“To build the relationship with your clients for the long term,” said Flavia Sparacino from SensingPlaces at a recent conference, “you may need to say ‘no’.”
I am humbled to work with the great editorial team at American Business Journals to share some insights on digital signage marketing.
In today’s hyper-competitive world, it’s not enough to offer up the right products and services in the hope that people will seek them out.
As the business consultant and blogger Peter Evans-Greenwood has pointed out, you must make your business a community hub or a religion. Otherwise, you resign yourself to being a commodity.
Companies like Apple and Harley Davidson get this, and they’ve worked hard to create a cult following for their brands. How? They don’t just sell a product, but a lifestyle. And it’s a lifestyle that their customers deeply identify with and are eager to adopt.
Today’s digital signage can help your company move beyond product features by turning your brand into a lifestyle that has broad appeal. Digital signage is fresh, it’s immersive, and it’s a way to clearly distinguish yourself from your competitors. From eye-catching digital window displays to interactive brand activations, digital experiences in the built environment can extend your brand messaging.
Here are four ways digital signage can help create a cult following for your brand:
It enables you to stand out from the crowd. A key way to move your brand from commodity to religion is to set yourself apart from the competition. Digital signage, with its ability to scale to enormous dimensions, has a huge “wow” factor that helps you do just that. It captures people’s attention from a distance and draws them in, giving your brand a powerful way to create lasting impact.
It can help you tell your story. Successful brands don’t just sell products and services. They tell stories that capture the imagination of their customers. Digital signage provides an influential medium for telling stories that resonate. With its ability to engage, digital signage enables marketers not just educate their customers, but to inspire them. In fact, it’s the ideal medium for offering up stimulating content that captivates the customers you want to reach.
It engages your customers. Brands that develop a cult following are extremely adept at engaging their customers, which is the opportunity that digital signage offers. With advanced touchscreen technology, for example, digital signage allows multiple users to interact with your brand, obtaining the information that interests them without affecting other users. In addition, facial recognition software can be built into digital signage to detect the presence of a person, collect demographic data, and then serve up highly targeted content that captures their interest.
It has the ability to go viral. People want to belong, and they love to share the experiences that excite them. Digital signage offers the opportunity to develop highly unique content that draws customers in, and motivates them to share with others. By creating stimulating visual content, you’ll soon have people telling their friends, and your installation will become a “must see” experience that turns prospective customers into loyal brand enthusiasts.
Digital signage can be a powerful ally as you work to transform your brand from a commodity into a cult following.
"The best quality to look for in a friend is curiosity and a sense of humor." - Iris Apfel
“Have the guts to own your career,” said Art Gensler, the founder of Gensler, the largest architecture firm in the world. “Refuse to play the victim. You have one life and what you do for a living makes up a large part of your time. Make the most of it. Make it joyful and rewarding. Develop a sense of purpose for what you are doing.”
A lot has been written about the importance of getting girl’s into math and science. I have spent a lot of time in the recent years writing about and advocating for STEM (science, technology, engineering, and mathematics) education, especially for girls who are under-represented in these fields and careers.
I recently heard Hannah Fry’s TED talk on “The Mathematics of Love” which was funny and informative. Galileo Galilei, the Italian astronomer and physicist, said, “Mathemetics is the language in which God has written the universe.” Hannah was applying this language to the study of dating practices, which made for interesting insights.
But if math is a language, those of us who primarily think and speak in English, German, or Chinese have a second language to learn to understand the mysteries of the universe or the mysteries of our own social calendars.
What if we taught math as if it were a second language? We acknowledged that it required its own vocabulary and grammatic rules. We acknowledged that with practice anyone could learn it, not just the privileged few that were “good at math” (whatever that means).
I wonder if this reframing would help discouraged 4th graders to pursue math even if it was difficult at first and 7th grade girls who were good at math to feel proud that they were mastering the language of the universe, not labeled as “geeks” or “nerds” among their peers.
"Be the person your dog thinks you are." - Bert Jacobs, founder of Life is Good
In his book, Art’s Principles, the founder of Gensler, Art Gensler recounts how important it is for employees to wash their own dirty dishes in the company cafeteria.
“It sends four key messages,” he wrote.
- “You respect each other as teammates.”
- “You check your ego at the door when you come to work.” No one is above doing the dishes.
- It reinforces the start-to-finish mindset required for great service (important in all enterprises, especially service businesses).
- “Every experience comes together to create what a potential or current clients thanks about your brand. Your office is one big brand environment.”
These same principles apply to other things you might do at work. If you volunteer for a committee to benefit employees (even though you aren’t in HR). If you help straighten up a conference room at the end of the meeting (even if you are not whomever might do this if you didn’t and if you don’t know, find out) If you take the time to write up some company success to share with employees so that they can learn about it and feel proud (even though you aren’t in marketing). Taking the time to get to know everyone in the office and being interested in their careers (even though you aren’t the manager). Introducing people you meet to your company and what makes you all great (even though you are not in sales).
If everyone does things that aren't their job for the good of the group, then the group is good.
"It's easier to accept others, than to change them. It's wiser to understand them, than to get angry. And most of the time, it's more fun to love 'em, than to leave 'em." -Susan Clark, founder of HeartSpark
Elephants are known for being smart and for having great memories. They earn this reputation in many ways, but I read recently a factoid about elephants that fascinated me. Elephants leave the way they came in. If they enter a valley from the north, they will leave through the same pass. Perhaps it is because of their great memory or exceptional sense of direction, or it could be because they are smart enough to know what they can expect from that direction. Or perhaps they are very risk adverse.
In any case, I think we are a lot like elephants. We tend to come and go via well-worn paths, take the safe routes, and cover the same ground over and over before venturing a new way. Memories make us nostalgic and nostalgia leads up to repeat history.
This could be great. Or it could lead to missed opportunities and chances never taken.
It is the 23rd of December and all over the US, holiday shoppers are out buying last minute gifts. It reminds me again of the pervasiveness of procrastination.
I recently watched Ted Urban’s TED talk on procrastination (and highly recommend it). He describes that master procrastinators have in their brain a “rational decision maker” who would make logical time management decisions if it wasn’t for his pesky shipmate the “instant gratification monkey.” The Monkey finds endless distractions and is only frightened by one thing: the “panic monster.” The monster that reminds of looming deadlines or the impact of poor performance. His description of procrastination sounds like laziness, lame excuse making, or even attention deficit disorder. He ends his talk recounting the misery that is caused by procrastination, in his own life and that in people that he encounters around the shared topic of procrastination.
And this negative view of procrastination is as prevalent as procrastination. We say “Now or Never” or “Time is Money.” Even the prolific Ben Franklin is said to have penned the popular proverb “Do not put off until tomorrow what you can do today.” Practical advice from an over-achiever, we think. We idolize those who save, plan ahead, and are prepared. We fear missing out or missing the train with slow decision making. There is a general view that people who are operating at higher levels of performance or efficiency avoid procrastinating. I have been taught in my personal and professional life that making fast decisions (and course correcting, if necessary) is infinitely better than acting slowly.
But, is that true?
Is procrastination a vice or is it a virtue?
Here are three reasons why procrastination could be the best approach.
1. Tomorrow you will be smarter than you are today
Whether through more life experience, through the solicited advice of others, or with the revealing of new facts and information related to the decision, it is safe to assume that you will know more tomorrow than you do today and that might lead to a better decision. Of course, we can get stuck in the cleverly titled “analysis paralysis” loop where we never make a decision, but perhaps that is a risk you take when trying to be as prepared as possible to make the right decision.
2. Tomorrow new options exist
When I see holiday shoppers out on Christmas Eve (and I see them because, well, I am often with them), I wonder why they procrastinated. They could be horrible at keeping secrets or perhaps they have been extremely busy. Or, they could have been waiting until payday or until a particular item they wanted was on sale. In other words, the options they would have had yesterday are not the same or as favorable as the ones they will have tomorrow. Tomorrow they will have money to spend and their dollars go further. Sometimes making decisions too early, like shopping ahead, can actually lead to worse decisions. In business, the new options available tomorrow might be access to capital, people to work on projects that are currently occupied elsewhere, or even the mind space to explore more creative alternatives that might not exist today. Waiting until tomorrow keeps your options open.
3. Tomorrow you can implement better
Even if the direction you are heading or the decision you intend to make doesn’t change from day to day, the extra time might allow you to get more people involved or on-board with the decision. You can take time to solicit more feedback (see #1), and that has advantages beyond just getting more information. It can get key stakeholders aligned with the plan and committed to implement it. Not only that, fast decision makers rely heavily on mid-stream course correction to respond to new information or feedback. This can lead to rework, the need to communicate new directions, the whiplash that can happen in the organization of changing directions or priorities, and can lead to waste. “Haste makes waste” is often forgotten in the wake of our desire to move forward.
Overall, I am impatient when it comes to making decisions. I would rather decide, communicate a decision, and wring out the ambiguity in the organization (and risk acting hastily) than risk missing an opportunity or the productivity hits that come from delaying decisions. It requires a great deal of discipline for me to wait.
But sometimes waiting is best. Sometimes instead of making excuses to justify why we didn’t take action, we should coin some new proverbs like “tomorrow is option-filled” or “I will be smarter tomorrow” and stop making excuses. Sometimes procrastination is wise.
Or perhaps I am just trying to justify the fact that I waited until right before the holiday to publish my monthly article for LinkedIn Pulse?
Have a warm and wonderful holiday season and as you think about setting goals for the new year, I hope you give yourself permission to procrastinate.
This article was originally posted on LinkedIn Pulse.
We just got a new thermostat in the house from EcoBee. Their claim to fame is that instead of one sensor (at the thermostat), you can put temperature measurement devices around the room or space to generate a better picture of the living environment, be more comfortable, and save energy. Pretty cool, new solution to an old problem: how do we allocate expensive and scarce resources (in this case, heat), more effectively?
I wonder what business problems could be solved by moving from a single point of measurement to multiple measurement points. The sensors have to be cheap (either embedded into a process already done or solved with cheap technology). Instrumenting various other parts of the organization might lead to allocating expensive and finite/scare resources more effectively?
Author and activist Valeria Kahn has spoken that her passionate advocacy being her sword and her law degree being her shield.
Others might consider their looks their sword and their sense of humor their shield. Others might list their customer relationships as their sword and their technical training as their shield.
What is your sword and shield?
"You've got to be demanding, otherwise you'll be blamed." - Grace Coddington, Creative Director, Vogue
If access to information makes you smarter.
If being smarter and better informed allows for better or faster decision making and better utilization of resources.
If better decisions, lead to better outcomes or results.
And better outcomes lead to the creation of wealth
Then, LinkNYC, with its broad distribution of broadband internet to the streets of New York, might be the largest wealth creation experiment in recent history.
As you prepare for some well-deserved R&R at the end of the year, you might want to catch up on some leadership reading. Besides the perineal favorites like Seth Godin and the ever-prolific HubSpot blog, here are a few you might want to add to your reading list in 2017.
- Leadership Freak
Dan’s provocatively-titled blog focuses on servant leadership principles. - Lolly Daskal
Lolly’s writing focusing on self-awareness in leadership - Brian Solis
Brian writes about the intersections of technology and user experience with unique editorial - Conversation Agent
Valeria is a thoughtful writer who brings an academic bent to the broad-reaching topics related to communication and branding. - Heidi Cohen
Heidi prides herself on actionable marketing insights and she has some great data and infographics on content marketing. - Grow Blog
Mark has assembled a great team of contributors to his blog and the insights there are pithy and interesting. - Michael Hyatt
I personally like Michael’s quote card images (but you know I am a sucker for these). - John Maxwell
John’s posts are short and thought-provoking. - Skip Pritchard
Skip writes about leadership from a practical perspective. - Leadership Now
As an avid business book reader, I appreciate Michael’s summaries of new publications worth checking out. - Great Leadership
Dan and his guest collaborators, cover a range of topics from employee development to conflict. - The Context of Things
I like Ted’s style, which mixes trend watching with leadership with a dose of self-depreciation. - Leader Chat
David, who works for Ken Blanchard companies, publishes a mix of articles that are how-to for managers, especially those dealing with difficult issues. - Berger Leadership Blog
Dan is with the National Association of Federal Credit Unions (NAFCU) and he writes from a practical perspective about the challenges and rewards of leadership.
Here is a few more from marketing vendors who write about topics of particular interest to marketers.
- https://radius.com/blog/
although focusing pretty narrowly around Radius’ predictive tools, they provide some great round-ups, so when you are done with this list, check theirs out as well! - https://mention.com/blog/
Mention provides a range of services, but their blog is a treasure-trove of specific how-tos related to digital marketing and media monitoring. - https://www.semrush.com/blog/
semrush is another tool-kit maker and their blog is practical and action-oriented for marketers looking to up their digital game. - http://www.roojoom.com/blog/
The Daily Lead is about storytelling on digital platforms. - http://www.oktopost.com/blog/
Oktopost is a service provider who offers great content on B2B digital marketing techniques and best practices.
Okay for those keeping count at home, there are more than 17 on this list. There is simply a lot of great material out there and if you are interested in being a better leader in 2017, we can always use more inspiration.
According to Jeremy Duimstra from MJD Interactive, research shows that 77% of people like "Hi" better than "Hello."
Jennifer Davis contributed to "Forecasting the Top Trends of 2017" by Kirsten Nelson, originally posted on Systems Contractor News.
Why don’t the makers of hybrid vehicles take a playbook from the wearables and fitness apps space and gamify their cars so that you can compare your mileage to others and compete with your friends to be the most green driver? Would that create a network effect that might drive more brand loyalty in the space, as the options for hybrids and electric cars continue to grow.
Read more about companies can take inspiration from other industries to grow their businesses. Download the free eBook “The Payoff of Paying Attention”.
Today I was in Fairfax, Virginia for my first Leadership Search Committee meeting (technically an orientation for my official term which begins in January and extends through 2019). It was wonderful to learn more about our impressive AV industry trade association that I thought I knew and to see how I can be a part of making it even better into the future by helping to identify leaders for key volunteer roles in the organization.
You'll see me out and about at industry events wearing this name badge. I'd definitely encourage you to learn more about the organization, especially if you are interested in audio-video technology and how digital content and physical space combine to create communication experiences.