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Sat, April 26, 2008
So, you walk up to your bus stop, scan your phone and through GPS it tells you how far the next bus is from picking you up.
This is the concept being tested at Case Western Reserve University in Cleveland. The idea, I think is brilliant. It’s useful and should be easy to use. So, why hasn’t this been a runaway success? Well, for many of the same reasons many mobile campaigns are facing challenges. Not because consumers don’t want to interact with services via mobile device – it’s because there are unnecessary boundaries in the way. First, in this case, there is a software issue. To get the bar code scanner on your phone you need to download software for it. This is a big ‘no-no’ if they expect masses to use this service. Second, is the lack of understanding of cost. There is a cost to using the service and, for many, people aren’t sure what that actual cost will be. There is too much of a risk.
Both of these hurdles to using the program come down to key issues I have with the phone carriers. Data plans are both too expensive and often too confusing for consumer to know what you are paying for. Second, a streamlined software/reader will need to be put in place if we ever expect to use the mobile phone as an effective device to reading bar codes.
It’s a shame. I think consumers are starving for ways to make their life easier and would be more than happy to use their mobile phone. There are just a few unnecessary boundaries which I am optimistic will get out of the way soon enough.
If you have a select group of people (like subscription theater’s, etc.), you might be able to get your patrons to download software for their phone if you could create applications that make their experience a better one. It will be a challenge though. For now, we are bypassing the ‘scanning’ by having consumers ‘text in’ for services which seems to have work well so far.
Read more about Case Western case study here.
Read On
Mon, October 16, 2006
Get ready to beef up those outdoor advertising budgets as advancements in technology continue to open many new opportunities for advertisers. According to the story, "Digital out-of-home"networks are popping up virtually everywhere: in stores, in theaters, in health clubs, in office buildings, and perhaps most importantly of all, on media planning flowcharts. The new networks, a subset of the outdoor media industry that is sometimes referred to as place-based television, are growing at a rate of about 10 new per month, according to a new report being released this week by marketing consultants Profitable Channels. The report estimates that the 700 digital out-of-home networks launched since 2002 will account for $1.2 billion in national ad spending this year, making it the size of a major network TV daypart."
Why the rapid growth? Well, first it gives advertisers the ability to deliver rich advertising (sight, sound, motion) like you would on Television but, unlike TV, allows you to put your message one step closer to the consumer during their purchasing process.
For an industry that often relies heavily on 'walk-up' sales from tourists, this is clearly a tremendous growth opportunity for Broadway marketers to continue to explore as new advancements are being made every passing day.
Click here to read more.
Mon, August 28, 2006
Starting this month, CBS will replace five static billboards in New York City’s Grand Central Terminal with smart billboards that can send video to any Bluetooth-enabled mobile device within about 36 feet. According to the story, “CBS will use the technology to send the millions of Grand Central commuters and rail travelers 30-second promotional clips of four new primetime CBS shows, plus CBS staple CSI: Crime Scene Investigation. With the click of their phone, users can download the clip and watch it, save it for later, or send it to their friends.”
We are keeping a very close eye on this as it’s clear this could be a huge opportunity for Broadway.
Click here to read more.
Tue, February 14, 2006
Picture this scenario.
The Johnson's are from out-of-town and visiting New York City. They are walking past your theatre and see a large plasma screen in the front of the theatre. The screen displays an invitation to be ‘remote controlled' from a cell phone to learn more about your show.
The Johnson's dial the number on the screen. They hear a voice prompt on their cell phone say “Press the key on your phone that corresponds with an item of interest on the screen”. Simultaneously, the screen displays animated instructions showing how to browse the content. For example, they can press 1 on their cell phone keypad to see a video about the show, or press 2 to see what the critics have said about the show. They can also press the # key at any time to be connected with Telecharge with additional questions they may have.
It's already being done in other industries. Could theatre be next?
Click here to read the story.
Fri, December 02, 2005
From what I've read about this new New York Times campaign, as a Broadway marketer, I would like to extend a warm thank you to the folks at the Times for running this campaign.
I think this is a great grassroots way to put Broadway as a whole in front of everyday New Yorkers. It goes to the point of making Broadway more accessible - which in the end I think we all wish would happen.
There isn't a link to more info about this story so I'm copying and pasting what the article said. (Thank you Media Post)
"The Times is launching a month-long "Get Closer to Broadway Every Day with The New York Times" promotion tomorrow. Events will include live performances by Broadway singers in the Times Square and Grand Central subway stations; a branded (S) train featuring a trompe l'oeil interior painted to resemble a Broadway theater complete with chandelier; advertising on the Shubert Alley billboard as well as on Metro-North and Long Island Rail Road commuter trains; and a game card promotion offering chances to win Broadway tickets and gift certificates to area stores.
A baby grand piano will be brought into the subway (this, I'll have to see) to accompany the singers as they entertain commuters with transit-themed Broadway show tunes such as "42nd Street," "The Trolley Song," "Chattanooga Choo Choo," and "Take the A Train." To support the campaign, the Times will run print house ads and radio spots on WQXR, WCBS, WPLJ, WRKS, WKTU, Clear Channel and Metro Traffic radio. Anomaly created the campaign promoting the Times ' theater coverage. The ads promoting the Broadway Gift Card instant-win and the wrapped shuttle train were created by The New York Times Marketing Services Group."
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