Maximizing the Use of
Digital Signage in
Public Transportation
Chief Marketing Officer
DSWA ’10 Singapore, 09 Nov 10
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
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
My Agenda: A Point of View
✓Captivating the Captive
✓The Path to Purchase
✓Selling a Solution
A carpenter isn’t buying a drill,
he’s buying a hole.
The Mass Transit Marketplace:
Where Buyers and Sellers
Meet
Interact
Transact
CAPTIVATE the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
Are you relevant?
CAPTIVATE the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
Are you responsive to circumstances?
Can people really read this far?
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?
CAPTIVATE the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
What is the common bond that binds some of them
together?
CAPTIVATE the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
How can you make your consumer-
commuter contact last longer?
*photo from Mobile Retail White Paper, Juniper Research
CAPTIVATE the CAPTIVE
✓Content
✓Context
✓Consumer
✓Community
✓Connection
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?
Sell a Solution, NOT Just a Spot
The 4-Screen Menu
‣ Static Screen
‣ DS Screen
‣ Live Screen
‣ Mobile Screen
My Agenda: A Point of View
✓Captivating the Captive
✓The Path to Purchase
✓Selling a Solution
A carpenter isn’t buying a drill,
he’s buying a hole.
BING KIMPO
(Skype / YM / Twitter / LinkedIn)
Thank you. Salamat po.
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