Maximizing the
Use of
Digital Signage
in
Public
Transportation
Chief Marketing Officer
DSWA ’10 Singapore, 09 Nov 10
Where I’m Coming From
‣ Philippine OOH
Company
‣ Has managed marketing
at the MRT for 12 years
now
✓Broadcaster and
Produc...
The Assignment
• How to maximize the use of digital signage
for public transportation
‣ Critical factors involved in the p...
My Agenda:
A Point of View
✓Captivating the Captive
✓The Path to Purchase
✓Selling a Solution
A carpenter isn’t
buying a drill,
he’s buying a hole.
The Mass Transit Marketplace:
Where Buyers and Sellers
Meet
Interact
Transact
CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
Are you relevant?
CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
Are you responsive
to circumstances?
Can people really read this far?
CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
Are you aware that
the audience is at the
periphe...
CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
What is the
common bond that
binds some of them
t...
CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
How can you make
your consumer-
commuter contact
...
*photo from Mobile RetailWhite Paper, Juniper Research
CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
Move the Consumer-Commuter along
the Path to Purchase,
the Track to Transactions
Station Entry Train Wait Train Ride Stati...
Sell a Solution,
NOT Just a Spot
The 4-Screen Menu
‣ Static Screen
‣ DS Screen
‣ Live Screen
‣ Mobile Screen
My Agenda:
A Point of View
✓Captivating the Captive
✓The Path to Purchase
✓Selling a Solution
A carpenter isn’t
buying a drill,
he’s buying a hole.
BING KIMPO
bing@trackworks.com.ph
bingkimpo
(Skype /YM / Twitter / LinkedIn)
Thank you. Salamat po.
Maximizing the Use of Digital Signage in Public Transportation (Presentation by Bing Kimpo at Digital Signage World Asia -...
Maximizing the Use of Digital Signage in Public Transportation (Presentation by Bing Kimpo at Digital Signage World Asia -...
Maximizing the Use of Digital Signage in Public Transportation (Presentation by Bing Kimpo at Digital Signage World Asia -...
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Maximizing the Use of Digital Signage in Public Transportation (Presentation by Bing Kimpo at Digital Signage World Asia - Singapore, 09 Nov 2010)

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Maximizing the Use of Digital Signage in Public Transportation (Presentation by Bing Kimpo at Digital Signage World Asia - Singapore, 09 Nov 2010)

  1. 1. Maximizing the Use of Digital Signage in Public Transportation Chief Marketing Officer DSWA ’10 Singapore, 09 Nov 10
  2. 2. Where I’m Coming From ‣ Philippine OOH Company ‣ Has managed marketing at the MRT for 12 years now ✓Broadcaster and Producer ✓Music Enthusiast ✓Marketing Communications - PR and Advertising
  3. 3. The Assignment • How to maximize the use of digital signage for public transportation ‣ Critical factors involved in the placement of digital signages ‣ Taking advantage of the large moving traffic ‣ A memorable customer experience
  4. 4. My Agenda: A Point of View ✓Captivating the Captive ✓The Path to Purchase ✓Selling a Solution
  5. 5. A carpenter isn’t buying a drill, he’s buying a hole.
  6. 6. The Mass Transit Marketplace: Where Buyers and Sellers Meet Interact Transact
  7. 7. CAPTIVATE the CAPTIVE ✓Content ✓Context ✓Consumer ✓Community ✓Connection Are you relevant?
  8. 8. CAPTIVATE the CAPTIVE ✓Content ✓Context ✓Consumer ✓Community ✓Connection Are you responsive to circumstances?
  9. 9. Can people really read this far?
  10. 10. CAPTIVATE the CAPTIVE ✓Content ✓Context ✓Consumer ✓Community ✓Connection Are you aware that the audience is at the periphery of sale, on the track to a transaction?
  11. 11. CAPTIVATE the CAPTIVE ✓Content ✓Context ✓Consumer ✓Community ✓Connection What is the common bond that binds some of them together?
  12. 12. CAPTIVATE the CAPTIVE ✓Content ✓Context ✓Consumer ✓Community ✓Connection How can you make your consumer- commuter contact last longer?
  13. 13. *photo from Mobile RetailWhite Paper, Juniper Research
  14. 14. CAPTIVATE the CAPTIVE ✓Content ✓Context ✓Consumer ✓Community ✓Connection
  15. 15. Move the Consumer-Commuter along the Path to Purchase, the Track to Transactions Station Entry Train Wait Train Ride Station Exit Mall Can you seal the deal in 30 minutes?
  16. 16. Sell a Solution, NOT Just a Spot The 4-Screen Menu ‣ Static Screen ‣ DS Screen ‣ Live Screen ‣ Mobile Screen
  17. 17. My Agenda: A Point of View ✓Captivating the Captive ✓The Path to Purchase ✓Selling a Solution
  18. 18. A carpenter isn’t buying a drill, he’s buying a hole.
  19. 19. BING KIMPO bing@trackworks.com.ph bingkimpo (Skype /YM / Twitter / LinkedIn) Thank you. Salamat po.

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