Episode 15: Smarter Digital Signage for FBOs with Todd Katcher

Walk into almost any FBO, charter facility, or flight school, and there's a good chance you'll find a television somewhere.

Maybe it's playing cable news. Maybe it's showing the weather. Or perhaps there's a slideshow of services that hasn't been updated in months.

But what if those screens could actually do more for the business and its customers?

In Episode 15 of Turning Base, Brandon Redeker and Bryan Redeker sit down with Todd Katcher, founder of Digital Dealership System and Zoney Digital Signage, to explore how businesses can turn ordinary screens into useful tools for communication, customer experience, and even revenue opportunities.

And while Todd's background is largely in the automotive industry, many of the lessons translate directly to general aviation.

Digital signage has come a long way from putting a slideshow on a television or playing promotional videos on repeat.

Today, businesses can combine multiple types of information on one display, update content remotely, and tailor messaging to different locations.

Todd uses a memorable analogy: think of the television as a counter with several cookie jars. Each jar represents a different area of the screen, and each can hold a different type of content.

One area might show weather. Another could display local events, flight information, or available services.

The important question isn't simply what technology to install.

It's what information your customers need.

Think about the different people moving through an FBO.

A passenger arriving in an unfamiliar city might want to know where to find ground transportation, nearby restaurants, or local attractions.

A pilot preparing to depart may be more interested in aviation weather, airport information, or operational updates.

Someone waiting in a lounge might appreciate local news, weather forecasts, or information about services available at the facility.

Todd explains that the same message doesn't necessarily belong on every screen.

Instead, businesses should consider where customers are, what they're doing, and what information would make their experience easier.

There's also a privacy consideration. A personalized welcome might be appropriate in some situations, but private aviation customers may not want their names publicly displayed.

Good communication means understanding the customer, not simply displaying more information.

One of the more interesting parts of our conversation involved services FBOs may already provide but don't always communicate effectively.

For example, some FBOs have conference rooms, catering arrangements, and other facilities that allow business travelers to conduct meetings right at the airport.

Imagine flying into an airport, meeting a client in the FBO's conference room, having lunch brought in, and flying home without ever needing a rental car.

That's a valuable service.

But if customers don't know it's available, they can't take advantage of it.

Digital signage can help make those services visible to people already inside the facility.

The same principle applies to flight schools. Screens could highlight student achievements, celebrate first solos, communicate schedule changes, or provide updated information.

Sometimes the opportunity isn't adding another service. It's doing a better job communicating what you already offer.

Todd also points out a common mistake: installing screens and then failing to maintain the content.

We've probably all walked into a business where a television is turned off, a slideshow has stopped, or information hasn't been updated in weeks.

That can send the wrong message.

If a customer looks at a screen expecting useful information and finds an outdated weather forecast or irrelevant promotion, the display isn't helping.

It may create frustration.

A professional-looking display is only useful when the information on it is accurate, relevant, and maintained.

One concern for any busy FBO manager is adding another task to an already full schedule.

Nobody wants the front desk spending every morning updating PowerPoint slides.

Todd discusses how modern digital signage platforms can simplify that process through automated information feeds, templates, remote updates, and integrations with existing business information.

For example, a screen might automatically display updated weather or news. Other content could pull from a spreadsheet the business already maintains.

The goal is to make information easier to communicate without creating unnecessary work for employees.

The conversation ultimately comes back to something bigger than televisions and software.

Every interaction inside a business contributes to the customer's impression of that business.

A welcoming environment, helpful information, clear communication, and an awareness of what customers need can all contribute to a better experience.

Digital signage is one tool that can support that experience.

But the technology alone isn't the answer.

The real opportunity comes from thinking about what your customers need to know, when they need to know it, and how you can make their visit a little easier.

And that's worth considering whether you manage a single-location FBO, a charter facility, or a growing aviation business.

Todd Katcher is the founder of Digital Dealership System and Zoney Digital Signage. His experience with digital signage began with advertising networks in Nashville and eventually expanded into solutions for automotive dealerships and businesses across multiple industries.

Through his companies, Todd works with businesses to manage digital content, communicate with customers, and make better use of the displays throughout their facilities.

Learn more about Todd and his businesses at toddkatcher.com.

Your customers' experience doesn't begin and end with the services you provide. How you communicate those services, build trust, and stay connected with customers matters too.

If you operate an FBO, charter business, MRO, or flight school, our free Aviation Business Toolkit can help you identify opportunities to improve your marketing, online presence, and customer follow-up.