OptiSigns × Michael Becker
Digital signage is bought by seeing it work in the real world.
I dropped into OptiSigns, a digital-signage SaaS company at $20M ARR, to focus its next growth bet. The centerpiece was an integrated NACS activation: editorial media, an immersive booth, live demos and sales follow-through.
~$20M
ARR company stage
1
ICP-dense industry event
3
Connected touchpoints
1
Unified sales narrative
The commercial bet
Concentrate spend where the entire market already convenes.
Rather than disperse budget across another round of generic digital campaigns, I centered the sprint on NACS—the physical environment where convenience-retail buyers could experience the product, ask questions and see specific use cases operating on real screens.
The integrated path
Editorial insert → QR / booth → live demo → trial + AE follow-up.
Make OptiSigns part of the C-store future.
Developed a convenience-retail narrative that moved beyond product features into merchandising, mobile ordering and new revenue opportunities. Extended that message into editorial-style magazine inserts, QR-led calls to action and attendee collateral.
Shipped: campaign narrative · magazine ads · brochure / handout · event offer · QR conversion path
Bring the software into physical space.
Helped create the immersive booth experience around live screens and real retail use cases. On site, I engaged passersby, demonstrated the software and translated abstract capabilities into something operators could immediately picture inside their own locations.
Shipped: booth narrative · live demo motion · attendee engagement · physical product storytelling
Connect event attention to follow-up.
Worked directly with the VP of Sales to align call scripts, emails and LinkedIn outreach with the new messaging. The event experience was designed to capture qualified interest, route it into AE follow-up and give Sales a consistent story after attendees left the booth.
Shipped: scripts · email / InMail copy · lead handoff logic · post-event follow-up alignment
The work in market
One campaign, made tangible across media, space and sales.
The point was not a booth in isolation. It was one continuous experience—from the editorial story an attendee saw before the show, to the live screens and product demonstration on site, to the message Sales used afterward.
The value of the sprint
Sharpen the message. Make the product experiential. Give Sales a cleaner path from attention to opportunity.
This was a concentrated fractional engagement designed to focus the company’s resources on a high-density buying moment and leave behind an integrated campaign system—not a disconnected set of assets.