How to Sell Digital Signage - Step-by-Step Sales Techniques for Intel Technology Providers
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
How to Sell Digital Signage Step-by-Step Sales Techniques for Intel Technology Providers March 2013 INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
Digital Signage: A Rapidly Growing Market
2015
22 million displays
Today 2 million+
networked out-of-home
displays
digit annual growth
Double-digit
Double
$7 billion in annual revenues
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
2Digital Signage: Applications Are Growing
Digital advertising Wayfinding kiosks Check-in & search Gesture windows Shelf media
Touch/gesture walls Smart workforce Interactive tables Check-out Big media
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
3Resistance to Buying
Even in a growing market — every sale can be a challenge
He resists
change:
His company
“Our current is in flux and
signs and struggling to
posters work figure out its
jjust fine.” next step
step.
He thinks
they are just He’s NOT
displays for in IT—and
showing ads. does NOT
He’s done He’s in IT want IT
a lot of and not involved.
homework: happy about
“I know what another
I want.” project.
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
4Making the Sale / What’s Required
1. Knowledge
Big retailers use digital signs in their stores. So do small businesses, schools, colleges, hotels,
restaurants, sports/entertainment complexes and more. Get to know specific markets—the
l
language andd hot
h t buttons—in
b tt i order
d to t sell
ll effectively.
ff ti l
2. Education
Digital
g signage
g g is familiar to most p
people,
p but not well understood. The technology gy is evolving
g
(displays, media players, software) and so are the form factors: traditional signs, touch screens,
kiosks, embedded signs, menu boards, etc. Be prepared to educate your prospects and
explain all the different possibilities for using it.
3. WIFM
You may be selling to the owner of a company, the head of sales/marketing, the CFO—or one
person who does all three. IT may or may not be involved. A decision maker may have an A/V
background. Be prepared to tailor your sales presentation to different hot buttons.
4. ROI
Digital signage is not just about flashy graphics and bells & whistles. It’s a significant investment
that offers proven ways to increase sales, enhance customer experiences, turn inventory faster
and much more. Talking technology alone won’t get you far—be prepared to talk value and
bottom line impact
impact.
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
5Choose Your Markets
Retail is still the
biggest, but other
markets are large
enough to deliver
big potential and
opportunities to
specialize.
i li
SOURCE: Northern Sky Research
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
6Know the Industry Hot Buttons
Match capabilities to specific industry needs
Retail Medical
•Shopper experience, ambience •Patient experience
•Promote sales/merchandize effectively •Medical advice
p
•Upsell,, cross sell •Ambience: Entertain while waiting
•Drive inventory turn: Overstocks/Out of Stocks •Ad revenue
•Personalize the Customer Experience •HOSPITALS: Directions / Wayfinding Emergency
•Bring “online experience” into the store; Enhance Sales Alerts Paging Security
Floor /‘Bricks & Mortar’
Education
Transportation Centers •Student
St d t experience
i
•Traveler updates/scheduling •Campus Schedules/Event Information
•Weather/news •Directions / Wayfinding
•Simplify directions/ wayfinding •Weather/ News
•Ambience: Entertain while waiting / queuing •Security Paging Emergency Alerts
•Security monitoring, Emergency Alerts
•Advertising Banking / Financial
•Client experience
Hospitality •Promote offers, branding
•Ambience/Queuing
•Enhance Guest Reception/Guest Experience
•Updates on meetings, events, local activities
•Simplify directions / wayfinding C
Corporate
t
•Drive traffic to facilities (spa, restaurants) •Tenant experience
•Weather/ News (Elevator/Welcome Boards) •News/weather
•Menu Boards •Ad revenue
•Ad revenue •Menu Boards (Cafeteria)
•Security Emergency Alerts
•Emergency
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
7Understand the Different Applications
Different companies will use the same technology in different ways
Classic Interactive Digital
Mobile Interaction Kiosks
Digital Signage Signage
Menu Boards Way Finding Office Welcome Guest Welcome
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
8Be Prepared to Talk Value
Replace Posters Sales Promotion Ambience Branding Customer Support
•Streamline •More promotions based •Enhance customer •Continuous support for •Enhance service by
communications on, seasons, experience brand via sign providing more ways to
•Lower costs demographics, •Support sales placement, content and learn, engage and
inventory price
inventory, interaction interact
•Respond faster to changes, etc. •Entertain while queuing
changing markets •Support live
sales/support
Personalizing
g
Targeted Promotions Advertising Product Demonstrations Directions / Wayfinding
Experiences
•Drive sales of •Earn additional revenue •Use interaction and •Use education /demos •Simplify the customer
overstocks, upsell by carrying 3rd party analytics to target to drive sales, enhance experience
customers with related ads information and offers support and service •Drive traffic to increase
products that enhance the sales
•Link signs to experience, build
loyalty •Opportunity for
inventory/POS i t
interaction
ti and d ads
d
Customer Employee
Monitor Operations Security Emergency Alerts
Demographics Communications
•Know
K patterns
tt by
b age, •Get
G t accurate
t counts,t •Instantly
I t tl know
k if activity
ti it •Use
U strategically
t t i ll •Use
U sign i network
t k ffor
gender, time monitor traffic flow, is taking place “off placed displays for internal updates,
•Use info for sales, behavior in key limits” alerting training, security alerts,
operations, traffic flow locations •See patters of illicit •Enhance safety, etc.
behavior—i.e., shelf comply with regulations
sweeping
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
9Put It All Together
Retail Transport Hospitality Medical Education Banking Buildings Religion
Signs Signs Signs TV Signs Signs Signs Signs
Kiosks Schedule Schedule/Menu Signs Schedule /Menu Kiosks Elevator Signs Schedule
POS Boards Boards Kiosks Boards Kiosks Boards
Kiosks Kiosks Elevators Kiosks
Elevator Signs Elevator Signs
Promote Schedules Welcome Information Schedules Promote/ Paging Information
Merchandize Directions/ Meeting Info Ads Information Merchandize Emergency Alerts (Sermons/Hymns)
Analyze Wayfinding Directions / Directions / Directions / Ambience Menu Boards Paging
Personalize Ambience Wayfinding Wayfinding Wayfinding Queuing (Cafeteria) Emergency
L b li
Labeling E t t i
Entertain Weather/ News Ambience Weather/ Analyze W th /
Weather/ Alerts
Demos Queuing Ads Emergency News Branding News
Branding Weather/ Security Alerts Emergency Security Emergency
Training News Paging Alerts Weather/ Alerts
Security Security Security Paging News Ads
Ads Emergency Alerts Security Emergency
Visual Paging Ads Promote Alerts
Emergency Ads
Alerts
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
10Tailor Your Message to Your Audience
Owners Sales
Overall support Speed
for the business
Availability
ROI
Customizability
Reliability
Personalization
Scalability
Measurement
CFO IT Manager
Initial Cost Performance
Ongoing Costs Reliability
Savings Integration
Revenue potential Upgradeability
Overall ROI Easy to administer
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
11Be Prepared to Be Judged on the Following
Overall cost of the system 5
Cost of management and maintenance 5
Hidden costs 5
Overall projected value (Revenue, Lower Costs) 5
Manufacturer brand/reputation 5
Reseller reputation 5
Longevity/Scalability 5
Reliability 5
Integrate with existing IT solutions 5
What
at disruption
d s upt o will the
t e installation
sta at o cause 5
How easy is it to train our staff to use the system 5
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
12Your Sales Presentation Needs to Address…
Whatever solution you are presenting must be linked to what you have
learned about the business objectives and issues.
Business Objectives Business Issues Business Value
More sales High cost of marketing Enhanced Customer
Experience
More customers Getting
g “mindshare” of
customers More brand/marketing
More sales per customer exposure at lower cost
Standing apart from
More sales per location competition More opportunities for
More higher margin sales personalized messaging
Tailor messages to
Lower operating costs demographics More sales, more sales per
customer/location
More productivity from Lack of brand differentiation
sales/support associates Fewer inventory write-offs
Fast moving product
cycles/inventory turn More demonstrated
instances of cross-selling
Products are poorly
understood Lower rates of shoplifting,
security issues
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
13Positioning Digital Signage Solutions
Basic Mainstream High Demand
Starter Solution: Keep Growing: Competitive Edge:
Plug & play package: Single player/multiple Multiple players, multiple
Single player/ screen screens displays (i.e., video wall)
Content: still images, video; Content: HD video blended Content: Extensive
no real-time Video/Web with real time feeds blending with real time
feeds feeds
Touchscreen input/mobile
No audience analytics. device integration Touchscreens, mobile,
gesture
No in-house technical Audience analytics
support needed Proven reliability/
Options to expand proven performance
Options to grow—when the
time is right Investment protection
TYPICAL PLATFORM: TYPICAL PLATFORM: TYPICAL PLATFORM:
Intel® Core i3 or Intel® Atom Intel® Core i5 Intel® Core i7
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
14Evaluating a Sales Opportunity
Here are some of the key questions you can use to “scope out” a potential opportunity in digital signage. It’s important to start with a “big picture” approach. There
will be plenty of time later to get further into the details of hardware and software selection.
1. What is the basic size and scope of the 5. What are your objectives? 8. How you are going to manage your 11. (Cont.)
digital signage solution you have in Drive sales content? Content gets triggered by the
mind? Enhance brand awareness Locally Centrally age/gender of the viewer
Number of locations Centrally with a provision for limited Other forms of interactivity:
Educate and inform
N b off screens/display
Number /di l d devices
i per l
localization
li ti ______________________ _______________________________
Create a more sophisticated customer
location
experience
Identify other factors that will dictate the Internal communications 9. What screens are right for you? 12. How do you plan to measure the
size and scope of your solution: Floor-standing, poster-like stands performance and ROI of your digital
Monetize your displays
signage solution?
Monitors hanging from the ceiling
2. What is your timeline for implementing Audience demographics gathered
6.What kind of content do you intend to A video wall
your solution? in real time
show? Interactive kiosks
3 months 6 months Awareness and recall surveys
y
Slid with
Slides ith text
t t and
d pictures
i t S
Screens embedded
b dd d iin other
th d devices,
i conducted after the fact
One year
HD video such as gas pumps or vending
Are there other activities that this is Sales performance (e.g., sales data
Animated graphics (e.g., Flash graphics) machines
contingent upon (e.g., completing linked to the time when specific
Other options: __________________ content is showing)
construction/renovation on other Advertisements
locations): 3D content (glassless) Social media analytics
Live feeds such as from network TV or 10. Where do you intend to place display Usage analytics
the Web devices/screens?
3. Who are the major decision makers Other ways of measuring performance:
who will impact this project? Near entrances/exits _______________________________
Information drawn from internal
CEO CFO IT databases (such as a calendar of events, Check-out/point of sale areas
CMO Customer Service menu items, etc.) Waiting areas 13.How do you plan to manage your
Other decision makers (e.g., line of Information from external data sources Aisle end caps digital signage network?
business owners): (such as weather, traffic, local news, etc.) Out of doors Asset management
Other: Other locations: Software updates
Security
4. What is y
your intended audience? 7. How do you plan to create content? 11. What level of interactivity y are y
you Remote repair
p and diagnostics
g
Customers Visitors Use in-house resources looking for? Other ways of managing your solution:
Employees Hire an agency No interactivity—a one-way broadcast _______________________________
Acquire ready-made content of information
Other audiences:
Rely on the product manufacturer Touch-screen interactivity (single or 14. How many nodes will exist in a full
multitouch) digital signage network deployment?
Other content resources:
______________________________ Touchless interactivity (e.g., gesture-Final Thoughts: Paint the Value Picture
Your digital signage solution already
“exists” in the mind of the buyer (i.e. a
solution
l ti th thatt will
ill solve
l hihis/her
/h problems)
bl )
To win the sale: create a matching vision
between your solution and the capabilities
it will deliver to solve those problems
Paint a picture of what the customer’s
world will be like after making the
investment in your solution
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
16The Ultimate Decider
People make emotional buying decisions for logical reasons.
reasons
Emotion: Theyy get g Logic:
g Theyy develop p
excited about their a rationale to explain
ability to satisfy the or justify their
need that motivates decision
the change
Your job is to provide the logical basis (i.e., the value)
for motivating the change.
INTEL - CONFIDENTIAL, FOR INTERNAL USE ONLY
17You can also read
