OK, I admit it: Messaging is my personal hobby horse.
But it's so totally justified, because I just don't see people doing a good job with it. Either they don't create compelling messages, or they don't know how to target, or they don't target correctly, or they don't understand their own target, or they don't know how to motivate the target.... ad nauseum. There are so many ways to message poorly.
But rather than talk in generalities, let's focus on one very important thing: How to message effectively with large-screen lcd, or better yet, with Window Video Systems (WVS).
To define even further, let's talk about clothing retailer's need to display and message to people passing by their mall store. What people do now is dress up mannequins and place them in the window, and perhaps add posters, signs, or an lcd. The posters/signs might give pricing or promo info about specific product, but it can only do that in a blanket way, (Everything 20% Off!) or a specific way (Shoe Sale). But you can only do so much, usually one thing, at a time. And then you have to live with it for a while or replace and reprint constantly. And the LCD is usually used simply for ambience like music videos or fashion-show looking loops.
What the customer wants to know is, "what do you have for me, why is it better for me, and how do I get it (for less)?
Window Video Systems, displaying the Digital Mannequin, allow the store to display clothing on a "live" looking model, front and back, with pricing or promo offer, along with any other important product info (i.e., "It's Green! Made with only Organic Recycled Hemp, Domestically Grown, with a Negative-One Carbon Footprint, Endorsed by Al Gore!")
Ok, sorry for the sarcasm, but you get the point: that's a lot of very specific messaging AND display info that you can get out of one system in a very short period of time. And THEN, Digital Mannequin enables the store to go to the next ensemble and do it all again with new information. Or not. They could just repeat. Or go to a different type of info, or mini-campaign.
The advantages are numerous:
1. Better display capability
B. multiple poses,
C. multiple views,
D. multiple ensembles with multiple articles
E. different or changing backgrounds
F. different presentations - stills, motion, video
2. Better Messaging capability
A. multiple messages,
B. multiple offers,
C. variable appearances - colors, size, motion
D. faster changes in messages/campaigns - even to the day or days, or daypart,
E. no changing out of posters,
F. no waste
That's a LOT of improvement in your messaging! That's a lot of flexibility and potency with which to improve your message to your target customers!
And to think you can do that for a comparable price to a large LCD? Fuggedaboutit! Who do I call?!
Call Looknglas. We'll hook you up.
The Window of Opportunity is here.