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Corporate Digital
Signage Seminar
April 28, 2009
Conference Centre of
the International Centre on Airport Road
Presentation Notes: Steve Candib and George Hughes
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Steve Candib
Executive Director
Gottshalk + Ash International
Staying true to the Brand
With degrees from Harvard and McGill, Steve Candib has worked as a brand design consultant since 1988. He has been associated with G+A for over 10 years.
G+A has worked with many companies in Europe and North America, (including Royal Bank of Canada, Labatt, SkyDome, CBC), both to create brands and re-create them to suit changing media.
As Digital Signage replaces static imagery, it provides new ways to draw people in, with touchscreens, motion interactivity and so forth, and branding is an important element of the marketing mix.
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As Steve pointed out:
“You can have
something that will engage people,
that will bring them to a fixture.
You can have something that will
teach them, give them a reason to stay. There’s a whole host of
applications for how the brand can be expressed, but …we believe
that these all have to be created with an eye towards supporting
the central proposition of the company, of the brand.
If that doesn’t happen, people just remember that it was fun, but they
don’t remember why they watched it or what it was trying to
achieve for them."
His main message: ""We have to convince clients that their digital signage applications must be consistent with and support the brand.”
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George Hughes
**.Tv Digital Media Networks
Managing General Partner
I-CONNECT
Creating Connections with Customers
and Staff
George Hughes, Managing General Partner,
I-CONNECT LP, focused
on the potential for new Web 3.0 digital media to improve corporate
performance,
with an emphasis on Corporate Return on Investment related to people.
Using a retail example: when I-CONNECT's sister company, Design Vision
Retail Inc., re-designed
Shoppers Drug Mart in the late 1990's, their 25 pilot stores
became the new template for Shoppers.
"The combination of brand,
environment, and messaging worked well beyond the Shoppers'
expectations because it actually changed people's responses to
retail related stimuli. The impact on the business and the
bottom line was phenomenal."
"For most organizations," Hughes pointed out,
"the key
investment is in people."
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The explosion of digital media has caused a massive shift in how
people look for information, respond to it and become engaged.
It has become part of the consmuer reality.
When it is used as a way of communicating, to engage employees
and customers, the potential for return rises significantly. For example,
someone who wouldn't open a newsletter, is likely to pay
attention to a convenient screen.
Hughes' I-CONNECT advocates a cross-platform approach accessing employees
and others using screens,
hand-held devices (like the
I-phone or Blackberry) and touchscreens.
Some practical examples:
Events that can be accessed by touchscreen in a lobby could
have been scheduled from a hand-held device. The same
touchscreen can provide directions to the right room.
The staff at a branch office can add local content to corporate
information.
While a customer is waiting for the car to be serviced, the
screen can provide updates and then broaden the brand with video
about the racing model.
Content is key, in Hughes’ view. With the new digital tools the
barriers to content creation are down.
"Your brand is your competitive differentiation.
Our *.Tv tools allow your employees to fully engage your brand -
and become its best ambassadors. These are
really significant and powerful tools which can allow you to
express and utilize that differentiation in a more meaningful
way to clear bottom line advantage."
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