NFC Smart Posters
Why should you use smart posters in your marketing mix?
Smart Posters are set to be the next big thing in brand engagement, bringing businesses and customers closer than ever before. Every week the marketing industry touts the next Facebook or Twitter, some new channel of two-way communication between brand and buyer, but few emergent technologies have the potential of Near Field Communication Technology and NFCSmart Posters to actually deliver on these promises.
Payment companies have already invested billions of dollars in Near Field Communications (NFC) Technology, and canny marketing executives are investigating ways in which to exploit the same platform for advertising and revenue generation purposes. The novelty of Smart Poster marketing is just the first benefit of using the technology, the second is it’s the sheer flexibility.
“For many years marketers have recognised that mobile phones play a huge part in consumers’ everyday lives,” says Paul Lakeman of Near Field Technology (Jersey), “Studies consistently show that mobile phones are absolutely essential to people in the 18-30 demographic and that they are seldom, if ever, without their phone. Consequently interacting meaningfully with a potential customer through their phone has long been seen as the marketing Holy Grail of the 21st Century.”
On a simple level, Smart Posters work on the principle of a printed advertisement being displayed in a public place which also contains a very small electronic Smart Tag. By passing an NFC-enabled smartphone over the Smart Poster, data is transferred to the consumer’s phone that can then be used in a variety of scenarios.
“Smart Posters are incredible flexible,” explains Lakeman who has worked with Near Field Communications Technology for a number of years, “the information stored in the poster can contain virtually anything the marketer wants, the only real limits are creativity. Retail store location data, promotional videos, discount vouchers, you name it, you can store it on a Smart Poster and then send it straight to the customer’s mobile phone.”
But far from simply disseminating information to curious shoppers, brands can also collect information from them too. “The highly personal nature of a mobile phone means that users interacting with a Smart Poster have already allowed that brand into their personal space establishing a basic level of trust which can be used to build a genuine customer relationship,” says Lakeman. As the phone owner continues to interact with Smart Posters, the advertiser can gain an accurate picture of their client in real time, even eliciting valuable additional information about habits and preferences from the user if approached carefully.
Using Smart Poster Marketing, two-way interaction between brands and consumers finally becomes a viable proposition. Whereby brands were able to bombard potential customers with advertising text messages in unfocused marketing blasts, Smart Posters work on an “opt-in” principle as the consumer must choose to swipe their phone over the Smart Poster in the first place. Customers feel valued by a brand when their consent to marketing interaction is sought, increasing the likelihood of them making personal recommendations to their social circle.
Smart Posters also offer a clear psychological advantage over competing brands allowing the advertiser to provide a unique experience to their customers and exceeding their expectations in doing so. The two-way data transfer between Smart Poster and Smartphone, Band and Buyer allows for delivery of smart, relevant information on demand.
“Once a customer has registered their interest with a Smart Poster, the door is open to provide a constant stream of relevant information to them,” says Lakeman, “the mobile phone also provides a conduit for the customer to introduce others to the benefits of the system. If the customer receives a discount voucher to their handset, they can then quickly and easily share that benefit with their friends, instantly spreading the original marketing message far further and more quickly than was possible with traditional marketing techniques.”
“As customers become more comfortable with Near Field Communications Technology, they will begin to use the platform more as is the case with similar communications technologies like email, Facebook and more recently Twitter.” continues Paul, “Harnessing the potential of smartphones and the mobile Internet, Smart Posters and Near Field Communication Technology will allow businesses to remain available 24 hours a day. Wherever your Smart Poster is displayed, potential clients will be able to access your website or services whenever they choose.”
Once engaged, the customer can be enticed to return time and time again using relevant offers, discounts and loyalty benefits delivered directly to their smart phone. By enabling an open channel of communication, customer loyalty can be cultivated quickly and easily, ultimately resulting in higher revenue and profits for the brand.
“Smart Posters offer a new and genuinely exciting creative medium for advertisers,” concludes Paul Lakeman, “The early adopters of Smart Poster Technology will ultimately reap the greatest benefits from the potential of the system through sales to customers, reduced overall marketing costs and a large volume of very valuable data on their client base. Clearly the time to join the NFC rush is now.”
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