How to Implement an Interactive Campaign with a Touchscreen Kiosk

    

You’ve done your research. You probably know the basic differences between the best interactive hardware options on the market. And you’ve decided that a touchscreen kiosk is perfect for your next interactive campaign.

First off, congratulations! You’ve made a wise decision, friend.

Digital touchscreen kiosks whisk users off on a sensory exploration, educating customers, increasing engagement, simplifying interactions, and taking sales to the next level.

Now, it’s time to get down to business. To take the next steps, read more to implement your next interactive campaign.

Outline Your Goals and Expectations

Without a creative concept, experiential marketing campaigns never get off the ground. Execution is key. To harness your energy, it’s important to consider your end goals. The first step in implementing an interactive campaign is contingent on your ability to understand your expectations.

What actions or reactions do you hope to provoke from your audience? Small- and medium-sized touchscreens have impressive visual capabilities, but can still be used to provide personal, intimate experiences. If you’re looking for users to engage directly with the interface, it’s wise to use devices that are between 42 and 55 inches. If you are looking to share product specs or details, a kiosk less than 32 inches should suffice.

It’s vital to understand your display's objectives, determine the content necessary to achieve them, and keep your goals in mind during the implementation process.

Consider Placement and Logistics

When implemented in the right environment, touchscreens have the potential to serve as the focal point of a space. That’s why it’s important to consider the size and logistics of your intended area. For starters, outline the following:

  • Square footage you need to fill
  • Approximate dimensions and placement of your kiosks
  • The logistics of running power and data cabling

It’s important to be aware of factors such as environmental conditions and restrictions. Cold, wet, or hot environments require outdoor-specific hardware. Plus, direct sunlight can mute the visibility of kiosks, so specific capabilities may be required. Knowing the size, scope, content, and placement of your kiosks helps illustrate the feasibility of a location and narrow down selection.

Finally, it’s important to optimize the transfer of information. Are you recreating a website? Perhaps you’re creating entirely new collateral for a touchscreen interface. Take inventory of the resources you and your client bring to the table versus what you’ll need to outsource. Kiosks in smaller, intimate settings—say retail spaces, for example—can drive customers to a specific area. Make sure you align your goals with placement and design. If the space is in a larger, more cluttered location, be sure that content is visible and legible.

Note Examples of Kiosks Done Right

how-to-implement-an-interactive-campaign-with-a-touchscreen-kiosk-1.pngSeeing is believing. And brands of all sizes in all industries—including household names—are leveraging technology to stimulate service and streamline the consumer experience. To illustrate successful implementation, let’s look at two kiosk examples.

Take McDonald’s for starters. In early 2017, the fast-food behemoth announced that it was rolling out touchscreen kiosks to facilitate ordering in 14,000 locations. The implementation of this technology not only signals an evolution in the way that fast-food chains will operate, it represents an improvement of the customer experience. The introduction of self-service does not represent the death of customer service, but instead a reinvention of how brands interact with users.

how-to-implement-an-interactive-campaign-with-a-touchscreen-kiosk-2.pngGeneral Electric (GE), one of the country’s leading industrial companies, leveraged touchscreen technology to bring educational content to consumers. Working together with Horizon Display, GE showcased its alternative fuel vehicle technologies through interactive touchscreen displays, including large-scale video walls and medium-sized touchscreens. The dynamic technology—which enables GE to update content as needed—maximized the engagement possibilities of the space and enabled GE to reach customers, stakeholders, and outside organizations.

As these two examples illustrate, the largest brands can create agile, interactive campaigns that interface with massive audiences.

Develop a Plan … and Launch It!

Now that you know the importance of goals, logistics, and placement, it’s time to get down to the nitty-gritty. A successful launch requires a successful plan.

So, how long does it take to launch an experiential campaign with touchscreen technology? As a rule of thumb, 12 weeks.

Think that three months seems like a long time? Time flies in the creative industry! Plus, there are hundreds of variables. Clients are added, clients churn, projects are delayed, and so forth. In other words, it makes complete sense to plan in week-long intervals to ensure you get the most from your campaign.

Need help implementing your next touchscreen kiosk? Download our step-by-step guide on implementing a 12-week campaign.

12-week-guide-to-a-successful-experiential-marketing-activation

Image: https://www.bloomberg.com/news/photo-essays/2012-05-01/when-robots-dance
Image: http://money.cnn.com/2016/11/17/news/mcdonalds-steve-easterbrook/index.html