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!
Showing posts with label Social Media. Show all posts
Showing posts with label Social Media. Show all posts
Thursday, August 30, 2012
Thursday, June 7, 2012
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".
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".
Thursday, February 2, 2012
Written on the Glass
How awesome is it to be able to get the glass working and talking for you? You gotta watch this video.
Images on the glass are just captivating, there is no two ways about it. Samsung has created an incredible interactive computer window that will someday, no doubt, be a part of the more high-tech home and businesses.
Today, however, you can't afford it. Window Video Systems create a very similar effect in terms of messaging. Everything doesn't have to be touch-screen to be effective. In fact, when all you need is to get a message across, window video systems are incredibly affordable and effective. Touch screen capability can be layered in, but honestly, isn't there a huge amount of messaging that should be done in a very straightforward (simple) way without having to go there?
Visual merchandising is largely just that: Visual. No sound, no touch. Those are not really necessary when all you are trying to do is get people's attention so you can message to them. You would definitely be smart to move towards engaging via driving traffic to Social Media with an on-the-glass message from the real (not virtual) world. There are so many ways to leverage your window space, and the simple affordable window video system by Looknglas. Nice job, Samsung. We applaud you.
In the meantime, get your windows workin'. The Window of Opportunity is here.
Images on the glass are just captivating, there is no two ways about it. Samsung has created an incredible interactive computer window that will someday, no doubt, be a part of the more high-tech home and businesses.
Today, however, you can't afford it. Window Video Systems create a very similar effect in terms of messaging. Everything doesn't have to be touch-screen to be effective. In fact, when all you need is to get a message across, window video systems are incredibly affordable and effective. Touch screen capability can be layered in, but honestly, isn't there a huge amount of messaging that should be done in a very straightforward (simple) way without having to go there?
Visual merchandising is largely just that: Visual. No sound, no touch. Those are not really necessary when all you are trying to do is get people's attention so you can message to them. You would definitely be smart to move towards engaging via driving traffic to Social Media with an on-the-glass message from the real (not virtual) world. There are so many ways to leverage your window space, and the simple affordable window video system by Looknglas. Nice job, Samsung. We applaud you.
In the meantime, get your windows workin'. The Window of Opportunity is here.
Thursday, January 19, 2012
Is "Social" Anti-Social?
This business of Social Networks is really intriguing. Even the very term, and how it's used.
I will not argue here, about whether "Social" media is actually social or not. I only observe, that while Social Media may facilitate more of a certain type of interaction and information exchange, it doesn't really totally do what its proponents claim: that is, give you deep insight into prospective target markets.
Let me start with something simple: From my perspective, what happens on Social Media looks arm's length and superficial. The thing that seems to drive it mostly, is some kind of insatiable need to express one's self or one's opinions. OK, let's say that provides insight. What kind of insight? Is it reliable for marketing purposes? In other words, can you take someone's word about what they think or do, or might do, as authoritative and truthful?
I say no. People are what they do, not what they say they do. They are what they do, not what they say they think. They are what they do, not what they say they are. The truth is, most people cannot be objective about themselves, and largely, not even about what they think.
This is not to say that Social Media provides no meaningful insight. It does. But how to interpret that insight, how to divine the inscrutable intentions of the creators of all this "data"---that is another thing altogether.
Suffice to say, from a reliable marketing point of view, "it ain't that simple"! Potentially useful, yes. But reliably useful? I am holding my fire and keeping my powder dry.
I see Social Media, as it relates to DS and DOOH, as powerfully connective. People are using it, and to me, that's what matters most. I advocate using social in concert with Digital signage networks and displays to connect people to the process of transacting business. Now that tells you something! Give them a suggestion, and see if they respond. Give them an incentive and a quick, convenient, easy way to respond financially, and then you have something.
Of the gathering and analysis of data, there is no end. Give me some people asking for my product or service, or responding to my sales proposition, (even if it's to get something for free,) and now I have something to sink my teeth into. To believe in Social as a primary, necessary element to effective DOOH messaging or campaigns is to believe in the tail wagging the dog.
Powerful compelling messaging on Digital Signage displays is the engine that will pull Social more strongly into the brick and mortar environment. There, you can harness the powerful connective properties of Social to actually sell something, and make some money!
I will not argue here, about whether "Social" media is actually social or not. I only observe, that while Social Media may facilitate more of a certain type of interaction and information exchange, it doesn't really totally do what its proponents claim: that is, give you deep insight into prospective target markets.
Let me start with something simple: From my perspective, what happens on Social Media looks arm's length and superficial. The thing that seems to drive it mostly, is some kind of insatiable need to express one's self or one's opinions. OK, let's say that provides insight. What kind of insight? Is it reliable for marketing purposes? In other words, can you take someone's word about what they think or do, or might do, as authoritative and truthful?
I say no. People are what they do, not what they say they do. They are what they do, not what they say they think. They are what they do, not what they say they are. The truth is, most people cannot be objective about themselves, and largely, not even about what they think.
This is not to say that Social Media provides no meaningful insight. It does. But how to interpret that insight, how to divine the inscrutable intentions of the creators of all this "data"---that is another thing altogether.
Suffice to say, from a reliable marketing point of view, "it ain't that simple"! Potentially useful, yes. But reliably useful? I am holding my fire and keeping my powder dry.
I see Social Media, as it relates to DS and DOOH, as powerfully connective. People are using it, and to me, that's what matters most. I advocate using social in concert with Digital signage networks and displays to connect people to the process of transacting business. Now that tells you something! Give them a suggestion, and see if they respond. Give them an incentive and a quick, convenient, easy way to respond financially, and then you have something.
Of the gathering and analysis of data, there is no end. Give me some people asking for my product or service, or responding to my sales proposition, (even if it's to get something for free,) and now I have something to sink my teeth into. To believe in Social as a primary, necessary element to effective DOOH messaging or campaigns is to believe in the tail wagging the dog.
Powerful compelling messaging on Digital Signage displays is the engine that will pull Social more strongly into the brick and mortar environment. There, you can harness the powerful connective properties of Social to actually sell something, and make some money!
Tuesday, March 16, 2010
Social Media vs Signage
Which would you rather do, Tweet, or message at the point of purchase?
Not that the two are mutually exclusive, but hey, if you or your marketing people have figured out that somehow a sales or promo message is better on a phone than on your storefront window, then by all means, tweet.
On the other hand, you might conclude that it is better to message to the customer when they are right in front of your store, and that creating a way for them to look more closely at your window and tell them to come inside and get 10% off anything in the store, is a more effective investment of your marketing dollars.
You may have plenty of money for either investment, but then again, maybe not. If not, invest in your own location and make it as powerfully attractive as possible. This is the entire premise of Window Video Systems, by Looknglas. Put a bright, moving, motivating message in your window. And then refresh it whenever you want. Or improve it. Or add to it. Or put accompanying product images along with. As many as you want.
Can't do that with texting, can't do that in a tweet. Do the smart thing. Get a Window Video System.
Not that the two are mutually exclusive, but hey, if you or your marketing people have figured out that somehow a sales or promo message is better on a phone than on your storefront window, then by all means, tweet.
On the other hand, you might conclude that it is better to message to the customer when they are right in front of your store, and that creating a way for them to look more closely at your window and tell them to come inside and get 10% off anything in the store, is a more effective investment of your marketing dollars.
You may have plenty of money for either investment, but then again, maybe not. If not, invest in your own location and make it as powerfully attractive as possible. This is the entire premise of Window Video Systems, by Looknglas. Put a bright, moving, motivating message in your window. And then refresh it whenever you want. Or improve it. Or add to it. Or put accompanying product images along with. As many as you want.
Can't do that with texting, can't do that in a tweet. Do the smart thing. Get a Window Video System.
Monday, February 1, 2010
Thing One
"In the beginning was the Word..."
I don't want to in any way compare what we do to the meaning of that phrase, but from a business messaging standpoint, it is very illustrative of the importance of your message. It is the articulated word that defines an entity, or an endeavor.
If you don't have the right word or message for who or what you are, everything else suffers, often fatally.
This is why your message must be right. This is why you continue to work on it, refine it, hone it, grow it, distill it.
Because nothing valuable happens without doing that. Say what you will, do what you will, if you start with the wrong message, you are working uphill with an avalanche coming at you. Business is challenging enough as it is, with competition breathing down your neck, or worse, eating your lunch. So get your message right, and get it out there pointedly, targeted, aggressively, consistently, repeatedly. Do it right. Do it better. Do it louder. Do it more.
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