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Advertising On Premise
 

Advertising On Premise

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Gilbert A. Chavez of Dealer Signage Inc presented his session Advertising On-Premise at the recent Digital Dealer Conference to educate of all the ways dealers are currently utilizing their storefront ...

Gilbert A. Chavez of Dealer Signage Inc presented his session Advertising On-Premise at the recent Digital Dealer Conference to educate of all the ways dealers are currently utilizing their storefront for advertising and all of the digital ways they will through the use of digital signage technology.

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  • First we will discuss non-digital advertising methods. Balloons, gorillas, air dancers – don’t work. Much like the online world, people are bs-radar detectors and steer clear of any advertispeak that attempts to lure them in under false pretenses.
  • Mention carfax as an ad, gas mileage, email address on window stickers. Window stickers are their own ads.
  • Describe the different viewports. Mention, as a consultant, the best practice of playing movies in the primary viewing area and having the ability to cut it up, edit them, and create your OWN commercials. Flash ads on the right or static ads to make it not too busy. Brand it your OWN dealership at the top and have scrolling text messages across the screen. Incentives.
  • Online ad networks save money, target in seconds, cross-promote departments and convert service to sales, etc.
  • More people see Walmart TV than see Primetime TV.
  • Far too many businesses that embarkon a digital signage project for thefi rst time are instantly mesmerized bythe technology. This is not surprising,as digital signage is meant to serveas an attention-grabber to begin with.The problem comes when the dealershipbecomes so obsessed with allthe bells and whistles that it forgetsabout the message it is trying to conveyto the customer. In essence, thedealership sacrifi ce its content to thegods of technology.“When you’re considering a digitalsignage network, you have to understandthat the most importantaspect of that is not the technology
  • One common mistake when it comesto content occurs when companieslackadaisically run their televisioncommercials back-to-back in the playlistand settle for that.“We typically don’t recommend that,”Kinney said.One problem with this approach isthat television commercials typicallyrely heavily on audio as a means ofpromoting their message. Kinneysays that works great in a home environment,but when consumers arewalking purposefully through a dealership,they often consider audio tobe an annoying disturbance. Repetitiveaudio can also be distracting foremployees of the dealership.“You want people to be able to lookat the video, get information from itand understand the message, butnot necessarily with a soundtrack,”Kinney said. “So what we suggestinstead is repurposing the assetsthat are in your car commercials thatare broadcast and repurposing themspecifically for digital signage so thatthe message is conveyed in a silentmanner.”But there may be a more fundamentalproblem with running regular televisioncommercials on digital displays. The good news is that the automotiveindustry has a leg up on other industrieswhen it comes to having readilyavailable digital content. Most automobilemanufacturers have a libraryof such content and would be morethan willing — ecstatic, in fact — toshare it with your dealership. Afterall, it’s going to help you sell theirvehicles.“The new-car dealers in particularhave a wealth of branding and drivingexperience and car model informationcontent — a wealth of that — at theirdisposal, both in the form of dynamicmedia such as full-motion video andsuch, and also a lot of static mediasuch as product shots and featuresets and that sort of thing,”
  • In a world where newspapers aredownsizing and all television commercialscan be blocked at the pushof a button, it became time to searchfor new advertising options. Consumersno longer tolerate random,unbidden content that’s aimlesslyhurled at them. They want targeted,useful information and they want itwhen they need it — at the point ofsale.Even as this discovery was slowlybeginning to dawn on the mindsof advertisers, digital signage wasemerging as a viable platform. Newtechnology brought about highqualitydisplays with sharper, brighterimages. At the same time, the cost ofthose displays was falling to a levelthat was affordable to the companiesthat needed it.More importantly, consumers seemedto be looking at it.“When there’s high-definition, interestinggraphic content on thosescreens and that content is reallyrelevant to what you’re engaged inat that moment, meaning that it’s notprogramming that’s being pushedat you that you’re not interested in,it can be a real attention-grabber,”Lenehan said. “If you’re in a cardealership and the programming onthe signage is all about the cars thatyou’re considering buying and it’sall really relevant content and on aninteresting piece of hardware … itcatches your eye. You pay attentionto it. And that’s really what the nameof the game is.”Seeing the applicationsEvery time a new technology isdeveloped, it takes a while for businessesto recognize its true potential.The rise of the popular site YouTube“If you’re in a car dealership andthe programming on the signage is allabout the cars that you’re consideringbuying … it catches your eye. Youpay attention to it. And that’s reallywhat the name of the game is.”— Don Lenehan, senior vice president of marketing,alliances and content services, Symon Communications
  • Mention training staff. Salespeople walking away from customers and keeping them entertained until you coral someone for them. Salespeople finding answers in a jiffy and increasing CSI. Each of these interactive features hasa subtle but profound effect. You maynot notice it at first, but once you installinteractive digital signage, you’llslowly see the relationship betweenyour sales team and your customersbegin to change.Many customers may have a distinctdistrust of automotive salespeople.This uneasiness likely springs froma recognition of the fact that thesalespeople’s only job is to sell vehiclesand, while they may have thecustomer’s best interests at heart,they’re eager to earn their commission.Consequently, the approach of asmiling salesperson who, more oftenthan not, is going to pressure theminto buying a car can strike dread intothe heart of a prospective customerand detract from the showroom experience.So what can we do to improve therelationship? Modify it entirely. Turnyour salespeople into consultants.And that’s exactly what interactivedigital signage accomplishes. By fl ippingthrough the options and learningabout the vehicles themselves — likethey would from home on the Internet— customers can sell themselves onthe vehicles they want. If they haveany questions — and they inevitablywill — they can approach a memberof the sales team.“It will change the role of the salesmanfrom saying ‘You need to buythis clear coat protection’ to ‘Well, Idon’t know, how long are you goingkeep the car? How many kids do youhave?’ He becomes a consultant,”
  • Increase penetration
  • Advertising is generally used as a type of sales pitch for products or services in the retail and private sectors. These days, retailers are adopting various means of advertising any product through print, broadcast, online, outdoor, etc. The sustainability of any business largely depends on the way you have adopted to lure the customers. In-store signage is one of the easiest and most noticeable ways to distinguish any store from other retail establishments. To state it simply, in-store signage turns any retail outlet into easy-to-read retail space and conveys a powerful message that can turn passers-by into customers. Besides, in-store signage is a good medium to generate revenue for any retailer. The in-store signage tool has many features and benefits that billboards and TV commercials generally cannot offer. To acquire a feel of the industry view on this comparison, last week IndiaRetailing posted a poll on the statement: “When it comes to retail marketing, is in-store signage more effective than billboards, TV commercials and other advertising.” Over 71.05 per cent of the total respondents endorsed the view that in-store signage boosts retail marketing more effectively than the other tools, whereas 15.79 per cent negated the statement and 13.16 per cent of the respondents preferred to stay neutral.There is no hard and fast rule what should be highlighted on in-store signage, it depends on the individual retailers marketing strategy. Some retailers try to give more focus on the brand, while some others on products. Some retailers want their brand to be famous while some others want their products. Gagan Gandhi, director, GH Graphics, says, “In-store signage, billboards and TV commercials have their own identity, advantages and disadvantages. If you compare the effectiveness of in-store signages with billboards, the former is more successful because it helps the retailer to disseminate information about various products among shoppers inside the store.”To state it simply, in-store signage turns any retail outlet into an easy-to-read retail space and conveys a powerful message that can turn passers-by into customers.AmitSaha, brand manager, Turtle believes that in-store signage has actually gone further and now falls under the ambit of visual merchandising. “So, it has a bigger and wider perspective area and in that case it enhances the theme of the campaign a brand wants to communicate through TV commercials or billboards. It also influences the consumers’ purchase behaviour significantly,” he notes.“So, besides taking care of visual merchandising, we at Turtle put up campaign posters inside our stores and display information about discount offers regularly to entice customers to our products when they are inside the store,” he adds. Anup Jain, head-marketing, Pizza Hut thinks that both kinds of advertisements are important, be it is in-store signage or billboards. Advertisements generate demand and recognition for the brand logo. But ultimately, at the retail locations, in-store communications play a critical role in converting awareness of the brand into a purchase decision. On this, he further notes, “The job that TV advertising or out-of-store advertising perform is very different from the in-store advertising but they are complementary. So, both channels are required. You cannot do one without the other or compare one with the other.”The impact of in-store signage in retail marketing can be summed up thus:Promotes sales by pushing specific products within the storeHigh likelihood of impulsive purchase of the product with in-store signageDisplays daily discounts and promotionsLaunches new productsCreates product awareness and instill brand recall“Again, a brand that is mature and consumers are aware of, can lay more emphasis on in-store advertising, if the transactions are healthy. But if the transactions are not healthy, then the emphasis should be shifted to out-of-store advertising,” Jain opines.Without the cost and logistical nightmare of printing, distributing and ensuring the reach of a traditional point of sale campaign; in-store signage is accessible and offers the ability to change promotions on-the-fly, for across multiple products and categories, or to focus on specific target customers. These days 3D signage is always a welcome option among the retailers. Most are looking more dynamism in their in-store communications, often using bright lights on the signage illuminated by neon and LED.
  • Walk-bys to Walk-ins? Drive bys to Drive ups? How? Interactive or non-interactive.
  • I had my Scion dealership hold two of the largest events in the midwest (car shows) every year and we had tremendous word-of-mouth that allows us to be No. 1 in Scion in the area. Sold parts and cars. Talk about customer retention of new owner clinics. Holding dinners to ask past customers for their advice (like a focus group) on new sales approaches and vehicles. If you are sponsoring Little Leagues, give them a treat by having food and entertainment vendors on the lot for a day.

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