YOUR FIRST QUESTION ON A JOBSHOULDN’T BE

HOW MANY?

IT SHOULD BE

WHY?

WHY ARE WE TALKING?

WHY DIGITAL SIGNAGE?

WHY DO YOU NEED THIS?WHY DOESN’T WHAT YOU USE NOW WORK?

WHY NOW?WHY A VIDEO WALL?

WHY INTERACTIVE?

DISCOVERYLEADS TO

STRATEGY

WOW FACTORIS NOT A REAL STRATEGY

WOW FACTORTENDS TO HAVE

A SHORT SHELF LIFE

TECH ON ITS OWNIS

ALSO NOT A STRATEGY

TECH IS

STUFF

BASING A PROJECTON THE DISPLAY TECHNOLOGY

GUARANTEESMEDIOCRITY

DON’T FOCUS ON THE SCREENS.

FOCUS ON WHAT’S ON

THE SCREENS

BUZZ WORDSARE NOT REAL STRATEGIES

PHRASESTO BE

NERVOUSABOUT:

DEMONSTRATEINNOVATION!

PHRASESTO BE

NERVOUSABOUT:

EXPERIENTIAL!!

PHRASESTO BE

NERVOUSABOUT:

CUSTOMER ENGAGEMENT!!!

PHRASESTO BE

HAPPYABOUT:

WE WANT TO SELL MORE STUFF!

PHRASESTO BE

HAPPYABOUT:

WE WANT TO COMMUNICATE MORE EFFECTIVELY

PHRASESTO BE

HAPPYABOUT:

WE WANT TO MAKE SOMETHING FASTER,BETTER,EASIER

IF YOU DON’T KNOWWHERE YOU’RE GOING

HOW DO YOU EVER GET THERE?

LEARNING FROMTHE MARKETPLACE

LAX

“It's a carefully curated installation of breathtaking beauty that helps

passengers fly before they ever leave the ground,

and takes the airport experience to new heights.”

FIRST REACTION:OH WOW!

LINGERING REACTION:HMMM…

HOW DOES AN ART INSTALLATION

REALLY RAISE THE AIRPORT EXPERIENCE?

NOWTHEREARE ADS

DO BIG-ASS ADSMAKE YOU FLY BEFORE YOU EVER LEAVE THE GROUND?

MCO

“The airport was in need of an upgrade, and technology was

something we thought could be added as part of the end-to-end

service the airport offers.”

“MCO’S DISPLAYLAND”ALMOST 700 PASSENGER-FACING SCREENS•  TSA SCREENING TIMES BY LOCATION•  FLIGHT AND GATE CHANGES•  WALK TIMES•  DELAYED BAGGAGE NOTIFICATIONS

THE CLEAR OBJECTIVE:

MAKE GETTING THROUGH MCO BETTER, FASTER,

EASIER

RELEVANCEIS YOURFRIEND

YYZ

IS NEWS & WEATHERWHAT PEOPLE

WANT ON ARRIVAL?

IS NEWS & WEATHERWHAT PEOPLE

WANT ON ARRIVAL?

PERFECT FOR THE PLACE AND MOMENT - HEATHROW

LHR

REAL-TIME DATA ON FASTEST, EASIEST

WAY TO GET INTO LONDON

RETAIL

RETAIL

250+ SCREENS IN ONE STORE

“The flagship stores deliver an enhanced customer experience through a network of digital signage, interactive technology

and show-stopping installations. The stores create a retail space that engages,

excites, inspires and informs the customer.”

MY FIRST-HAND IMPRESSION:BIG SHRUG

RETAIL

TOUCH ANYWHERE TO GET STARTED WITH WHAT???

THROWING IN A LOT OF SCREENSISN’T INNOVATION

AND IT’S NOTA MEMORABLE

EXPERIENCE

Sporting Life – Toronto2008 store – screens all over

2015 reno – no screens

RETAILERS NO LONGER SEE SCREENS AS A

WAY TO SHOW “INNOVATION”

RETAIL ADOPTION IS UP,BUT PROJECTS TIED TO

STRATEGIES

SEPHORA PARIS

SEPHORA PARIS

FLASH STORE REDUCED TOONE-THIRD SIZE OF REGULAR

SEPHORA STORES

DIGITAL SCREENS THERE TO FACILITATE ENDLESS AISLE –

ACCESS TO 14,000 SKUS

PROBABLY THE HIGHEST ADOPTION RATE FOR RETAIL HAS BEEN IN FAST FOOD/QSR.

WHY?

IT WORKS. IT MAKES THINGS BETTER. IT SELLS MORE STUFF.

FAST FOOD SECTOR IS ON THE CUSP OF A BIG UPTICK FOR OUTDOOR DIGITAL.

WHY?

SAME REASON. IT WORKS.

BUT ONLY AV AND SIGNAGE NERDS CARE ABOUT THE TECH.

BORING & PEDESTRIAN WORKS

A 32-INCH SCREEN THAT SAYS “40% OFF. TODAY ONLY!” CAN HAVE MORE IMPACT AND MEANING THAN A 32-SCREEN VIDEO WALL.

AMAZING CAN WORK, BUT IT’S RARELY SCALABLE, OR REPLICABLE.

AND NOW FOR SOMETHINGCLEVER

AND NOW FOR SOMETHINGCLEVER

FAST FOOD STAND CHANGES BRAND,

FOOD TYPE & MENUS

USING DIGITAL

WHY?

TEST CONCEPTSAND ADJUST CONCESSIONTO PROFILE OF VISITORS

WHY IS YOUR FRIEND

WHY MIGHT STOP A PROJECT IN ITS TRACKS …

BUT IT WAS PROBABLY DOOMED IN ONE WAY OR ANOTHER IF WHY WASN’T CLEAR.

WHY MIGHT CHASE YOU OFF A PROJECT AND CLIENT

BECAUSE YOU KNOW, EARLY, IT’S NOT GOING TO WORK

AND IT’S NOT WORTH GOING DOWN THAT PATH.

WHY WILL OFTEN LEAD TO PROJECTS THAT:•  DELIVER ON PROMISES, •  MAKE CUSTOMERS HAPPY,•  LEAD TO EXPANSIONS,

RENEWALS … AND MORE PROJECTS.

WORK WITH YOUR CLIENTS TO

DEFINE WHY TECHNOLOGYWILL MAKE SOMETHING

BETTER, FASTER OR EASIER.

WHEN THAT’S DEFINED, THE PROJECT CAN START TO

ADDRESS THE OTHER BIG QUESTIONS.

WHY? WHERE? WHAT? WHO? WHEN? HOW?

GET THOSE QUESTIONS COVERED EARLY, AND A PROJECT’S

CHANCES FOR SUCCESSCLIMB SUBSTANTIALLY.

Just make sure you start with

WHY?

QUESTIONS?

DAVE HAYNES, The Preset Group 905.592.1612

EMAIL: dave.haynes@presetgroup.com BLOG: sixteen-nine.net

PODCAST: sixteennine.podbean.com SKYPE: dhaynes SHOE SIZE: 10.5