If you have been following our progress recently you know that brands like Castrol Motor Oil and Bauer Hockey have embraced the ScreenScape platform. Brands like these are taking a lead role in establishing a new digital value chain in their respective industries. Castrol? Bauer Hockey? These aren’t retail networks. What do these well known brands see coming that has attracted them to ScreenScape?
The obvious answer: ScreenScape generates sales lift. But the less obvious question is: How does ScreenScape generate sales lift? And what makes ScreenScape different than the older generation of digital signage platforms?
The simplicity of ScreenScape is one if its greatest virtues. ScreenScape makes it easy for the Bauer Hockey’s marketing team to post up-to-the second messages on screens inside Source for Sports locations. They do this without leaving the comfort of their own offices, without even so much as a day of training.
2. Hyper-local content
The goal is to deliver relevant messages to consumers at each point-of-sale location. To do this, ScreenScape has built a media distribution network with venues at the core. Venue managers are often uniquely positioned to attune their ScreenScape-powered displays to the likes and dislikes of their local audience or to the context of their particular venue.
We make it easy for local stakeholders to contribute to help weave a fabric of community into the content. At the same time, a ScreenScape Group makes it easy for Brands to blend in content that is contextually relevant at that location while coordinating many disparate screens.
3. Timeliness of the message
If the promise of place-based media is to influence buying behaviour at the point-of-sale, it follows that the effectiveness of any such media depends on the ability to execute messaging on a timely basis. If a digital signage network is closed and centralized, like a broadcasting network, access is severely restricted. It’s difficult for the various members of a value chain to keep content updated on a timely basis. ScreenScape solves this for venue managers, for retail chains, for brands or for any member of ScreenScape that you might want to collaborate with.
In-store marketing is moving beyond the flat, static and emotionless print poster and into the age of experience. Ironically, technology is an enabler of a more human form of communication. While good information is an essential part of any sales process, consumers are notoriously passive when it comes to educating themselves on the key differentiators of a product. For example, a video that shows your favorite professional athlete, in all his glory, using the same equipment that’s right in front of you can have a profound psychological effect. And then there’s using a screen to engage with a shopper through their mobile phone. Now it’s personal!
5. Cost and effort is rewarded with power and scale
The promise and potential of digital signage – influencing buying behavior at the point of sale – is certainly compelling. Until now, the challenge to unlocking this potential has been in the area of execution and cost. We hear all the time how the closed, proprietary systems of the past were just too expensive and too difficult to manage. They weren’t connected, and therefore didn’t take advantage of the inherent benefits of sharing that are obvious in today’s Internet.
These constraints tied vendors to an old economic model that was capital cost-intensive and prohibitive for most businesses. Technical barriers lead to economic barriers, and this negative feedback spiral tends to create exclusionary and even more centralized networks.
As it gains traction, a true network centric model creates a standard for thousands of single venues, network operators, and content creators to form a common distribution platform. This helps them all, at their discretion, to take advantage of the power and scale of the network while making only their own small contribution. More than a disruptive technology, ScreenScape is a disruptive business model.
A new digital value chain
Brands that are embracing ScreenScape have their own reasons for selecting our platform, but we do see a common theme. ScreenScape offers them all a new and cost-effective way of engaging with their customers. Regardless of where you are in the value-chain ScreenScape can be a direct conduit to your customer. As ScreenScape, the World Wide Web, and mobile communications all continue to evolve, so too will the new and interesting ways in which ScreenScape members can interact and engage with each other and with their end customers.
We believe that place-based media has incredible marketing power. By bringing value-chain partners closer to their customers ScreenScape creates a new channel that is valuable to all members of the network. A new digital value chain is emerging with all of the competitive dynamics that go with it. The race is on, even among value-chain partners, to lay claim to this new virtual real estate.