marketing
The Gadget Show recently used an augmented reality digital poster
ABIGAIL HARRIS, MANAGING DIRECTOR, BIG FISH PR Interactive media for involvement, data and a ‘wow’ factor
I
nteractive gaming has become a global phenomenon and interactive fi tness – think Wii Fit and ZigZag
equipment – is hot on its heels. But now it seems interactivity is set to be the latest marketing ‘must have’ too. The presenters on Channel 5’s
Gadget Show were recently challenged to promote the programme using cutting-edge technology. Presenter Suzi Perry put a hi-tech spin on old- fashioned posters, creating interactive
bus stops with touch-screen billboards, some dispensing chocolate mints, others with the ability to vote for your favourite presenter or play games such as jigsaw puzzles and pairs. But the pièce de résistance was the
digital poster with an augmented reality pop-up message, where a virtual Suzi appeared – like Princess Leia’s holographic message in Star Wars – to deliver her promotion. This eye-catching concept was exciting, got people actively involved
and collated valuable data. The opportunities this could present
to the fi tness industry are endless. I’m not suggesting we encourage prospects to take the bus and reward them with chocolates, but imagine an interactive high street ‘health hub’ where games give you the lowdown on your fi tness, virtual trainers offer advice and encouragement, and prospects are pointed in the direction of your club.
DEBBI MOORE, BUSINESS DEVELOPMENT MANAGER, BIG WAVE MEDIA Harnessing new technology for micro-marketing
and engagement that grows apace year-on-year. In answer to squeezing every penny from a marketing budget, the current trend focuses on micro- marketing – engaging with audiences and targeting individual consumers. Sites like Facebook and Twitter
S 52
offer an immediacy and a connection with consumers like never before; one-third of Big Wave’s web traffi c is
ocial media, e-marketing and Bluetooth are leading a culture shift towards digital information
now generated through social media and clients such as Slough Community Leisure use it well to gather feedback on facilities and activities, offering free passes in exchange for engagement. The pace of technology has livened up
older streams of marketing. E-campaign software is now widely available and systems like Big Wave’s ‘E-campaigns’ allow users to easily manage databases, send personalised messages and track every email and link opened. In mobile technology, apps for the
iPhone have risen to prominence, generating profi t or providing a useful tool that doubles as a soft sell. Bluetooth is still on the rise and
one of our current projects is rolling out a Bluetooth marketing system: companies hire a portable gadget that transmits free advertising to any active phone within 350m. The possibilities for outreach is staggering as campaigns urge passers by to pop in, sign up or visit a website.
Read Health Club Management online at
healthclubmanagement.co.uk/digital
october 2010 © cybertrek 2010
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76