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?
Tuesday, April 17, 2012
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.
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!
Monday, January 16, 2012
The Great Thing about TV in your window
Although LCD screens are becoming more and more ubiquitous in the retail environment, it is still somewhat novel to see an LCD mounted in a store window. Even more novel is seeing one with anything compelling or interesting.
Having already done enough nitpicking at the shortcomings of many DOOH and DS displays in terms of their content and messaging, let me take the opposite tack:
If you've got a screen up, AT LEAST YOU'RE IN THE GAME!!!
You can't talk on the phone unless you dial. You can't watch a good movie unless you get out to the theater or put something on your tv screen. And you can't create an exciting digital display unless you get started. Sure, everyone's seen LCD screens everywhere. Sure, much of the content isn't that great. But YOUR content will never be great unless you get the delivery system installed, and start using it!
Digital Signage, in nearly all forms, has the potential to be extremely powerful, because it is change-able, manipulatable, with endless possibilities. And those message possibilities are, typically, cost effective. You can get them up there quickly, without hanging signage, without ladders, and without delay. If one campaign isn't "working", DS lets you get the next one up there instantly. There's no sitting around thinking about it. You develop campaigns as you get the ideas and implement them sequentially whenever necessary, eliminating the immense waste of LOST TIME! And there is nothing more expensive than LOST TIME.
You think that by not getting around to changing your ineffective display, by not making an immediate investment in your message (whether financially, or investing the time and effort to implement a more effective display campaign) that you are somehow saving money??? WRONG. The cost of that lost opportunity, or worse, business driven away to your competitors by your poor display, is perhaps the greatest threat to your business.
Digital Signage in your window is not only your friend, it is your very powerful friend.
For non-digital signage and messaging, that inability to change quickly and inexpensively is costing you. Get your DS working and keep it working. There is no more powerful marketing tool available in display than Digital Signage. Invest in strategy and image delivery. Focus on your selling proposition and how to enhance or re-create it. Get the Message working!
Having already done enough nitpicking at the shortcomings of many DOOH and DS displays in terms of their content and messaging, let me take the opposite tack:
If you've got a screen up, AT LEAST YOU'RE IN THE GAME!!!
You can't talk on the phone unless you dial. You can't watch a good movie unless you get out to the theater or put something on your tv screen. And you can't create an exciting digital display unless you get started. Sure, everyone's seen LCD screens everywhere. Sure, much of the content isn't that great. But YOUR content will never be great unless you get the delivery system installed, and start using it!
Digital Signage, in nearly all forms, has the potential to be extremely powerful, because it is change-able, manipulatable, with endless possibilities. And those message possibilities are, typically, cost effective. You can get them up there quickly, without hanging signage, without ladders, and without delay. If one campaign isn't "working", DS lets you get the next one up there instantly. There's no sitting around thinking about it. You develop campaigns as you get the ideas and implement them sequentially whenever necessary, eliminating the immense waste of LOST TIME! And there is nothing more expensive than LOST TIME.
You think that by not getting around to changing your ineffective display, by not making an immediate investment in your message (whether financially, or investing the time and effort to implement a more effective display campaign) that you are somehow saving money??? WRONG. The cost of that lost opportunity, or worse, business driven away to your competitors by your poor display, is perhaps the greatest threat to your business.
Digital Signage in your window is not only your friend, it is your very powerful friend.
For non-digital signage and messaging, that inability to change quickly and inexpensively is costing you. Get your DS working and keep it working. There is no more powerful marketing tool available in display than Digital Signage. Invest in strategy and image delivery. Focus on your selling proposition and how to enhance or re-create it. Get the Message working!
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