How Can You Use This “Anywhere” Touchscreen?

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THE BULLETS:
  • Retailers can take advantage of low-cost high impact technology to enhance in-store experience
  • Retailers can rely on tools to reduce line ups and increase engagement
  • The Sony Xperia projects a touchscreen on any flat surface for under $2000

Sony just announced an impressive device that makes any surface a touchscreen. The Sony Xperia Touch projector is an affordable $1600 USD and I think this handy little device will help retailers engage their customers in better and more efficient ways.

Immediately, my thoughts go to integrating a digital store to upsell accessories or integrate social media connections with customers while in-store.

I was just at Urban Outfitters the other day and when I got to the checkout after a long lineup, I was asked to sign up for their newsletter using my phone to get an extra 10% off. This was slightly awkward, as I had to dig out my phone while I was carrying the rest of my bags and figuring out which credit card to use. The promotion was no doubt to blame for the long lineup too.

Imagine having one of these Sony projectors and using a surface by the lineup that allows customers to sign up before they get to the checkout. A great way to increase signups and reduce lines ups; that’s money!

Check out the projector here.

Bonus: One of my favourite places to buy clothes.[/vc_column_text][/vc_column][/vc_row]

Tutorials – Which Link Should You Use For Google Places Reviews

[vc_row][vc_column][vc_video link=”https://youtu.be/6c1zWrEC2zw?list=PLOs59LLc1KFFHttb0KNwFhDjlKrXla8MC” align=”center”][vc_column_text]This is two-minute tutorial is for individuals that want to share a link to their Google Places location for a review. You need two things:

  1. The link “root” – that’s https://search.google.com/local/writereview?placeid=
  2. You need your place ID. You use the Google Place ID API to get that. Go here – https://developers.google.com/places/place-id
  3. Find your address in the map window on the API page. You’ll get the result with the “Place Id”
  4. Replace “” with your ID number

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What Marketers Can Learn from Bjarke Ingels

THE BULLETS:
  • Cross-breed or hybrid ideas can be excellent solutions
  • Say yes. Don’t make customers pick and choose
  • Outlandish is what gets you noticed
  • The final product or solution should feel natural and effortless
  • Prepare for criticism if you are to get attention

My latest marketing inspiration comes from the fascinating Netflix documentary, Abstract, which profiles innovative designers around the world. This is the first instalment of a series of articles I’m writing that reference key practices or principles from some of my favourite episodes. I thought it would be useful to share how marketers and entrepreneurs could take the lessons learned from some of the designers and apply it to their business.

Today’s article focuses on episode four featuring Bjarke Ingels, a Danish architect.

1. Hybrid / Cross-Breed Ideas

Sometimes solutions are not derived purely from one discipline or one approach. Often, when we present options in a meeting, we think of them in silos: choose one or the other. In my work, it happens all the time. The client chooses, or rather, we hope to recommend one or the other. But what about both? Or if it isn’t feasible to do both, could you blend the two together?

2. Yes Is More. Obsess About Delivering Everything

We have a saying: We can’t have everything. Remember the three-legged stool? Of the three legs – price, quality, and speed – we say you can have, at most, two of the three. But Bjarke always says “yes” and works to deliver on all requests from clients. A good solution doesn’t force people to pick and choose.

3. Outlandish is the Zone of “Cool”

Giant ski slope on a power plant? That’s ridiculous, isn’t it? But they’re doing it. In general, we’re afraid of doing something outlandish. “What will people think? I can’t do that!” This is the zone we have to work in if we want to get attention. Go small at first. Start with something a bit out of the ordinary then push it a little bit more the next time, then the next. Eventually, work your way “out there.”

4. The Final Product Should Feel Effortless

When we work on a new concept, idea, or way of marketing a product or service, in the end, the final message, product, or stimulus should feel effortless. Yes, there is hard work and a lot of effort that goes into the work, but in the end, it should look and feel so simple. And simplicity is beautiful. A lot of marketing is pushy (effortful) but that means we’re not far enough. It should feel so simple that the customer says, “that just makes sense.”

5. Critics Are Inevitable

Anything out of the realm of typical or traditional should attract critics. We spend a lot of time trying to stay within the lines so we don’t attract negative feedback. Ultimately, you just end up with something flavourless. If we don’t have any backlash, we’re not pushing ourselves far enough.

Photo by Dmitri Popov on Unsplash

The Marketing Nerd Alert – James Murgatroyd Communications

[vc_row][vc_column][vc_video link=”https://youtu.be/47vuExyE8iA” align=”center”][vc_column_text]This week’s Nerd Alert features James Murgatroyd. James shares how you can have big wins by making small tweaks. In the video, he talks about a campaign which called for an online contest. His team was quite successful with the campaign and reached the goals they initially set out. Most would celebrate the win and end it right there. Not these guys.

The team wanted to see if they could maximize the number of leads for their client. They quickly brainstormed a “second-chance” contest and campaigned another round. That extra bit of effort made all the difference.

James runs his own digital agency in Edmonton. You can find him at the following:

@jamesmurgatroyd (Twitter)

https://www.linkedin.com/in/jamesmurgatroyd/ (LinkedIn)

http://www.jamesmurgatroyd.com/ (web)

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