors are not strategies and focusing on the technology alone risks mediocrity. Defining the why leads into addressing other questions like what, how, when to ensure project success.

2. YOUR FIRST QUESTION ON A JOB
SHOULDN’T BE
HOW MANY?

3. IT SHOULD BE
WHY?

4. WHY ARE WE TALKING?
WHY DIGITAL SIGNAGE?
WHY DO YOU NEED THIS?
WHY DOESN’T WHAT YOU USE NOW WORK?
WHY NOW?
WHY A VIDEO WALL?
WHY INTERACTIVE?

5. DISCOVERY
LEADS TO
STRATEGY

7. WOW FACTOR
IS NOT A REAL STRATEGY

8. WOW FACTOR
TENDS TO HAVE
A SHORT SHELF LIFE

9. TECH ON ITS OWN
IS
ALSO NOT A STRATEGY

10. TECH
IS
STUFF

11. BASING A PROJECT
ON THE DISPLAY TECHNOLOGY
GUARANTEES
MEDIOCRITY

12. DON’T FOCUS ON THE SCREENS.
FOCUS ON WHAT’S ON
THE SCREENS

13. BUZZ WORDS
ARE NOT REAL STRATEGIES

14. PHRASES
TO BE
NERVOUS
ABOUT:
DEMONSTRATE
INNOVATION!

15. PHRASES
TO BE
NERVOUS
ABOUT:
EXPERIENTIAL!!

16. PHRASES
TO BE
NERVOUS
ABOUT:
CUSTOMER
ENGAGEMENT!!!

17. PHRASES
TO BE
HAPPY
ABOUT:
WE WANT TO
SELL MORE
STUFF!

18. PHRASES
TO BE
HAPPY
ABOUT:
WE WANT TO
COMMUNICATE
MORE
EFFECTIVELY

19. PHRASES
TO BE
HAPPY
ABOUT:
WE WANT TO
MAKE
SOMETHING
FASTER,
BETTER,
EASIER

20. IF YOU DON’T KNOW
WHERE YOU’RE GOING
HOW DO YOU
EVER GET THERE?

21. LEARNING FROM
THE MARKETPLACE

22. LAX

23. “It's a carefully curated installation of
breathtaking beauty that helps
passengers fly before they ever leave
the ground,
and takes the airport experience to new
heights.”

24. FIRST REACTION:
OH WOW!
LINGERING REACTION:
HMMM…

25. HOW DOES
AN ART INSTALLATION
REALLY RAISE
THE AIRPORT EXPERIENCE?

26. NOW
THERE
ARE
ADS

27. DO BIG-ASS ADS
MAKE YOU FLY BEFORE YOU
EVER LEAVE THE GROUND?

28. MCO

29. “The airport was in need of an
upgrade, and technology was
something we thought could be
added as part of the end-to-end
service the airport offers.”

30. “MCO’S DISPLAYLAND”
ALMOST 700 PASSENGER-FACING
SCREENS
• TSA SCREENING TIMES BY LOCATION
• FLIGHT AND GATE CHANGES
• WALK TIMES
• DELAYED BAGGAGE NOTIFICATIONS

31. THE CLEAR OBJECTIVE:
MAKE GETTING THROUGH
MCO BETTER, FASTER,
EASIER

33. RELEVANCE
IS YOUR
FRIEND

34. YYZ

35. IS NEWS & WEATHER
WHAT PEOPLE
WANT ON ARRIVAL?

36. IS NEWS & WEATHER
WHAT PEOPLE
WANT ON ARRIVAL?

37. PERFECT FORTHE PLACE AND MOMENT - HEATHROW
LHR

38. REAL-TIME DATA
ON FASTEST, EASIEST
WAY TO GET INTO
LONDON

39. RETAIL

40. RETAIL
250+ SCREENS IN ONE STORE

41. “The flagship stores deliver an enhanced
customer experience through a network
of digital signage, interactive technology
and show-stopping installations. The
stores create a retail space that engages,
excites, inspires and informs the
customer.”

42. MY FIRST-HAND IMPRESSION:
BIG SHRUG

43. RETAIL
TOUCH ANYWHERE TO GET
STARTED WITH WHAT???

44. THROWING IN
A LOT OF SCREENS
ISN’T INNOVATION

45. AND IT’S NOT
A MEMORABLE
EXPERIENCE

46. Sporting Life – Toronto
2008 store – screens all over
2015 reno – no screens

47. RETAILERS NO LONGER
SEE SCREENS AS A
WAY TO SHOW
“INNOVATION”

48. RETAIL ADOPTION IS UP,
BUT PROJECTS TIED TO
STRATEGIES

49. SEPHORA PARIS

50. SEPHORA PARIS

51. FLASH STORE REDUCED TO
ONE-THIRD SIZE OF REGULAR
SEPHORA STORES
DIGITAL SCREENS THERE
TO FACILITATE ENDLESS AISLE –
ACCESS TO 14,000 SKUS

52. PROBABLY THE HIGHEST
ADOPTION RATE FOR RETAIL HAS
BEEN IN FAST FOOD/QSR.

54. WHY?
IT WORKS. IT MAKES THINGS
BETTER. IT SELLS MORE STUFF.

55. FAST FOOD SECTOR IS ON THE
CUSP OF A BIG UPTICK FOR
OUTDOOR DIGITAL.

57. WHY?
SAME REASON. IT WORKS.
BUT ONLY AV AND SIGNAGE
NERDS CARE ABOUT THE TECH.

58. BORING & PEDESTRIAN WORKS
A 32-INCH SCREEN THAT SAYS
“40% OFF. TODAY ONLY!” CAN
HAVE MORE IMPACT AND
MEANING THAN A 32-SCREEN
VIDEO WALL.

59. AMAZING CAN WORK,
BUT IT’S RARELY SCALABLE,
OR REPLICABLE.

60. AND NOW FOR SOMETHING
CLEVER

61. AND NOW FOR SOMETHING
CLEVER

62. FAST FOOD STAND CHANGES
BRAND,
FOOD TYPE
& MENUS
USING DIGITAL

63. WHY?
TEST CONCEPTS
AND ADJUST CONCESSION
TO PROFILE OF VISITORS

64. WHY IS YOUR FRIEND

65. WHY MIGHT STOP A PROJECT IN
ITS TRACKS …
BUT IT WAS PROBABLY DOOMED IN
ONE WAY OR ANOTHER
IF WHY WASN’T CLEAR.

66. WHY MIGHT CHASE YOU OFF A
PROJECT AND CLIENT
BECAUSE YOU KNOW, EARLY, IT’S
NOT GOING TO WORK
AND IT’S NOT WORTH GOING
DOWN THAT PATH.

67. WHY WILL OFTEN LEAD TO
PROJECTS THAT:
• DELIVER ON PROMISES,
• MAKE CUSTOMERS HAPPY,
• LEAD TO EXPANSIONS,
RENEWALS … AND MORE
PROJECTS.

68. WORK WITH YOUR CLIENTS TO
DEFINE WHY TECHNOLOGY
WILL MAKE SOMETHING
BETTER, FASTER OR EASIER.

69. WHEN THAT’S DEFINED, THE
PROJECT CAN START TO
ADDRESS THE OTHER BIG
QUESTIONS.

70. WHY? WHERE? WHAT? WHO? WHEN? HOW?
GET THOSE QUESTIONS COVERED EARLY,
AND A PROJECT’S
CHANCES FOR SUCCESS
CLIMB SUBSTANTIALLY.

71. Just make sure you start with
WHY?

72. QUESTIONS?
DAVE HAYNES,The Preset Group
905.592.1612
EMAIL: dave.haynes@presetgroup.com
BLOG: sixteen-nine.net
PODCAST: sixteennine.podbean.com
SKYPE: dhaynes
SHOE SIZE: 10.5