Robbie Ward was in today to talk to us about his company BPM Media which is based locally in Blanchardstown Corporate Park and is made up from a staff of four.
BPM Media is a company that specializes in advertising mainly within pubs, clubs, venues, retail outlets and shopping centres.
From their website they state that they provide:
- the right atmosphere at the right time for the right customers
- unparalleled digital signage opportunities for in-store advertising and branding
- potential to generate a revenue stream from your in-store display screen network or audio system.
Robbie explained how they use video screens and sound to push products and services from within the business itself. He gave us an example of a music video they would run in the likes of ‘Buskers’ in Dublin.
He opened by saying “Relevance is King ” in this industry. He explained that by using the right imagery, sound and interaction, that they can create a feeling and atmosphere in a place. Showing dance or pop videos during the day in a quiet pub would not be relevant but instead perhaps highlighting the lunch specials or upcoming events may help sell their products.
Robbie spoke about the importance of understanding your audience. They must look at
- who visits the venue, how often and when?
- how they must try influence them
- and they must use the customer data to create a profile.
It is also extremely important to design timely content. By using digital media, it can be extremely reactive for business needs. For example a digital menu display would be able to change throughout the day to show lunch, dinner specials etc. By using print, it makes these kind of changes quite inconvenient.
Anything that is displayed must be ‘exciting’ because Robbie found when they were starting out that the adverts they were doing were quite dull and boring so they soon found out that like tv, unless its stimulating it won’t be viewed at all. Another important point was if something is advertised on-screen it must be available. We have all seen it before when a shop or restaurant leave a sign up with an offer that isn’t running anymore so by using digital displays they can be updated more efficiently.
He also stated most importantly that audio should be handles with care. Making sure the audio is clear and at an appropriate volume is crucial. It can be the difference between someone buying something or just leaving the establishment altogether.
It seems to be to be a great idea for business. I can see this kind of advertising becoming huge over the next few years with the improvement of technology and the costs becoming cheaper.
