Touch screens are becoming more and more commonplace in the retail environment. In the search for novelty and "customer engagement" retailers and businesses of other types have installed a variety of touch screen displays for information gathering and general amusement.
When it comes to information gathering, such as kiosks, the touch screen can be useful, but not really necessary. I happen to prefer pushing buttons to using a touch screen when it comes to getting information or making a transaction. I like the sensation of feeling or hearing a click when I push on a button. Touch screens provide no such tactile satisfaction. In fact, in a lot of cases, they simply don't work very well and require multiple touches or swipes of the finger to produce the desired result.
Talk about FMOT (First Moment of Truth) failure.
Then there's the touch screen "customer engagement" display: Come and touch the display to play some cheesy game that's not as good as the games I have at home, or to achieve some unimpressive visual result that does nothing for me, produces nothing for me (other than perhaps a momentary diversion) and gains me nothing.
Welcome to customer DIS-engagement.
Don't ever forget: This generation of people cannot be entertained into doing business with you.
Show me something useful, valuable and relevant to ME! If you try to get me to "touch", you'd better make it worth my while.
Remember, I carry a fantastic touch screen device in my pocket (my iPhone/Android, etc.) that I have customized to my own needs and interests (apps) and I'm in a hurry, so your touch screen had better do something incredible, or you run the fatal risk of becoming irrelevant and/or annoying to me.
Far better to utilize the incredible power of digital visual displays to entice, seduce, interest, inform or engage me. Show me or tell me something interesting and important to me, and then I'll think about buying from you. I want to know more about your product, service or offer as it relates to my wants, needs and preferences. That is all a function of powerful initial display/messaging, which could then possibly could lead to me wanting to "touch".
As businesses and digital communicators we can't put the cart before the horse. "Touch" isn't necessarily a problem, but it had better lead to a solution.
Thursday, May 24, 2012
Tuesday, May 8, 2012
Change and Motion
One of the great advantages of Digital Signage is that you have the ability to change message. This does wonders for the sheer volume of messaging afforded to the messager; but it is not by any means the only advantage.
Research has shown that while ongoing motion in images and messaging does not necessarily add to attraction, the onset of motion definitely increases attraction in viewers.
So a big part of the power of Digital Signage is the ability to attract attention by using motion onset, or by the motion inherent in the changing of the message from one message (or screen) to the next.
This, in itself, is a quantum leap for advertisers, display, and other visual communicators.
As this video of the Digital Mannequin illustrates, when that "live" model is up front, doing her thing, the rest of the window display tends to fall out of your view. That is an example of how overwhelmingly powerful a little change and motion can be in retail and commercial messaging environments.
The projected digital signage systems we use, Window Video Systems (WVS,) allow full motion video, static type messages, limited motion graphics or any combination of all three.
With WVS, change and motion in your messages virtually GUARANTEES eyeballs! At that point, the only thing limiting your success in selling is whether you can put a selling proposition up there that people are interested in!
Don't worry if you don't have a graphics department. We provide digital content production and messaging, as do many others. What matters is putting change and motion to work for you to sell more.
Research has shown that while ongoing motion in images and messaging does not necessarily add to attraction, the onset of motion definitely increases attraction in viewers.
So a big part of the power of Digital Signage is the ability to attract attention by using motion onset, or by the motion inherent in the changing of the message from one message (or screen) to the next.
This, in itself, is a quantum leap for advertisers, display, and other visual communicators.
The projected digital signage systems we use, Window Video Systems (WVS,) allow full motion video, static type messages, limited motion graphics or any combination of all three.
With WVS, change and motion in your messages virtually GUARANTEES eyeballs! At that point, the only thing limiting your success in selling is whether you can put a selling proposition up there that people are interested in!
Don't worry if you don't have a graphics department. We provide digital content production and messaging, as do many others. What matters is putting change and motion to work for you to sell more.
Friday, April 27, 2012
IPhone to run your DS?
After viewing this video, a number of people have inquired whether they could do something like this for their retail signage.
The answer is, "well, yeah, I guess, if you really wanted to..." but why? I suspect it reflects a desire to try something cool with their iPhone which they already have, so then, "All I'd have to get is that little projector and a screen-thingy like that!"
Which really is great. I know I sound like I'm laughing at them, and it is kind of amusing, but it is also great that people think DS is cool and want to try something with it. And at some point, this could make sense. But the great thing is that this is one of the great advantages that we, in the DS and DOOH field have, is that our stuff is (potentially) really cool.
But not guaranteed cool. Again, CONTENT (and method) is KING! It's about effective use of our cool gadgetry. It's all about effect and business-related results! We have absolutely got to keep our eye on the prize, which is to produce a business result.
Cool, exciting imagery will sell some systems, but a measure-able ROI-related result is what wins the game. Make sure you, too, don't get too caught up in all the features and benefits of your system, software and components. If you are not working with top-flight content or content producers, you need to change that, right away. If you don't know where to look for that, let us know. If you have a superior content producer that has produced great content that produces ROI for you, let us know as well; we are always interested in winners.
The answer is, "well, yeah, I guess, if you really wanted to..." but why? I suspect it reflects a desire to try something cool with their iPhone which they already have, so then, "All I'd have to get is that little projector and a screen-thingy like that!"
Which really is great. I know I sound like I'm laughing at them, and it is kind of amusing, but it is also great that people think DS is cool and want to try something with it. And at some point, this could make sense. But the great thing is that this is one of the great advantages that we, in the DS and DOOH field have, is that our stuff is (potentially) really cool.
But not guaranteed cool. Again, CONTENT (and method) is KING! It's about effective use of our cool gadgetry. It's all about effect and business-related results! We have absolutely got to keep our eye on the prize, which is to produce a business result.
Cool, exciting imagery will sell some systems, but a measure-able ROI-related result is what wins the game. Make sure you, too, don't get too caught up in all the features and benefits of your system, software and components. If you are not working with top-flight content or content producers, you need to change that, right away. If you don't know where to look for that, let us know. If you have a superior content producer that has produced great content that produces ROI for you, let us know as well; we are always interested in winners.
Tuesday, April 17, 2012
A Bright Idea - Light diffusion
A very common problem with digital signage window displays is reflectivity of the window glass, particularly in outdoor environments with direct sunlight.
The issue is twofold: First, your signage is not, and will never be, brighter than the sun. Second, the surface of the window is reflective, picking up every primary, as well as secondary (or reflective) light source which ultimately wreaks havoc with your window display.
One possible solution is installing anti-reflective film on the exterior surface of the window. Light diffusive film can be an ally in making your display pop better to passing viewers.
Another solution is LED signage, which is very effective (at distance) but with pixels more obvious at close up range.
We are interested in your thoughts on solutions for the ongoing battle with the sun. What have your results been?
The issue is twofold: First, your signage is not, and will never be, brighter than the sun. Second, the surface of the window is reflective, picking up every primary, as well as secondary (or reflective) light source which ultimately wreaks havoc with your window display.
One possible solution is installing anti-reflective film on the exterior surface of the window. Light diffusive film can be an ally in making your display pop better to passing viewers.
Another solution is LED signage, which is very effective (at distance) but with pixels more obvious at close up range.
We are interested in your thoughts on solutions for the ongoing battle with the sun. What have your results been?
Friday, March 30, 2012
Measure! Measure! Measure!
"If you don't measure it, you're not serious about it." I heard Tony Robbins say that, and I believe, oh yes, I believe.
BUT, what you spend your time (and money) on measuring is a critical distinction. So many are focused and measuring eyeballs, footfalls and what-all other traffic-related metrics. Fine and dandy. Those will possibly do you some good when trying to sell to agencies. But you will not convince me (or them) that those metrics are all you need in order to steer their placement dollars your way.
That's the same school as those enamored of "page views" and clicks.
Big deal. Is there value to know that? Sure. Will it help you sell more? Possibly. But once again, I mount my hobby horse and ride across the digital landscape sounding the alarm, waking the sleepers to the critical task at hand: "ROI! ROI, ROI!!!"
More and more, companies are prioritizing action and transaction based metrics. This is why "engagement" has become so popular, but it too, can be a mere siren, luring the unsuspecting DOOH investor and network owner onto the rocks of wasted investment and even business failure due to insufficient ROI.
Action, and better yet, transaction is highest and best. If all you can manage is traffic, then measure as much and as deep as you can. But if you can create a metric for action and transaction related measurement, which is more of a marketing/sales related function, then that is where the investment in time and money are better spent. Develop trackable campaigns and messaging. Promote engagement via mobile, tactile or best of all POP purchasing action. Be sure, when you can to propose dedicated selling propositions, something which can only be attributed to the action coming as a result of seeing your visual deployment.
Carefully tracking those actions and their financial value is paramount. Dollars always compare favorably to digital increments like impressions or views.
"15% off all women's left shoes" placed only on your screens, is a message that is trackable. The only way anyone asks for that, you know, is if they saw it on your screen, since it is a unique message. This is what is meant by a "dedicated offer".
Always use dedicated offers whenever possible and ensure that your tracking system is sound (that you have a reliable way of capturing that data.) That is where you gain the edge in selling (advertising, and more displays) with your DOOH displays.
BUT, what you spend your time (and money) on measuring is a critical distinction. So many are focused and measuring eyeballs, footfalls and what-all other traffic-related metrics. Fine and dandy. Those will possibly do you some good when trying to sell to agencies. But you will not convince me (or them) that those metrics are all you need in order to steer their placement dollars your way.
That's the same school as those enamored of "page views" and clicks.
Big deal. Is there value to know that? Sure. Will it help you sell more? Possibly. But once again, I mount my hobby horse and ride across the digital landscape sounding the alarm, waking the sleepers to the critical task at hand: "ROI! ROI, ROI!!!"
More and more, companies are prioritizing action and transaction based metrics. This is why "engagement" has become so popular, but it too, can be a mere siren, luring the unsuspecting DOOH investor and network owner onto the rocks of wasted investment and even business failure due to insufficient ROI.
Action, and better yet, transaction is highest and best. If all you can manage is traffic, then measure as much and as deep as you can. But if you can create a metric for action and transaction related measurement, which is more of a marketing/sales related function, then that is where the investment in time and money are better spent. Develop trackable campaigns and messaging. Promote engagement via mobile, tactile or best of all POP purchasing action. Be sure, when you can to propose dedicated selling propositions, something which can only be attributed to the action coming as a result of seeing your visual deployment.
Carefully tracking those actions and their financial value is paramount. Dollars always compare favorably to digital increments like impressions or views.
"15% off all women's left shoes" placed only on your screens, is a message that is trackable. The only way anyone asks for that, you know, is if they saw it on your screen, since it is a unique message. This is what is meant by a "dedicated offer".
Always use dedicated offers whenever possible and ensure that your tracking system is sound (that you have a reliable way of capturing that data.) That is where you gain the edge in selling (advertising, and more displays) with your DOOH displays.
Thursday, March 15, 2012
Projecting the Future
Projected Digital Signage has been around now for sometime, and companies throughout the world are taking advantage of night time hours to continue to promote their businesses and and message in provocative and effective ways.
Projected Digital Signage uses projection to transform window space into a digital screen for advertising and display purposes. People are only just starting to scratch the surface of this powerful, flexible, and affordable signage option.
In the past, there were technical issues making such displays less effective, but today most of those issues have been or are being addressed with better performing screens, projectors and management systems.
The real issues now are more mundane and practical in nature: who the heck is going to integrate all this stuff and manage the content? Who is going to strategize? Do we have to hire someone to run this? Do we have to train someone to be able to use this?
At this point in time, these issues are not fully answered, except through companies that are integrators with more marketing expertise and familiarity with the medium. (Looknglas Window Video Systems would be an example.) But we're getting closer. And the power to leverage images to move products and people, to connect, to integrate brick and mortar retail sales with online sales and marketing, is rapidly coming to fruition via DOOH, and in this case, projected digital signage.
Projected Digital Signage uses projection to transform window space into a digital screen for advertising and display purposes. People are only just starting to scratch the surface of this powerful, flexible, and affordable signage option.
In the past, there were technical issues making such displays less effective, but today most of those issues have been or are being addressed with better performing screens, projectors and management systems.
The real issues now are more mundane and practical in nature: who the heck is going to integrate all this stuff and manage the content? Who is going to strategize? Do we have to hire someone to run this? Do we have to train someone to be able to use this?
At this point in time, these issues are not fully answered, except through companies that are integrators with more marketing expertise and familiarity with the medium. (Looknglas Window Video Systems would be an example.) But we're getting closer. And the power to leverage images to move products and people, to connect, to integrate brick and mortar retail sales with online sales and marketing, is rapidly coming to fruition via DOOH, and in this case, projected digital signage.
Friday, February 24, 2012
The Accountable Screen
How effective is your content at producing measurable results?
Measuring traffic, eyeballs, footfalls, etc., is on a lot of people's minds these days. But if you've read this blog much at all, you know that for me, and for most business people, the bottom line is the bottom line: How effective is your DS or DOOH at producing measurable results, SALES results?
If your content is not currently featuring trackable propositions, it is underutilized. This is the holy grail, people! Your product, producing measurable sales, revenue, and profit, is the ultimate justification for the existence of our medium! I think there are few with more potential, that still remain so underachieving.
I'm not sure why that is, but it is borderline criminal. This is where it's at. Making money. When you can demonstrate measurable sales results via your product, for your clients, YOU WIN!!! No matter what that client does, when you have tracked, proven sales results, nothing they can do can take that away from you. It is success incarnate.
Strategize unique selling propositions (USP) dedicated to your medium only. Make sure the measurement mechanism is firmly in place and that you have access to that information. That is power, the ultimate justification for your product. Start now, to make your systems accountable. You will never regret it. And you will make more money. The window of opportunity is here.
Measuring traffic, eyeballs, footfalls, etc., is on a lot of people's minds these days. But if you've read this blog much at all, you know that for me, and for most business people, the bottom line is the bottom line: How effective is your DS or DOOH at producing measurable results, SALES results?
If your content is not currently featuring trackable propositions, it is underutilized. This is the holy grail, people! Your product, producing measurable sales, revenue, and profit, is the ultimate justification for the existence of our medium! I think there are few with more potential, that still remain so underachieving.
I'm not sure why that is, but it is borderline criminal. This is where it's at. Making money. When you can demonstrate measurable sales results via your product, for your clients, YOU WIN!!! No matter what that client does, when you have tracked, proven sales results, nothing they can do can take that away from you. It is success incarnate.
Strategize unique selling propositions (USP) dedicated to your medium only. Make sure the measurement mechanism is firmly in place and that you have access to that information. That is power, the ultimate justification for your product. Start now, to make your systems accountable. You will never regret it. And you will make more money. The window of opportunity is here.
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