The digital signage has a very big potential to deliver amazing results for any retail outlet or company selling any product or service. Compared to the old and costly printed signs that deliver the same message until it's taken down (and replaced), the digital signage can run messages that are limited only by the amount of time that retail outlet lets it run. If a store owner leaves it running even beyond working hours, the messages that it can impart is then limited only by the number of people that sees it.
However, it is not optimal for the digital signage to run the same set of messages in all stores at all times. It will make the program monotonous and eventually result in a decline in effectiveness. Every store has a peculiarity and being able to take advantage of it requires the employment of experts in narrowcasting services.
Narrowcasting refers to the targeted delivery of multimedia content to specific locations and even specific displays within those areas. It normally utilizes plasma and LCD monitors to deliver messages that are intended for a specific venue, time, and audience.
It means that specialists in narrowcasting services design programs that will be suited to the different types of consumers in various stores and different locations within the stores. Not only that, messages may be programmed to suit specific client types per time of day. For instance, messages that run on stores in a predominantly Asian neighborhood will not be the same as those being played in branches located within the Italian sections of the city.
The multimedia content can also be configured to be appealing to students immediately after class hours, run related programs during Thanksgiving and any other targeted program that situations may call for.
Being able to tap expert narrowcasting services is every marketers dream. When the perfect provider has been found, the company can expect awareness of their new products, renewed interest in slow moving goods and of course, tremendous increases in sales.
Narrowcasting providers normally provides the following services:
? Content preparation: Images and text messages that are designed to appeal to people who will be viewing the content are meticulously crafted. In this stage, trends in customer behavior are determined to be able to create messages that are appropriate to the targeted markets per location, time of day, weather patterns, etc.
? Publication: The prepared content is uploaded to the selected medium
? Distribution: Transporting the messages to the retail outlets.
While engaging providers of narrowcasting services may sound expensive, that is not necessarily the case. This is most especially true when all the benefits related to the expense are taken into consideration. Compared to a huge jump in sales, a minute addition in costs is a no brainier. Besides, not only is efficient usage of new technologies the best way, it is the only way to go. In this time where competing entities utilize every inch of advantage to the fullest, failing to use narrowcasting will probably mean that you have been left behind.
Narrowcasting is the way of the future and its use is a move in the right direction. As my dad used to say, failing to climb upwards is tantamount to falling downwards.
Those of you who know me will also know that I'm addicted to conferences. For me, the eye-opener was the second edition of the European Shareware Conference. I went there just to see what it was like, not knowing anyone. I am very shy in nature, and it's not always easy to get to know new people. But when I was there, I went to the informal drinks the evening before the conference, and knew everyone who was there in no time.
I actually think that going there without knowing anyone was an advantage. I could not just sit there alone all the time, and had to talk to people I didn't know. During the next few days of the conference, I made it a habit to ask everyone who they were and what they were doing. The result was an unforgettable experience, a lot of fun and long lasting friendships.
After this experience, I got addicted to the conferences, like I said. I'm now helping with organizing the ESWC, but I've also been to ISDEF several times, I've been to SWRUS-Kiev for the first time this year, and I've been to Tech*Ed Europe 2 times. The conferences are my holidays, and it's where I meet some of my best friends.
Next to going to these conferences, I also started joining online communities, such as ASP and AISIP, and participating in newsgroups and forums. This can be very time consuming, and you have to be smart in it: Don't read every word anyone has ever written. You just don't have the time for that. But participate in these conversations which are interesting to you.
Another thing I did was volunteer work for the ASP. Volunteer work means that you have to put a lot of work in without getting paid or getting anything back. But still I'm very happy to do it, even if sometimes it gets difficult to find the time.
And of course, being a conference lover, I also started speaking at conferences. I was very insecure about this at first, but in the end it turns out to be fun and not difficult at all, and it's a great way for getting people to know you.
To be honest, the real reason for doing all this is simply because I enjoy it. But the nice side effect is that everyone knows me, and that I can just call up a large number of people to ask them to do something together.
My father asked me yesterday if I get anything out of those conferences. My answer was yes. I do get something out of it. Except for the friendships, there have also been great partnerships formed there. For example, some people I met are now selling my software as affiliates.
My business, as most of you know, is software. But the same principles go for any type of business. If you want to succeed in business, it's important to know lots of people. It's important that people trust you and know exactly who you are and what you are doing.
These days I don't limit myself anymore to people I accidentally meet on conferences and in online communities. These days, I actively search for new contacts to set up partnerships. I always treat these people as my friends.
And you know what's interesting? Once you know more people, they will also introduce you to their friends, and they will say that they have an interesting idea for you to work together with someone they know. They will do this for free, just because that's what friends do.
You already know how it works with money: Once you have lots of money it's easy to make more. The same is also very true for business relationships. Once you know lots of people, they will introduce you to others all the time, and before you know it you meet even more people, and even get access to people you always thought would never be reachable.
So if you are serious about your business, it's vitally important to go to events such as ESWC and participate in online communities, and at times actively pursue new contacts to help you bring your business to the next level.
Both James Barry & Henk Devos are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
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