For the next 15 days, I’m going to participate in Reverb 10. It’s an open online initiative that encourages participants to reflect on this year and manifest what’s next. It’s an opportunity to retreat and consider the reverberations of your year past, and those that you’d like to create in the year ahead. We’re connected by the belief that sharing our stories has the power to change us.
Today’s prompt – PHOTO: Sift through all the photos of you from the past year. Choose one that best captures you; either who you are, or who you strive to be. Find the shot of you that is worth a thousand words. Share the image, who shot it, where, and what it best reveals about you.
The holidays have gotten the best of me and I haven’t been as diligent about this Reverb series as I hoped to be. Now, since I’ve missed a few days, I have a well of prompts to choose from. So over the next two days, I’m going to pick a few out to share. When I initially saw this prompt, I wasn’t too excited about it. But then I got to thinking about some of the OOH graphics I’ve drawn and thought it was an ideal one. Again, this is not a literal response to the prompt, but in the same family.
You’ve probably seen an iteration of this in a previous post. It’s my model of all of the components in any OOH initiative, and specifically, their combined results in the experience (as indicated by the overlaps). It wasn’t as pretty then as it is now (thanks to my design team!), and I’ve actually tweaked it a little since then – the difference being where Place & Content overlap (Consumer Engagement) and Equipment & Content overlap (Technology Experience).
In the original version, I didn’t call out the technology component, rather it was a result that was implied by the each of the overlaps. However, after thinking about it a little bit more, it was apparent to me that it was an oversight and it was an essential component. Now, with this tweak, I feel like it’s a complete model. If you’re thinking about how to develop any interactive Out-of-Home solution, this model is intended to break down – in simple terms – all of the different components and enable you to think through all of the aspects of the experience. I hope it’s helpful and as always, am open to suggestions/refinement.
The other drawings were inspiration for another previous post – Awareness vs. Engagement OOH – and I haven’t shared them here before. In that post, I outlined the big differences between the two, but to get to those differences, I had to draw first. I’m such a big advocate of speaking in pictures vs. words, although I haven’t done much of that here (one of my 2011 resolutions). If done right, the picture can tell you in an instant what it usually takes many words to do.
So, here is my version of AWARENESS OOH:
Here, it’s simple – the brand is at the center and is pushing out messages to individuals. It’s a one-way communication “about the brand.” Digital signage allows for these messages to be pushed in a more efficient way, but in the end, it’s just a push/one-way message. Nothing more.
Now, the model drastically changes when you’re talking about ENGAGEMENT OOH:
Here, the model gets more complicated (but not really). First, the messages don’t have to begin with the brand and they certainly don’t have to begin with the brand pushing them out. They can begin anywhere, really. Individuals are already talking about the brand, in and out of the home. So, in Engagement OOH, it’s about being aware of that fact and whatever you do – as a brand – is secondary to the conversation. Here, the brand primarily serves as a connection between the individuals and its goal should be to add value to the brand experience. They can only add true, meaningful value to the experience by creating and participating in a two-way discussion.
The “hows” of all of this are not easy. There are many ways to do this and be effective. The main thing to be aware of, though, is consumers expectations are changing rapidly. With that change comes a change in the value that consumers are going to find in any Out-of-Home execution. We’ve recently seen a couple of great examples in Intel’s Smart TV interactive rotunda in NYC and Yahoo’s Bus Stop Derby in SF and to me, these are a sign of things to come.
Engagement, and everything it means, is going to be key for 2011 and I’m excited to see how both brands and consumers evolve in their Out-of-Home communications. There are many things at play to make all of this happen successfully, and I hope these drawings help in your process, regardless of whether you’re looking at this from a provider’s POV, a media POV, an agency POV, a brand POV, or a consumer’s POV.
Would love to hear your thoughts if you have them….