Ask the Board – April 4, 2016 | DAVID SALEME

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In what ways have you been able to exploit your existing digital signage network beyond the original business objectives to provide greater benefit than originally promised?


Originally, our business objective for in-terminal digital signage was to provide flight information, bag claim information and for selling third-party advertising. When our program initially expanded, we focused on taking advantage of unsold ad time to market in-terminal concessions. Later, we negotiated agreements that provided more flexibility in messaging and developed consistent marketing programs.

Through this avenue, we supported the concession program as a whole and promoted specific concepts when we felt the need for targeted messaging. For example, “coming soon” and “now open” messaging for new concepts helped create a buzz and informed our passengers about what was added since their last visit. Additionally, with this dedicated time, we were able to work with the community and provide welcoming messages for large events in town that had a significant passenger base.

Finally, this dedicated time allowed us to provide valuable screen time for other messaging that supported other efforts of the Airport Authority. For example, our HR department created a message to drive traffic to our employment website during key hiring periods. All of these efforts were beyond the original scope of the signage network, but as an organization, we were able to utilize the system and maximize the return on the opportunity that the signage network provided.

About Author

Senior Manager, Business Development
John Glenn Columbus International Airport

FORMER MEMBER OF THE DSE ADVISORY BOARD
End User Council

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