"This could work anywhere!"
It's tempting to think that way, very tempting. But probably fatal. Window Video Systems are cool, very cool.
And WVS will "work" in a large variety of venues and applications. But don't get greedy, and don't get wild. Find a niche you know, a niche whose needs you are very familiar with, where you have experience selling into, or for. Know that niche intimately, so you can USE WVS TO FILL THE NEED! That is where the money is. Not merely wowing a few diverse clients here and there. Know your chosen niche well, and develop your own ideas of how you would use WVS, particularly, to create PROFIT for your target client/user. How would you prove or demonstrate that PROFIT/return?
As mentioned in the previous post, the numbers on ROI/effectiveness of Digital Signage are coming in, and they are all good, baby. But it's up to you to know them and how they can apply to your chosen market, segment or niche.
So where do YOU think WVS will be successful? What market or segment are YOU expert in? Here are just some of the retail segments we like:
Auto Dealerships
Jewelry Stores
Retail Clothing
Design Studios
Hair Salons
Cellular Stores
Supermarkets
Electronics/Appliance Stores
Clubs
Bars
Restaurants
We could go on. Any large chain in any one of these segments would make a nice career. But you can't sell all of them, because no one can be really good at penetrating and effectively serving ALL those markets. So which do you leave out, and shich ONE would you choose?
Showing posts with label POP. Show all posts
Showing posts with label POP. Show all posts
Thursday, February 17, 2011
Selling WVS: Know Your Market, Know Your Strengths
We have get inquiries from all over the world about our Window Video Systems: Digital Mannequin, Digital Windows, Digital Banners. Everybody loves WVS. Some think it's alchemy; some think anyone can do it. Some think the world will beat a path to their door if they can just secure the rights to market our proprietary systems in their country, region or niche.
WVS will transform messaging and display in the retail space in particular, but other venues as well. But understanding the strengths and limitations of WVS, where it works well and where it won't is essential to making money with WVS.
Remember, it's hardware, content, proper installation, and method. It's knowing the value and potential for Return on Investment that wins the game and makes money.
Launching a new media is not for the weak of heart.
Everybody likes what they see, but not many really understand exactly how it will benefit them, and when you are selling WVS, it's up to you to demonstrate that. Fortunately, the data on how Digital Signage affects sales, is starting to come in. Walmart reported across the board increases in all segments of their lines. And I don't even think they are as effective in their method as they could be (like not incorporating WVS!) It isn't hard to imagine how better display and motion-enhanced, changing sales and promo messages can have a huge impact on the selling/buying environment in retail.
So before you contact us, know your market, your segment, and how you plan to use WVS to make a profit for your clients. There is more to the potential than just a hardware sale.
WVS will transform messaging and display in the retail space in particular, but other venues as well. But understanding the strengths and limitations of WVS, where it works well and where it won't is essential to making money with WVS.
Remember, it's hardware, content, proper installation, and method. It's knowing the value and potential for Return on Investment that wins the game and makes money.
Launching a new media is not for the weak of heart.
Everybody likes what they see, but not many really understand exactly how it will benefit them, and when you are selling WVS, it's up to you to demonstrate that. Fortunately, the data on how Digital Signage affects sales, is starting to come in. Walmart reported across the board increases in all segments of their lines. And I don't even think they are as effective in their method as they could be (like not incorporating WVS!) It isn't hard to imagine how better display and motion-enhanced, changing sales and promo messages can have a huge impact on the selling/buying environment in retail.
So before you contact us, know your market, your segment, and how you plan to use WVS to make a profit for your clients. There is more to the potential than just a hardware sale.
Wednesday, November 10, 2010
Image + Effect = Winning Message
The hardware is the easy part of Digital Signage, even when it comes to Projected Digital Signage by Looknglas.
The really important part is what you do with that cool hardware. With commercial Advertising or Point of Purchase (POP) messaging, it is so important to use that Digital screen, whether LCD or Digital Window, to the maximum effect. That means large size, but also, changing messages, looks, and especially, effects.
Effects are what you do with the graphic to make it interesting: Color, size, font, background, still images or motion video, movement, fading in or out, or any visual change or metamorphosis of the afore mentioned elements.
No one pays much attention to static signs; you perceive them in a moment and quickly discard them before even consciously taking note, in most cases. Using visual effects properly will not only give you attraction, but also "sticking". That is, retention, repeat viewing, or best of all, response to a good selling proposition.
Using effects properly also means not overdoing it. Constantly trying to out-entertain your competitors is a losing proposition. The presentation that gets them to look, consider, and respond is the most effective. Be careful not to get carried away with effects, but rather use them to mix up the look, as well as creating intrigue. The bottom line is to sell the viewer on whatever your proposition is. Don't go overboard with the creativity or the hunt for interactivity. Use effects to make a powerful selling proposition to your target, and they will notice and respond.
The really important part is what you do with that cool hardware. With commercial Advertising or Point of Purchase (POP) messaging, it is so important to use that Digital screen, whether LCD or Digital Window, to the maximum effect. That means large size, but also, changing messages, looks, and especially, effects.
Effects are what you do with the graphic to make it interesting: Color, size, font, background, still images or motion video, movement, fading in or out, or any visual change or metamorphosis of the afore mentioned elements.
No one pays much attention to static signs; you perceive them in a moment and quickly discard them before even consciously taking note, in most cases. Using visual effects properly will not only give you attraction, but also "sticking". That is, retention, repeat viewing, or best of all, response to a good selling proposition.
Using effects properly also means not overdoing it. Constantly trying to out-entertain your competitors is a losing proposition. The presentation that gets them to look, consider, and respond is the most effective. Be careful not to get carried away with effects, but rather use them to mix up the look, as well as creating intrigue. The bottom line is to sell the viewer on whatever your proposition is. Don't go overboard with the creativity or the hunt for interactivity. Use effects to make a powerful selling proposition to your target, and they will notice and respond.
Thursday, May 20, 2010
Digital Banner Great for Large In-Store Messaging
Change. Didn't someone win election to the most powerful office in the world recently on that premise?
Change truly is powerful. The ability to change, add to, alter, and enhance your message is extremely powerful.
This is the essential power of Window Video Systems (WVS) particularly, the Digital Banner. The advantages are:
Size
Attraction
Changing Message
Control
Impact
Affordability
The Digital Banner enlivens an entire room or store. Everyone in the store can see what the store wants them to know. Essential to a delivery system like this is to use it to message effectively to promote buying. Retailers will need to become more comfortable with using their signage more assertively in this way. But Digital Banners, Digital Posters, Digital Mannequins and Digital Window Displays will completely transform retail in-store display and marketing. There is no better time or place to message to customers than at the point of purchase.
The Window of Opportunity is here.
Change truly is powerful. The ability to change, add to, alter, and enhance your message is extremely powerful.
This is the essential power of Window Video Systems (WVS) particularly, the Digital Banner. The advantages are:
Size
Attraction
Changing Message
Control
Impact
Affordability
The Digital Banner enlivens an entire room or store. Everyone in the store can see what the store wants them to know. Essential to a delivery system like this is to use it to message effectively to promote buying. Retailers will need to become more comfortable with using their signage more assertively in this way. But Digital Banners, Digital Posters, Digital Mannequins and Digital Window Displays will completely transform retail in-store display and marketing. There is no better time or place to message to customers than at the point of purchase.
The Window of Opportunity is here.
Friday, May 14, 2010
Getting the Buy
Wouldn't it be great if you could just get people to "Buy"?
That is the dream and objective of Marketing. So many are lost in the process of marketing, where things like social networking and online marketing strategies become ends in themselves.
Real business people (that is, people who are accountable for sales and profit) prioritize "the Buy". That's where the action (and the money) is.
But you can't go from zero to "Buy". These are the steps any buyer goes through before they become a buyer:
1. Awareness
2. Interest
3. Motivation
4. Decision
5. Action
6. And finally, TRANSACTION, or "BUY".
TV is indirect. Radio is indirect. Online is mostly indirect. Social networking and social media is indirect. Direct mail is mostly indirect. Print is indirect.
Window Video Systems, (like the Digital Mannequin,) on the storefront window, and inside the store, are Direct. They are a messaging medium at the Point of Purchase. They allow the business to take a potential customer from steps 1 through 6 all at once, in just a few moments. From unaware to BUY in seconds.
That is the power of Window Video Systems by Looknglas. You move a potential customer from unaware to BUY in seconds.
That is enormous marketing power in one affordable system. That's why we say,
The Window of Opportunity is Here.
That is the dream and objective of Marketing. So many are lost in the process of marketing, where things like social networking and online marketing strategies become ends in themselves.
Real business people (that is, people who are accountable for sales and profit) prioritize "the Buy". That's where the action (and the money) is.
But you can't go from zero to "Buy". These are the steps any buyer goes through before they become a buyer:
1. Awareness
2. Interest
3. Motivation
4. Decision
5. Action
6. And finally, TRANSACTION, or "BUY".
TV is indirect. Radio is indirect. Online is mostly indirect. Social networking and social media is indirect. Direct mail is mostly indirect. Print is indirect.
Window Video Systems, (like the Digital Mannequin,) on the storefront window, and inside the store, are Direct. They are a messaging medium at the Point of Purchase. They allow the business to take a potential customer from steps 1 through 6 all at once, in just a few moments. From unaware to BUY in seconds.
That is the power of Window Video Systems by Looknglas. You move a potential customer from unaware to BUY in seconds.
That is enormous marketing power in one affordable system. That's why we say,
The Window of Opportunity is Here.
Wednesday, May 5, 2010
How Window Video Systems Work
We're getting more and more questions about Window Video Systems (WVS), (especially Digital Mannequin,) and how they work.
In the broad strokes, WVS is rear projection (but not always.) Window glass will not hold a projected image. When you shine a light, it goes right through the glass. So a treatment or special pane or screen is required, which will hold your projected image.
Many factors can and will affect the Digital Window displays, so the correct specifications are critical. The type of screen, size, brightness, components, install and integration, ambient lighting, content and marketing message, are all factors. And that doesn't even scratch the surface.
It is always exciting to see a window light up like a giant lcd screen (without the associated cost,) and convey advertising and marketing messages effectively. "Effectively" is the key word here.
People want a widget; a silver bullet that does everything and solves everything, and costs next to nothing. WVS are not widgets. They must be tailored to each situation and use.
Looknglas makes the medium affordable and easy to use. Entry level systems are comparable in price to large LCDs.
Customers don't go to your business to watch headlines, weather, or even music videos. Looknglas Window Video Systems, designed to convey images and messages that produce traffic, sales, and profit, are a bargain compared with most commercial LCDs. Customers have TVs at home, and they have mobile phones; they can get all that stuff there. What they want to know is what they should buy from you and why, so you have to illustrate that and convince them to buy. That's what WVS and Digital Mannequin do.
Looknglas approaches your install from the standpoint of making your WVS install do what you want it to. We pay close attention to the technical implementation, but we also prioritize the effectiveness of the content. Without the focus on effective use for marketing and sales promotion, any system will become another piece of technology that underperforms. Gadgets are cool. Results are cooler.
Window Video Systems by Looknglas: The Window of opportunity is here.
In the broad strokes, WVS is rear projection (but not always.) Window glass will not hold a projected image. When you shine a light, it goes right through the glass. So a treatment or special pane or screen is required, which will hold your projected image.
Many factors can and will affect the Digital Window displays, so the correct specifications are critical. The type of screen, size, brightness, components, install and integration, ambient lighting, content and marketing message, are all factors. And that doesn't even scratch the surface.
It is always exciting to see a window light up like a giant lcd screen (without the associated cost,) and convey advertising and marketing messages effectively. "Effectively" is the key word here.
People want a widget; a silver bullet that does everything and solves everything, and costs next to nothing. WVS are not widgets. They must be tailored to each situation and use.
Looknglas makes the medium affordable and easy to use. Entry level systems are comparable in price to large LCDs.
Customers don't go to your business to watch headlines, weather, or even music videos. Looknglas Window Video Systems, designed to convey images and messages that produce traffic, sales, and profit, are a bargain compared with most commercial LCDs. Customers have TVs at home, and they have mobile phones; they can get all that stuff there. What they want to know is what they should buy from you and why, so you have to illustrate that and convince them to buy. That's what WVS and Digital Mannequin do.
Looknglas approaches your install from the standpoint of making your WVS install do what you want it to. We pay close attention to the technical implementation, but we also prioritize the effectiveness of the content. Without the focus on effective use for marketing and sales promotion, any system will become another piece of technology that underperforms. Gadgets are cool. Results are cooler.
Window Video Systems by Looknglas: The Window of opportunity is here.
Tuesday, May 4, 2010
"AND" Is The Enemy
In advertising, the word "AND" is very popular. But it needs to be put to death.
Advertisers always want to tell you something more, besides their core message. The temptation is overwhelming.
When all you have is a short-form message, dropped into the middle of some other type of content, the advertiser feels rushed, forced into cramming so much into so little time, that "AND" becomes the means to getting it all in before your time is up. Which of course, makes it sound that way to the listener.
Unfortunately, those types of ads don't work very well. Every new element added to the original message, increases the liklihood that the listener or viewer forgets what came before. And voila! Suddenly you've managed to make your message UN-MEMORABLE.
"AND" may seem like your messaging friend, but in short-form advertising, it's actually your worst enemy. It always drags the target audience away from the core message! If whatever preceeded "AND" was not your core message, then it likely shouldn't have been in there at all.
So I have always advised clients to pick one powerful, compelling, trackable message and push it hard.
Until now.
Window Video Systems are an exception. Each message is its' own campaign, and can be repeated as frequently as desired, right at the point of purchase.
Hallelujah! Unlimited messaging, AND repetition, right at the point of purchase! Window Video Systems (WVS) enable advertisers to ATTRACT customers, INTEREST customers, MOTIVATE them, and MOVE them TO ACTION all at the point of purchase, and then REPEAT. Digital Mannequin is a great example; the DM catches the eye, interests them, and can then be followed by product info and offers. Properly implemented, WVS will produce TRAFFIC, SALES and PROFIT. All by activating and existing under-utilized asset: the storefront window. Wow!
The Window of Opportunity really is here.
Advertisers always want to tell you something more, besides their core message. The temptation is overwhelming.
When all you have is a short-form message, dropped into the middle of some other type of content, the advertiser feels rushed, forced into cramming so much into so little time, that "AND" becomes the means to getting it all in before your time is up. Which of course, makes it sound that way to the listener.
Unfortunately, those types of ads don't work very well. Every new element added to the original message, increases the liklihood that the listener or viewer forgets what came before. And voila! Suddenly you've managed to make your message UN-MEMORABLE.
"AND" may seem like your messaging friend, but in short-form advertising, it's actually your worst enemy. It always drags the target audience away from the core message! If whatever preceeded "AND" was not your core message, then it likely shouldn't have been in there at all.
So I have always advised clients to pick one powerful, compelling, trackable message and push it hard.
Until now.
Window Video Systems are an exception. Each message is its' own campaign, and can be repeated as frequently as desired, right at the point of purchase.
Hallelujah! Unlimited messaging, AND repetition, right at the point of purchase! Window Video Systems (WVS) enable advertisers to ATTRACT customers, INTEREST customers, MOTIVATE them, and MOVE them TO ACTION all at the point of purchase, and then REPEAT. Digital Mannequin is a great example; the DM catches the eye, interests them, and can then be followed by product info and offers. Properly implemented, WVS will produce TRAFFIC, SALES and PROFIT. All by activating and existing under-utilized asset: the storefront window. Wow!
The Window of Opportunity really is here.
Thursday, April 29, 2010
Retail Window Displays
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
A. life-size,
B. multiple poses,
C. multiple views,
D. multiple ensembles with multiple articles
E. different or changing backgrounds
F. different presentations - stills, motion, video
AND
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.
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
A. life-size,
B. multiple poses,
C. multiple views,
D. multiple ensembles with multiple articles
E. different or changing backgrounds
F. different presentations - stills, motion, video
AND
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.
Monday, April 19, 2010
Talk to your Customers
Sure you should engage customers when they come into your business environment. But I'm talking about before they enter. That is what signage is for.
Digital Signage, and particularly, Window Video Systems, allow you to engage them before they ever enter your store or business. You can prep them, educate them, lure them, promote to them, compliment them, entice them, display to them, invite them, incent them, empower them, offer them something, give them another step towards engaging with your product or business, ask them a question, give them an answer, show them something new, remind them of something they should do, promise them something, and most importantly, sell them. That is the point of advertising, marketing, and signage, is it not? Sell them something. Use your entire window space, empowered and illuminated by a Window Video System, to sell them. They just might appreciate that you did something new and different. They just might go and tell other people about your Window Video System, or your Digital Mannequin, that got their attention, and brought them in to buy.
You have what your customer wants. Use the Looknglas systems to help them buy from you.
The Window of Opportunity is here.
Digital Signage, and particularly, Window Video Systems, allow you to engage them before they ever enter your store or business. You can prep them, educate them, lure them, promote to them, compliment them, entice them, display to them, invite them, incent them, empower them, offer them something, give them another step towards engaging with your product or business, ask them a question, give them an answer, show them something new, remind them of something they should do, promise them something, and most importantly, sell them. That is the point of advertising, marketing, and signage, is it not? Sell them something. Use your entire window space, empowered and illuminated by a Window Video System, to sell them. They just might appreciate that you did something new and different. They just might go and tell other people about your Window Video System, or your Digital Mannequin, that got their attention, and brought them in to buy.
You have what your customer wants. Use the Looknglas systems to help them buy from you.
The Window of Opportunity is here.
Thursday, April 8, 2010
Your Message is the Answer
At the risk of hurting my own sales effort, let me confess here and now that media, and the various new forms technology has enabled ARE NOT THE ANSWER!
But before I go further, let's make sure we agree on the question. I say the question is:
"How do I achieve more sales and profit?" Ok, really that's two questions, but sales and profit are directly related, and most would agree that sales without profit are not so helpful. So they tend to go together.
Now back to the answer. Twitter is not the answer. Neither is Facebook. Neither is Google, your website, e-mail blasts, direct mail, SEO, LCDs, and (OUCH!!!) not even Window Video Systems.
Your Message is the answer. What do you have to sell, to whom, and how, that will motivate them to buy from you? That is the question, the answer to which, will determine your Message. In other words, have you defined your Unique Selling Proposition (USP)? It is your USP which is the engine that drives all of your selling, marketing and advertising. Absent a compelling, motivating USP, you're in for a long haul. You can "reach" an ever-increasing audience, but without a USP, you won't get them to buy.
Much has been said and written about USP, and I won't attempt to reconstitute it all here, but invest the time and brainpower in developing your USP before you invest a cent in marketing or advertising, because it will be many, many dollars saved, as well as many more dollars earned. A strong USP enlivens all campaigns, justifies marketing and advertising investment, and supercharges the sales team. It is a reason to be excited about your business once again. It makes things happen.
A strong Unique Selling Proposition: get one now. And then buy a Window Video System from Looknglas and put your USP on your storefront windows.
The Window of Opportunity is Here.
But before I go further, let's make sure we agree on the question. I say the question is:
"How do I achieve more sales and profit?" Ok, really that's two questions, but sales and profit are directly related, and most would agree that sales without profit are not so helpful. So they tend to go together.
Now back to the answer. Twitter is not the answer. Neither is Facebook. Neither is Google, your website, e-mail blasts, direct mail, SEO, LCDs, and (OUCH!!!) not even Window Video Systems.
Your Message is the answer. What do you have to sell, to whom, and how, that will motivate them to buy from you? That is the question, the answer to which, will determine your Message. In other words, have you defined your Unique Selling Proposition (USP)? It is your USP which is the engine that drives all of your selling, marketing and advertising. Absent a compelling, motivating USP, you're in for a long haul. You can "reach" an ever-increasing audience, but without a USP, you won't get them to buy.
Much has been said and written about USP, and I won't attempt to reconstitute it all here, but invest the time and brainpower in developing your USP before you invest a cent in marketing or advertising, because it will be many, many dollars saved, as well as many more dollars earned. A strong USP enlivens all campaigns, justifies marketing and advertising investment, and supercharges the sales team. It is a reason to be excited about your business once again. It makes things happen.
A strong Unique Selling Proposition: get one now. And then buy a Window Video System from Looknglas and put your USP on your storefront windows.
The Window of Opportunity is Here.
Monday, March 29, 2010
Rear Projection Digital Signage
We like rear projection as a Digital Signage tool because of the "WOW" factor. It is just so cool to have the images right on your window!
Can YOU do that?!!! This is so powerful and we are continually refining the method and content. These aspects are critical. Everybody wants to buy a widget. Sorry. It doesn't work that way. This is a sophisticated method, and we don't intend to allow the clients to diminish or devalue it. However, having said that, this is not difficult for us in most cases. There are exceptions, but typically, in low light, nighttime, and indoor situations, rear projection is simply beautiful and exciting. Why aren't there more people doing it? Give it a chance. Within 24 months you will see it everywhere.
Did I mention we can do this in the rear window of your car?
Can YOU do that?!!! This is so powerful and we are continually refining the method and content. These aspects are critical. Everybody wants to buy a widget. Sorry. It doesn't work that way. This is a sophisticated method, and we don't intend to allow the clients to diminish or devalue it. However, having said that, this is not difficult for us in most cases. There are exceptions, but typically, in low light, nighttime, and indoor situations, rear projection is simply beautiful and exciting. Why aren't there more people doing it? Give it a chance. Within 24 months you will see it everywhere.
Did I mention we can do this in the rear window of your car?
Wednesday, March 24, 2010
Digital Mannequin - Tonic for Retail Display
The Digital Mannequin, exclusive product concept of Looknglas Window Video Systems, will put the retail industry on its ear. The Digital Mannequin is a projected window front display that allows the retailer to put a live looking model right on the window, modeling clothes, accessories, etc.
The Youtube videos above illustrate it pretty well. What they don't illustrate is how easy the product is for the retailer. There is no training involved, and installation is done in one day. The retailer only need supply the video or still photography. Well, actually, they don't because Looknglas can provide video and production services as well. So the retailer really doesn't have to do anything.
Brainchild of Darren Porter, video genie and Grand Poobah of DGP Films and Raging Nation Productions, and myself, Ed Personius, mad scientist marketing/advertising innovator, we formed Looknglas and created the Digital Mannequin out of the Window Video System product. Digital Mannequin lets clothing retailers finally put their goods on the front window in a way that absolutely stops shoppers in their tracks, and allows the store to display more product with pricing or promo messaging that will literally drag the shoppers into the store. Sheer genius!
Granted, Digital Mannequin in Victoria's Secret makes us a little nervous. Ok, maybe really nervous, but we trust their good judgement and honorable intentions. And hey, malls can use some sizzle. A lot of sizzle, which is good, because Digital Mannequin is a sizzling product.
The Youtube videos above illustrate it pretty well. What they don't illustrate is how easy the product is for the retailer. There is no training involved, and installation is done in one day. The retailer only need supply the video or still photography. Well, actually, they don't because Looknglas can provide video and production services as well. So the retailer really doesn't have to do anything.
Brainchild of Darren Porter, video genie and Grand Poobah of DGP Films and Raging Nation Productions, and myself, Ed Personius, mad scientist marketing/advertising innovator, we formed Looknglas and created the Digital Mannequin out of the Window Video System product. Digital Mannequin lets clothing retailers finally put their goods on the front window in a way that absolutely stops shoppers in their tracks, and allows the store to display more product with pricing or promo messaging that will literally drag the shoppers into the store. Sheer genius!
Granted, Digital Mannequin in Victoria's Secret makes us a little nervous. Ok, maybe really nervous, but we trust their good judgement and honorable intentions. And hey, malls can use some sizzle. A lot of sizzle, which is good, because Digital Mannequin is a sizzling product.
Monday, March 22, 2010
The Ultimate Retail Signage and Window Display
The video below illustrates what Window Video Systems, and Projected Digital Signage can look like in your business. The video is compliments of my partner and video genie, Darren Porter, who is a videographer, producer, and all around radical creative dude-guy.
Talking to your customers and potential customers about the best of what you have to offer is the essence of signage and marketing itself. You have to do it, and you have to do it well. Window Video Systems help you do that better.
Digital Window Display
Digital Banner
Digital Poster
Digital Mannequin
Get 'em. You can definitely afford it, and you probably can't afford not to. In retail, it's time to step up. You improve or die. This should be a no-brainer.
The Window of Opportunity is Here.
Talking to your customers and potential customers about the best of what you have to offer is the essence of signage and marketing itself. You have to do it, and you have to do it well. Window Video Systems help you do that better.
Digital Window Display
Digital Banner
Digital Poster
Digital Mannequin
Get 'em. You can definitely afford it, and you probably can't afford not to. In retail, it's time to step up. You improve or die. This should be a no-brainer.
The Window of Opportunity is Here.
Friday, March 12, 2010
Retailers - Step Up!
It's about time retailers started becoming more aggressive about real change. Not just changing displays, or ordering a new set of posters; that's tantamount to rearranging deck chairs on the Titanic. With something close to the same consequences.
I am talking about really significant change in how you display and message. That is why we started Looknglas Window Video Systems: To usher in an entirely new medium for retailers to exploit and change the way they do business.
Customers will buy if you show them your best product, and your best selling proposition. It's that simple. Either you have product that is important and relevant, or you don't. If you do, then displaying it the same old way, will not sell more product.
You must put more product, in a more compelling way, on display RIGHT NOW, and change it up tomorrow. Competition is moving too fast. You must improve the buying experience, otherwise customers will go elsewhere, or just not spend their money. You must message to them, relate to them, bribe them, entice them, cajole them, reason with them, excite them, and service them.
You have to do it in a compelling way. Dummies in the window doesn't quite do it anymore. This is the hi-tech age, and dummies are hundreds of years old, static, and uninteresting. Put a live model in your window, or better (cheaper anyway,) put a Digital Mannequin in your window. Or a large-scale Window Video System (Digital Window Display.) These are large, colorful, moving, and changeable from one moment to the next. You can literally change campaigns in the middle of the day.
Wow them. Bowl them over. Intrigue them. Invite them. But just don't bore them with the same old stuff.
Looknglas, the Window of Opportunity is Here.
I am talking about really significant change in how you display and message. That is why we started Looknglas Window Video Systems: To usher in an entirely new medium for retailers to exploit and change the way they do business.
Customers will buy if you show them your best product, and your best selling proposition. It's that simple. Either you have product that is important and relevant, or you don't. If you do, then displaying it the same old way, will not sell more product.
You must put more product, in a more compelling way, on display RIGHT NOW, and change it up tomorrow. Competition is moving too fast. You must improve the buying experience, otherwise customers will go elsewhere, or just not spend their money. You must message to them, relate to them, bribe them, entice them, cajole them, reason with them, excite them, and service them.
You have to do it in a compelling way. Dummies in the window doesn't quite do it anymore. This is the hi-tech age, and dummies are hundreds of years old, static, and uninteresting. Put a live model in your window, or better (cheaper anyway,) put a Digital Mannequin in your window. Or a large-scale Window Video System (Digital Window Display.) These are large, colorful, moving, and changeable from one moment to the next. You can literally change campaigns in the middle of the day.
Wow them. Bowl them over. Intrigue them. Invite them. But just don't bore them with the same old stuff.
Looknglas, the Window of Opportunity is Here.
Saturday, March 6, 2010
LCDs - TV on the Ceiling. So What?
That is what the customer thinks when they see an LCD in your business. I have no doubt about this, because I make it a point to observe people when an LCD is present in a retail business. Most people ignore them. Even in lobbies and waiting rooms, usually they are ignored.
That is because someone is failing to make them relevant or useful to the customer!
Dick Morris is famous for his line to Bill Clinton when running for the presidency: "It's the economy stupid!"
Well, I have a modified take on that, which is the key to selling and buying digital signage, whether DOOH or in-house.
It's not the hardware; IT'S THE CONTENT AND USAGE!
Technological hardware will never achieve anything or solve anything or improve anything if you don't use it effectively. This is what's wrong with so many lcd installations. We just pitched a company who has edgy, hip, imagery, product, and branding, but they haven't even integrated their retail store lcd deployment, and they aren't using them for messaging.
LCDs as a medium have to work that much harder to overcome the unspoken but manifest bias in customer's minds that they are just TVs (and not even as good as the one at home.) Much better to jolt that viewer with a Window Video System (WVS) and then message them into doing what you want them to do. Ideally that should be something sales-related, or at the very least, something trackable. But always lean toward selling. Otherwise you run the risk of lapsing into that grey area where business justifications start to veer away from dollars, sense, and profit.
That is because someone is failing to make them relevant or useful to the customer!
Dick Morris is famous for his line to Bill Clinton when running for the presidency: "It's the economy stupid!"
Well, I have a modified take on that, which is the key to selling and buying digital signage, whether DOOH or in-house.
It's not the hardware; IT'S THE CONTENT AND USAGE!
Technological hardware will never achieve anything or solve anything or improve anything if you don't use it effectively. This is what's wrong with so many lcd installations. We just pitched a company who has edgy, hip, imagery, product, and branding, but they haven't even integrated their retail store lcd deployment, and they aren't using them for messaging.
LCDs as a medium have to work that much harder to overcome the unspoken but manifest bias in customer's minds that they are just TVs (and not even as good as the one at home.) Much better to jolt that viewer with a Window Video System (WVS) and then message them into doing what you want them to do. Ideally that should be something sales-related, or at the very least, something trackable. But always lean toward selling. Otherwise you run the risk of lapsing into that grey area where business justifications start to veer away from dollars, sense, and profit.
Monday, March 1, 2010
LCDs - Problems with DS
So much of Digital Signage (DS) is focused on LCD screens, and LED types of boards. Much of the implementation is kinda clunky. It seems that the DS Industry is dominated by techies, and even the people who plan advertising campaigns are often not real swift at creating compelling ads or playlists.
Further, many retailers have installed LCD screens, but are merely streaming television or just a limited playlist loop. I think of a restaurant chain here in Southern California with a beach theme; they play surf videos non-stop. Neat-o. (But I thought they wanted to sell more burgers?!!!) Many clothing chains have LCD screens playing music videos. As if that has something to do with selling clothes.
I don't know; I guess I'm not sophisticated enough to realize how useful that is. From my point of view, I would rather spend 5 minutes selling than 5 weeks entertaining. I think, ideally, the retailers would too, but the ad industry and their own in-house marketing people probably have them bamboozled into thinking they have to do this.
Or then there's "Walmart TV". Large LCD's hanging in Walmart stores playing who knows what. Sound on, blah blah blah, some fake tv show. I have never observed anyone standing there watching those things. I think it's because the content is pretty useless relative to making a buying decision right now.
So Looknglas works with clients to create and mnanage content designed to sell, to cement their relationship with their customers, to motivate them to buy something else, RIGHT NOW. Or to cross pollinate with the client's web-based strategies. Or to get the customer to use their mobile phone to get a promotional benefit, offer, coupon, whatever.
Because of this lack of focus in the use of LCD's, Looknglas now offers integration and management of existing LCD's. A chain with standalone LCDs in their stores can now have a network that runs company-designed playlists, updated as often as everyday, with new, fresh selling messages.
So now companies can leverage their existing investment into something a lot more powerful and effective. A few low cost digital control devices installed, and Voila! Instant retail POP network prodding customers to buy more. Yeah!!! Use technology to make more sales and more money?! What a concept!
Looknglas - Window Video Systems, and LCD System integrators. The Window Of Opportunity is Here.
Further, many retailers have installed LCD screens, but are merely streaming television or just a limited playlist loop. I think of a restaurant chain here in Southern California with a beach theme; they play surf videos non-stop. Neat-o. (But I thought they wanted to sell more burgers?!!!) Many clothing chains have LCD screens playing music videos. As if that has something to do with selling clothes.
I don't know; I guess I'm not sophisticated enough to realize how useful that is. From my point of view, I would rather spend 5 minutes selling than 5 weeks entertaining. I think, ideally, the retailers would too, but the ad industry and their own in-house marketing people probably have them bamboozled into thinking they have to do this.
Or then there's "Walmart TV". Large LCD's hanging in Walmart stores playing who knows what. Sound on, blah blah blah, some fake tv show. I have never observed anyone standing there watching those things. I think it's because the content is pretty useless relative to making a buying decision right now.
So Looknglas works with clients to create and mnanage content designed to sell, to cement their relationship with their customers, to motivate them to buy something else, RIGHT NOW. Or to cross pollinate with the client's web-based strategies. Or to get the customer to use their mobile phone to get a promotional benefit, offer, coupon, whatever.
Because of this lack of focus in the use of LCD's, Looknglas now offers integration and management of existing LCD's. A chain with standalone LCDs in their stores can now have a network that runs company-designed playlists, updated as often as everyday, with new, fresh selling messages.
So now companies can leverage their existing investment into something a lot more powerful and effective. A few low cost digital control devices installed, and Voila! Instant retail POP network prodding customers to buy more. Yeah!!! Use technology to make more sales and more money?! What a concept!
Looknglas - Window Video Systems, and LCD System integrators. The Window Of Opportunity is Here.
Tuesday, February 23, 2010
Why Retail Needs Window Video Systems II
"I am told that the clinical definition of insanity is the tendency to do the same thing over and over again and expect different results."
Whoever said this, might have been having a prescient moment, contemplating the current state of retail in the US. What seems to pass for creativity in display is video screens playing music videos. Many clothing retailers have perfectly good product, some of it really good, that goes unsold because they cannot attract enough customers.
Yet retailers continue to do the same old things, display-wise, over and over again, while watching their sales go down, and their competition (online retailers) eat their lunch.
Many are targeting a "younger demo", but the problem is that younger demo is extremely distracted, and putting your clothes on mannequins in the store window or interior simply does not attract attention to the product when your prospective customers are busy texting or talking or surfing on their smart phone.
HELLOOOHHH! Something bigger, better, more interesting and attention grabbing is due. Like yesterday.
Window Video Systems bridge this technology chasm between retail clothier's product and the technology-fascinated target audience. WVS brings the product to life, a la the Digital Mannequin. Digital Mannequin puts the clothes front and center, and displays them on moving "live" models so you can actually have an idea what they will look like on YOU.
Displaying clothing by hanging it on a rack, or even in the window, or putting it on a dummy, just won't cut it. It will not attract the eye, because, again, the target is already distracted, and the mall environment is already crowded with many of the same such displays. Your clothing cannot compete for attention all by itself!
Retailers need not limit themselves anymore, since Window Video Systems can provide all the flexibility they could want and then some. The Digital Mannequin provides superior "real life" display of the product, while simultaneously allowing the retailer to create sizzle with a myriad of potential effects, such as different backgrounds, the model moving, changing poses, acting natural, pricing, promos, and offers displayed alongside the model, etc., etc., etc. The potential for much more diverse types of messaging is there.
More importantly, the potential to completely transform retail store marketing and messaging into a strategy for producing direct and trackable sales results, just went through the roof.
Looknglas Window Video Systems exists to help retailers design their own cutting edge strategy for more effective POP display and Direct Response store marketing.
Whoever said this, might have been having a prescient moment, contemplating the current state of retail in the US. What seems to pass for creativity in display is video screens playing music videos. Many clothing retailers have perfectly good product, some of it really good, that goes unsold because they cannot attract enough customers.
Yet retailers continue to do the same old things, display-wise, over and over again, while watching their sales go down, and their competition (online retailers) eat their lunch.
Many are targeting a "younger demo", but the problem is that younger demo is extremely distracted, and putting your clothes on mannequins in the store window or interior simply does not attract attention to the product when your prospective customers are busy texting or talking or surfing on their smart phone.
HELLOOOHHH! Something bigger, better, more interesting and attention grabbing is due. Like yesterday.
Window Video Systems bridge this technology chasm between retail clothier's product and the technology-fascinated target audience. WVS brings the product to life, a la the Digital Mannequin. Digital Mannequin puts the clothes front and center, and displays them on moving "live" models so you can actually have an idea what they will look like on YOU.
Displaying clothing by hanging it on a rack, or even in the window, or putting it on a dummy, just won't cut it. It will not attract the eye, because, again, the target is already distracted, and the mall environment is already crowded with many of the same such displays. Your clothing cannot compete for attention all by itself!
Retailers need not limit themselves anymore, since Window Video Systems can provide all the flexibility they could want and then some. The Digital Mannequin provides superior "real life" display of the product, while simultaneously allowing the retailer to create sizzle with a myriad of potential effects, such as different backgrounds, the model moving, changing poses, acting natural, pricing, promos, and offers displayed alongside the model, etc., etc., etc. The potential for much more diverse types of messaging is there.
More importantly, the potential to completely transform retail store marketing and messaging into a strategy for producing direct and trackable sales results, just went through the roof.
Looknglas Window Video Systems exists to help retailers design their own cutting edge strategy for more effective POP display and Direct Response store marketing.
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