If you are a sports fan, odds are you've heard the news of future NFL hall-of-fame quarterback, Peyton Manning, choosing to take his talents and play for the Denver Broncos. While this really doesn't interest me, I was excited to see how one Broncos fan asked the city of Denver to vote for who they would like to see as their next quarterback. Local business owner, Tariq Suleiman, used a giant outdoor digital billboard to poll the city of Denver to see who they wanted as their next quarterback - Peyton Manning or Tim Tebow?
Unfortunately for the Bronco fans that voted for Tebow, they didn't get their wish. But I give lots of props to Tariq and his use of the digital billboard. What a great way to get the community involved. I guess someone should have shared the results with John Elway.
Wednesday, March 21, 2012
Tuesday, March 20, 2012
More Branch Touch Points
In the beginning... there were financial institutions. Banks and Credit Unions were among the first adopters of digital signage as a marketing tool. Most would have a screen in a lobby area displaying CNN or C-SPAN with a stock ticker scrolling the bottom to keep patrons up-to-date on the latest financial news. Today, we're seeing a new trend - more digital, less print. Financial institutions have been witness to branch visitors being more engaged by the digital displays and have elected to add more screens in more places while finding the new method to be far more cost efficient.
Financial institutions are choosing to add screens in an effort to 'touch' their visitors in more places around the branch. The branch lobby is no longer the only place you'll find a screen and TV and news might not be the only thing to watch. The strategy behind engaging visitors has expanded to such places as the main entrance, deposit / withdrawal stands, teller lines, drive-thrus, coffee bars, and of course the main lobby. With screens in multiple areas, financial institutions are able to tailor their message for that screen - promoting products, welcoming visitors to the branch, introducing them to the tellers, etc.
The results are in - Banks and Credit Unions see far better recall with digital signs than the comparable print ones. So, with their visitors already receiving their marketing messages via screens, financial institutions are now switching gears. Now, they want to interact with their visitors by adding yet another touch-point in the branch - interactive kiosks. Touch screen kiosks allow the visitors to learn more about products/services they've seen on the digital displays. Many allow visitors to print requested information or possibly talk with a personal banker about the offering. Most importantly, an interactive kiosk is a simple way for a financial institution to gauge the success of the new age, digital banking center.
In addition, financial institutions are finding that digital is far most cost effective. In the past, if the Marketing Department needed to change a rate, they would need to re-print all their marketing materials displaying that rate. Now with a couple clicks, that rate is changed on all of their digital displays. Not only do they save money from printing and shipping, but the time that is saved is a huge factor. Marketing Departments could spend weeks waiting for new print materials while updating a digital sign only takes a few minutes.
So, more digital signs are popping up in the branch, kiosks are being implemented to engage branch visitors physically, and time and money are saved by going digital. What’s next for the financial centers? In my opinion, we will see marketing departments integrating all these systems along with social media to increase on the level of engagement they have with their visitors. Eventually, the branch will not only be a place for transactions and information, but will be a fun place for their customers to visit.
Financial institutions are choosing to add screens in an effort to 'touch' their visitors in more places around the branch. The branch lobby is no longer the only place you'll find a screen and TV and news might not be the only thing to watch. The strategy behind engaging visitors has expanded to such places as the main entrance, deposit / withdrawal stands, teller lines, drive-thrus, coffee bars, and of course the main lobby. With screens in multiple areas, financial institutions are able to tailor their message for that screen - promoting products, welcoming visitors to the branch, introducing them to the tellers, etc.
The results are in - Banks and Credit Unions see far better recall with digital signs than the comparable print ones. So, with their visitors already receiving their marketing messages via screens, financial institutions are now switching gears. Now, they want to interact with their visitors by adding yet another touch-point in the branch - interactive kiosks. Touch screen kiosks allow the visitors to learn more about products/services they've seen on the digital displays. Many allow visitors to print requested information or possibly talk with a personal banker about the offering. Most importantly, an interactive kiosk is a simple way for a financial institution to gauge the success of the new age, digital banking center.
In addition, financial institutions are finding that digital is far most cost effective. In the past, if the Marketing Department needed to change a rate, they would need to re-print all their marketing materials displaying that rate. Now with a couple clicks, that rate is changed on all of their digital displays. Not only do they save money from printing and shipping, but the time that is saved is a huge factor. Marketing Departments could spend weeks waiting for new print materials while updating a digital sign only takes a few minutes.
So, more digital signs are popping up in the branch, kiosks are being implemented to engage branch visitors physically, and time and money are saved by going digital. What’s next for the financial centers? In my opinion, we will see marketing departments integrating all these systems along with social media to increase on the level of engagement they have with their visitors. Eventually, the branch will not only be a place for transactions and information, but will be a fun place for their customers to visit.
Monday, March 19, 2012
No Such Thing as a Free Movie
When was the last time you went to the movie theater? Better yet - How often do you go to the movie theater? If you're anything like me, it’s once or twice every few months. The sad thing is that there's no better place to catch a flick. But have you seen the price of a movie ticket recently? It's extortion! A seat will cost you between $8 and $15, depending on location and whether the movie is in Imax or 3D.
Recently, a friend told me about a website that offers passes for free sneak preview movie screenings. It’s searchable by ZIP code, so users can find upcoming screenings in their area and print invitations online. The first time I used the service, I was very interested to understand how and why this website operates. I mean, how can they offer me free movie tickets and run a website that is also free to use?
Arriving at the theater, my questions were answered. Having heard that the seating would fill up fast and worked on a first-come-first-served basis, I got there about 45 minutes early. Even getting there that soon revealed a line that stretched out the door and a packed concession area. Organizers made us leave all cellphones in the car using metal detectors to ensure that we did, so distractions within the theater were limited. After waiting in line for 15 minutes, we arrived at our seats where we watched ad after ad on the big screen while waiting for the movie to start. That's when it hit me: The theater benefited from the website because of ad revenue. 200 people were in the theater viewing ads for almost 30 minutes. Plus, for people like myself who can't sit still, the concession area begged me to visit. Talk about a captive audience!
I still had one more question: How do the movie studios benefit? When the lights dimmed and the movie started, I saw it. The theater was packed full and all eyes on the screen. I remembered the person taking tickets at the door saying "only 50 more people" when I passed, but the line had well over 50 people in it. There was a very high demand to see that movie. Boom - there it was. Movie studios can gauge opening day numbers based on the sample data of free screenings. And with multiple shows happening in different areas, they can even make predictions of where the movie will be most successful. Wow—that’s a powerful forecasting strategy.
To sum it up, everyone wins! I win because the service eliminates my biggest pain point of going to the movies – the price. The theater wins because creating the captive audience allows them to raise advertising rates and make advertising in the theater more attractive, plus increase sales of concessions. The studios benefit because the sample data gives them an idea of the movie’s public demand. And the website benefits because its service provides all of the these benefits, making its service valuable on multiple levels. Who thought going to the movies could be so educational?
Recently, a friend told me about a website that offers passes for free sneak preview movie screenings. It’s searchable by ZIP code, so users can find upcoming screenings in their area and print invitations online. The first time I used the service, I was very interested to understand how and why this website operates. I mean, how can they offer me free movie tickets and run a website that is also free to use?
Arriving at the theater, my questions were answered. Having heard that the seating would fill up fast and worked on a first-come-first-served basis, I got there about 45 minutes early. Even getting there that soon revealed a line that stretched out the door and a packed concession area. Organizers made us leave all cellphones in the car using metal detectors to ensure that we did, so distractions within the theater were limited. After waiting in line for 15 minutes, we arrived at our seats where we watched ad after ad on the big screen while waiting for the movie to start. That's when it hit me: The theater benefited from the website because of ad revenue. 200 people were in the theater viewing ads for almost 30 minutes. Plus, for people like myself who can't sit still, the concession area begged me to visit. Talk about a captive audience!
I still had one more question: How do the movie studios benefit? When the lights dimmed and the movie started, I saw it. The theater was packed full and all eyes on the screen. I remembered the person taking tickets at the door saying "only 50 more people" when I passed, but the line had well over 50 people in it. There was a very high demand to see that movie. Boom - there it was. Movie studios can gauge opening day numbers based on the sample data of free screenings. And with multiple shows happening in different areas, they can even make predictions of where the movie will be most successful. Wow—that’s a powerful forecasting strategy.
To sum it up, everyone wins! I win because the service eliminates my biggest pain point of going to the movies – the price. The theater wins because creating the captive audience allows them to raise advertising rates and make advertising in the theater more attractive, plus increase sales of concessions. The studios benefit because the sample data gives them an idea of the movie’s public demand. And the website benefits because its service provides all of the these benefits, making its service valuable on multiple levels. Who thought going to the movies could be so educational?
Wednesday, March 14, 2012
Branding Your Digital Signage
As a marketer, your strategy is focused around building, protecting, and growing a brand. The brand speaks for who your company is, what it does, and what the public can expect from it. These are the reasons why it's imperative for a company to always keep your brand identity consistent throughout all marketing outlets either internally or externally. One outlet that often gets overlooked are the digital signage networks.
Why is branding your digital signage content so important? Well, would you send a print advertisement to the press without your logo it? Would you run a TV commercial without saying or displaying your company slogan or tagline? Ultimately, would you ignore putting your company name on any marketing communication? I hope your answer was - Of course not (to all three ridiculous questions). Well, your digital signage system is no different. Hundreds to thousands of people will see your screens so why not use that opportunity to put your brand in front of them.
Imagine someone waiting in line for service, looking at the screen the entire time. A weather file says "5-Day Forecast Brought To You By 'insert company name here'." The file is branded with your company colors and logo. Now, later on that day, this person and a friend are talking about golfing this coming Thursday, but this person know it's going to rain. They say "I saw in 'insert company name here' that it's supposed to rain" - That's the 'BOOM' moment. Now, think about if that file wasn't branded - That 'BOOM' moment never happens and that is a missed opportunity.
Now that's a pretty basic example of how branding all digital signage content would benefit, but the same affect applies to other situations - community events, announcing contest winners, corporate recognition, etc. Marketers also want to ensure that the same marketing message is communicated through all channels. That way every person has the same idea of what to expect from that brand (aka consistency).
There are a few challenges a company faces when it comes to digital signage content. It's a relatively new idea, so a lot of companies don't have the resources to create Flash animation, high quality and resolution images, etc. So, how can a company manage their system and customize their content to fit their brand?
Well, many digital signage providers offer templates that allow users a little customization to fit their brand. They may let the user drop in a logo, change some text, colors, etc. Users benefit from the flexibility and it saves them a lot of time designing content, which in return saves them a lot of money. Adding to that, some digital signage companies can even offer Creative Services that will design the content for you. They work with you to understand your brand, come up with ideas, or create an idea that you have.
Whether you have the resources to create high quality content, use customizable templates, or have a media company design it for you; your brand is important to your digital signage and your digital signage is important to your brand. Utilize your system to build on your brand and capitalize on every opportunity.
Why is branding your digital signage content so important? Well, would you send a print advertisement to the press without your logo it? Would you run a TV commercial without saying or displaying your company slogan or tagline? Ultimately, would you ignore putting your company name on any marketing communication? I hope your answer was - Of course not (to all three ridiculous questions). Well, your digital signage system is no different. Hundreds to thousands of people will see your screens so why not use that opportunity to put your brand in front of them.
Imagine someone waiting in line for service, looking at the screen the entire time. A weather file says "5-Day Forecast Brought To You By 'insert company name here'." The file is branded with your company colors and logo. Now, later on that day, this person and a friend are talking about golfing this coming Thursday, but this person know it's going to rain. They say "I saw in 'insert company name here' that it's supposed to rain" - That's the 'BOOM' moment. Now, think about if that file wasn't branded - That 'BOOM' moment never happens and that is a missed opportunity.
Now that's a pretty basic example of how branding all digital signage content would benefit, but the same affect applies to other situations - community events, announcing contest winners, corporate recognition, etc. Marketers also want to ensure that the same marketing message is communicated through all channels. That way every person has the same idea of what to expect from that brand (aka consistency).
There are a few challenges a company faces when it comes to digital signage content. It's a relatively new idea, so a lot of companies don't have the resources to create Flash animation, high quality and resolution images, etc. So, how can a company manage their system and customize their content to fit their brand?
Well, many digital signage providers offer templates that allow users a little customization to fit their brand. They may let the user drop in a logo, change some text, colors, etc. Users benefit from the flexibility and it saves them a lot of time designing content, which in return saves them a lot of money. Adding to that, some digital signage companies can even offer Creative Services that will design the content for you. They work with you to understand your brand, come up with ideas, or create an idea that you have.
Whether you have the resources to create high quality content, use customizable templates, or have a media company design it for you; your brand is important to your digital signage and your digital signage is important to your brand. Utilize your system to build on your brand and capitalize on every opportunity.
Wednesday, March 07, 2012
Digital Signage : Audience or Users
Viewers? Audience? How do you refer to those who see your digital signage? It's important to remember that your viewer or audience is what makes a digital signage system a successful a failure. They determine whether the content is effective, if the screen is in the best location, and ultimately, whether a company sees any return on their technology investment.
Because the success of a digital signage system depends so heavily on the audience, system administrators must research what is expected to be on the screen. Once a system is installed, it's imperative to get input from the audience; ask them what kind of content they’d like to see. A simple formula to success: Ask questions and listen to feedback.
This begs the question: When the 'audience' starts interacting with the digital signage and becomes involved with the project, are they still considered merely a passive 'audience'? In my opinion, they become more than that. They become participants, users, and even fans. Getting your 'audience' involved with the process will help to fine tune your content and make the implementation process a lot simpler. In doing this, you’ll also earn trust and build brand loyalty from your 'audience' because you're listing to their needs, and delivering accordingly.
Because the success of a digital signage system depends so heavily on the audience, system administrators must research what is expected to be on the screen. Once a system is installed, it's imperative to get input from the audience; ask them what kind of content they’d like to see. A simple formula to success: Ask questions and listen to feedback.
This begs the question: When the 'audience' starts interacting with the digital signage and becomes involved with the project, are they still considered merely a passive 'audience'? In my opinion, they become more than that. They become participants, users, and even fans. Getting your 'audience' involved with the process will help to fine tune your content and make the implementation process a lot simpler. In doing this, you’ll also earn trust and build brand loyalty from your 'audience' because you're listing to their needs, and delivering accordingly.
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