Download a .pdf of this "Open Letter to CEO's and COO's about Dynamic Media 
An open letter to CEOs and COOs
Re: Enterprise use of
Dynamic, Place-based Media
By now you have likely heard of an initiative in your
organization being called “Dynamic Signage”, “Location-based Digital Display”
or “Enterprise Media”, or you may have seen it operating in your organization
or a competitors.
It may have “bubbled up” through your Chief Marketing,
Information, Technology, Financial, Staffing or Visitor Experience Officer, or
your ad agencies.
It is typically a high-payback initiative when planned and
executed properly. Wherever the initiative is being championed, it is likely a
bright star in your organization looking to achieve increased revenues and brand equity, cost reductions or deferrals and leverage past investment.
The medium has a significant, proven record of achieving
these outcomes based on its guiding principles that “visual is the new language
of business,” “visual communications at the point of decision, waiting or
gathering gets noticed”.
The enabling technologies have matured and are cost
effective, and there are volumes of information on this technology application
from your preferred suppliers and from many other sources including many
industry associations.
The caution, and the
need for your involvement are based on the following:
- The implications and benefits reach across
organizational boundaries. Brand equity and perceptions by patrons, staff, etc.
is generated as location-based dynamic media delivers branding and
merchandising messages while simultaneously providing ambiance and “energy” to
an environment. Multiple departments will have involvement in the successful
project including at least marketing, information technologies, the Information
Officer, information technologies, purchasing and human resources. CEO or COO
sponsorship positions the dynamic media initiative to maximize the return on
investment across business units.
-
The most successful planning is
vendor-neutral. As the processes for
planning and supply of this medium continue to mature, vendors can provide useful
input, but the most successful planning is vendor-neutral, objective and based
on best value to your organization. This planning can be achieved, and risk
mitigated, through the use of an experienced consultant or system integrator. The
key is in maximizing benefits while minimizing time and investment.
- The value of dynamic signage is clear, but
“making it happen” can be complex. Involving multiple departments (as is necessary
to its success), planning (essential to maximize ROI) and sourcing (to assure economical,
scalable operations) have challenged many organizations, in particular when the
initiative is managed by already busy staff. The mountains of available
information can add to their confusion.
In using the available expertise and to assure maximum
benefit, the following is suggested as
your action plan.
- Serve as the project sponsor to give it profile
and focus.
- Assure a person with communications responsibility
is project lead and expect that person to involve other stakeholders.
- Host a briefing about the media, including what
it is, the benefits and costs that could be expected, and the organizational
implications. Its use in similar or competing organizations should be included,
along with a proposed, preliminary action plan.
- It will also help
define operational processes, including “content” and impact measurement
approaches.
- Reports on the refinement of planning and
resources should be expected on at least a quarterly basis as the use of the media
advances. Look for notes on how the dynamic media integrates with other
communications approaches such as mobile, Internet, advertising and staff
communications.
Dynamic place-based media is providing proven high value.
Effective planning is fundamental to its successful use. As the medium provides
value across organizational boundaries, the CEO or COO provides necessary
project focus. The contributions of a little time have very high payback.
Lyle Bunn
Lyle Bunn (PhD Hon.)
is widely recognized for his contributions to dynamic place-based signage and
enterprise media success. As a consultant, advisor and educator he has assisted
hundreds of firms and helped to train thousands of end user and supply
professionals. See www.LyleBunn.com . Lyle@LyleBunn.com
or 613-475-9121