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So,you’ve decided your business or institution will be well served by adding a new digital signage network. Now what?

Where to turn and what to do can be confusing,especially if you’re responsible for your organization’s communications or IT department,but don’t really know anything about a digital sign. While there are many good companies in business to help you achieve your goals,you can make the endeavor easier and far more successful if you avoid the problems many before you have encountered when rolling out and maintaining their digital signage networks.

Having worked with hundreds of customers on their digital signage needs,we’ve seen a lot of difficulties that could easily have been avoided -along with the associated delays and added expense- with a little knowledge up front. As the saying goes,forewarned is forearmed. So,keep these Top 10 Pitfalls in mind as you plan your new network to make the experience smooth and rewarding.

No. 1: Lack of a clear purpose

Someone in your organization,has read digital signage can make marketing messaging more effective. It can reach potential customers at the point of purchase,promote desired behavior,target different demographic groups associated with different times of the day,and do so many wonderful things.

But what exactly does your organization need to accomplish with it? That’s the seminal question. Without clearly defining the purpose of a digital signage network,it is impossible to find success in any phase of its deployment or use.

Taking the time up front to define the expectations for the system and write them out on paper for the approval of key management will provide direction and focus effort on attainable goals. Struggling to fulfill a nebulous purpose for the flat-panel sign network will rack up unnecessary expense and leave everyone connected with the project frustrated.

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No. 2: Taking on digital signage as an IT project

“Digital signage network,” the very words sound IT oriented. While there’s a lot of IT technology involved with it,taking it on as an IT project is dangerous.

While highly skilled,the typical IT manager does not have the background nor the experience needed to roll out a successful digital sign network. There’s a powerful temptation on the part of IT managers to look at dynamic signage playback as if it were a Microsoft PowerPoint presentation. It isn’t.

PowerPoint does an excellent job at making business presentations,but how many TV stations rely on PowerPoint to create and playback the programs,commercials,news and promotions you see nightly? Exactly zero. With respect to playing back video,graphics,text and animation,layering multiple visual elements and building and maintaining a playout schedule,a sign network is much more like a TV station than a boardroom with a projector and a PowerPoint presentation. Keep that in mind if an IT manager volunteers to take on your organization’s project.

No. 3: Lack of content

Congratulations. You have a digital signage network. What are you going to display? Having a network without content is like having a newspaper without print. There’s just a whole lot of nothing and overwhelming sense of emptiness.

Communicating in some form must be part of the reason behind the decision to add a sign network. However, there is no communication without content. Fortunately ,many organizations have existing resources to draw upon that can be repurposed as digital signage content. Logos, commercials, promotional video, print advertising, plans and drawings can all be reused in whole or part to communicate a message on a sign network.

Additionally, RSS Internet feeds are a tremendous resource for updating a sign network with fresh “newsy” content,weather and sports scores that can give an audience a reason to take a second or third look.

Regardless of where it comes from, content is critical to the success of a sign network. Knowing where it will come from is as important as actually having the network in place.

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No. 4: No one assigned to manage the project

While it’s not like designing the International Space Station,putting a digital signage network in place can be a complex undertaking. For that reason,it’s essential that any business or organization taking on a sign network assign someone to manage the project. Having an individual identified to own the project will minimize the impact of the unforeseen problems that inevitably creep into any complex undertaking.

Just as bad as having no one assigned to manage the project is its closely related cousin: management by committee. Offering up conflicting directions from multiple individuals will leave your system integrator bewildered and your project incomplete.

No. 5: No one to update content

While RSS feeds and subscriptions to news wire services are two sources of fresh information for a digital signage network,where will updated content conveying your company’s specific messages and current offerings come from?

A dynamic sign network that attracts attention has an insatiable appetite for fresh content. Thus,it’s essential that an organization taking on a sign network assign a qualified,competent person to the task of creating that content. Without someone in charge of the network’s content,the text,graphics and video being displayed will soon grow tired. Stale content will have the opposite of the desired result for a digital sign. It actually will drive viewers away and impart a sense of “been there,done that” that will be difficult to reverse.

No. 6: Taking the cheap way out

There’s nothing wrong with being budget conscious about a digital signage installation; however, selecting products, including displays, controllers and software, and services like content creation solely on their price tag can result in a system that in the long wrong will cost an organization dearly.

Systems designed solely on the price of the component miss the point. Digital sign networks are about communicating information -perhaps a marketing message, maps and directions or instructions- to their intended audience. Spending money on an inexpensive system just because it’s cheap could cost a business or organization far more than the money saved in lost opportunities.

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No. 7: Not knowing the locations of the signs

Knowing where your organization wants to locate the flat panel monitors in its digital signage network is important for a few reasons. First, locating the digital sign media players needed depends on where the sign or signs it’s controlling are located. The length of cable runs between player and sign must be taken into account. Clearly defining the location of the signs will allow you to minimize construction/renovation expense and avoid paying for “do overs.”

Second, understanding exactly where the signs will be positioned will make it easier to understand what will be needed to mount the flat panels in use. Are wall studs available where a sign will be located? Or,will a freestanding structure be required? What’s the condition of the wall studs? Is electrical power available? What’s the status of ambient light sources? Will a window or skylight need to be shaded to reduce glare?

Third,not knowing where the signs need to located may be a symptom of a bigger problem,namely not having a clear idea about the purpose of the digital signage installation.

No. 8: Installers without general contractor capability

Installing digital signage can be messy. Drywall and plaster may need to be cut. New electrical plugs with isolated grounds may need to be installed. Beyond those obvious construction challenges,less apparent structural modifications may be required. Those can vary from relocating HVAC ducts to re-enforcing walls.

For that reason,choosing a digital signage installer without the skill and experience to serve as a general contractor for the project can be a big mistake. Depending on the specific installation,it’s not unreasonable to assume carpenters,electricians,plumbers and even heating and cooling contractors might need to be involved to make necessary structural modifications. Having an installer who can serve as a general contractor to bring those diverse resources together and manage them properly can save lots of time and expense.

No. 9: Failing to allot adequate time to learn the system

Far too often,the people responsible for new digital signage installations at businesses or organizations are so excited about their systems that they can’t wait to show them off to upper management. After all,a significant sum of money went in to making the digital sign network a reality. So showing it off as soon as possible only seems natural.

However,creating content for a system,scheduling it and making changes to playback along the way require some skill. It takes time to be properly trained to use a sign network. Failing to allocate sufficient time to learn how to use the system not only could be embarrassing in front of management,but disastrous to your communications efforts with the general public,if they’re your first audience.

No. 10: Failing to keep future expansion in mind at the time of initial design

Designing yourself into a box when first contemplating a digital signage network can be costly. Without casting an eye towards future needs,it’s possible that portions of the network might need replacement before they’ve been amortized to accommodate expansion.

Without exception,experience shows that businesses and organizations that fund the addition of digital sign networks express interest in expanding their systems after they’re installed.

Take these lessons to heart as you proceed with your digital sign rollout,and you’re much more likely to have a successful experience. More importantly,your company or institution will avoid costly mistakes that will delay the installation and prevent your communications from having their desired effect.

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The Vegas Money Formula teaches you how you can make small bets on to break through the noise and accelerate return on your efforts.

If you are ever listened to a professional in the online marketing or startup area,you’ve probably heard advice that seems somewhat like this,”Figure out how to get an extra hour out of each day and use that opportunity to work.” Or perhaps you’ve heard this one,”Live as little money as you can until you’ve got a profitable startup.”

I’m here to tell you that this advice isn’t just outdated,but it may very well be the reason whyyou haven’t made much progress on your business idea.

The Vegas Money Formula may be the piece of the puzzle you’ve been missing. Your big break.

Why Most Startup Advice Out There Doesn’t Work Now

Organic Reach online Has Declined Dramatically

Many of the gurus offering advice online have been in existence since the early days of the Internet,when getting fans and views had been easier to hack than it is now. These”experts” expect you to be able to publish something and get an organic audience exactly the same they did.

In March 2013 Google stated they were conscious of 30 trillion pages on the web. By 2016 that amount was 130 trillion and 576,000 new websites are created each and every day.

Because the Internet has grown so hugely,it is more difficult to break through the noise and get discovered. Plus,platforms like Facebook and Google rely on ads to make money so their incentive to surface content is closely tied to earnings.

Take this for instance. When I started marketing years back,when a Facebook company page posted,16 percent of fans saw that post. That number has steadily declined. Unless you specifically pay to”boost your post,today’s average organic reach sits well below 1 percent.

If you want feedback from someone besides your mother or your best buddy,you have to figure out how to break through the noise and get through to your target audience.

Later in this post I’ll teach you some techniques for actually reaching your audience so you get the feedback you require. But first,let’s debunk the”save your pennies” advice that kills the advancement of numerous entrepreneurs.

Why A Scarcity Mindset Rarely Works,Especially for Entrepreneurs

Entrepreneurs tend to be dreamers. They solve problems because they are able to imagine a bigger,better world that exists beyond the present moment.

– LaurenProctor32.com

Most startup coaches who assert”internet freedom” state that if you can hold on and save your pennies for long enough,you will come to hustle your way to success.

I disagree.

To ask an entrepreneur to pull back from their vision and place their physical self in an uncomfortable position is the most surefire method to detach them from their dream.

Instead,I recommend a mindset change. If you can place yourself in a position in which you are not worried about how you are going to pay next month’s rent,you can turn your startup endeavors into a hobby.

This allows you to live comfortably,fuel up on real food and sleep,and spend your free time on leveling up with your business.

Mindset is critical to what we do. A mindset of drama,pursuit,and healthful gambling is fundamental to the Vegas Money Formula.

What is The Vegas Money Formula?

The Vegas Formula for Entrepreneurship is the regular practice of taking a small amount of extra budget from the close of each month and investing it in an experimentation framework that puts you in front of individuals who would potentially encourage your company.

I call the volume you should invest Vegas Money since it ought to be the amount of money you can afford to lose without negatively impacting your everyday life.

The difference between this and actual Vegas is that the house is actually just you (and not some massive smoke-filled casino dinging with slot machines).

Rather than throwing your money at a pair of aces,you are making small,incremental investments in your future.

Later in this article I’ll describe how to implement the Vegas Money Formula,but first let’s explore why it skyrockets your odds of success.

Why The Vegas Money Formula Works So Well

What I enjoy most about the Vegas Money Formula is two things:

1. Unlike actual gambling,the odds are not inherently stacked against you. In actuality,when it comes to entrepreneurship or publishing on the internet,the more attempts you make,the more likely you are to get a hit or go viral. Publishing more and getting feedback from people increases the odds that you’ll find your people and hit on something big.

   Ji Lin of Andreessen Horowitz came out this year and said this to make a comfortable wage in america,you just need 100 people who care enough about what you are doing that they will support you. The more you get out there,the more likely you are to connect with these 100 people.

   Examples and models where these kinds of direct to money support channels exist comprise Substack,Mighty Networks,Memberpress,Thinkific or alternative course platforms,and more.

   If you monetize via e-commerce or something like BuyMeACoffee you are still likely to need more than 100 fans,but the principle still stands.

   The Vegas Money formula puts you in front of people consistently. If you’re willing to learn from the comments that the formula provides you,you are increasing your odds of locating the supporters you need to succeed.

2. If you win big,the payouts offer an outsized return on your investment.

   There was a window after World War II when faithful office employees were basically guaranteed a job for a very long time. Workers higher up on the corporate totem pole got company cars and expense accounts that allowed them to wine and dine without making a dent in their ever growing pool of wealth. For instance,this was a set of the wealthy class who always knew they could rely on an increasing savings account.

   Those times no longer exist and most people nowadays are made to work on an hourly basis with perks,bonuses,or an expense account. In the modern world,the most likely way to make outsized returns for yourself is to either increase your hourly rate or break away from snare of trading your time for money.

   The Vegas Formula functions to boost your value or assist you experiment with new monetization models that disassociate your time from money.

   Now that you have context for what the Vegas Formula is and how it works,let’s discuss how to incorporate it into your daily life.

How to Implement the Vegas Money Formula For Your Thought

Start with an Experiment (or Collection of Experiments)

Map the Parameters and Key Performance Indicators (KPIs)

Spend Your Money Wisely

Observe the Results

Start Over,Only Smarter This TimeFor a free tutorial on how to do this,go to