This week Robbie Ward from BPM Media which is a locally based company in blanchardstown came in to talk to us about what they do. Bpm Media provide “In-store music and video that compliments, and enhances a brand”, through different display and content devises.
He opened by stating that “content is king”, he then went on to say that actually this is false, only relavent content is king. This means that depending on who the auidence is you have to be very careful to make sure that what is been shown will appeal to those viewing it. The main service that BPM offer is creating digital signage in different locations such as bars, resturants and hotels for companies to advertise different products and services that they offer.
He used the example of a busy bar that sold 300 carvery dinners in a weekend, but only 5 desserts. He then developed a advertising campaign, where the screens set up would display lots of pictures of desserts during dinner time. Within two weeks sales of desserts had increased to ten times the amount. This shows the amount of visual information a person will take in while sitting somewhere and effect that information has on their decision making process.
He also talked about call to action ads that can encourage customers to make extra purchases with advertising shown at point of sale.
When designing a system for a client Robbie discussed the importance of knowing your audience:
- who visits the venue, how often and when?
- how they must try influence them
- and they must use the customer data to create a profile.
He also talked about discovering the attention spans for different audiences. For television people have about a 30 second span where they will pay attention to something happing on a screen, Robbie discovered with digital advertising displays this is shortened to about 7 seconds. To counter this you have to have exciting images and have a relavent music selection. The volume of the audio is also very important, loud enough to attract attention, but not to loud to be a distraction and cause complaints.
This level of advertising is very current now, nearly every large store operates it in some way with mobile phone retailers such as o2 and meteor using them to display offers and new devices. You can see the reason why, when they are very vibrant and it’s easy to make changes whenever you feel like it. This keeps your advertising very current.
