Digital media at the London Fashion Week
Organisers of the London Fashion Week, the highly prestigious event taking place at the moment, have chosen an innovative way to promote it and keep the London fashionistas informed about the latest presentations. Using digital information displays located in London’s tube stations and outside Westfield London’s Eat Street, they shared behind-the-scenes photos from various shows with people on the go who might not be able to check their website.
Here are a few thoughts on this event’s promotional campaign as it happened in 2012:
1) Arguably, photos are one of the most effective ways of raising awareness about an event. Sharing them with key audiences in key locations in almost real-time enhances their impact. The newness of the idea generated WOM, which is a bonus.
2) Printed posters just won’t do- as they are very limited in terms of timeliness and the number of messages a single one can support. Even though they have their advantages () they are not suitable for communicating up-to-the-minute information.
3) Digital posters can do the job- that of transimiting a high amount of information, in almost real-time. Like in the case of printed posters, you don’t even have to own the media, which gives you a high degree of flexibility in terms of choosing the time and place to deliver your message.
Cloud-computing has driven down the cost of the technology making digital posters available to any organisation, large and small.
Companies and institutions from various sectors use digital advertising displays to distribute information about what matters to them and their audiences, in a quick and efficient way. At the lower end of the market, owning the medium pays off (as a screen can be used for as long as 10 years). Educational institutions share videos and photos from drama nights or graduation ceremonies, businesses share photos from team building activities, conferences or meetings, retailers display pictures and videos of their products, new stores and inaugural ceremonies. You got the gist. The medium is efficient and environmentally friendly. The fact that the British Fashion Council opted for it- that in itself says a lot.
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This was posted in Bdaily's Members' News section by Howard Smith .
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