No More Digital Signage Tears
Posted by: Christian Gearhart

Two things can make engineers cry. First, tell them they need to summarize their project in 30 seconds. Second, tell them they can't use PowerPoint.

In April, there were a lot of engineer tears shed at NAVSEA in preparation for the 2009 Navy League Sea-Air-Space Exposition (SAS). Since 2008, NAVSEA has used digital signage to communicate its direction and progress for its defense partners and exhibition guests. This has been a perfect combination of appealing video, imagery and text to quickly attract and inform guests.

With more than 50,000 employees, 32 field activities and countless programs both fielded and in the development phase, the challenge was not in gathering the information about the programs, but rather in communicating conceptually to the engineers — our Subject Matter Experts or "SMEs" — how digital signage would help them communicate. 

OK, that was part of the challenge. 

The other part was derived from a 2008 decision to combine the NAVSEA exhibit at SAS with that of the Naval Air Systems Command and the Office of Naval Research, none of which had experience with digital signage operation, display or content production. 

Our approach was simple. Provide us with visually appealing imagery of your top programs, together with CNN-esque "factoids" about the program, and we'll create digital signage "loops" that will communicate highlights from the programs and demonstrate a cooperative effort among the three organizations. And no, the PowerPoint charts you love are not visually appealing.

In the end, the proof was in the pudding ... or on the screens, anyway. On the show floor of SAS 2009, the engineers understood exactly what digital signage was and how it helped communicate their message. With 92 30-second spots and more than 400 factoids, we presented a united Navy front to the viewing public, offering insight into the development and progress of U.S. defense programs and technology.

We brought tissues, too. But as it turns out, the digital signage displays turned out to be all we needed.

Emotional Addendum from Merritt:

With all due respect, tears did come to my eyes during last week's show. Because, for me, digital signage finally became easy to sell. Here's the pitch: Our digital signage clients don't have to do anything to get great content. We take the content they already have photos, slides, speeches, announcements and make it cool. Sorry ... I'd go on but I'm becoming verklempt at all the new clients we're attracting! 

Talk amongst yourselves ...