If you are in the beginning stages of planning a customer engagement program or ready to deploy, this session should be on your schedule. This “CET 101” session will start with a glossary of terms that will help you to navigate through to a successful implementation. Next, we'll dive into some strategic questions: Where should you begin? What are the important keys to creating, deploying and managing these technologies to ensure an excellent customer experience while achieving business goals? What are the important business goals and customer satisfaction metrics any industry should consider? What are the different value propositions for venues, brands and customers - avoid "ROI only" considerations?

Led by industry experts, this session will give you some effective tools as well as information you need to accomplish your goals and determine next steps when you return to the office.

While many companies have already taken the deep dive into mobile, others are still on the sidelines trying to figure out when, how, where to get started. What do you really need to be aware of to navigate the complex mobile ecosystem?

In late 2011, the Digital Screenmedia Association’s mobile council completed an analysis that focuses on the complexity of the mobile ecosystem, and how to best navigate the plethora of opportunities within the ecosystem. Conclusions and details from this work will be shared with attendees at this session. In addition, you will hear from companies that have already taken the dive and learn how they made their start and have worked with or navigated around some of the challenges inherent with mobility.

Any project or deployment has its own challenges, hiccups or headaches. However, implementing a kiosk or digital signage deployment can present its own pitfalls can only be learned from experience.

During this session experienced experts will identify crucial success factors and how to avoid some common challenges and oversights. Learn tips for making your customer engagement technology more effective, how to avoid classic headaches, and identify common oversights and understand the technologies and processes required to address those oversights.

In this session, two organizations will explain their strategy behind choosing an off-the-shelf or custom kiosk deployment and the advantages and disadvantages of their choice.

Near Field Communications (NFC) allows the wireless transfer of information between devices at close range, through an effortless process and without the need of a manual action like snapping a picture or downloading a barcode scanner. According to Pyramid Research, more than 28% of smartphones will be NFC enabled by 2015. The release of Google Wallet and other systems has created a NFC buzz in many industries, including retail and healthcare. However, NFC is not limited to payments.

NFC has the potential to revolutionize customer interaction and marketing campaigns. A digital sign, poster, or product tag can be NFC-tagged, thus enabling a connection to virtually any type of content, including websites and videos. It has the ability to seamlessly bridge digital out-of-home advertising with an easy to use engagement method.

If you have not heard of NFC or don’t really understand it and how it can benefit your customer engagement strategy, this session is for you. This session will give you an overview of NFC technology and explain how NFC will impact digital out-of-home advertising and retail environments.

Digital Out-of-Home Media has been called many things, from DOOH to digital place-based media to digital billboards and more.  But what does it really include?  What defines Digital out-of-home (DOOH)? 

In the most general sense, DOOH refers to digital media used for marketing purposes outside of the home, and can be found in such common locations from hospitals and cafes to gas stations, grocery stores and may include many formats, indoor and outdoor.  DOOH has been used significantly in relation to advertising based networks. 

During this session, industry experts will give their definition and explain the broad landscape of digital out-of-home.  Be prepared for your definition of DOOH to be broadened and your mind to be opened to rich opportunities of customer engagement through the many faces of DOOH, including digital billboards, digital place-based media advertising, mobile, 3D and more.

Attend this session and discuss:

• How can you navigate your way through the Many Faces of DOOH
• What screens are included? 
• Does location or size matter? 
• What about audience? 

With lower costs, ease of use and greater interactivity, smart devices are poised to transform customer service for many organizations.  With these highly portable devices, personnel will be able to get out of the back of the counter and engage with customers with a device, answer questions, access purchase history or reservations, and process transactions. Through the devices, brands can also communicate with their personnel in a highly effective manner, sharing the latest in product information and giving them access to customer account information.

According the 2011 Spring Consumer Pulse Survey, Deloitte, 43% of smartphone owners said they have use their phone while in a store to assist with shopping.  Today’s customers have information at their fingertips to comparison shop, and check reviews, therefore organizations need to provide their personnel with similar data offerings.  Tablets can aid all areas of customer service, satisfaction and increase sales.

This session will give a pragmatic view of how the tablets and smartphones will play a key role in the evolution of customer service and engagement and the retail experience. 

Learning Objectives:

• Understand how smart devices will improve customer service and engagement
• The needs and requirements for adopting a tablet or smartphone deployment
• Considerations for ROI, productivity and customer service

Championing a digital signage project for a non-retail environment offers its own set of challenges including getting multi-department buy in, gaining approvals, and justifying costs. Often, individual departments have started their own digital signage project, and the time has come to transition to centralized management. Centralizing the project management maximizes the value and ensures consistent messaging.

This session will examine the unique challenges and opportunities of deploying a digital signage project in a government, institution or enterprise environment, including:

• How to achieve multi-department buy-in
• The value of consistent brand messaging across all networks and screens
• How to justify costs
• Considerations for the government approval process

It is no secret that messaging via digital place-based media networks helps achieve a wide variety of marketing objectives. Marketers are starting to allocate larger pieces of the marketing budget to placed-based advertising. According to the DPAA, 86.3% of media planning respondents said they intend to include digital place-based media in their plans for 2012.

During this session we will explore the top considerations for getting the most of out of your ad buy including:

1. Setting strategic objectives for your campaign.
2. Taking metrics into consideration to create an effective campaign.
3. Strategically planning your ad placement for specific audiences and environments through precision targeting.
4. How to leverage the path-to-purchase for ad placement success. 

Retailers are challenged by today’s customers to create an interactive, personal and engaging in-store experience, to create an environment where customers can learn about products, test them and make a purchase.  By embracing emerging technologies, such as digital screens, kiosks, and tablets, retailers can create an environment that will keep customers engaged throughout the path to purchase.  During this session, presenters will share how they created an innovative in-store environment to drive sales. 

Attend this session and learn:

• How to connect and ensure creative alignment and continuity of brand messaging with in-store digital strategy
• Customers’ expectations for where and how they will receive and respond to information
• Effective tools for designing engaging and meaningful in-store experiences
• Specific examples of innovative strategies that drive sales

During this session we will discuss tips and best practices to creating effective content, the objectives of the deployment and how it relates to content, and considerations for creating content that is in sync with the environment. In the end you will increase your customers’ attention span if you avoid visual SPAM.

Digital screens and smart devices are becoming ubiquitous in the everyday life of customers, creating new opportunities for advertisers to deliver content in a contextually relevant environment at the point of maximum influence. 

Contextual content adds value to viewer and allows the brand to connect with the customer and make an impact.  The context of your advertisement is often more important than the content of the message.  During this session, understand why context is critical to the impact of mobile or digital out-of-home advertising campaigns.

This session will discuss:

• How delivering effective and actionable content will enhance your business
• How contextual content delivers better value for advertisers
• How  to delivers relevant content to your viewers
• Commons pitfalls of context advertising

Implementing a self-service kiosk deployment offers tremendous value for organizations, from operational efficiencies to increased branding, from improved customer service to sales lift.  Self-Service offers many solutions and the ROI for a deployment can appear in tangible and/or intangible ways.  Self-service kiosk deployments are likely to be in place for many years, so the solution must meet current and future needs to achieve maximum value. Objectives need to be defined early in the planning process, as projects can be costly and time consuming and planning for and achieving ROI is challenging for project managers.

During this session you will learn:

• Important questions to ask early on to maximize the value of your deployment.
• Key elements to maximizing the value of a kiosk deployment
• Approaches to defining and reporting ROI.

Today, the average person will be exposed to more than 64 hours of out-of-home messages per year. This is why digital out-of-home media has become a real game-changer and is changing the traditional media mix for marketers.

Operating a Digital-Out-of-Home/Digital Place Based Media Network requires many things – from proper capitalization to securing advertisers to delivering the content to your screens. What are the critical pieces to focus on in each stage of your launch?

Ad spending is recovering, digital-out-of-home media is integrating with mobile and social media, and measurement efforts are solidifying. The viability of an investment will be tied to your ability to demonstrate the effectiveness of the network. This is a critical time for the digital signage, media and finance community to come together.

Attend this session and learn keys to a profitable future in the DOOH space, including:

• What's being funded and why
• Important metrics for launching and growing your network
• The intricacies of emerging revenue models to monetize networks
• Secrets and strategies to generating ad-dollars for your DOOH network
• Setting realistic ROI and clear objectives
• Demonstrating a clear understanding of the locations and the role that content will have within each venue type
• Defining clear revenue sources – How to create a sustainable money making network
• How mobile and social media need to be integrated into DOOH solutions
• The risks and opportunities for entering the market