Maximizing the Use of Digital Signage in Public Transportation (Presentation by Bing Kimpo at...
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Transcript of Maximizing the Use of Digital Signage in Public Transportation (Presentation by Bing Kimpo at...
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 Producer
✓Music Enthusiast
✓Marketing Communications - PR and Advertising
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
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
periphery of sale, on the track to a
transaction?
CAPTIVATE the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
What is the common bond that binds some of them
together?
CAPTIVATE the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
How can you make your consumer-
commuter contact last longer?
*photo from Mobile Retail White 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 Station Exit Mall
Can you seal the deal in 30 minutes?
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
(Skype / YM / Twitter / LinkedIn)
Thank you. Salamat po.