The Prince and the Pauper

"Content is King!"

So says everyone.  Except the majority of business decision-makers, who tend to fasten on hardware and software and price.  They can't help it; they just gotta know "how much will this cost me?"

For any DOOH or other digital signage display, the content is critical.  With all the advances over the past 5 years or so, the issue of high-quality content is still a tough one, because, face it, true creative costs something.

Example: I just spoke with a major international brand that is installing a very large, multi-tile video wall in their corporate Headquarters lobby, where everyone will see it.  Great idea!

But they decided, for content, they will go with their in-house app-designer because they don't have a budget for content.  Now, keep in mind, this company manufactures key components for digital displays.  They are a major player.

Ya gotta be kidding me!!!  You have budget to install a very large multi-tile video wall, but you forgot to allocate ANY budget toward content???!!!

So much for "Content is King."  Truth is, for so many otherwise smart business decision-makers, content is an ugly step-child, neglected and unwanted.  Shoot, the content should just come with this great hardware, right?

So the King, the prince, is actually a pauper.  No one will give him a dime.

When was the last time you saw a truly engaging, stop-you-in-your tracks digital display?  Uhh, let me see.... you don't really see them very often, and the reason is, decision-makers focus on hardware and widgets.  Something they can negotiate hard.  Something they can commoditize.  But the all-important content, the message, the thing that actually makes people move, THAT is too expensive, don't have a budget for it, we'll do it in-house.

This is a major reason why this industry doesn't rocket forward.  The value (content) is a tough sell.

People, please: Set budget for this critical component of your display implementation.  If you're a systems seller, or a software seller, or an integrator, get the client to put some cold hard cash value towards their implementation's content!  It will make you look good, and they'll stand a better chance of getting the true value out of their purchase that they intended.  And you'll sell more.

Projected Digital Signage

Why not put a screen in your window?

Because everyone has that.  Well, not everyone, but even a big screen is just a big screen.

Window Video Systems (projected digital signage) allow for eye-popping effects, different size possibilities, customized visual formats, and most of all, a completely different effect than an installed screen.

Window Video Systems (WVS) use projection and rear projection films applied to window glass to literally turn the glass into a video screen---hence the name, Looknglas.

Businesses, especially retail, need and crave fresh, attention-grabbing content.  The key to effective implementation is not hardware!  (Everybody's so fixated on hardware and gadgetry---thanks Apple!)

The issue is, what do you have to say?  What is the value of that message?

Invest in the message, a really good, powerful message, that is strategic and measurable.  All the things I have been saying for years.  Don't invest in hardware, invest in messaging to your target audience effectively, and you'll never go wrong.

Feel free to ask any questions about this system or how it can work for your business.  Let's blow some minds!

Content is KIng - so Bow Down!

It has been oft repeated that "content is king!"

So, if that's the case, why do people consistently try to get their content for free or on the cheap?

So many in Digital Signage and DOOH are systems focused, and so very, very few focused on content production, production values, message, and message strategy.

I think it's often assumed this is the responsibility of advertising agencies, and marketing "people", but if you are installing or running a network, it needs to be your focus.

The message (content) is where the value is.  You can have the best hardware and software platform, the best integration, the best technical support, but if the messages suck, the whole thing sucks.

Think of a Limo without seats, steering wheel or brakes.

Content (message) truly is king, and strategy must be queen, and the DS system, can only ever be the coach and four.

So, qualified, strategic content producers are a critical part of your success equation.  That is, people who know more than just how to make a pretty picture.  People who can create great visual messaging designed to accomplish real business objectives.

We like Phase 3 Digital, because they're both artistic as well as digital and strategy savvy.

Serious investment must be made in that expertise, that marketing message expertise and the appropriate production values that should accompany it.  If the message and strategy are great, but the visuals look like hell, the campaign will fail, and then Digital Signage and DOOH takes yet another black eye.  Don't do that to yourself, to your client, and to the industry; make sure that content and strategy are the best you can get.  Get the best expertise and production at the best price you can, but don't sacrifice mission-critical standards to a bean-counter's mentality.

Digital Signage and ROI

Phil Cohen cracks me up.

He does a video blog called "Cohen on Content" http://onthecspot.com/archives/1070 dishes on all things DS and DOOH.  Being a successful owner of a network himself for years, he knows a thing or two about the subject.

So I was watching his latest post, and though he takes a while to get going, he makes some great points.

Point 1:  Don't think you're going to create DS content with Powerpoint.  You don't want him coming after you speaking a language he knows you'll understand.  (He speaks fluent baseball bat.)

Points 2-10:  It's not about impressions.  It's not about eyeballs.  It's about making money.  You have to have engagement, and a way to prove that engagement, be it third party corroboration, sales, track-able promotions, or whatever, you need to show that you are accomplishing something, preferably making money.

DS and DOOH are not about putting up a screen where you think a bunch of people will see it.  It is about effectively accomplishing serious business objectives.  And you don't do that by being the next DIY digital signage failure.  You do it by knowing what you're doing; what hardware and software platforms are apropos to your purpose, and what content and strategy will accomplish that purpose.

"It's about making money!" he says.  And I say,

"Bravo, Phil!"

Engage, Interact, Then What?

Engagement is awesome.  Interacting with your audience, intriguing them, interesting them, entertaining them, and... and... then what?

Many of us have gotten good at engaging through Social Media by creating or pushing relevant or interesting content.  But once that's up and going, how good are you at moving beyond mere engagement to something more business related, like... wait for it... BUYING?!!!  Here's a good example of engagement with audience:

This is a pretty technical display, and not cheap by any means.  How much time would you see yourself spending interacting with this?  Can you see yourself buying as a result?

Personally, I can't see this moving me any closer to a purchase.

Meaningful business-related engagement must be for the purpose of transacting at some point, preferably sooner than later.  The average retailer couldn't dream of investing in this display long term or on a widespread basis.  When the path to purchasing becomes clearer, then this type of display and technology becomes much more valuable to the retailer.

Don't get me wrong; I love this technology and attraction value, but I think it's a little disconnected from the rest of the customer experience in the clothes-buying process.

How would you revise this display to become a "customer-ing" engagement display tool?  How could this be re-positioned to better encourage purchasing?

My philosophy is to use any display like this as a means to attract, engage, propose, incentivize, and motivate to purchase.  But I'm kind of a fuddy-dud that way.

Your thoughts?

What's inside a Digital Mannequin?

I get a lot of requests for info about the Digital Mannequin, and Window Video Systems, generally.

Now, if you asked that question about a standard mannequin, it would be a very different kind of answer.  Materials, structural joints, air, etc.

But a Digital Mannequin is a human representation.  It is not a likeness, it is a digital leveraging of an actual person.  This goes to the issue of content, concept, content creation, the interplay between tech and creative.

The question goes to the point of product (let's say, clothing) and strategically, the best way to sell that product.  What model(s)?  What makeup?  What lighting?  Background, resolution, luminosity, graphics, etc., etc.  Who shoots that model?  How much content do you shoot?  Who selects the shots, angles, location, directs the models, on and on, you get the idea.

And what is the strategic concept for the display?  Display only, or display and promo?  What is the offer and how is it offered?  What graphical style, font, size, color, other effects?

The photo at the top of this page shows an actual model, who was part of a shoot featuring 4 models, multiple costumes, wardrobe personnel, makeup artist, video camera man, director of photography, myself, and several others.  This is not a DIY type of project!

When people say "content is king" these issues are part of what they mean.  The hardware portion of a Digital Mannequin display is only a small part of the effectiveness of DM.  The screen or projection is an important but only small part of the DM display.  If you don't have the expertise in those areas, you need to find that expertise.  Contact me for more info about how we can provide you the best integration, effect and result from your DM display.

Driving Retail

Digital Mannequin, screens in the window, digital signage a point of purchase, all should do more than display if you want return on your investment.

This video illustrates how the window display attracts attention, while larger in-store screens demonstrate specific sales promos.  This method creates the excitement of dynamic motion-display, attracting customers' eyes and attention, motivating them to initial action (coming in the store,) then to buying action (promotional offer at point of purchase.)  At this point, a "customering" offer can be made, text or QR coupon redeemable with the next purchase, or other reward-based promotion.

The important thing is to always include a trackable, measurable call to action.  This is where creating that engaging, dynamic customer experience is possible, where the opportunity to create and strengthen a bond in one single line of messaging and action.

Powerful!  And profitable.  Get your systems, images and messages coordinated and keep them moving in a business-oriented direction.  That's where the money is.  That's where the provable power and life-pulse of Digital Signage is.

Sound and Fury

I am not a huge fan of sound with Digital Signage generally.

But being an audio guy (20 years in radio) I appreciate the value of audio communication.  And I want to make one thing crystal clear:  AUDIO ROCKS!!!

Who doesn't like audio?  What am I, nuts?!!!  Of course audio can be very effective.

My position is simply that audio is not always required, or even desirable.  Billboards neither utilize nor need audio to be effective.

At the same time, in place-based DOOH messaging, many times there is already ambient audio playing.  You can hardly go anywhere retail-oriented without being blasted with someone else's idea of a "good" soundtrack or radio channel.  This is not only annoying, it is extremely distracting for many people, me being one.

Audio clutter can be every bit as destructive to effective messaging as visual clutter.  I have always been a proponent of focused, directed messaging, without clutter.

That being said, there are definitely times when audio is not only helpful, it's critical.  When you really want to grab someone's attention, use audio unexpectedly, and with a clear focused point and benefit.  For example: Let's say you have a digital sign hanging in a salon window with an attractive woman modeling a hair style.  If the model were to all of a sudden, look you straight in the eye, and address you, digital though she may be, it would get your attention, big time.  If she then proceeded to call your attention to the fact that if you bring your wife in for a cut, you can get one for free, you'd probably strongly consider the offer!

That entire chain of events began with the disruptive and unexpected use of audio.  A definite advantage.  Like all strategies, when overused, it reaches a point of diminishing returns.  But in small, selective, strategic doses, I like audio for DOOH.  What do you think?

What They're Not Telling You

When it comes to Visual Messages, particularly in DS and DOOH, people don't tell you when you suck.

Nobody calls you up and says, "Hey, that screen in the airport?  You know the graphic with the -------, that one?  It really blows.  I was so uninterested, I didn't even pay attention!"

You get no feedback on ineffective messaging.

This allows for a great deal of ineffective content to flow right on our there into the space, giving your display, the location where it's deployed, anyone who works there that's close by, and of course you and your company, and the Digital Signage industry generally, A BAD NAME!

Poor visual content and method are responsible for a lot of the fails in this industry.  DON'T CONTRIBUTE TO IT!

This display is a good example of bad.  You'll notice that not one person even looks.  The image doesn't grab you.  It's very faint.  When you finally do notice (which in this case, could be never,) the images don't convey anything specific or relevant.  That is a bad thing for DS or DOOH.  Don't blame the hardware, or the software, or the location.  Blame the execution and complete lack of relevant content.

Develop campaigns that are trackable, and then work on the message.  Tweak it.  Don't settle for the status quo.  Don't assume that it's good enough, or that the results you get are the limit of effectiveness for that campaign.  With visual messaging, it's not always the proposition (or lack of one.)  Sometimes it's the method or style of the visuals surrounding the message.

A great deal more attention needs to be paid to testing the effectiveness, and then understanding why certain visual messages are effective.  In my view, this is an area where DOOH needs to focus a lot more attention.  It's not just about the hardware, placement, software, or management.  It's how that message content is put together and knowing, to the greatest degree possible why a message works or doesn't work.  For that you need measurement and analysis.

You want to make money in DS?  Understanding your content and why it produces the result it does is key to ensuring profitability.

Casio Digital Signage - Failing its way to Success

Casio just announced its new counter-top digital signage products, which, interestingly, use projection.  Being a projected digital signage fan (Looknglas, Window Video Systems) I am intrigued by their product intro, and the concept.

http://www.avinteractive.com/top-story/45437/casio-digital-signage

While these little boxes may not come across that exciting, they are an interesting step in what I believe is a very good direction.  Sure, the execution is not super exciting; frankly, kind of cheesy if you really want to know my opinion.  But, exciting at the same time!  Why?  Because they represent an ongoing effort to innovate digital signage at Point of Sale, in an easy to use solution.

I do agree with Dave Haynes' (Sixteen Nine) feelings about the product from a strictly unbiased point of view.  But my problem is that I am not unbiased!  I am all about projection as a digital signage solution, and I am aware of the obstacles the method needs to overcome.  But this is an honest effort.  The solution may not be super effective, but it is a good try.  I think Casio can do a lot better.  The method has a very big upside.

The images and even the packaging are not there yet.  But the thing to remember with any device like this is that the content and ease of use are the most important things.  The design of the device itself can easily be improved.

So, while I am not enamored of this device in its current iteration, I applaud Casio for the effort, and urge them to keep at it.  This is a good step in a good direction for POS merchandising, messaging and display.  What do you think?

Projection-based Digital Signage

I thought it time to revisit this topic from a previous post ("Projected Digital Signage"), to check on the progress of the method.

It would appear that progress is there from a potential standpoint, but not in terms of actual use.  Let me break it down:

Progress:  Components and system software/management continue to improve with prices coming down.  More companies appear to be showing interest in Digital Signage, especially for retail Point-of-sale (POS), and coming out with newer, more versatile components.
A lot of interest has been paid to touch screen technology as it relates to engagement.
The projector industry continues to advance; they have all the capabilities, but they don't seem to be focusing on their product so much as a primary element of digital signage, though more and more seem to be factoring that possibility into their design and features.
We have come up with a solution for the issues of direct sunlight and refracted glare, especially from multiple sources.  Since glare can play havoc with any projection or other screen behind glass, (such as a store window,) this is a significant step.
More and more people continue to express and demonstrate interest in the method, trying it out, but not a lot of long term installs yet.  This should change as we demonstrate lower cost of ownership, and higher value of use.

Needs Improvement:  Pricing needs to come more into line with a level more accessible on a widespread basis.
Most implementations are temporary, and isolated.  To date, I am not aware of any chain which has adopted projected signage across their brand.
Although the method has been used to create "engagement", that engagement has been mostly on a gimmicky, "look what we can do" basis, but not in a functional, ROI-based way to engage the viewing audience for the purpose of directly doing business.  This is a key change that needs to occur.  So far most installs have been strictly for display.  The method needs to be adapted to more transaction-based purposes, for promotion, and especially sales.
More attention needs to be paid to content production specific to the method, and specific to ROI-based objectives.
Below is an example of a WVS implementation with some of the problems I point out:

Although the method has undeniable coolness, its viability for business will not come to fruition until these issues are resolved.
Overall, projection systems for retail have not made the jump to serious, affordable, long-term business solution.  I believe that chasm can be crossed, but the issues mentioned above need to be addressed.

At Looknglas, we have addressed these issues.  When the marketplace comes to grips with the reality that these systems are not widgets, but rather, serious communications and POS marketing solutions, the Window Video System will have arrived.

The Window of Opportunity is here: the problems have been solved by Looknglas.  Let us help you develop your POS window display and promo system for true, measurable ROI.

Split Screen = Divided Loyalties

I know this has been addressed before by other of my fellow curmudgeons keeping an eye on the doings in DOOH.  Yet the issue remains:

More than one message per screen diminishes the effectiveness of the whole.  The infamous "L".  A main screen, with a column on the right or left side, accompanied by a lower banner across the entire bottom of the screen, often with a data stream.

Two words:  TOO BUSY!

I know this will not stop anyone from using this screen configuration.  I know it will not stop the average ad salesperson from trying to sell all those different screen opportunities.  But people, please, listen: as a visual layout, this absolutely blows!

The next time you see a digital screen in the marketplace, if it has this layout, I want you to consciously try to notice whether your own eye finds it easy to take in all the messages, images and data that this format presents.  I already know the answer.

I totally agree that all of the small screen should be utilized; just not in this manner.  This is a content creation issue.  This is an issue of actually thinking about your viewer, and caring about whether they will care.  Your content better be interesting and relevant.  It better grab their attention and deliver the "goods" (message) in a meaningful, useful way, or you risk committing the deadly sin of diminishing (or even completely immasculating) your own medium.

Focus on the want/need/interest/preference of your target viewer.  Spend some serious time and money on your content development.  You might make a little money this month with a poor ad campaign on behalf of your clients, but not next month.  If it does not work, they will not continue to buy.  If your network does not produce the desired effect (usually some measurable business-related result) your clients will stop buying and go elsewhere.  There are too many opportunities and options available to their ad dollar.

There may (on rare occasions) be legitimate times to utilize a split screen, but I can't think of what they are off-hand.  Don't divide your screen (message).  Better to shorten your ad units and ad more inventory, than to have multiple disparate messages on one screen at the same time.

Screens on the Machines

By now you've grown accustomed to the screens at the gas pump.  Old news.  But for DOOH people, good news.  The premise is screens in high traffic areas for the purpose of creating advertising opportunities, and cash flow.  I personally have not been a fan of the screens on the gas pumps so far, because the messages I have seen are useless and irrelevant to me.

But what if those messages were actually INDISPENSIBLE?!!!  What if they provided me with essential information?  Not weather, not a promo for a tv program, or some other lame thing.  But something really important and relevant to me?  Then I would probably be interested in a heartbeat.  The point is not the screens or the gas pumps.  The point is the CONTENT.  The Message!

I am certainly not the first to beat this drum, and I won't be the last, but I will beat this drum nonetheless!  DOOH has so much potential to drive traffic and sales.  To promote. To inform.  To sell.  As DOOH providers we need to be more strategic about what we allow on our networks and our screens.  I understand the need to get money in the door, but let's push for something more.  Let's strategize engagement, and interactivity.

I work with a provider of content, Phase 3 Digital, that create and strategically distribute content and campaigns.  We have recently brought a network of phone banks in airports online, with the first 2 of many airports, Denver and Palm Springs.  Instead of pay phones, these phones provide free calls in the US and Internationally.  But each phone also has a digital screen with sale-able content, as well as 5 buttons for direct connect to any client.  In other words, a car rental agency can buy one of the buttons. Or a ticket company, etc.  So the air passenger is walking along and needs to make a call but his cell phone is dead.  He can charge his phone at this phone station while he makes a free call, and as he does so, he is facing a screen showing ads for hotels, events, destinations, offers, etc.

Bingo.  Automatic engagement.  Direct connection.  Target audience.  This is exactly the type of indispensible opportunity that DOOH must offer.

By the way, advertisers, the very first day online 2,000 people made calls on those phones!

We are also working with a vending machine company whose machines all feature video screens.  Same thing:  the viewer has an immediate engagement opportunity.  Powerful.

Gas pumps.  Airport phones.  Vending machines.  Store windows.  Get the message out, and get engaged.

Road to ROI

Return on Investment, or ROI, is how every investment decision in capital equipment, marketing materials, signage, is made by those who approve expenditures.

An objective is determined, a value assigned to that investment, and then some effort at due diligence in securing the best price (cost-effective) for that investment/purchase.

Someone determines that display and signage is necessary, someone identifies a budget, and then investments are made according to budget.  When a new type of investment (in new technology) for signage or display comes under consideration, then the process begins anew for that particular investment.  Perceived, and actual value are debated and assessed, not always from a fully-informed perspective, but usually some effort is expended in that direction.

The vendor does their best to convey the indispensability of their product; usually from a features/benefits standpoint, but not always in the terms or language that the potential investor uses.  This is a key marketing and sales function:

"What will this investment do for me?" asks the potential buyer.

In the best possible scenario, the seller of the product has informed themselves diligently on the buyer's needs and valuation method, and can answer, "Here's how much this will make you/save you, over --- period of time."  They articulate the value of the product in clear financial terms, and THEN restate the practical or functional values and features.

ROI gives the client/buyer the permission to invest in your product.

Window Video Systems (WVS) have clear, broad and deep ROI potential:

Display more of the client's product in a more dynamic, useful, attractive way than ever before.  Never before has a retailer or business been able to display or demonstrate ALL of their products directly ON their storefront window, in full color and motion repeating the message.  Never have they been able to repeat multiple or different kinds of messages, and especially, selling propositions, whether it be SALE, or pricing incentives, or other types of value propositions, or promotion of upcoming opportunities to the customer.  WVS allows for interactive engagement with the viewing traffic, via QR or text to mobile device.  WVS can drive traffic:  both foot traffic in-store, or traffic to the Web, or to e-commerce portal.  In the process, WVS can allow stores to "capture" viewers via engagement.

WVS is transformative.  It has the potential to enable the retailer or other commercial business to transform how they communicate with customers with more immediacy and more depth.

Always look for ways to articulate and specify value to your OOH displays, to demonstrate ROI.  It is the key to purchase approval.  How does your OOH display provide ROI?

Projected Digital Signage II

Projections in store windows are attention-grabbing.  It's one of the most exciting display methods available in the market today.

Except when you can't find someone to install one for you.
Except when you realize that having exciting images is something you have to pay for.
Except when you discover that not all video content is created equal.
Except when you discover there is more to buying a projector than you realized.
Except when you discover that there's more to installing that projector than you realized.
Except when you discover that most projectors are rather expensive to own, especially replacing their lamps every few months (because you wanted to actually USE your window video system every day!
Except when you realize that someone has to turn the system on and off every day.
Except when you realize that someone (you) has to come up with the design and flow of the visual content so that it's not just the same darn thing everyday, all day.
Except when you realize that finding a rear projection screen provider (in your area) is not that easy.
Except when you realize that finding and putting all this stuff together is ----ing expensive!!!
Except when you realize that finding the right hardware/software system to more easily manage your system is time-consuming and expensive!
Except,
Except,
Except.....

The purpose is not to discourage you.  Take heart!  We have figured all of this out for you.  Window video systems by Looknglas are:

Affordable
Easy to install
Low (hardware) maintenance
Easy to use (we create and manage your messages for you!)
Green (enviro-friendly, saving paper, no lamp replacement, low energy consumption, no mercury in the lamp.)
Flexible
Powerful (able to display virtually unlimited images and messages!)
Awesome and exciting (see Digital Mannequin and Oakley Store videos.)

The possibilities are endless for retail display, in particular.  Designers and Visual Merchandisers are adapting and adopting.  The ability to show whatever you want, when you want, and change or add to the messaging is an absolute game-changer.  So much so, that even the bigger chains are looking at it, and talking about implementing.  (See article below.)

http://www.businessinsider.com/macys-announces-digital-mannequins-2012-5

Put your store on the map this holiday season.

POS Engagement

Customer experience, featuring interactivity (most commonly touch) is the coming thing in the retail industry.  And rightly so.

Brick and mortar retail has the advantage over online retail in that they can provide a superior experience.  After all, online can only provide so much, and all of it "virtual".  But brick and mortar can provide "real" and people are hungering for ever more "real" experiences.  Actual engaging interaction at the Point Of Sale (POS) is a huge distinction and advantage that the brick and mortar store can offer. Apple stores, Microsoft stores, AT&T's new interactive store, and even places like Cabela's and Bass Pro Shops are all great examples of retail POS engagement.  The places that do it really well are destinations.  You love going there.  They keep it real and relevant.

Digital Signage can assist greatly in this POS engagement.  Text campaigns, QR campaigns, Social Media campaigns, even simple signage promo campaigns that drive the viewer to interact in some distinct way with the store, its product or its personnel are all strategies that need to be employed via digital signage.  Please don't stop with mere signage messaging; get that powerful DS or DOOH system working to engage people, especially customers, to add value, to enhance that vital (personal) business relationship.  Every personal interaction you create enhances the relationship in so much more powerful a way than a "like" or a share.

You have the tools; step out of the box, figuratively and literally.  Work on new ways to use your DS, especially Window Video Systems, to engage!

Ahead of the Game

Some ideas are just a wee bit ahead of their time.  If you're a techno-geek/gadget fan, if you scour Mashable daily for cool new technology breakthroughs and products, if you're always looking for the next new cool thing, then you already know this:  Technology always far outstrips the marketplace's willingness or ability to adopt.  That may never have been truer than today, with a worldwide recession keeping a damper on things, at the same time as unprecedented tech advances continue to come around the bend.

This blog being about DOOH generally, and Window Video Systems (projected digital signage) in particular, I am pleased to announce that the reasons why WVS has not caught on faster in the retail space are starting to disappear.  Sheer unfamiliarity is the least of these, and the proliferation of screens of all types being used for display has blown that one away.  But for WVS, one big problem has been cost of ownership (projectors aren't cheap, and they're not cheap to maintain when you want to run them 24/7 or even daily.)

A constant stream of upgrading projectors is addressing this, with smaller and smaller projectors getting brighter and brighter.  Costs are likewise coming down.  Most importantly, new projection lamp technologies are directly affecting the issue of lamp life and/or lamp replacement, for the better.

Another issue has been a general lack of expertise in terms of creation, deployment and management of content for WVS systems designed for retail use.  This is also an area where costs have been somewhat prohibitive for higher-effect content look and execution.  I can happily report that Looknglas is bringing increasing expertise and flair to the content creation and management issue.  Better method, as well as efficiencies are on the way.

What this means is, Window Video Systems for retail are more easily available in terms of cost, price and content creation/management than ever before, by a significant increment.  Bottom shelf pricing of systems, attainable by even the humblest retailers, will be a welcome development for the retail sector, and should contribute to a continuing transformation of retail display, messaging, and customer experience.

The "I" effect on Digital Signage

I love my iPhone.  Ipad owners love their iPads.  Ipod users love their iPods.

You know why that is?  Because they're great products: they're well-designed and they work great and do more than you really need them to, but it's great just knowing they can do all that cool stuff.

Digital Signage and Digital Out of Home devices have only partial coolness.  The technology is usually pretty good, but content and ease of use, as well as method, are hit and miss.

That is the great burden which we must bear and find ways to ease:  we live in a generation that is conditioned to unbelievably great products like what Apple has produced and ubiquitously popularized, so everything and everyone else has to try to measure up.  This is a heavy burden indeed.

With DS and DOOH there are very very few places you can go to receive the type of integrated great end result for purposes like retail, at a cost effective price.  The hardware company wants to sell their components, the SaaS or Signage management company wants to sell you their system, the integrator wants to tell you they can put it all together for you, and the content provider wants sell you on their content capabilities.  Imagine if iPhones were sold that way.

You'll argue that apps have to be sold or downloaded separately.  True, but the devices themselves come with so many useful apps and valuable capability, and then the downloading of free apps is so easy, that DS and DOOH pale by comparison.  It is not a end-user-friendly proposition, especially for retailers.

But that is what it needs to be.  Discovering the right level of user tolerance and acceptance/ease-of-use is the task.

I put it to you retail merchandisers:  What would you expect to pay for a Digital Signage solution that was easy for you to use on a daily basis in your store window?  More specifically, what would you expect to pay for a window video system, like a Digital Mannequin, such as the one shown here:

Or such as the one depicted here in the Oakley store:

I would be interested in all your thoughts on pricing such systems.  Let me know!

Engagement is the Goal? What about the Wedding?!

I read a lot about engagement these days, especially as it relates to social media, but also as it relates to DS and DOOH.

One guy wrote:  "It's all about engagement!"

I said to myself, "really?"

If I had told that to my wife in response to her questions about wedding planning, I think there would have been a major sit-down-hash-it-out discussion.

Social media promoters keep telling us it's all about the engagement, but as a consumer/viewer/target audience member, I want to know "When's the wedding?"  What's in it for me?  What's the pay off?  Where's the beef?

And every good business decision maker asks the same thing from their point of view:  "When's this stuff going to start producing a profit for us?"

Engagement is good, but it is only a step in the process which must lead to a wedding, a consummation, a business transaction.  There's got to be a point to it, at least, for us business people who want to make money.

So here's my point:  Engage me, FOR THE PURPOSE OF LEADING ME TO PURCHASE.  If you want to make money, you must engage for the purpose of having a business relationship.  Not just any old relationship, not a casual fling, or a one-night stand.  An honest-to-goodness business relationship, where something is actually sold, something purchased, a want or need is met.

If it's only about engagement, that sounds like an exercise in futility and time-wasting.  I would not suggest investing a cent in a game, event, or display if it doesn't lead, in a direct way, to a purchase, and a successful, satisfying, win-win "relationship".

Now that's something I can "Like".

Look--but don't Touch!

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.