I’m sure everyone has heard the phrase “if you don’t toot your own horn, nobody else will either”. And if you follow HDM on Facebook, Twitter, LinkedIn, our website, etc then you know that we have a “toot your own horn” policy that is strictly enforced.
Now when you are lucky enough to have someone else “sing” your praises it’s time to strike up the entire band!
We recently interviewed Greystone Golf & Country Club Membership Marketing Director Ashley Fuentes and Mallory Bobba, Administrative Assistant regarding a private network we installed at the club last fall. Here is what Fuentes had to say about the project and working with HDM:
Q: How has the HDM private network impacted your ability to communicate with your members?
A: Digital communication is great since you can prepare the messages at your desktop and send it directly to the monitors. We no longer have to remember to take outdated fliers down. We can now schedule the time and date each piece goes up and comes down. Also, we no longer spend money on paper and ink for creating fliers, nor do we deliver them to the bulletin boards in each clubhouse.
Q: How do you use the digital signage network?
A: Greystone Golf & Country Club is unique in that we have 2 clubhouses and 2 golf courses – all within the gates of Greystone but separated by 3 miles. Because we are a Club with lots of things going on in multiple locations, we find the digital signs a great way to tie the Club and all of our events together. The signs provide a central command post where members can see the daily events and meeting locations, a glance at the weather, upcoming events, photos of our new members, etc. We also use it to communicate with staff so they are aware of upcoming events, as well as the names and faces of our new members. When we have special events at the Club like Weddings, we use it to welcome the Bride and Groom.
Q: How often do you change the "programming" or update the information appearing on the network.
A: We change our programming daily since a section of our monitor is devoted to providing the daily direction/announcement of our Events. Twice a month we use it to communicate to our members and staff about our prospective new members. At the beginning of the month, we communicate the names of all prospective new members currently in the Admissions Process and after they are approved, we promote a Welcome of our New Members with names and photos. Over the course of a month we use it to promote each special event.
Q: What has been the response from your members?
A: Members have really liked the digital signs. We have them placed in the foyer of each of our Clubhouses. For us, it presents a much cleaner, modern look and enabled us to do away with the clutter of paper fliers and bulletin Boards.
Q: What would you advise a peer who may be interested in a similar solution?
A: I would advise them that this is a great way to spend your marketing dollars. And if they don’t have money budgeted for this expense, they can always consider selling advertising on the signs to help fund the expense. Many businesses around town do – the only reason we don’t is that we are a private country club.
Q: Describe your experience working with Highlands Digital Media?
A: Larry Daughety and Chuck Adams of Highlands Digital Media are great. They were very professional, easy to work with and handled everything from the installation to the follow-up training. Chuck’s recent promotion was much deserved and a win/win for all of us. Now Larry Daughety has more time to spend at Greystone!
Q: Would you make the same decision again?
A: YES, in fact eventually we’d like to add 2 more HDM display’s to place at Greystone’s Tennis Center and at the Aquatics Complex. With so many exciting things going on at Greystone, we definitely have pockets of members – some that mainly frequent the golf courses, others that only play tennis, some that appear at the pools in the summertime and then others that are more social that show up to every wine tasting, lobster night, steak night and happy hour. With digital monitors in each of our locations – that is one way to ensure consistent communication to our entire community.
Now that is sweet, sweet music!
Until next time…
The last 12 months have been really good ones for Highlands Digital Media. We have experienced significant growth across several digital signage sectors and 2013 looks to continue that trend.
One of the main reasons we’ve experienced this growth is because we understand that not all digital signage deployments are the same. That’s why we use a consultative approach to customize each project to meet our client’s goals regardless of business sector or size of project. Our successful deployments have ranged from solutions for one-store locations to rollouts for brands that have more than 200 retail outlets spanning multiple states.
Digital signage networks are one of the fastest growing marketing vehicles in U.S. In fact, studies show that in 2013 companies will be investing more than $1 Billion dollars in digital marketing boards. Why? They are a dynamic and cost-effective way to not only message to consumers, but influence their decision making process.
Some of our successful projects for varying business segments include:
We have developed and implemented solutions for some of the leading brands in Alabama including Blue Cross and Blue Shield of Alabama, Express Oil Change and Service Center, Birmingham Barons, Children’s of Alabama and many more.
Why? Digital Signage WORKS… and we can prove it!
I remember it was an almost nightly ritual when I was a kid. After dinner, our family gathered around the TV to watch one of the 12 stations we picked up through the Andalusia Cable Company.
We picked up ABC, NBC, CBS, WTCG (now known as TBS), ESPN (although it was a very early version that doesn’t even begin to resemble the 2.0 version of today's ESPN with all of its properties), and PBS. The other viewing options were local weather, local news, and the time channel–that’s right, a time channel. There were no on-air personalities–just text rolling across the screen that showed the current weather, news & community events, upcoming programming, and yes, the current time. The earliest form of digital signage, no doubt.
Although I don’t remember many of my family's favorite shows outside of M.A.S.H. and a few others, I do remember that we watched commercials. Frankly, we didn’t have any other options, outside of the occasional bathroom trip. And you certainly didn’t want to miss when a show started or came back from commercial because there was no way to rewind. That’s right–no DVR. And no Smartphone, no iPad, no laptop, no internet. If you missed it, you’d have to catch the reruns. So you watched commercials. And broadcast advertising was king.
Today, that’s all changed. "DVRs are in nearly 40 percent of homes, and 80 percent of users say they skip commercials while watching recorded programming," according to a study by ABI Research in 2007. And that was in 2007. Think about how you watch TV today in 2012. Where is your iPhone? Your iPad or tablet? What about your laptop? And are you even watching live TV or using the DVR to blow through commercials because today TIME is your premium?
Let's face it: that is a ton of distractions for a TV commercial to overcome. Having said that, broadcast advertising isn’t going anywhere; however, it will have to be significantly augmented with some of the new emerging media.
That is where DOOH networks like HDMTV (shameless plug) come into the mix. High-definition TVs deployed in public venues with engaging content are the perfect complement to broadcast advertising. Media can be repurposed from broadcast and deployed across DOOH networks reaching people closer to where they work, shop, exercise, or go to the doctor. Basically, you can reach people closer to where they actually live their lives. Using DOOH networks allows you to be creative, flexible, interactive, targeted, and very, very customized.
I guess the question you should be asking as you build your marketing and advertising strategy for today's consumers is: Do you want to market to people where they ARE or where they USED to be???
I'm sure you've seen it on billboards, online or TV. The Blue Cross Blue Shield of Alabama “Be You” advertising campaign conveys a powerful message. And it is a message that I can relate to in a very personal way.
In the last 10 years I’ve had neck surgery, back surgery, and shoulder surgery. Oh yeah, I also had a pacemaker implanted 7 years ago at age 37. As someone who was always active and athletic, when your body starts to breakdown so rapidly it can create a ton of doubt. Will I ever be able to run again? Play golf? Live normally?
For me, there was one constant through each of these health situations, Blue Cross Blue Shield. Going through each one of those episodes’ was very stressful. However, knowing I was covered by BSBC allowed me to focus all my energy on recovering and getting back to “normal” instead of worrying about my insurance company and coverage.
Today I’m an active runner and do 6 – 8 triathlons a year. As a matter of fact, I’m training for a ½ Ironman that I hope to complete shortly after my 45 birthday. Knowing that I’m covered by BCBS of AL gives me the confidence and security to “Be Me”. How confident are you?
- Paul Jones, Collision Center Mgr