My Presentation at DSWA 2010 - Singapore

1. Maximizing the
Use of
Digital Signage
in
Public
Transportation
Chief Marketing Officer
DSWA ’10 Singapore, 09 Nov 10

2. Where I’m Coming From
‣ Philippine OOH
Company
‣ Has managed marketing
at the MRT for 12 years
now
✓Broadcaster and
Producer
✓Music Enthusiast
✓Marketing
Communications -
PR and Advertising

3. The Assignment
• How to maximize the use of digital signage
for public transportation
‣ Critical factors involved in the placement
of digital signages
‣ Taking advantage of the large moving traffic
‣ A memorable customer experience

4. My Agenda:
A Point of View
✓Captivating the Captive
✓The Path to Purchase
✓Selling a Solution

5. A carpenter isn’t
buying a drill,
he’s buying a hole.

6. The Mass Transit Marketplace:
Where Buyers and Sellers
Meet
Interact
Transact

7. CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
Are you relevant?

9. CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
Are you responsive
to circumstances?

10. Can people really read this far?

11. CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
Are you aware that
the audience is at the
periphery of sale,
on the track to a
transaction?

13. CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
What is the
common bond that
binds some of them
together?

15. CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
How can you make
your consumer-
commuter contact
last longer?

16. *photo from Mobile RetailWhite Paper, Juniper Research

17. CAPTIVATE
the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection

18. Move the Consumer-Commuter along
the Path to Purchase,
the Track to Transactions
Station Entry Train Wait Train Ride Station Exit Mall
Can you seal the deal in 30 minutes?

19. Sell a Solution,
NOT Just a Spot
The 4-Screen Menu
‣ Static Screen
‣ DS Screen
‣ Live Screen
‣ Mobile Screen

20. My Agenda:
A Point of View
✓Captivating the Captive
✓The Path to Purchase
✓Selling a Solution

21. A carpenter isn’t
buying a drill,
he’s buying a hole.

22. BING KIMPO
bing@trackworks.com.ph
bingkimpo
(Skype /YM / Twitter / LinkedIn)
Thank you. Salamat po.