Digital signage solution used to generate cash for the community
What do you think?
POST A COMMENT
By Thomas Fraser-Bacon, e-marketing executive, AllSee Technologies
27 June 2012
[L-R] David Rhys-Vivian, Adam Carew and Bordon Library manager Sam Todd
Digital signage can be implemented for a variety of applications by a range of different types of users, as a UK town has shown over the past couple of years.
Over two years ago, local retired businessman David Rhys-Vivian decided that the large wooden noticeboard in the Hampshire town of Whitehill Bordon was not adequately communicating messages to the community. He concluded that it should be replaced with a digital noticeboard solution in the centre of the town. Initially Mr Rhys-Vivian's plans were met with some resistance from the local authorities, as advertising was not seen as an area of interest for the council. Mr Rhys-Vivian chose to pay for the pilot screen himself, as a way of giving back to his community on the twelfth anniversary of his two major liver surgeries. It was at this time that the Bordon Charity Shop welcomed the installation of a 32" (81cm) Digital Advertising Display with the understanding that any profits from advertising would go directly to the charity shop. The display was purchased from AllSee Technologies at a reduced price as it was not only an excellent cause, but also a very interesting project.
By March 2011 the lone screen was turning a profit for the charity shop, as well as creating a lot of buzz in the community. Even the local authorities had changed their perspective, with the former mayor, Adam Carew, offering a grant to install two further screens in the Phoenix Theatre and the Forest Community Centre.
Earlier this year Mr Rhys-Vivian was offered a grant for another 32" (81cm) Digital Advertising Display and asked where he would like it to be located. His first choice was Bordon Library, as it had recently had a renovation and had a reputation for the walls being encumbered with flyers, classified ads and upcoming event notifications. Once Mr Rhys-Vivian had conveyed to the library the benefits of using a digital display, namely eliminating clutter and to generate income, unsurprisingly they were on board.
Now, just over two years after the project began, the screens are seen as the best way to get a message out to the community. They have become the town's noticeboards as well as its main means of advertising. Advertisers using the screen include gyms and sports clubs, hair salons, various pizza restaurants including Domino's, Zumba classes, plumbers and carpenters, Kingsley Cricket Club, and people advertising various community events, along with a vast array of other local businesses. The initial screen that was installed in 2010 has now generated over £2,000 and paid for itself after just nine months. Overall total revenue to date is in excess of £3,100, demonstrating the potential of setting up a small-scale advertising business. One of the biggest advantages is that the screens themselves create interest and therefore the advertising space practically sells itself, explains Mr Rhys-Vivian,
"The screens have been self-generating in terms of new business. I have never had to actively promote the scheme. We have many people and organisations using the units and having installed multiple displays – it has enabled clients to choose where they wish to advertise. The screens have performed excellently overall and the few initial set-up issues were quickly and conveniently solved over the telephone."
With ads costing the same as a postcard in the local newsagent's window – £1 per screen per week – it is no surprise that their popularity continues to grow.
Earlier this month the display located at the Forest Community Centre was used to advertise local Diamond Jubilee celebrations and later this year will be bringing the community together once again by promoting local events taking place during the London 2012 Olympic Games.
Many companies that have used the screens to advertise their businesses have also expressed great interest in utilising digital signage solutions for their own needs, for example the Heritage Society, which currently advertises on Mr Rhys-Vivian's screens. They are now considering using multitouch screen displays in its new museum.
Furthermore, there are also a number of surrounding towns and villages who have been so impressed with the results of the project that they are planning to implement similar schemes in the near future.
Thomas Fraser-Bacon is the e-marketing executive for digital signage manufacturer AllSee Technologies.
Comments in chronological order (Total 0 comments)
There are no comments yet for this article.