 Plug-Fest:
Sunday, January 22nd 2006
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12:00 PM to 6:00 PM
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In its continuing commitment to industry standards in Digital Signage,
POPAI’s Digital Signage Group will hold it’s first Plug Fest
for the Digital Signage industry in conjunction with Strategy Institute’s
Conference.
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7:00 PM
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Conference Opening Reception
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Network and get to know your fellow delegates before the conference.
Meet the participants in the POPAI Plug Fest and the Digital Signage Content
Strategies Conference at this exclusive cocktail reception.
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DAY ONE: Monday, January 23rd 2006
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8:00 AM
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Registration And Continental Breakfast
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8:45 AM
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Opening Remarks From Chairperson
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Joe Finizio, Vice President, Member Services, POPAI, The
Global Association for Marketing at-Retail
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Opening Presentation
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9:00 AM
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Digital Signage: How it Delivers on the Promise
of Generating New Revenue, Enhancing Your Sales, Improving Customer Service
and Imprinting Branding
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Learn about the latest industry developments and factors involved in
the digital signage revolution, including:
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- Digital Signage: The “business case” and revolutionizing
the way we market
- How dropping hardware prices and innovative software applications
are fuelling the shift
- How digital signage brings the lost mass audience directly back to
advertisers
- Customized advertising at a lower cost: bringing audiences back to
advertisers
- Innovative display options and software applications
- Lessons learned from early adopters of digital signage
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Come away from this session with a broad understanding of the revenue
potential.
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Lyle Bunn, Director, Digital Display and Rich Media, BTV+
and Chair, Education Committee, POPAI DIGITAL SIGNAGE GROUP
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Industry Expert
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10:00 AM
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WHY CONTENT IS KING! DEFINING DIFFERENT TYPES
OF NETWORKS AND HOW TO MAKE CONTENT RELEVANT, TIMELY AND VENUE SPECIFIC
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Digital Signage is becoming the fastest growing new media in North America
and having the right content is paramount to the success of any network.
By using digital signage you will drive product lift, enhance your corporate
brand, improve the overall customer experience and ultimately increase
revenues. This session will discuss:
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- Matching the right content with your unique venue
- Boosting sales of products through the use of digital signage
- Increasing revenue through dynamic content
- Reducing customer’s perceived wait times by featuring content
that is entertaining and informative
- Saving advertising dollars by maximizing this new media
- Why digital signage is changing the way organizations advertise
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Attend this session to learn exactly how digital signage generates
revenue and where the industry is headed.
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Stuart Jacob, SVP, Programming & Marketing, SIGNSTOREY
Rebecca Walt, Managing Director, Retail Operations, CONVERGENT
MEDIA SYSTEMS
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10:45 AM
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Sponsor Exhibit Area – Networking Break
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Take a moment to visit our supporters and learn how their organizations
are contributing to the Digital Signage Industry.
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Case Study
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11:15 AM
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Defining The Content Strategy Of Your Network:
Branding, Information Or Entertainment?
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The vast majority of organizations do not take the time to create a strategy
around their digital signage content creation. The end result: delays,
poor content, increased costs and dissatisfaction with the entire process.
No one has a “one size fits all” strategy that works for every
single organization. But, by determining what your organizations key objective
is for your digital signage network you can eliminate most of the obstacles.
Determine what issues you need to consider when you are building your
content, including:
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- What makes good content and what doesn’t
- Developing original content for unique locations
- Creating audio design
- Determining the number of ads in the content wheel
- Developing compelling graphic animations
- Determining the best use of color, motion and movement
- When to brand, to sell or entertain and when to use all three?
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Come away with valuable insights into how to create original content
in multiple locations which meets the needs of your target audience.
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Christopher Hume, VP of Production Services, MGM MIRAGE
ADVERTISING INC.
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12:00 PM
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Sponsor Exhibition – Networking Luncheon
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Join the conference speakers and your peers for a relaxing luncheon.
This is your opportunity to make new business contacts and discuss the
ideas presented in the morning session.
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Case Study
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1:30 PM
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Making Content Entertaining And Informative: Communicating
With Consumers Through Digital Signage
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Building and maintaining long-term customer relationships is the most
critical aspect for the success of your business. How do you connect with
your customers in a fun and informative way?
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- Leveraging your digital signage to drive sales and increase brand
awareness
- Maximizing your content to enhance new, existing and prospective customer
relationships
- Decreasing customers’ perceived waiting times by educating and
entertaining them
- Enhancing your company’s ability to expand its business model
and re-evaluate its value chain
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Return to your organization with the tools necessary to create content
that will drive product lift and build brands at the point of purchase.
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Pat Hellberg, Brand Design Media Group, NIKE
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Industry Expert
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2:15 PM
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Seamlessly Integrating Your Digital Network With
Your Existing Media
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In this session you will hear how to integrate digital signage in environments
while not overloading the senses of consumers.
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- Developing content that is diversified and does not conflict with
existing media or violate any licensing agreements
- Providing customers with a different message than they are used to
seeing or hearing
- Maintaining consistency with the information by connecting the sources
and diversifying the delivery
- Surrounding viewers and listeners with a multi-media experience
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Discover how to create the right mix of media to achieve maximum impact
with your digital content.
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John Mayo-Smith, Vice President, Technology, R/GA
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3:00 PM
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Sponsor Exhibit Area – Networking Break
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Interact with conference speakers and fellow attendees.
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Industry Expert
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3:30 PM
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Your Advertising Agency’s Role in the Content
Creation Process: How Do You Include Digital Signage Into Your Existing
Marketing Plan?
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In order to increase consistency and have a cohesive identity, your digital
signage has to have a common look, tone and feel for your existing advertising
initiatives. In this session you will hear how to work effectively and
creatively with your ad agency to gain customer insights and translate
that common image and brand through this new medium.
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- How much will a 15 second advertisement cost?
- How does the advertising agency add value in the process?
- Developing content that is unique, distinctive and meets calls to
action
- Determining which budgets digital signage comes from – advertising
or merchandising?
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Come away with an understanding of what you can expect from an advertising
agency in delivering cutting edge advertising content for your digital
signage network.
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Mark Stojack, Vice President, Account Director, USPS Retail
Account Services, DRAFT CHICAGO
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Debate
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4:15 PM
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Repurposing TV AND Print OR CREATING NEW Content:
If and When Does This Work?
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- Forming alliances to build and develop your own digital content
- Quantifying knowledge and content sharing
- Determining which content can be translated to digital signage
- What are the cost factors involved in sharing content?
- What are the cost factors involved in developing, producing, and distributing
content?
- When does it NOT make sense to repurpose content?
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Come away with valuable knowledge of how to make existing content
work with your overall business strategy.
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Art Wagner, CEO, PHARMACY TV NETWORK
Carre Dawson, VP, Solution Sales, RETAIL EDR MEDIA, and
Chair, Advocacy Committee, POPAI DIGITAL SIGNAGE GROUP
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5:00 PM
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Day One Adjourns
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DAY TWO: Tuesday, January 24th 2006
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8:00 AM
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Sponsor ExhibitS Open – Continental Breakfast
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8:30 AM
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Recap Of Day One From Chairperson
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Joe Finizio, Vice President, Member Services, POPAI, The
Global Association for Marketing at-Retail
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Keynote Presentation
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8:45 AM
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Effective Content Strategies through Behavioral
Merchandising to Build Customer Relationships and Stimulate The Buying
Process
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Both retailers and consumer package goods manufacturers have been hindered
by an inability to effectively communicate with consumers in the store
and the lack of adequate methods to gauge their impact upon consumers.
Retail Digital Signage offers an important new media platform that addresses
these issues. In addition, effective content strategy that is formulated
through Behavioral Merchandising ("BEM") is uniquely capable
of building customer relationships by facilitating retailer and/or brand
differentiation in the store.
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- Behavioral merchandising to build customer relationships
- Using BEM to stimulate the consumer buying process
- Effectively developing and deploying digital signage content
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Take away a new vision that will impact how you interpret your content
for your digital signs and the benefits of retail digital signage as a
new marketing medium.
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Steven Keith Platt, Director, PLATT RETAIL INSTITUTE, And
Co-author of the Paper “Leveraging the Impact of Retail Digital
Signage Advertising through Behavioral Merchandising”
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Industry Expert
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9:45 AM
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PLANNING TO INVEST IN DYNAMIC DIGITAL SIGNAGE:
GETTING BUY-IN FOR THIS NEW MEDIA WHEN ROI IS HARD TO MEASURE
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There are many challenges to providing an effective content management
solution. Choosing the technology can be the easy part, however, determining
how prepared your organization is to embrace this new media is much harder.
People often resist change, but everyone wants to be part of the digital
revolution without it hurting their bottom line.
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- The value of Digital Signage as a communication device
- Gaining top level commitment to this new expense and gaining buy-in
- Becoming a key catalyst to effect change
- Advancing the Digital Signage initiative
- Evaluating organizational readiness
- Eliminating technology fears and costs
- Creating a value proposition and linking this to ROI
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Learn how to get the ball rolling with digital signage, so you are
not left behind.
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Gary Halpin, President, AGENCY 225
Chris Mosera, Creative Director, AGENCY 225
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10:15 AM
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5.2 Million MPEGs per year...who can afford that?
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"In this presentation, digital signage guru Jeff Porter of Scala
discusses why "just playing MPEGs" for a digital signage network
"just doesn't work". He'll do the math. Learn methods to cost
effectively create and manage content for digital signage without "breaking
the bank" as your network grows, yet have greater impact with lower
operating costs!"
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Jeff Porter, Executive Vice President, SCALA
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10:45 AM
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Sponsor Exhibit Area – Networking Break
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Case Study
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11:15 AM
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Setting Up Your Content Team: Advertising, Marketing
and IT To Make Your Digital Signage Work
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- Determining who needs to be included in the content management and
execution
- Generating enthusiasm from all stakeholders to digital signage
- Establishing a cross-functional team to set policy and organize the
work
- Strategies to make digital signage the best communication tool within
your organization
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Acquire the strategies you can take back to your organization to spearhead
your digital signage initiative and make it successful.
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Spencer Knisely, Sr. Manager, Design Integration, BEST
BUY
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12:00 PM
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Sponsor Exhibition – Networking Luncheon
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Industry Expert
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1:15 PM
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GETTING CREATIVE ABOUT CONTENT AT RETAIL: CONTENT
THAT SELLS, IS INTERESTING, IMPACTFUL AND INCREASES REVENUE
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Find out what is happening on the cutting edge of in-store marketing
and media; see best practice examples and hear the stories behind the
success.
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- Using content management technology to improve content delivery
- Acquiring content that will enhance the customer experience and strengthen
existing partnerships
- Evolving the content to better meet the needs of both consumers and
advertisers
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Come away with insider tips on creating dynamic programming that will
engage your audience and generate striking results.
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Peter Cullen, Head of Business Development and General
Manager, Home Electronics Network, PRN
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Industry Expert
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2:00 PM
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5 Best Principles for Creating Customer Centric
Communications
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Lauren Moir, VP & Managing Director, ALCHEMY
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Case Study
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2:30 PM
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Determining The Correct Programming Loop For Content
To Meet And Exceed Your Corporate Objectives
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Having the right technology in place is one thing; however, keeping and
displaying content effectively is more important to the success of any
digital network.
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- Developing correct day parting
- Determining effective use of screen splitting
- Creating the rotation wheel
- Refreshing, updating and adapting new content
- Setting display policies and overrides
- Creating complementary versus conflicting content
- Incorporating and leveraging existing channels into content management
- Evaluating how much of your wheel is merchandising, branding, information
and entertainment
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Gary LePon, President, VST INTERNATIONAL, INC.
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3:15 PM
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Sponsor Exhibit Area – Networking Break
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Legal Perspective
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3:30 PM
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Digital Rights Management: Determining How To
Avoid Costly Legal Battles Over Content
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This session will focus on intellectual property issues in digital media,
giving you the facts you need to operate your system within the law:
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- The implication of becoming a media owner – what are your rights?
- Contract development for digital signage, copyrights, trademarks and
licensing concerns
- Satisfying advertisers: as companioning on split screens, display
performance, location disclosure, possible campaign disruption, etc.
- Factors to consider when displaying digital media that you may not
own – what you need to do to ensure compliance
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Learn how to protect the integrality of your content and advertising
initiatives.
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Linda Goldstein, Advertising, Marketing and Media Partner,
MANATT, PHELPS & PHILLIPS LLP
Elliot Turrini, Executive Vice President & General Counsel,
API SYSTEMS INC.
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Case Study
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4:15 PM
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Measuring The Effectiveness Of Digital Signage
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To maximize the effectiveness of digital signage, organizations must
assess and report successes in meeting strategic goals. Through the use
of various tools and measurement techniques you will learn how to put
some solid numbers against the success of your digital signage.
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- Using data and analytics for targeted and relevant communications
- Building distinct strategies that account for the critical difference
between current advertising and digital signage
- Creating metrics to measure product lift
- Using surveys to better understand customer preferences and evolving
customer needs
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Generate real numbers that will demonstrate the success of your digital
signage.
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Margot Myers, Manager, Retail In-Store Programs, US POSTAL
SERVICE
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5:00 PM
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Closing Remarks And Conference Adjourns
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