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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


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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


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