Yesterday, I wrote about Pongr, a new mobile technology that I experienced over the past week and found to be valuable and easy – two traits that should aim to be the bedrock of any campaign, certainly any mobile campaign. Today, I’ll show you another example, but from the standpoint of a brand doing this, through the use of another valuable & easy technology.
Kioskcom/The Digital Signage Show – the brand in this case – did a commendable job of extending the experience through mobile last week during their conference, particularly with the use MS Tags and SMS. I was delighted when I registered and picked up the guide/agenda/planner and saw a MS Tag at the bottom of the guide:
With instructions, no less. Again, it’s such a small thing that is often overlooked, but I think you can never be too detailed on instructions with new technology. They provided step-by-step instructions so anyone (literally, anyone) could follow:
Since I’ve done work with MS Tags, I already had the app installed on my phone, so I immediately took a picture of it. I was directed to the Kioskcom home page where I could navigate wherever I wanted. This wasn’t necessarily what I found to be the most valuable. It was when I opened the guide and saw MS Tags on every page:
This was where the value to me came in. First, this guide was the only reference material that I used throughout the conference and I actually liked it. It fit in my bag, was easy to manage, included everything I needed about the show, to the succint detail that I needed, and then with the use of these tags, I was able to get the one-off details that I needed, when I needed them. For instance, if I wanted to see one of the speakers’ bios, I could easily access it through the tag. If I wanted to see details on exhibitors, I could easily access them through the tag. I didn’t have to thumb through a big, hard-to-manage show guide that most often comes with any of these shows.
And if that weren’t enough, they set up a special short code to “opt-in” to receive regular show updates via SMS. So, instead of relying on any of the kiosks or digital signs (ironically enough) or audio announcements, I was again able to get the information I wanted when I wanted it, through the channel I wanted it on.
This, really, is a perfect example of a brand utilizing many channels to engage with their audience in the most appropriate way – here, the intention was to extend utility. Mission accomplished.
I think the true power of “out of home” as an advertising and communications platform is that it can bridge the gap in the story – the story that you can get from your TV, then all of the different stories you can find on your computer, and now even more on your mobile phone. Marketers utilize these channels on a daily basis and they’re engrained in the ecosystem. I think traditional out of home is in this mix, too, but I think we have such a unique opportunity in front of us with all of the new technologies at our disposal that the true value is extending the story through interactivity outside of the home. And “out of home” to me is not necessarily billboards or kiosks or “digital” signs. It can really be anything that we interact with outside of our homes – tables, floors, cars, magazines – whatever. Pretty soon, everything will probably be considered a “sign,” so I like to think of the space as extremely broad. (Tangent – in fact, “digital signage” is still immature right now and I don’t know that we’ll see it become mature. I think we have a great chance of leapfrogging its maturity and welcoming something entirely different to the mix. This would be everything around us. For another post, I know….)
Valuable and easy. Two traits personified again through the use of mobile technology, thanks to Kioskcom/The Digital Signage Show – or should I say the new, appropriately named brand, Customer Engagement Technology World.
Shout if you have other examples of valuable and easy through mobile. I’d love to hear them.