Digital Mannequin for Retail Clothing

Digital Mannequin for Retail Clothing
Use a "live" model, display more views and more product

Saturday, November 19, 2011

Interactive Display? Show Me the Money!!!

I don't usually refer other blogs or articles, but I read one (link below) that I thought was so on-point, I had to talk about it.  
It would appear that “Interactive” has too often become a euphemism for “silly, game/entertainment related touch-screen based display”.  
Lots of people will tell you “Interactive needs to be engaging.”  That is very true, but it is also very much a potential trap, because “engaging” is a subjective term.  It would appear that implementers of so much "interactive" seem to lose sight of a bottom-line business imperative: making money.  I know, that sounds so crass, so unimaginative.  Well, it’s really important to the people who pay for this stuff.
Interactive DOOH has got to “grow up” as the author of the article below says, and prove it’s money making, ROI-producing chops.  It is the key to getting a lot more business in the future for yourself and for your client.  It's not just about the coolness of the hardware, or the coolness or "fun" of the design concept, it's about how does this make the client money?  Just because you lured a few people into playing your stupid game, or dancing, does NOT mean you succeeded at any type of business objective.  Getting people to play games on your window has NOTHING to do with making a profit.  And your clients will not continue to pay for "Interactive" that does not in any way lead to profit.
Any Interactive display on or in a business should be somehow directly related to getting that person or the people watching to BUY SOME PRODUCT!  As a direct marketer for my entire professional career, I can tell you:  Clients will not continue to purchase something which they do not believe somehow leads to them making more money.  ROI is the driving force, today more than ever.  When DOOH (and especially, Interactive) demonstrates that ability clearly and consistently, we win the game. (And make more money.)

Flat-out, plain and simple, “SHOW ME THE MONEY!!!”
Article URL:

Monday, November 7, 2011

Where's the DR in DS?


Someone forgot to put an "R" in "DS" or "DOOH"!

"R" as in "RESPONSE".  We all know that the purpose of DOOH is to communicate more effectively to target audiences where they are---out in the marketplace.  Lots of attention has been paid to "communicate", but more attention could be paid to "effectively".  Doing that requires a focus on measurable campaigns, calls to action, and selling proposition.  DOOH is a fantastic media, but it will become more and more dominant as the numbers come in on effectiveness.  And focusing on measurable response provides you the numbers and justification for your selling efforts.

Make sure that when you pitch your solution you recommend Direct campaigns, along with all the other wonderful things your solution can do.  It is the key to selling non-marketing-oriented decision makers.  Return on investment is a critical component to good business decision making, so be sure to at least have some hypothetical examples of return on investment for your target client.

For example, if you have an automotive dealership client who makes $600 per sale of their mid-range model, then give him an example of a campaign designed to sell mid-range models and how many it will take to pay for your system and show profitability.  Seems obvious, I know, but people tend to get excited about the technology, and sometimes forget to build some strong ROI-based financial justification into the sale.  Equally important, once the sale is made, work hard to get the client to use their DOOH for Direct Selling or Direct Response campaigns, where they can measure effectiveness.  If you don't produce marketing content for your solution, hook up with a quality marketing-savvy content provider, and offer that service.  It will build value, profitability for you, and a more satisfied, long-term client.  And if you need a referral for content, give me a shout.