When you hear someone say the term "interactive signage," what's the first thing that comes to mind? Interactive touch screen advertising? High-tech way-finding kiosks or weather tracking systems? Those examples of interactive digital signage are definitely cool, clever, and fun but aren’t necessarily budget “friendly”. But guess what - there are ways to integrate traditional signage with everyday technology that won’t break the bank, are interactive and engaging, and don’t require plugs or batteries.
Traditional signage and advertising is meant to create a call to action or provide consumers with information about a product, brand, event, etc. However, instead of just speaking at the user… engage them. By making your traditional signage interactive (in a creative, non-digital format), your new print advertising campaign could become a destination, a trend, or memorable experience! Consider these three options:
While most static point-of-purchase signage advertises the release of new products, savvy advertisers deploy much more imaginative ways to showcase their products. Use your sign to give potential customers something to take with them - like a momento from your brand, or better yet a free product sample. The photo below is from a new campaign for Ice Breakers Duo Fruit + Cool mints. Instead of just throwing the product on the shelves, Ice Breakers is putting free samples in the middle of high traffic areas, shopping malls. This puts their new product at the fingertips of shoppers, and gives the memorable experience of receiving free candy at the mall. An experience that they’re likely to share with their family, friends, and possibly the world via social sharing. Ice Breakers isn’t merely using a traditional sign to advertise their new product, they’re using that sign to place product directly in the hands of potential customers! No bells, no whistles, no flashing lights.
Branded Photo Booth
Have you noticed the growing number of photo booths that have been popping up at weddings, birthday parties, festivals, and corporate events? They're everywhere! Photo booths have become a growing trend because they’re easy to create (all you need is a backdrop and a camera) and people love them. Plus, the photos are great for sharing on social media – especially if the backdrop is creative and fun. Adding your brand to the backdrop and/or props is a great way to increase brand awareness. The person in the photo and their entire social network could be potentially exposed to your brand. Nu Skin (below) did a neat photo booth for a company event held in 2012, where the subject stood in a gold frame that was labeled "Future Million Dollar Circle Member." This was meant to build morale so that other members would look forward to being recognized as being in the Nu Skin Million Dollar Circle. Pretty creative, as the only required prop is the printed "frame" and the backdrop!
Another way to engage the public is to place a QR code on your signage. A QR is basically a printed pattern that’s readable by mobile devices which basically acts like a link on a website. Once a person scans your sign or banner they can be directed to a website, video, or social media campaign that is directly related to your brand and delivering an interactive and engaging experience. This gives movement and versatility to your static signage. Since it leverages the technology of their mobile device, your advertisement can incorporate things like the persons physical location, the visual surroundings, check-ins, and immediate social sharing. In the photo below, the Mitsubishi 2009 Lancer Ralliart campaign used a QR code to find dealers nearby. Instead of just walking by the campaign, viewers could find where to test and purchase the car instantly.
As you can see, those are all pretty simple ideas. It doesn't cost a fortune to engage viewers with your advertising campaign. A traditional sign with a little ingenuity generates buzz and positive word of mouth marketing!