VERBATIMS |
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What do you see as the primary creative challenges/opportunities?
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| Developing messages that deliver a brand message while also triggering a sale. |
| Attention |
| If an interactive kiosk in F/D/M retail environments influenced brand selection, stimulated up sell and enabled consumers place thier order for pick up later - much in the way you order take-out food from Wawa convenience stores - I'd buy it in a heartbeat. |
| Making the brand experience relevant to the shopping environment. Simply broadcasting tv spots at retail is not effective, broacast creative needs to be driven by the point of distribution. |
| The industry is fragmented. Bad players out there make bad solutions. The client sometimes does not know what exactly they want.Bad delpoyment ensues. Who has ownership of the device? ROI path. |
| Thinking to shoot and clear work for retail or industrial expoosure. Also, it will require a different perspective from creatives. |
| synchronizing the message to the other branding messages used, to maximize the exposure |
| Developing systems that can be kept fresh, so that people don't get immune to their content and advertising messages. |
| Integrating with retail environment |
| Challenge - specific to the 'local market' (local content that speaks of 'home) Opportunities - blending internet and 'outernet' |
| In developing interactive kiosks, the marketer must strike a sufficient balance between self-exploration and marketing communication. If the kiosk has a live internet connection, the experience must integrate and enhance the retail experience in some way. Remember that consumers do not come to the store to use the web - they go online at home. Thus, the actual offline retail experience must somehow impact the online experience the consumer has within the store. |
| retaining time-pressed shoppers' attention, once the novelty has worn off. |
| Incenting usage. Simplifying UI. Making sure application has significant purpose. |
| creating a multiple use |
| Use this medium to generate sales |
| How do you use this a marketing tool that enhances salses and retailer relatonships ? They might be willing to try it but what is the measurement that continues support for these types of media... |
| As a consumer having the time/need to search information on an "Outer Net" |
| Current technology presents huge opportunities not possible in prior years. |
| information overload ought to be extensions of established, measureable differentiation "touch points" |
| Primary opportunities seem to be visual dynamics, with the ability to run any combination of images - still, animatd graphics, full video - infact anything you could run on TV - could even involve sound. Bigger, more effective than printed-on-card POS/Posters. Networkable to every store in the group - which can be addressed with 'bulk' program or addressed individually for local store marketing. Once systems installed, very low POS cost. |
| Cost-benefit is hard to prove, and content should add value to the consumer experience, not reduce it. |
| Creativity : make it so relevant and appealing that the drawbacks are perceived as less annoying for boith the retailers and the shoppers. It has to be integarted in the shopping experience : nobody wants to see the ad running in media in the store. Either they know it already or the media plan was wrong but they are already in your store! |
| relevance to the retail environment |
| Opportunity to fully integrate all communications at retail, and make it interactive with FAQ's. |
| As a brand new point of purchase in common areas, like a mall area. |
| It is considered non-traditional media and it is difficult to get into a regular budget process. |
| Simplicity is the key - a kiosk requires a certain level of sophistication on the part of the consumer and a large investment of time. There are wonderful programs that are just not reaching consumers because of complexity of the presentation. |
| A combination of informative, engaging, and entertaining are required to keep the consumer's interest |
| influencing consumer behavior |
| create a presentation that will meet a variety of target audiences; i.e. woman, men, teenager, etc. |
| engaging the customer and delivering the wow factor! |
| Making them appealing enough for shoppers to watch rather than ignoring them |
| consise and compelling messages that create purchase |
| Integrating with the retail environment in a conducive way. Relative content |
| content development and constant upgrade |
| Giving customers a reason to use them |
| It would have to be extremely compelling to make shoppers stop and take the time to watch or use. Unlike the person watching tv at home or surfing the net, someone in a retail environment is not really at leisure -- you have to make it worthwhile for them to give their time -- they need to be very motivated. |
| Systems all see to vary at this point as a number of companies look to jump into this new area. There is a lot of talk about the future but not much critical mass at this point. |
| a constant update of content is key. without it, the wrong messaging can hurt sales more then help. this device seems most effective when tied into a sweepstakes/promotion (short term). once it sits in retail, it almost becomes invisible in all the clutter. |
| keeping content up-to-date; able to draw the customer into the experience; easy to use; attract those not 'computer savvy' but who are coming into the retail outlet to shop; displaying the content such that it sparks ideas about the usability of the product(s) allowing customer to come up with new and unique ideas; challenge the customers' sense of creativity |
| Create specific material to be displayed on the screens; a mix of TV commercials and Internet ads. They have to be interesting but short, and use of sound is complicated (due to the environment). |
| Making the content interesting/meaningful rather then noise/hardsell |
| Making the content relevant and short |
| Attracting consumers in an over-cluttered promotional environment. |
| In small transaction retail (i.e. consumers buying many small items as in grocery and walmart) the message becomes irrelavant, not unlike shopping cart ads. In large transaction retail, the media becomes irrelevant unless there is a need to explain the purchase such as in digital photography. |
| To make a product seem interesting without going over the top. |
| Tension between brand-building and revenue-driving |
| content and content about content |
| Getting a short enough compelling message to use at retail - not trying to make teh message do everything! |
| Making it user-friendly. I think the internet is a one-on-one interface. This sort of public display will have a long way to go to solicit any but samplers and players, not buyers. |
| How to increase the customers interest and make a profitable turn-over of it. |
| Getting customers to embrace new technology - change is hard for many people. |
| compelling messages |
| see item 3. without proper training of retail staff and reward program, the system can be a waste of money. many buyers today use web/ebay prior to showroom and the sales guy is still sitting at a bad desk with no connectivity. |
| Right now a very bland message in what we can do, how to make the message more relevant to the products benefits. Ie., once shopper is identified can there be a range of messages that only go to that shopper and other messages go to others? |
| Opportunity to brand an umbrella theme for the retailer with relavant products participating. |
| Shifting retailer's mindset from 100% print communication to including digital to the mix; and, helping them understand what digital can/can't do effectively. |
| Making sure the message fits the environment, assisting the sales process while keeping the aisles clear. |
| clarity of message(s), execution & implementation dependable hardware (and software) most interactive applications are poorly designed, and very unclear & confusing for the consumer. |
| No concrete evidence of the ability to be seen, breakthrough, within a very cluttered retail environment. Biggest opportunity for the manufacturer would be to improve ROI by linking secondary display space, associate education/demonstration opportunities to participation in the program. Requires that retailer and media company share in the results. Aditional opportunity is as a springboard for new product launch - ability to explain new or indirect product and emotional benefits. |
| BUDGETING: Manufacturers will need to carve out realistic production budgets in order to "sell" their products in the best possible light. |
| Being able to stand out and catch the consumers attention in the seconds in which s/he may glance at the screen. Messages need to be extremely short and sharp - more like outdoor than like in-home television. |
| Getting smart about using this - will only work in certain industries where the margins are high enough to justify the cost of development and deployment. |
| Good way to get key messages across at store level |
| Integrating it with existing media |
| Producing content relevant to the medium |
| getting shoppers to stop what they're doing and say, WOW, just like they have tro do today w/in-home tv |
| Making it relavent within the venue |
| Creating a logical media package that ties in with existing marketing efforts -- cost constraints -- roi issues and continuity |
| Being able to relay any input to other data devices for future reference. |
| Digital movers come to fiels levels to play |
| This medium needs cut-through; the creative temptation is to deploy broadcast techniques that do not necessarily add value |
| Engaging the shopper in a short timeframe |
| ? |
| Personalize into the custumer brandīs global creative advertising concept. |
| Captivate time pressed consumers |
| Quality creative for reasonable cost |
| Tailoring it to fit a new medium that may not be consistent with other media |
| New way of interacting... |
| Producing content with the feel and apeal of TV, without resorting to a 15-30 second spot mentality. |
| what can it do that an employee can't? making it a SHOW not TELL medium |
| delivering messages that are compelling yet brief enough to engage and captivate consumers keeping content and material fresh getting retailers to buy into the concept of what's in it for me, how will this drive purchases, not clutter my store, etc. |
| Challenges: I hate when I go to a store to purchase something, and if it's out of stock, the customer service person goes to one of the kiosks to order it from the company website. It seems to defeat the purpose of my actually going to the store...Also, I don't like *interacting* without digital media. If I go to a store, it's to see/touch/experience the item I want to buy. I don't really want to look at it on a screen.... Opportunities: Kiosks could be great for information dissemination. I like the idea of getting information without the hard sell to buy more... |
| Maintaining brand creative integrity/consistency. Developing engaging yet iniformative/interactive content. Finding opportunities/$ to try new creative approachs. |
| TV commercials sometimes are used and are wrong for the medium. A new discipline needs to emerge with specific pacing for different channels, neither too disruptive nor too repetitive, clarity needs to dominate over entertainment value. |
| Conversion of a retail customer ( I showed up to get it NOW ) to deferred gratification. |
| getting positive attention rather than being perceived as more noise |
| It's difficult to enter this due to several contraint of retail industry |
| Getting to the right consumers is difficult |
| Clear messaging that will engage customers |