Conventional digital signage can be very expensive. That’s why you’re used to seeing it in shopping malls, airports and office towers – where daily foot traffic tends to be high. ScreenScape is different. It uses the Internet and standards-based technologies, allowing for dramatic cost savings, ease of use, and scalability.
This gives ScreenScape the ability to access a much larger population of target venues with its brand of digital signage solution, thus creating value in its network by adding many new points of presence. When you think about it…the larger share of the opportunity that is place-based media is actually in selling smaller size solutions to businesses in much greater number. ScreenScape is the first to cultivate this “long-tail opportunity” in place-based media that has been enabled only recently by new networking technology. It’s also helping to drive a new network economics that has greater scale and helps ScreenScape to continue to keep its costs and its prices the lowest in the industry. Clearly place-based media isn’t just for shopping malls, airports and office towers. It’s a powerful sales & marketing technique that anyone can access now. Here is the proof! Using ScreenScape, you now see place-based media being used everywhere: from health clinics to pool halls, recreation centres to restaurants, and even schools.
Wakefield Canada, marketers of Castrol Motor Oil, uses ScreenScape as an onsite media solution and offers it as an added perk to their more than 8,000 customers. Natalee Davis, from Wakefield Canada’s marketing team, has seen a lot of success in using this technology compared to other more conventional digital signage options:
Food and Beverage
Pub Concepts designs and builds British-style pubs, and is using ScreenScape in their member pubs in Eastern Canada. Doug Ranch notes:
Not only restaurants can use place-based media to easily and effectively communicate with their customers, but bars, food carts, ice cream parlours, yogurt shops and hotels can too!
Health clinics can put up a display in their waiting rooms to provide information that is relevant to those biding their time before appointments. Instead of having to flip through random magazines and newspapers that may be left around and out of date (not to mention touched by others that may have be sick), people have the chance to read more relevant items. This may include anything from local news, weather and event information, to more specific and catered information, depending on the type of clinic.
For example, at an optometrist’s office, there may be a ScreenScape display with a video explaining various vision-related diseases or providing education about maintaining eye health. Or there could be a promotion available on the purchase of eyeglasses or contact lenses that may be necessary after the visit. Alternatively, if at a general doctor’s office, information may be displayed telling everyone that it’s flu season again and time to get annual shots updated. Content can be updated quickly and easily for a clinic’s place-based marketing needs, and thus fine-tuned specifically for any type – from hearing to travel clinics, pharmacies, and everything else in between.
The Ontario Tennis Association uses ScreenScape as a communications tool to reach out to their 210 member clubs. Peter Malcomson, Marketing Manager, notes that ScreenScape: “is a useful tool to get our message out to the 55,000 players who are members of our member clubs. I feel that it is a value-added service for their players, and at the same time has the ability to generate revenue for these clubs through the use of local advertising and sponsorship.”
This type of place-based marketing could be used in similar facilities, such as aquatic centres, skating rinks, bowling centres, pool halls and public gyms, just to name a few others in the recreational industry. It’s a way to speak more effectively to on-location customers in a flexible, yet cost-effective manner.
Schools are even getting in on the action. Colonel Gray High School, located in Charlottetown, PEI, with approximately a thousand students and eighty staff members, uses ScreenScape for several purposes. They display upcoming events, show YouTube videos of past tournaments, promote school clubs and student council information, along with other items of relevance to the student body. Colonel Gray even rotates in a digital year-book. The sky is the limit!
The same could be done with universities, colleges, language schools, and other educational institutions.
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