The Accountable Screen

How effective is your content at producing measurable results?

Measuring traffic, eyeballs, footfalls, etc., is on a lot of people's minds these days.  But if you've read this blog much at all, you know that for me, and for most business people, the bottom line is the bottom line:  How effective is your DS or DOOH at producing measurable results, SALES results?

If your content is not currently featuring trackable propositions, it is underutilized.  This is the holy grail, people!  Your product, producing measurable sales, revenue, and profit, is the ultimate justification for the existence of our medium!  I think there are few with more potential, that still remain so underachieving.

I'm not sure why that is, but it is borderline criminal.  This is where it's at.  Making money.  When you can demonstrate measurable sales results via your product, for your clients, YOU WIN!!!  No matter what that client does, when you have tracked, proven sales results, nothing they can do can take that away from you.  It is success incarnate.

Strategize unique selling propositions (USP) dedicated to your medium only.  Make sure the measurement mechanism is firmly in place and that you have access to that information.  That is power, the ultimate justification for your product.  Start now, to make your systems accountable.  You will never regret it.  And you will make more money.  The window of opportunity is here.

Good Job, Jobs

The world acknowledges and mourns the passing of one of the most influential human beings (in terms of business, communications, entertainment and productivity) in history: Steve Jobs.

Much has been said about this remarkable man and his many accomplishments.  Many revere him and some revile him, but the fact remains that he transformed the way the entire world works.  His demand that technology be nice to look at, easy to use, and bottom-shelf in terms of accessibility (ok, well perhaps not always in terms of pricing) and elegant, set a standard for his own industry and many others.

He is lauded for his impact on computing, and particularly personal productivity and entertainment, but not enough credit is given for the sheer breadth of his impact:  the man transformed (and in some cases, co-opted) the music, movie and cellphone industries, and boosted productivity in many others.  And he was likely in the process of doing the same once again for tv.  Under his leadership, Apple was transformed into one of the largest businesses in the history of the world.

Absolutely incredible.  Farewell, Steve, we'll miss your impact.

Commercials on your Storefront Window

"Commercials" is a term often viewed negatively.  Understandable, when your favorite tv show is interrupted after less than 5 minutes by the same spot you just saw last commercial break, and the same one you saw in the break before that.

But commercials are good; for those of us in business, they are our friend, and when well done, they sell.  They move product.  They promote brand, they inform, they excite commercial activity, get people looking, trying, shopping, buying, buying, buying.  That's what we all need right now, right?  Commercial activity--commerce, transactions.

Yes, commercials are definitely our friends, and especially to those in retail.  Retail clothing cries out for, demands, commercials---well produced, interesting, curiosity inspiring, intriguing, motivating.  Life and business, without intrigue, would be bland indeed, and not very productive.  It's the intrigue, the interest, that keeps the spice in life and in business.  And buying (selling) is what really spices up business!

That's why you WANT a commercial on your storefront window.  Life-size, dynamic, in-your-face.  Digital signage is trying to get there, but it uses the same old "screen" format;  same old "tv" look.  Most retailers with LCD screens installed leave the shopper/viewer with the impression that they got someone to hook up a tv in their store.  Whoop-dee-doo.

Put it on the window!  Directly on the window glass!  Wow, now that is cool.  Look again at Digital Mannequin video Youtube, and the Oakley store video featuring Looknglas' Window Video System.  Projected commercials on glass are awesome, powerful, and will move people to buy when accompanied by the right sales proposition.  Window Video Systems by Looknglas:  get selling!  The Window of Opportunity is here.

Revitalizing Retail

For the last three years, brick and mortar retailers have been up against it. With this ridiculous double-dipping economic recession, combined with increasing competition from online retailers, and consumers spending less, it has been tough, tough, tough.

Retail needs a shot in the arm.

Window Video Systems (WVS) in the form of Digital Windows and especially, Digital Mannequin, represent a watershed opportunity to put a lot of excitement back into the shopping experience.

"Live" models, directly on the glass, there one moment, gone the next, replaced with an in-the-moment sales promo message, offer, or text coupon offer.

WVS does, attraction, display, direct marketing, store hours, whatever type of message the retailer needs. The ability to change you message right on the front of your store, as many times as you wish, is here. Posters? Passe. LCD screens? Got a tv at home. Mannequins? Missed that.

But color, moving images right on the window glass? Awesome, intriquing, irresistable. When designers and retailers realize they can do a mini-fashion show right on the chains' storefront windows, all across the chain, it will revolutionize the mentality of display. Get ready for the fun, and get ready to start making more money. WVS by Looknglas: the Window of Opportunity is Here.

How Much Does IT Cost? (Part 2)

This is always one of the first questions. It's ok, it's a good question. Everybody wants to know that. But understanding the value behind the question is what should drive the discussion.

Having said that, (and assuaged my rational business mind, not wanting to be a guy who ignores the importance of creating, adding and promoting value,) I'm going to answer the question directly.

Sort of.

A Digital Window System (which is another way of saying WVS for storefront windows) with a screen size of 33"x44" runs $2,995.00 US. There, I said it. Now you can hopefully allow yourself to start asking the more important questions.

How will I use this? What type of messages will I run? How will I integrate this Digital Sign with my current marketing and Direct Advertising strategies? Can I integrate this into a local mobile strategy? Will I also use it for display? How to get/create images? Messages? These are the real issues. This system is an incredible marketing tool; think about all the ways you could use it to attract and engage and sell to customers. Then the price will start to make more sense. There is nothing more important than a business tool that directly helps you make money, and that is the purpose and mission of Window Video Systems by Looknglas.

Retail Display - Looking Through You 2

Sometimes I get so caught up in my brilliant thoughts that I omit some real important, real basic things.

This is one of those times.

In retail display it's important to remember why stores have windows; it's so people can see in, see display, see product. So, drafting off my last post, holographic Window Video Systems allow you to add signage, messaging and display in your window without necessarily sacrificing the purpose of the window itself; that is, to see through and get a sense for what's inside. Herein is part of the excitement of WVS: Messaging in "thin air". The passerby (potential customer) sees the window display, and then sees a message appear, and then disappear or change. Wow! Now you got their attention. Now's the time to sell them with your best sale item, promotion, USP.

Holographic store window displays: Caught you looking!

Selling WVS: Who to Leave Out

"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?

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.

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.

How Much Does It Cost?

"How much does it cost?"

Well, it is a necessary question, but out of order. The real question is, "what will this do for me?"
Or how about, "How will this make/save me money?"
Or about 100 other more pertinent, important questions.

Digital Windows or Window Video Systems (WVS) by Looknglas are definitely affordable, but the price depends on the size and placement of the viewing area.

Viewing are size means more window treatment or rear projection screen. Placement or location determines the projector

specs and type of rear projection screen used. Are you after a holographic effect? Maximum contrast? Maximum brightness?

How will the screen be used? Pictures? Type (Messages)? Video? All the above?

Will you want to use or create your own content, or do you need us to produce content for you? Do you have a specific plan for how much and how often you will use the system, how many hours and what hours per day? Do you want to be able to load your own content manually, or do you want us to manage the system for your remotely?

Do you want to turn it on and off, or do you want it programmed?

There are a lot of considerations. This is not a one-size-fits-all proposition.

The answer to the cost question is either "too much for you", or "incredibly cheap." It really depends of whether you have the vision to maximize this incredibly powerful new medium.

For any retailer that knows how to market effectively at the Point Of Purchase, the Looknglas system will be a watershed investment, arguably the best investment in your store that you have made in years. When used properly, WVS by Looknglas will transform your retail business and increase profits significantly.

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.

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.

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.

"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.

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.

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.

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?

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 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.

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.