Dominos_Digital Signage & Sosyal Medya Uygulaması

PIE IN THE SKY? DOMINO’S FLIPS SWITCH ON TIMES SQUARE INSTANT REVIEWS, TAKES TRANSPARENCY TO NEW LEVEL

Domino’s Pizza, which, for the past two years has based its marketing efforts around a very public self-improvement initiative, is taking transparency to (quite literally) new levels. The company is allowing customers to post their unvarnished reviews on a Times Square billboard. This is what happens, apparently, when you take your marketing philosophy from Sun Tzu and his Art of War.

The company, America’s largest pizza delivery chain, has commandeered a giant digital billboard at the famous intersection of 44th Street and Broadway and, starting today, is letting any customer who orders food using the Domino’s Pizza Tracker app the opportunity to share their feedback with hundreds of thousands of Manhattan pedestrians, tourists from around the world, and, well, pretty much everyone else via a web video feed. Barring profanity and irrelevant rants, no comments will be excluded, no matter how negative.

“We’ve had this tracker for about three years, but we felt it was time for a coming out party,” says Domino’s chief marketing officer Russell Weiner. Created by Domino’s agency Crispin Porter + Bogusky, the Domino’s Tracker allows customers who submit their orders online (over 40% now do) to track their food from the oven to their front door, and will even give them the names of the cook and delivery driver. Once the order is received, customers can rate their experience and can leave comments for restaurant staff.

The Times Square ad will run for two hours and 54 minutes per day, and will pull in approximately 700 comments, at a rate of four per minute.

It’s the latest component in a public reinvention campaign that kicked off at the end of 2009 with Pizza Turnaround, which saw Domino’s acknowledging its bad reviews and setting about changing its recipe.

“We were a pizza company, and our pizza needed to be better,” says Weiner. “That’s a tough thing to address.”
Subsequent iterations included “Show Us Your Pizza,” wherein Domino’s asked customers to upload photos of actual pizzas to ShowUsYourPizza.com, with the chance to win cash and an opportunity to have their images used in an ad campaign; the company was also eschewing fancy food photography in favor of undoctored pizza pics. More than 30,000 images of actual pizzas have been uploaded.

But this may be the riskiest gambit yet; disgruntled customers will doubtless take the opportunity to broadcast their displeasure in such a public venue, and the venue itself may in fact spur negativity. “Domino’s has confidence in what they’ve been doing,” says CP+B VP, creative group director Tony Calcao. Negative feedback Calcao, says, gives Domino’s a chance to up its game. “They have a competitive spirit, and anything that gives them a chance to get better, they’re into.”

Weiner says the campaign strategy was inspired by the book, The Art of War, in which Sun Tzu says the best way to win a war on an island is to blow up the bridge. With death or victory as the only options, troops have to fight for their lives, because there is no other way out.

“By saying what we said about the pizza, we blew up the bridge,” says Weiner. “That’s what made it so much more powerful. If it didn’t work out, there was no place to retreat to. There was no going back.”

Perhaps because Domino’s has experienced, firsthand, the power of social media in informing consumers’ opinions of a brand–a video of Domino’s employees abusing customers’ food went viral in April of 2009. Lately, the company has been one of the industry’s most notable case studies in transparency in marketing. And the approach has paid off. Domino’s dough has risen. Same-store sales growth increased 10.4% between 2009 and 2010, according to company financial disclosures. During the first quarter of 2011, same-store earnings were up 2.3%.

Weiner says that the biggest lesson from Domino’s pizza turnaround is one that would apply at most big companies; as a brand you already know your biggest weakness, and no outsider needs to tell you what it is. “I hope that what people have taken away from this is not just that transparency works, it’s that figuring out what your core issue is, and taking it on is the way to do it,” says Weiner. “There’s no magic in this, there’s no magic.”

Bir TV Reklamı Dijital Signage Sistemi Üzerinde Çalışır mı?

Would A Broadcast TV Commercial Work On A Digital Signage System?
Around 80% of the time the answer would be no.  Television Advertisements are largely audio based with visuals as a supporting feature.  The audio tells the story while the visuals support the story.  TV ads are meant to be viewed when people are focused on one thing, watching TV.  Digital signage is typically set in an environment where viewers are focused on doing something other than looking at a TV; such as shopping, gaming, walking, exercising, eating lunch, etc.If you want to use your TV commercial on a digital signage system, here is a good test to see if it will be effective or just noise.  Play the commercial with the audio off.  Does it still make sense?  Ask someone that has not seen the commercial to see if it makes sense to them when viewed without audio?  The bigger question is will it get the attention of someone who is walking by or not focused on the screen.

The majority of the time when broadcast Commercials are being used on a Digital Signage system, they are not effective.  They are simply noise.

To re-use a TV commercial on a digital signage systems have the creator, a trusted digital signage production house, or an experienced internal creative staff member alter the message for optimal playback for the unique medium that is Digital Signage.

 

 

Oto Bayilerinde Müşteri Bekleme Salonunda Sadakat Pazarlaması

Auto Dealership Loyalty Marketing with Customer Lounge TVs

Are you an auto dealership manager or owner? What are your customers watching in your service lounge right now? Is it the bad news of the day and your competitors’ advertising? Your customers are a captive audience for 30 minutes or more. Over the course of the entire year, your customers will spend far less than 30 minutes in front of your TV ads, Web site, billboards, and every other advertising medium.

If you are not communicating with your customers during this golden opportunity while they wait for service, you are neglecting the single greatest loyalty marketing opportunity, in terms of both time and attention, that any dealership will ever get!

Auto industry expert Jim Kristoff recently informed me that customers who visit the dealership for regular service are 17 times more likely to buy their next vehicle from that dealer. Additionally, he told me that 30 percent of service customers have a friend or relative in the market to buy a car in the next 12 months. As important as these customers are, the average dealership puts only 10 percent of its marketing budget into customer loyalty marketing. That seems disproportionate.

But many dealerships have begun to recognize the importance of loyalty marketing. In fact, a Google search for “automotive loyalty marketing” registers more than 1.2 million results. And companies offering loyalty cards, rewards programs and other CRM solutions are experiencing record growth in every industry, not just automotive.

Recently, for their grand opening in Riverdale, UT, a large dealership implemented our custom digital signage solution to brand their customer lounge TVs. On one screen, they asked us to build a completely custom TV channel that plays Chrysler, Dodge and Jeep corporate videos, interlaced with advertisements for parts and accessories, employee bios, service and financing offers, and customer recognition messages.

Customer lounge TV features dealer branding, twitter feed, special offers and corporate videos, including this “behind the scenes” spot featuring Detroit Lions player Ndamukong Suh.

The corporate videos look beautiful, and the content is quite engaging. However, dealership management was concerned that some customers would want to be able to watch their favorite cable channel. So, on their second TV, we added a banner at the top, an advertising panel on the side, and a ticker at the bottom, leaving the majority of the screen to display the cable TV signal.

Second TV features cable TV in main window but retains dealer branding, weather and service offers.

At the top of the screen, the dealer banner incorporates their branding and hours of service. The side panel alternates between customer appreciation messages, ads for parts and accessories, employee bios and service offers. At the bottom of the screen, we incorporated a ticker that streams their Twitter feed and Facebook posts.

Now, customers can choose to watch the dealership channel on one TV or ESPN on the other TV, both in stunning high definition. No matter which screen their customers choose to watch, they are exposed to constant dealership branding and messaging along the top, side and bottom of the screen. And because the content management is so simple to use, even the dealership’s non-technical sales manager can keep the screen content newsworthy and relevant.

The dealership uses this system to provide positive reinforcement by thanking customers for choosing their dealership and reminding customers of the benefits offered (like free soda, popcorn and Wifi). Employee bios and dealership history are used to personalize the customer relationship. In the scrolling ticker, they offer a discounted three-appointment service plan and have had great success, selling two plans the very first day the system was installed.

With the successes enjoyed at this dealership, in increased parts, accessories and service sales, as well as improved customer service scores, the dealer owner is rolling out a custom TV channel solution to all 18 dealerships in the state. They have discovered that having a dealership-branded TV channel is one of the least expensive loyalty marketing investments, with the greatest ROI, they could ever make. To learn more about how to turn your customer lounge TV into a customer loyalty marketing medium, as well as a profit center, contact me today.

TV Reklamlarının Digital Signage Uygulaması

5 previsions in TV advertising than can be applied to digital signage

NOV 17

PepsiCo’s Global Head of Digital, Shiv Singh wrote a very interesting article on the future of TV advertising highlighting its digital & social media destiny. The points Singh makes could stand valid for digital signage ads and communications in general:

1. Marketers are discovering that ”the world doesn’t start or end with just a 30 seconds ad”. That is just a piece of the puzzle of channels consumers can be reached through. Or as he says the TV ad will become a teaser for the more complete digital experience that will follow. In some ways, this could be applied to messages delivered via indoor or outdoor digital signs. Your communications shouldn’t start or end with the screen. And unless your effort is part of a bigger strateg,y it might not boost neither sales nor the brand sentiment.

2.Location- based digital experiences will be the new driver of television advertising. During its summer campaign, Pepsi prompted its viewers to check in at beaches and amusements parks using FourSquare to get the Pepsi Summer Time Badge. As reported, this Badge became the most popular badge ever on FourSquare. It worked and it was mainly because of the tight TV, mobile and web integration.So what do you say about location- based technologies driving your digital signage communications? It’s as easy as reminding people via a screen to check in your locations to receive a discount, enter a prize draw or enjoy a benefit*. This will also allow you to track your audience’s response rate and the efficiency of your digital signage installation. You can also add Twitter feeds at the bottom of your screen to promote your social media presence.

3. ”E” stands for Engagement and it will heavenly influence media- planning decisions. A main advantage of place- based media (delivered by digital signage) is enabling communicators to engage with their audience at a more personal level (unmatched by TV ads). Thus, messages tailored to a specific audience from a specific location open the door to engagement, as you will resonate with the people you are addressing. Missing the ”E” from your digital signage strategy greatly decreases (or even nulifies) its impact.

4. Real-time (digital) participation- the new imperative for marketers. Forget about ads or messages that don’t expect people to act now. We all know that postponing often means not doing things at all. ”Download now, scan a QR code (displayed on the screen) now, call this number (shown on the screen) now, visit website now” are your CTAs with the highest potential. Make use of them.

5. ”Reflecting digital culture through television will become a priority for brands” In digital signage terms, that would be ”Reflecting culture through your screens should become a priority”. In other words, ”talk” about what interests your audience and make it relevant to their location (in your store/ office/ waiting room/college/library). Is your audience a multicultural one? Adjust your message accordingly. Know your demographics and ”speak their language”. In the end, digital signage is all about delivering the right message, to the right time, at the right place to connect to your audience.

Read our case-studies and discover our clients’ original ideas of using digital signage.

DailyDOOH’s last article also gives examples of top brands embracing media convergence during their last campaigns such as: iTV, Yell and McIntosh.

* P.S. If you’re worried about people’s tech-savvyness, a recent Kinetic study shows that increasingly more consumers are aware of smartphone- based interactive technologies and access social media on the move

Transparan LCD’den Ayna

The Portuguese startup Sendae has launched what it is calling the world’s first transparent/mirror LCD display.

The product combines an optically-coated mirror film with a transparent LCD, the kind that have recently been turning up at trade shows.

“Transparent LCDs are the most recent, cool, products in the displays market. We gave it an upgrade, opening new doors to their use. Shoes, cosmetics, perfumes … it’s a question of imagination,” says Pedro Azevedo, the company’s General Director. “Businesses can communicate with their target audiences in an original and impactful way. Due to our partnerships we can offer custom made, unique, solutions, with a very competitive pricing.”

The displays are available with screen sizes of 22 and 46 inches.

Screens in mirrors and mirrors with screens or visuals that just appear are not new. There have been a few guys, like Mirrus, chasing that model. And companies like Stratacache have turned transparent LCDs into products (like the PrimaSee cooler door).

But I am not sure I have seen anything like this. Where there may well be some application at cosmetics counters, where mirrors are everywhere and the products sold have loopy-high profit margins.

Perakende Sektöründe Digital Signage Kullanımı

Over the last five years, the dilution of mass media and shrinking attention spans caused by media clutter have led marketers and brand managers towards alternate media that can deliver relevant messages to a finely targeted audience. At the same time, most studies based around consumer shopping patterns and habits have shown that a customer’s buying decisions can be influenced in-store and at the point of sale. Therefore, the challenge in the current retail environment is focused on creating a relationship with the consumer by delivering some form of branded experience and not just products on a shelf. This has led to plenty of interest in digital signage as an effective advertising medium. In terms of its value proposition it can both increase sales and save costs due to superior shopper engagement, compared to traditional in-store communications.

Technology Eco-System

The technology used in a digital signage network comprises various devices and services. The basic function of a digital signage system is to serve content to displays that can range from smaller sized screens to huge electronic billboards. They can be LCD, LED or plasma displays. Media players are used to receive and store video, audio, graphic and text assets through an IP network and display the content according to a pre-defined play list. Software comprises media player software that serves the content to the displays, content management software that controls the scheduling and distribution of content and device management software that monitors the network. In addition, the value chain consists of content providers, A/V integrators, ad agencies, consulting firms, tech support and Internet connectivity service providers etc. Chart 1.1 shows the value chain and industry structure of the world digital signage systems market for 2011.

The Business Models

There are four basic models typically seen in the digital signage deployments worldwide. These are:

  • The merchandising or brand-driven model
  • The client funded advertising model
  • The network operator funded advertising model
  • The informational network model

Chart 1.2 depicts the business models in the world digital signage systems market for 2011 with emphasis on network ownership, ROI impact expected and content run on the signage screens.

The Challenges

As a fundamentally advertising-oriented project, digital signage is yet to become a mainstream medium in key regional markets including the US and Western Europe. Several successful deployments have been identified in verticals such as healthcare, government, education and transport, but retail has relatively lagged and continues to do so following the economic downturn of 2008. Additional challenges include the following:

  • Historically, the perception about the digital signage industry from a customer standpoint has been that it is a complex and laborious undertaking. The medium is unfamiliar and there are a plethora of vendors offering displays, software solutions, media players, consulting services, content management and application design and so on.
  • The potential retailer or mall owner also needs to consider the costs and effort involved in setting up a network and maintaining it.
  • Clients have limited or no experience when it comes to creating brand focused and engaging content that works best with in-store digital media. Several pilot projects in the industry failed for the simple reason that the same content was played repeatedly in loops for a period of months or that the core message of the content was lost in the clutter of extraneous details. Content that is not refreshed often loses its perceived value over time. The common thread in most failed pilot projects is that the content was an afterthought and was not designed and executed for the in-store medium.

The Opportunities

Encouragingly, the acceptance of digital signage is growing rapidly with the emergence of several genuine turnkey providers in the market, taking charge of the entire project management aspect from the concept stage. Solution providers have developed expertise in back-end research and proactively participate in the content development strategies since the majority of prospective clients have limited experience in dealing with this medium. Partnerships are also being formed between hardware and software participants, AV integrators, and satellite connectivity providers. The customer now has a single point of contact between themselves and the numerous suppliers, who take charge of every process in the successful completion of network deployment.

The industry has also seen the entry of a number of network aggregators, who make it easier for ad agencies to make media purchases by standardizing and integrating ad space from different small and medium-sized out-of-home networks. This expands the average size of networks thereby making it comparable to traditional mediums like TV and radio. Once the economies of scale are achieved, ad agencies will regard signage as a genuinely profitable venture since the aggregated networks allows them to invest their advertising dollars in a way they are comfortable and familiar with.

Another sign that the industry is maturing is the growing awareness about the importance of a content strategy at the very outset. And crucially, the industry has been boosted by several projects aimed at standardizing measurement and analysis of in-store media. Point of Purchase International (POPAI), the retail marketing trade association, initiated its own study to study consumer behavior and the role of digital media in the marketing mix. Apart from this, the Out-of-Home Video Advertising Bureau (OVAB) released its “Audience Metrics Guidelines” that enable the calculation of “Average Unit Audience” based on certain criteria. While the success of these ventures is not guaranteed, it has facilitated in bringing digital signage in alignment with traditionally measured advertising channels like TV or radio.

Conclusion

The digital signage industry is on the cusp of market development and rapid growth. Frost & Sullivan believes advertisers’ waning confidence in traditional mass media will continue unabated over the next few years, further fanning the cause of digital signage as a medium that can influence the shopper at the “moment of truth”. Chart 1.3 captures the various stages in the evolution of the digital signage market as it matures and joins the mainstream marketing mix.

Yakınsayan Dünyada DOOH ( Digital Out of Home )

DOOH In A World Of Convergence

Geny CaloisiEuropean Editor

The IPA Outdoor and the OMC Digital Outdoor Media Group breakfast seminar at the British Museum last week was most interesting. Looking at ‘DOOH in a world of convergence’ provided a mix of tangible real life examples and future trends that left attendees open mouthed and dreaming of a bright future.

The event was chaired by Nick Hurrell, Partner, HMDG, who was an amusing anchor, able to summarise the key aspects of each presentation and make interesting intros for each speaker.

Chris Cardew, from Mindshare talked about the challenges of media convergence. “According to Wikipedia,” Cardew said “media convergence is a technology driven unification of different media,” to which he added “ we are really f…ked.”

He explained that as individuals we are not converging as effectively as the media is and there is a need for real time planning, “We need a bit more of ‘nowism’,”he said. “We have to effectively deliver the sum of the parts. While it is important to deliver the message for the medium, it also has to make sense to the consumer. Don’t add value for adding value,”he remarked.

To illustrate his remarks he described the campaign the company did for ITV for the broadcasting of this year’s Rugby World Cup. The objective was to show sports fans that ITV was more than just about the X Factor and Loose Women.

The broadcaster wanted to show itself as sports savvy that understood what fans needed. Given that the world cup was in New Zealand, and therefore at unsociable hours, how information was provided to the sports fans was key to hook them to their screens at the right time.

To achieve this, Mindshare devised packages of information that ran before, during and after the games, creating momentum and providing a services to people while they were out doors so that when they got home they knew what channel they needed to tune in to watch their favorite sport.

ITV’s campaign feature on different formats: mobile DigiVans; M4 Ocean Outdoors LED screens on the motorway; and other smaller size DOOH displays around town.

For a real life example that provided a beautiful client perspective, the seminar invited Zandra Ives, from directory company Yell. The journey that Yell transited in order to reposition itself from just a Yellow Pages book, to a more encompassing local and national directory service is an excellent case study.

“We wanted to show people that we are a modern company,” said Ives. Yell tried its hand at TV advertising with the James Nesbitt series of ads. “It was difficult to show practical directory innovation in a digital space that is mainly about entertainment.”The Tenet ads were good for the actor, but didn’t do much for the brand admitted Ives.

When a year ago Yell decided to unify as a brand, it stopped and thought about what the company does and how people normally go about using its services. Yell connects people with business that will solve their needs. “We learn from our customers that word of mouth works,” explains Ives. So using the power of social media coupled with online, TV and location-based digital outdoor, the brand provided people with useful, timely information.

Digital 6-sheets on bus shelters included interactive screens highlighting local shops, restaurants and bars. These business information was complemented with recommendation that people gave through the website – i.e. word of mouth recomendations.

Transvision screens at high-traffic railway stations nationwide such as King’s Cross, Edinburgh Waverly and Manchester Piccadilly featured CCTV style videos and broadcast everyday situations on the concourse such as needing directions to a hotel, finding a gym or somewhere to celebrate with friends.

The seminar finished with a look at the future presented by Rob McIntosh, Creative Director, at Frog Design. He talked about the power of computers and how it has changed governments, countries and unite people. The advent of mobile technology has brought computers to our pockets and transform the experience from being fixed and isolated at a desk to being mobile and connected to others.

“We can see three waves on the evolution of computers,”noted Mcintosh, “On the first wave we were just operators. On the second wave, with mobiles, we became babysitters. We have to fid the devices, make sure they are charged, that we have the most up-to-date apps, and remember to take them with us. On the third wave we will become decouple from the device. We will have access to information everywhere. The cities will become the new computer.”

Macintosh talked about all the information emanating from the cities that is today already available to people and business. This information is coming from mobiles, taxis, even DOOH. However how we visualize it is what will make the dream a tangible reality. “The city becomes an extension of our senses, driving connections and meaning. But this information is multi layered. Technology today can sense the world around us and help us connect to each other and communicate messages. The key for the future is to learn how to use this information and use the city as the computer interface.”

 

Augmented Reality (AR)_Çocuk Kitapları

Augmented Reality (AR), ya da tam Türkçe tercümesi ile Çoğaltılmış Gerçeklik. Gerçi gerçeklik mi sanallaştırma mı o da tartışmalı. Neden mi? Çoğaltılmış Gerçeklik yazılımın yaptığı, mobil bir cihazdan daha önce tanımlanmış bir kodun / QR Code veya RF chipini okuttuğunuz zaman telefon ekranınızda , gerçekte orda olmayan oyun, animasyon, bilgilendirme vb verilere ulaşmanız mümkün oluyor. Kısaca gerçek hayatla , online dünyanın birleşmesi.

Bugünlerde uygulamaları yavaş yavaş dünyamıza girmeye başlayan bu teknoloji ile geliştirilmiş bir çocuk kitabını sizlerle paylaşmak istedik. Bu uygulama ile çocuklar içerik ile daha fazla interaksiyona geçiyor ve daha hızlı öğrenebiliyorlar. Yeni jenerasyon çocukların ( bunlara ne deniyor x kuşağı, y kuşağı, indigo vb birçok terim dolaşıyor ortada ) en sevdiği şeyler artık ebeveynlerinin akıllı telefonları ve oyunlar.

DOOH_Digital Out Of Home: Yeni Dijital Reklam Mecraları

Sabah uyandığınızda ilk yaptığımız işin e-posta kontrolü olduğu yeni bir çağda yaşıyoruz Posta kutumuzun önemli bir bölümüde yaşantımızın değişmez bir parçası olan kampanyalarla doluyor. Tüketici olarak sadece yeni ürün ve servis fırsatlarına bakmakla kalmıyoruz, onlara artık hızlı ve anında erişmek için eğitiliyoruz.

Günlük fırsatların yarattığı pazar 2011 yılında sadece Amerika’da $1.25 milyar seviyesine ulaştı ( BIA/Kelsey araştırmasına göre)

Şimdi, ofis veya ev dışında işlerin peşinde koşturduğunuzu düşünün, doktordasınız ya da günlük işlerinizi bitirmeye çalışıyorsunuz ve  bir dijital ekranda günlük fırsatlardan biriyle karşılaştınız. Tek yapmanız gereken ekrandaki  QR code u akıllı telefonunuzla scan etmek ve birkaç basit adımla, o fırsata sahip oldunuz.

İşte tam burada DOOH networkleri devreye giriyor. DOOH networkleri, artık yavaş yavaş aşina olmaya başladığımız – özellikle AVM lerde çokça rastladığımız – dijital ekran üzerinden içerik ve reklam döndürme işi. Nasıl işliyor?

TeknoLab-IT & KoçSistem işbirliğiyle pazara sunulan bir yazılım ( Pixage ) , reklam ve içeriklerini DOOH mecralarında göstermek isteyen şirketlere tek bir noktadan , konuma ve o konumun potansiyel müşteri profiline uygun içerikleri gösterebileceği bir ortam yaratıyor. Bu reklam ve içerklere QR Code larını eklediklerinde esasında iş bitiyor.

Reklam veya içeriği gördünüz, beğendiniz . Gidip artık QR code akıllı telefonunuzla okutun ve işlem tamam. ( Tabii daha önce bu fırsatı veren kuruluşa üye olmuş olmanız veya yeni üye olacaksanız, akıllı telefonunuzla bir iki basit işlem sonrası tamamdır.)  Özellikle bekleme noktalarında ( otobüs/ metro durakları gibi ) , ev alışverişinizi yapabilirsiniz, şarkı indirebilirisiniz vb.

 

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