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The Digital Signage Show promises new content for NYC edition
A $10,000 giveaway and execs from Coca-Cola and Coinstar get top billing at November's tradeshow and its KioskCom counterpart.
September 14, 2009
November's editions of the The Digital Signage Show, along with KioskCom Self-Service Expo, co-located at the Jacob Javits Convention Center in New York City, are set to offer a slate of content that includes new educational opportunities and two significant keynote speeches.
"This is the year of new everything," said Lawrence Dvorchik, general manager of the two shows, which are organized by Connecticut-based JD Events. "It's been busy. It's going to be a really exciting event."
Contest, live demo among fresh programming
The "new everything" Dvorchik describes includes a competition for entrepreneurs in the kiosk and self-service space that is the first of its kind for the event. In its "Next Big Idea" Contest Coinstar Inc. will give $10,000 to the entrant with the best new concept in retail-based kiosks. Coinstar also may consider investing in the winning concept.
"There are a lot of people out there with a lot of good ideas who either don't have access to funding, especially now, or don't have access to the people that can make that happen," he said. "And this gives them an opportunity to be in front of executives at a company like Coinstar, who can do all of the above, if they believe the idea is worth rolling out, and really take it to the next level."
Entries must be submitted by Oct. 8 on the contest's Web site.
On the digital signage side of the show, attendees can view a content-creation demonstration, "Cooking up Content: From Concept to Screen." Digital signage industry expert Lyle Bunn will host the demonstration, and Dvorchik says three companies will participate in creating individual digital messaging campaigns in a "fishbowl" environment, with attendees literally watching the process in action.
"It will be a really, really good demonstration of the content-creation process, the content-management process, from the creative briefing all the way to the play loop being created and broadcast," he said.
Dvorchik said the participating companies aren't yet confirmed. The demonstration, which will span the two-day event, is another part of show organizers' goal of constant education.
"Relevant content is so important for any of these networks that we need to make sure we're helping people understand not just what they want to show, but how that process is going to unfold strategically and creatively in order to be successful the first time out of the box," Dvorchik said.
Coinstar, Coca-Cola headline session list
Among the slate of sessions catering to kiosk and digital signage deployers (see box), are two big-name keynote presentations, one for each side of the event.
"The Coinstar/Redbox Experience" To kick off the show Tuesday, Nov. 10, Coinstar Inc. president and chief operating officer Gregg Kaplan will share his experience deploying and managing a network of nearly 20,000 kiosks. One of the founders of the redbox brand, Kaplan will discuss the success of both self-service brands, as well as future trends for kiosk growth and profitability.
During his presentation, Kaplan also will announce the winner of Coinstar's "Next Big Idea" contest.
Other show sessions and events: SPEED Training Program Nov. 9 1:00-5:00 The day prior to the show, digital signage expert Lyle Bunn will train novice deployers on how to plan and launch their digital signage projects. Analyst Alert: Analysis of the Self-Service Kiosk Industry and Usability Studies Nov. 10 11:45-12:45 Leading industry research analysts will discuss the growth potential and design implications for successful kiosk usage. DIGI Awards Nov. 10 3:15-4:00Digital signage deployments will receive awards from The Digital Signage/Group and Digital Signage Magazine. Funding Your Kiosk Project: Creative Business Strategies for Any Economy Nov. 11 10:30-11:30 Speakers from the Self-Service & Kiosk Association, Cabela's and SoloHealth will discuss their experiences obtaining funding and will focus on different approaches currently being used. Implementing Successful Digital Signage Networks – DIGI Award Winners Speak Out Nov. 11 10:30-11:30The award-winning digital signage deployers will share the challenges and successes of their entries. Tech Talks Nov. 10-11Throughout the showon the expo floor, industry experts will discuss several technical topics, including the convergence of self-service technologies, remote kiosk management, mobile integration and more. |
"How the Coca-Cola Company Transforms Simple Transactions Into Brand Interactions" Keith Berman, senior marketing manager for Coca-Cola's strategic partnerships marketing group, will discuss the company's recently developed interactive vending machine, which marries self-service and digital signage for an immersive customer experience. In a session sure to be of interest to brand marketers and content creators, Berman plans to share Coca-Cola's deployment strategy and the technology's impact on consumer engagement.
"Pay it Forward" Another new element, the event's closing session will focus on topics that have arisen during the two-day conference, based on feedback from attendees and exhibitors. Led by kiosk industry veteran and consultant Janet Webster and Kaiser Permanente's Steven R. Pomerantz, the session's goal is to have a panel of experts "pay it forward" by sharing their expertise with attendees who may be less experienced dealing with kiosk and digital signage rollouts.
"They've gotten that knowledge, they've secured their vendors and their suppliers … and everything they need to work with to be successful because of the show," Dvorchik said. "And they're coming back to pay it forward to other people who are in the situation they were in and really keep that knowledge chain rolling. It's refreshing to see."
Dvorchik says the show's organizers will again go through the extensive process of prequalifying each registrant in a continuing effort to offer exhibitors real business opportunities and to protect attendees from solicitation on the show floor. Also, for the second event in a row, qualified attendees will receive complimentary full-conference passes, a tactic Dvorchik says is part of the event's goal to continue facilitating education and successful deployments.
"It's a strategic decision to make sure that we reinvest in our exhibitors and in our industries and our attendees and make sure they continue to be educated," he said. "It really comes down to making sure that, in this economic climate, companies don't stop their learning simply because of the price of admission."
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