Know-How Exchange : Strategy

The challenge is to first identify the primary target audience and then define the important benefit the product provides for that audience.

This is not as simple as the description (above) seems. In fact, the Positioning process, which is what this is, often takes weeks or months when done right, and it's best done by someone who has been through the process several times before. It's the "art" of marketing, combined with some of the "science."

In the early 1990's I conducted research on the effectiveness of digital images showing ads for products in a convenience store setting. We set up 5 systems in various section of a metro area. We then did exit surveys to see what people remembered. We used CDI technology which was the predecessor of DVD.

In all five locations the customers remembered the digital signage over static signs. We also determined that the messages in the digital signage was able to facilitate purchases.

The program did not go ahead because of cost of technology and labor required to keep the messages (display) current. But the concept worked. In today's world digital can be cost effective.

You need to provide substantial research to show digital signage is better than static and you must be able to show the cost will be reasonable and allow for a good return on investment.