London Fashion Week and its use of digitalmedia
Organisers of the London Fashion Week, the highly prestigious event taking place at the moment, chose an innovative way to promote it and keep the London fashionistas abreast of latest presentations. Using digital displays located in London’s tube stations and outside Westfield London’s Eat Street, behind-the-scenes photos from various shows were shared with the capital’s fashion conscious but busy audience.
Here are a few thoughts on this event promotion campaign:
1) most of us would probably agree that photos are one of the most effective ways of raising awareness about an event. Sharing them to key audiences in key locations in almost real-time enhances their impact and gives way to WOM (add social media feeds to this and you’ve got yourself a successful multi-channel communication exercise).
2) Printed posters just won’t do- as they are a very limited medium in terms of message timeliness and volume. They can only display one message and one message only which is a few days/weeks old at best times. They’re deffinitely not suitable for timely communications.
3) Digital posters though allow you to communicate a high amount of information (in various formats, from feeds to images and videos), in almost real-time, at a fraction of the cost (you’re using the same displays, players, software that you’ll be using for thousand other messages.Printing and associated manpower costs- are off the list).
This is a simple method available, not only to big companies and high street brands, but to every organisation that wants to spread the word about its events, products.
Companies and institutions across the UK are using digital posters to distribute information about events and products. Colleges share videos and photos from drama nights or graduation ceremonies, businesses of various sizes share photos from team building activities, conferences or meetings, retailers display pictures of new stores and inaugural ceremonies. You got the idea. The medium is efficient, cost-effective and environmentally friendly (as paper consumption is much diminished). And the fact that the British Fashion Council chose it- well that in itself says a lot.
To find out more about using digital posters for timely, accurate communications, advertising events and distributing information as it happens visit our website www.digitalsignage.net.