I get a lot of requests for info about the Digital Mannequin, and Window Video Systems, generally.
Now, if you asked that question about a standard mannequin, it would be a very different kind of answer. Materials, structural joints, air, etc.
But a Digital Mannequin is a human representation. It is not a likeness, it is a digital leveraging of an actual person. This goes to the issue of content, concept, content creation, the interplay between tech and creative.
The question goes to the point of product (let's say, clothing) and strategically, the best way to sell that product. What model(s)? What makeup? What lighting? Background, resolution, luminosity, graphics, etc., etc. Who shoots that model? How much content do you shoot? Who selects the shots, angles, location, directs the models, on and on, you get the idea.
And what is the strategic concept for the display? Display only, or display and promo? What is the offer and how is it offered? What graphical style, font, size, color, other effects?
The photo at the top of this page shows an actual model, who was part of a shoot featuring 4 models, multiple costumes, wardrobe personnel, makeup artist, video camera man, director of photography, myself, and several others. This is not a DIY type of project!
When people say "content is king" these issues are part of what they mean. The hardware portion of a Digital Mannequin display is only a small part of the effectiveness of DM. The screen or projection is an important but only small part of the DM display. If you don't have the expertise in those areas, you need to find that expertise. Contact me for more info about how we can provide you the best integration, effect and result from your DM display.
Showing posts with label window signs. Show all posts
Showing posts with label window signs. Show all posts
Friday, April 5, 2013
Thursday, February 28, 2013
Sound and Fury
I am not a huge fan of sound with Digital Signage generally.
But being an audio guy (20 years in radio) I appreciate the value of audio communication. And I want to make one thing crystal clear: AUDIO ROCKS!!!
Who doesn't like audio? What am I, nuts?!!! Of course audio can be very effective.
My position is simply that audio is not always required, or even desirable. Billboards neither utilize nor need audio to be effective.
At the same time, in place-based DOOH messaging, many times there is already ambient audio playing. You can hardly go anywhere retail-oriented without being blasted with someone else's idea of a "good" soundtrack or radio channel. This is not only annoying, it is extremely distracting for many people, me being one.
Audio clutter can be every bit as destructive to effective messaging as visual clutter. I have always been a proponent of focused, directed messaging, without clutter.
That being said, there are definitely times when audio is not only helpful, it's critical. When you really want to grab someone's attention, use audio unexpectedly, and with a clear focused point and benefit. For example: Let's say you have a digital sign hanging in a salon window with an attractive woman modeling a hair style. If the model were to all of a sudden, look you straight in the eye, and address you, digital though she may be, it would get your attention, big time. If she then proceeded to call your attention to the fact that if you bring your wife in for a cut, you can get one for free, you'd probably strongly consider the offer!
That entire chain of events began with the disruptive and unexpected use of audio. A definite advantage. Like all strategies, when overused, it reaches a point of diminishing returns. But in small, selective, strategic doses, I like audio for DOOH. What do you think?
Thursday, January 31, 2013
What They're Not Telling You
When it comes to Visual Messages, particularly in DS and DOOH, people don't tell you when you suck.
Nobody calls you up and says, "Hey, that screen in the airport? You know the graphic with the -------, that one? It really blows. I was so uninterested, I didn't even pay attention!"
You get no feedback on ineffective messaging.
This allows for a great deal of ineffective content to flow right on our there into the space, giving your display, the location where it's deployed, anyone who works there that's close by, and of course you and your company, and the Digital Signage industry generally, A BAD NAME!
Poor visual content and method are responsible for a lot of the fails in this industry. DON'T CONTRIBUTE TO IT!
This display is a good example of bad. You'll notice that not one person even looks. The image doesn't grab you. It's very faint. When you finally do notice (which in this case, could be never,) the images don't convey anything specific or relevant. That is a bad thing for DS or DOOH. Don't blame the hardware, or the software, or the location. Blame the execution and complete lack of relevant content.
Develop campaigns that are trackable, and then work on the message. Tweak it. Don't settle for the status quo. Don't assume that it's good enough, or that the results you get are the limit of effectiveness for that campaign. With visual messaging, it's not always the proposition (or lack of one.) Sometimes it's the method or style of the visuals surrounding the message.
A great deal more attention needs to be paid to testing the effectiveness, and then understanding why certain visual messages are effective. In my view, this is an area where DOOH needs to focus a lot more attention. It's not just about the hardware, placement, software, or management. It's how that message content is put together and knowing, to the greatest degree possible why a message works or doesn't work. For that you need measurement and analysis.
You want to make money in DS? Understanding your content and why it produces the result it does is key to ensuring profitability.
Nobody calls you up and says, "Hey, that screen in the airport? You know the graphic with the -------, that one? It really blows. I was so uninterested, I didn't even pay attention!"
You get no feedback on ineffective messaging.
This allows for a great deal of ineffective content to flow right on our there into the space, giving your display, the location where it's deployed, anyone who works there that's close by, and of course you and your company, and the Digital Signage industry generally, A BAD NAME!
Poor visual content and method are responsible for a lot of the fails in this industry. DON'T CONTRIBUTE TO IT!
This display is a good example of bad. You'll notice that not one person even looks. The image doesn't grab you. It's very faint. When you finally do notice (which in this case, could be never,) the images don't convey anything specific or relevant. That is a bad thing for DS or DOOH. Don't blame the hardware, or the software, or the location. Blame the execution and complete lack of relevant content.
Develop campaigns that are trackable, and then work on the message. Tweak it. Don't settle for the status quo. Don't assume that it's good enough, or that the results you get are the limit of effectiveness for that campaign. With visual messaging, it's not always the proposition (or lack of one.) Sometimes it's the method or style of the visuals surrounding the message.
A great deal more attention needs to be paid to testing the effectiveness, and then understanding why certain visual messages are effective. In my view, this is an area where DOOH needs to focus a lot more attention. It's not just about the hardware, placement, software, or management. It's how that message content is put together and knowing, to the greatest degree possible why a message works or doesn't work. For that you need measurement and analysis.
You want to make money in DS? Understanding your content and why it produces the result it does is key to ensuring profitability.
Wednesday, June 27, 2012
The "I" effect on Digital Signage
I love my iPhone. Ipad owners love their iPads. Ipod users love their iPods.
You know why that is? Because they're great products: they're well-designed and they work great and do more than you really need them to, but it's great just knowing they can do all that cool stuff.
Digital Signage and Digital Out of Home devices have only partial coolness. The technology is usually pretty good, but content and ease of use, as well as method, are hit and miss.
That is the great burden which we must bear and find ways to ease: we live in a generation that is conditioned to unbelievably great products like what Apple has produced and ubiquitously popularized, so everything and everyone else has to try to measure up. This is a heavy burden indeed.
With DS and DOOH there are very very few places you can go to receive the type of integrated great end result for purposes like retail, at a cost effective price. The hardware company wants to sell their components, the SaaS or Signage management company wants to sell you their system, the integrator wants to tell you they can put it all together for you, and the content provider wants sell you on their content capabilities. Imagine if iPhones were sold that way.
You'll argue that apps have to be sold or downloaded separately. True, but the devices themselves come with so many useful apps and valuable capability, and then the downloading of free apps is so easy, that DS and DOOH pale by comparison. It is not a end-user-friendly proposition, especially for retailers.
But that is what it needs to be. Discovering the right level of user tolerance and acceptance/ease-of-use is the task.
I put it to you retail merchandisers: What would you expect to pay for a Digital Signage solution that was easy for you to use on a daily basis in your store window? More specifically, what would you expect to pay for a window video system, like a Digital Mannequin, such as the one shown here:
Or such as the one depicted here in the Oakley store:
I would be interested in all your thoughts on pricing such systems. Let me know!
You know why that is? Because they're great products: they're well-designed and they work great and do more than you really need them to, but it's great just knowing they can do all that cool stuff.
Digital Signage and Digital Out of Home devices have only partial coolness. The technology is usually pretty good, but content and ease of use, as well as method, are hit and miss.
That is the great burden which we must bear and find ways to ease: we live in a generation that is conditioned to unbelievably great products like what Apple has produced and ubiquitously popularized, so everything and everyone else has to try to measure up. This is a heavy burden indeed.
With DS and DOOH there are very very few places you can go to receive the type of integrated great end result for purposes like retail, at a cost effective price. The hardware company wants to sell their components, the SaaS or Signage management company wants to sell you their system, the integrator wants to tell you they can put it all together for you, and the content provider wants sell you on their content capabilities. Imagine if iPhones were sold that way.
You'll argue that apps have to be sold or downloaded separately. True, but the devices themselves come with so many useful apps and valuable capability, and then the downloading of free apps is so easy, that DS and DOOH pale by comparison. It is not a end-user-friendly proposition, especially for retailers.
But that is what it needs to be. Discovering the right level of user tolerance and acceptance/ease-of-use is the task.
I put it to you retail merchandisers: What would you expect to pay for a Digital Signage solution that was easy for you to use on a daily basis in your store window? More specifically, what would you expect to pay for a window video system, like a Digital Mannequin, such as the one shown here:
Or such as the one depicted here in the Oakley store:
I would be interested in all your thoughts on pricing such systems. Let me know!
Friday, April 27, 2012
IPhone to run your DS?
After viewing this video, a number of people have inquired whether they could do something like this for their retail signage.
The answer is, "well, yeah, I guess, if you really wanted to..." but why? I suspect it reflects a desire to try something cool with their iPhone which they already have, so then, "All I'd have to get is that little projector and a screen-thingy like that!"
Which really is great. I know I sound like I'm laughing at them, and it is kind of amusing, but it is also great that people think DS is cool and want to try something with it. And at some point, this could make sense. But the great thing is that this is one of the great advantages that we, in the DS and DOOH field have, is that our stuff is (potentially) really cool.
But not guaranteed cool. Again, CONTENT (and method) is KING! It's about effective use of our cool gadgetry. It's all about effect and business-related results! We have absolutely got to keep our eye on the prize, which is to produce a business result.
Cool, exciting imagery will sell some systems, but a measure-able ROI-related result is what wins the game. Make sure you, too, don't get too caught up in all the features and benefits of your system, software and components. If you are not working with top-flight content or content producers, you need to change that, right away. If you don't know where to look for that, let us know. If you have a superior content producer that has produced great content that produces ROI for you, let us know as well; we are always interested in winners.
The answer is, "well, yeah, I guess, if you really wanted to..." but why? I suspect it reflects a desire to try something cool with their iPhone which they already have, so then, "All I'd have to get is that little projector and a screen-thingy like that!"
Which really is great. I know I sound like I'm laughing at them, and it is kind of amusing, but it is also great that people think DS is cool and want to try something with it. And at some point, this could make sense. But the great thing is that this is one of the great advantages that we, in the DS and DOOH field have, is that our stuff is (potentially) really cool.
But not guaranteed cool. Again, CONTENT (and method) is KING! It's about effective use of our cool gadgetry. It's all about effect and business-related results! We have absolutely got to keep our eye on the prize, which is to produce a business result.
Cool, exciting imagery will sell some systems, but a measure-able ROI-related result is what wins the game. Make sure you, too, don't get too caught up in all the features and benefits of your system, software and components. If you are not working with top-flight content or content producers, you need to change that, right away. If you don't know where to look for that, let us know. If you have a superior content producer that has produced great content that produces ROI for you, let us know as well; we are always interested in winners.
Tuesday, April 17, 2012
A Bright Idea - Light diffusion
A very common problem with digital signage window displays is reflectivity of the window glass, particularly in outdoor environments with direct sunlight.
The issue is twofold: First, your signage is not, and will never be, brighter than the sun. Second, the surface of the window is reflective, picking up every primary, as well as secondary (or reflective) light source which ultimately wreaks havoc with your window display.
One possible solution is installing anti-reflective film on the exterior surface of the window. Light diffusive film can be an ally in making your display pop better to passing viewers.
Another solution is LED signage, which is very effective (at distance) but with pixels more obvious at close up range.
We are interested in your thoughts on solutions for the ongoing battle with the sun. What have your results been?
The issue is twofold: First, your signage is not, and will never be, brighter than the sun. Second, the surface of the window is reflective, picking up every primary, as well as secondary (or reflective) light source which ultimately wreaks havoc with your window display.
One possible solution is installing anti-reflective film on the exterior surface of the window. Light diffusive film can be an ally in making your display pop better to passing viewers.
Another solution is LED signage, which is very effective (at distance) but with pixels more obvious at close up range.
We are interested in your thoughts on solutions for the ongoing battle with the sun. What have your results been?
Friday, March 30, 2012
Measure! Measure! Measure!
"If you don't measure it, you're not serious about it." I heard Tony Robbins say that, and I believe, oh yes, I believe.
BUT, what you spend your time (and money) on measuring is a critical distinction. So many are focused and measuring eyeballs, footfalls and what-all other traffic-related metrics. Fine and dandy. Those will possibly do you some good when trying to sell to agencies. But you will not convince me (or them) that those metrics are all you need in order to steer their placement dollars your way.
That's the same school as those enamored of "page views" and clicks.
Big deal. Is there value to know that? Sure. Will it help you sell more? Possibly. But once again, I mount my hobby horse and ride across the digital landscape sounding the alarm, waking the sleepers to the critical task at hand: "ROI! ROI, ROI!!!"
More and more, companies are prioritizing action and transaction based metrics. This is why "engagement" has become so popular, but it too, can be a mere siren, luring the unsuspecting DOOH investor and network owner onto the rocks of wasted investment and even business failure due to insufficient ROI.
Action, and better yet, transaction is highest and best. If all you can manage is traffic, then measure as much and as deep as you can. But if you can create a metric for action and transaction related measurement, which is more of a marketing/sales related function, then that is where the investment in time and money are better spent. Develop trackable campaigns and messaging. Promote engagement via mobile, tactile or best of all POP purchasing action. Be sure, when you can to propose dedicated selling propositions, something which can only be attributed to the action coming as a result of seeing your visual deployment.
Carefully tracking those actions and their financial value is paramount. Dollars always compare favorably to digital increments like impressions or views.
"15% off all women's left shoes" placed only on your screens, is a message that is trackable. The only way anyone asks for that, you know, is if they saw it on your screen, since it is a unique message. This is what is meant by a "dedicated offer".
Always use dedicated offers whenever possible and ensure that your tracking system is sound (that you have a reliable way of capturing that data.) That is where you gain the edge in selling (advertising, and more displays) with your DOOH displays.
BUT, what you spend your time (and money) on measuring is a critical distinction. So many are focused and measuring eyeballs, footfalls and what-all other traffic-related metrics. Fine and dandy. Those will possibly do you some good when trying to sell to agencies. But you will not convince me (or them) that those metrics are all you need in order to steer their placement dollars your way.
That's the same school as those enamored of "page views" and clicks.
Big deal. Is there value to know that? Sure. Will it help you sell more? Possibly. But once again, I mount my hobby horse and ride across the digital landscape sounding the alarm, waking the sleepers to the critical task at hand: "ROI! ROI, ROI!!!"
More and more, companies are prioritizing action and transaction based metrics. This is why "engagement" has become so popular, but it too, can be a mere siren, luring the unsuspecting DOOH investor and network owner onto the rocks of wasted investment and even business failure due to insufficient ROI.
Action, and better yet, transaction is highest and best. If all you can manage is traffic, then measure as much and as deep as you can. But if you can create a metric for action and transaction related measurement, which is more of a marketing/sales related function, then that is where the investment in time and money are better spent. Develop trackable campaigns and messaging. Promote engagement via mobile, tactile or best of all POP purchasing action. Be sure, when you can to propose dedicated selling propositions, something which can only be attributed to the action coming as a result of seeing your visual deployment.
Carefully tracking those actions and their financial value is paramount. Dollars always compare favorably to digital increments like impressions or views.
"15% off all women's left shoes" placed only on your screens, is a message that is trackable. The only way anyone asks for that, you know, is if they saw it on your screen, since it is a unique message. This is what is meant by a "dedicated offer".
Always use dedicated offers whenever possible and ensure that your tracking system is sound (that you have a reliable way of capturing that data.) That is where you gain the edge in selling (advertising, and more displays) with your DOOH displays.
Thursday, March 15, 2012
Projecting the Future
Projected Digital Signage has been around now for sometime, and companies throughout the world are taking advantage of night time hours to continue to promote their businesses and and message in provocative and effective ways.
Projected Digital Signage uses projection to transform window space into a digital screen for advertising and display purposes. People are only just starting to scratch the surface of this powerful, flexible, and affordable signage option.
In the past, there were technical issues making such displays less effective, but today most of those issues have been or are being addressed with better performing screens, projectors and management systems.
The real issues now are more mundane and practical in nature: who the heck is going to integrate all this stuff and manage the content? Who is going to strategize? Do we have to hire someone to run this? Do we have to train someone to be able to use this?
At this point in time, these issues are not fully answered, except through companies that are integrators with more marketing expertise and familiarity with the medium. (Looknglas Window Video Systems would be an example.) But we're getting closer. And the power to leverage images to move products and people, to connect, to integrate brick and mortar retail sales with online sales and marketing, is rapidly coming to fruition via DOOH, and in this case, projected digital signage.
Projected Digital Signage uses projection to transform window space into a digital screen for advertising and display purposes. People are only just starting to scratch the surface of this powerful, flexible, and affordable signage option.
In the past, there were technical issues making such displays less effective, but today most of those issues have been or are being addressed with better performing screens, projectors and management systems.
The real issues now are more mundane and practical in nature: who the heck is going to integrate all this stuff and manage the content? Who is going to strategize? Do we have to hire someone to run this? Do we have to train someone to be able to use this?
At this point in time, these issues are not fully answered, except through companies that are integrators with more marketing expertise and familiarity with the medium. (Looknglas Window Video Systems would be an example.) But we're getting closer. And the power to leverage images to move products and people, to connect, to integrate brick and mortar retail sales with online sales and marketing, is rapidly coming to fruition via DOOH, and in this case, projected digital signage.
Friday, February 24, 2012
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.
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.
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.
Saturday, November 19, 2011
Interactive Display? Show Me the Money!!!
I don't usually refer other blogs or articles, but I read one (link below) that I thought was so on-point, I had to talk about it.
It would appear that “Interactive” has too often become a euphemism for “silly, game/entertainment related touch-screen based display”.
Lots of people will tell you “Interactive needs to be engaging.” That is very true, but it is also very much a potential trap, because “engaging” is a subjective term. It would appear that implementers of so much "interactive" seem to lose sight of a bottom-line business imperative: making money. I know, that sounds so crass, so unimaginative. Well, it’s really important to the people who pay for this stuff.
Interactive DOOH has got to “grow up” as the author of the article below says, and prove it’s money making, ROI-producing chops. It is the key to getting a lot more business in the future for yourself and for your client. It's not just about the coolness of the hardware, or the coolness or "fun" of the design concept, it's about how does this make the client money? Just because you lured a few people into playing your stupid game, or dancing, does NOT mean you succeeded at any type of business objective. Getting people to play games on your window has NOTHING to do with making a profit. And your clients will not continue to pay for "Interactive" that does not in any way lead to profit.
Any Interactive display on or in a business should be somehow directly related to getting that person or the people watching to BUY SOME PRODUCT! As a direct marketer for my entire professional career, I can tell you: Clients will not continue to purchase something which they do not believe somehow leads to them making more money. ROI is the driving force, today more than ever. When DOOH (and especially, Interactive) demonstrates that ability clearly and consistently, we win the game. (And make more money.)
Flat-out, plain and simple, “SHOW ME THE MONEY!!!”
Flat-out, plain and simple, “SHOW ME THE MONEY!!!”
Article URL: http://www.digitalooh.biz/2011/11/14/digital-ooh-needs-to-grow-up-now/
Wednesday, October 26, 2011
The Kid in the Window
I walked past a children's clothing store recently, and was amused to see a life-sized image of a really cute little kid right on the storefront window, at floor level. The effect was excellent. It was an excellent photographic applied with vinyl, which we have all seen, but they did a really nice job with the look, finish, and placement.
There was only one thing missing: That image was static---it just sat there.
How much better and more captivating, more attractive, if that little kid were bouncing up and down, waving, acting the way funny little kids act? And how much better if that "live" image could also include an offer, superimposed with motion graphics, that made that kid's outfit available and affordable to you right now?
That is what Window Video Systems do.
This example doesn't include any offers because it is not really a commercial or even a sign, but it's a heck of an attention grabber. It's funky, interesting, and face it, the kid can dance. Imagine if they were actually trying to sell something!
We are in the process of testing images and taking proposals right now for various types of displays for select companies. If you are in retail merchandising, marketing, or design, (particularly clothing,) we'd like to talk with you about your planned display. The Window of Opportunity is here.
There was only one thing missing: That image was static---it just sat there.
How much better and more captivating, more attractive, if that little kid were bouncing up and down, waving, acting the way funny little kids act? And how much better if that "live" image could also include an offer, superimposed with motion graphics, that made that kid's outfit available and affordable to you right now?
That is what Window Video Systems do.
This example doesn't include any offers because it is not really a commercial or even a sign, but it's a heck of an attention grabber. It's funky, interesting, and face it, the kid can dance. Imagine if they were actually trying to sell something!
We are in the process of testing images and taking proposals right now for various types of displays for select companies. If you are in retail merchandising, marketing, or design, (particularly clothing,) we'd like to talk with you about your planned display. The Window of Opportunity is here.
Tuesday, October 4, 2011
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.
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.
Thursday, September 22, 2011
Going Green Part 2
In an earlier post, I talked about how Window Video Systems are "Green" in that they don't require posters or vinyl. Think how many trees are used up by posters, and how much petroleum is used for vinyl signage. Now I'm not the greenest guy on the planet, but I know these are important issues to many people, and especially to corporations and the government.
Window Video Systems just gained even more "Greenage": We are using LED projectors now in many cases, which means, lower power consumption, far less heat production, longer lasting projectors due to fewer lamp exchanges, and best of all, lamps with no mercury! Wait, no, even more best of all: Lower price! Let me say that again:
Green!
Low power consumption!
Less heat!
Lasts longer!
No paper waste! (Or cost!)
No vinyl waste! (Or cost!)
500% fewer lamp replacements!
No mercury!
LOWER PRICE!
I think I'm becoming more of a "greenie"! The window of opportunity is here.
Window Video Systems just gained even more "Greenage": We are using LED projectors now in many cases, which means, lower power consumption, far less heat production, longer lasting projectors due to fewer lamp exchanges, and best of all, lamps with no mercury! Wait, no, even more best of all: Lower price! Let me say that again:
Green!
Low power consumption!
Less heat!
Lasts longer!
No paper waste! (Or cost!)
No vinyl waste! (Or cost!)
500% fewer lamp replacements!
No mercury!
LOWER PRICE!
I think I'm becoming more of a "greenie"! The window of opportunity is here.
Friday, August 26, 2011
Retail Display - About to Explode
"Content is King" is a popular catch phrase these days. What does it mean?
It means, it's not the tool you have, it's what you do with it. Walk through the mall and look in the windows, and you'll see what I mean. Some displays are truly intriguing and interesting, attractive, but they don't jump out at you, because they are almost all done in the same manner, using the same kinds of media; mannequins, props, vinyl, lighting, printed cutouts, LCD screens (TV) etc. All familiar colors on the palette, so to speak.
The creative effort being put into retail displays is outstanding, and I believe retail display is on the verge of exploding, and Window Video will be the match. Window Video Systems are the new ingredient that will take retail display to a whole new level.
Merchandising/Display pros will take hold of this medium in a hurry when they realize it is not expensive, highly controllable, and virtually unlimited in terms of effects. Looknglas Digital Windows, Window Video Systems, and Digital Mannequins will do for Display what the Internet did for communications. Grandiose claim? Some of you Merchandising/Display pros just try it out. Get over here and play with this thing. You're not gonna want to go back.
It means, it's not the tool you have, it's what you do with it. Walk through the mall and look in the windows, and you'll see what I mean. Some displays are truly intriguing and interesting, attractive, but they don't jump out at you, because they are almost all done in the same manner, using the same kinds of media; mannequins, props, vinyl, lighting, printed cutouts, LCD screens (TV) etc. All familiar colors on the palette, so to speak.
The creative effort being put into retail displays is outstanding, and I believe retail display is on the verge of exploding, and Window Video will be the match. Window Video Systems are the new ingredient that will take retail display to a whole new level.
Merchandising/Display pros will take hold of this medium in a hurry when they realize it is not expensive, highly controllable, and virtually unlimited in terms of effects. Looknglas Digital Windows, Window Video Systems, and Digital Mannequins will do for Display what the Internet did for communications. Grandiose claim? Some of you Merchandising/Display pros just try it out. Get over here and play with this thing. You're not gonna want to go back.
Thursday, August 25, 2011
Directing Traffic in Retail
Someone once told me, "You can't steer a car that's not moving".
The same is true of driving retail traffic. You can't drive or increase traffic in your retail store, if you can't attract traffic in the first place.
Window Video Systems do both. Window Video Systems attract people's attention (a la, Digital Mannequin or other well crafted display concept,) and then potentially drive it using promo messages which can be integrated with the projected display or sequenced on the same screen. After all, your store window is your screen, or message billboard, if you will. Get your product up there! Get your best, most attractive offer front and center! Put another inside the store with a compelling USP. Retailers must be aggressive in this market, and WVS puts an immensely powerful tool at your disposal to aggressively attract and drive customers.
The Window of Opportunity is here.
The same is true of driving retail traffic. You can't drive or increase traffic in your retail store, if you can't attract traffic in the first place.
Window Video Systems do both. Window Video Systems attract people's attention (a la, Digital Mannequin or other well crafted display concept,) and then potentially drive it using promo messages which can be integrated with the projected display or sequenced on the same screen. After all, your store window is your screen, or message billboard, if you will. Get your product up there! Get your best, most attractive offer front and center! Put another inside the store with a compelling USP. Retailers must be aggressive in this market, and WVS puts an immensely powerful tool at your disposal to aggressively attract and drive customers.
The Window of Opportunity is here.
Tuesday, August 23, 2011
Retail Display - The Never Ending Runway
If you could have a non-stop fashion show on your storefront window featuring your brand's clothing, and pricing/promo offers, what would that do to sales activity?
Fashion Shows are a big deal in the clothing design industry. What they design and innovate drives fashion, and trends, and eventually filters down to the retail level.
When Clothing Retailers realize that they have the same display power as a Fashion Show, with models, multiple outfits, and real-life display capability, it can transform their Display Method, and correspondingly their sales.
While everyone seems to focus on internet, online sales, mobile apps, social media, and a host of other buzzwords and indirect methods, putting the product front and center, as in, DIRECTLY ON YOUR STOREFRONT remains a paramount priority. Product that excites, motivates, and moves people to action, displayed in an exciting and motivating way, produces SALES!
Window Video Systems were created for this use and method. Attracting and driving traffic is the mission, WVS is the medium that creates distinctive, uniqueness and results. Am I sounding too salesy? Oh, gee, I'm sorry. But results are what your company is in business for, and Window Video Systems are a potent means to the bottom line. And a heck of a lot of fun to use and watch.
Fashion Shows are a big deal in the clothing design industry. What they design and innovate drives fashion, and trends, and eventually filters down to the retail level.
When Clothing Retailers realize that they have the same display power as a Fashion Show, with models, multiple outfits, and real-life display capability, it can transform their Display Method, and correspondingly their sales.
While everyone seems to focus on internet, online sales, mobile apps, social media, and a host of other buzzwords and indirect methods, putting the product front and center, as in, DIRECTLY ON YOUR STOREFRONT remains a paramount priority. Product that excites, motivates, and moves people to action, displayed in an exciting and motivating way, produces SALES!
Window Video Systems were created for this use and method. Attracting and driving traffic is the mission, WVS is the medium that creates distinctive, uniqueness and results. Am I sounding too salesy? Oh, gee, I'm sorry. But results are what your company is in business for, and Window Video Systems are a potent means to the bottom line. And a heck of a lot of fun to use and watch.
Thursday, August 18, 2011
Retail Marketing After Dark
There's nothing better than a business marketing tool that works for you, even when you're not around. When the retail store closes, there is still traffic passing by that can and should be marketed to.
After hours, or night time, is prime time for using your storefront for marketing. Using a Window Video System (WVS) by Looknglas to animate and bring your storefront windows to life works BEST after dark. Better contrast, no competing with the internal store displays, reaching target audience even when the store is closed can make a huge difference. How about advertising tomorrow's sale? How about promoting your website or Social Media marketing site? How about inviting them to use their phone to download your mobile coupon? There are so many ways to use WVS after dark to continue to market and literally SELL your products.
What did Clapton say? "After midnight, we're gonna let it all hang out!" You've got the brick and mortar location and that window space---use it to make money!
After hours, or night time, is prime time for using your storefront for marketing. Using a Window Video System (WVS) by Looknglas to animate and bring your storefront windows to life works BEST after dark. Better contrast, no competing with the internal store displays, reaching target audience even when the store is closed can make a huge difference. How about advertising tomorrow's sale? How about promoting your website or Social Media marketing site? How about inviting them to use their phone to download your mobile coupon? There are so many ways to use WVS after dark to continue to market and literally SELL your products.
What did Clapton say? "After midnight, we're gonna let it all hang out!" You've got the brick and mortar location and that window space---use it to make money!
Friday, August 5, 2011
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.
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.
Thursday, August 4, 2011
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.
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.
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