In a world driven by technological development, in which some of our current responsibilities and tasks are taken over by computers, robots and other inventions, and phenomena such as virtual reality or artificial intelligence are taking over, the face of marketing communication is also changing. Artificial intelligence writes essays and poems, creates paintings, music, videos, and also… advertisements. Marketers are looking for new solutions in which technology can be used to communicate with customers. They expand reality, examine the reactions of the eye pupil or the flow of brain waves, and create convincing visual stories in several dimensions. We are witnessing a great digital marketing revolution.
And yet, in this technology-packed world of marketing communication, the most traditional, analog forms of advertising are still used. Why? The answer is simple: not everything new replaces the old. And not everything old is no longer useful or inappropriate for the present. Over the years, man has learned and got used to proven paths and methods of communication. That's why we still talk to each other, that's why we smile at each other and still extend our hand to greet each other.
Therefore, we should not worry about advertising cutting itself off from media that have been known for years. OOH is not at risk. According to experts, out-of-home advertising will take advantage of what technological innovations can offer, without deviating from what is traditional and proven.
Navi-stand
In response to the above facts, among the media we offer used for communication in outdoor space, the so-called navi-stand. What is this product and what are its characteristics?
It is a practical, multi-season stand for outdoor use, with navigation and information functions. This proposal is addressed primarily to shopping chains and malls, large-format stores, sports facilities, market halls and other places with their own areas to use, e.g. parking lots, corridors, passages.
Navi-stand can come in any shape. This is a very important feature. It can, for example, take the shape of a person - as in the example of a navi-stand for Lakma presented below. It may have the shape of a mascot or an individually designed character. An example is the "Tramuś" navi-stand made by us for Tramwaje Śląskie and "Bebok" prepared for the Szeja Rally Team. Any other shape: product, animal, building, etc., is possible.
Navi-stand LAKMA during construction fairs
The standard height of the stand we propose is 230 cm - so that its upper part with the information plate is also visible from behind parked cars, if the navi-stand is placed, for example, in a parking lot in front of a store.
Depending on where the navi-stand is installed, it can perform a number of information and navigation functions, e.g. informing about the current store offer, indicating promoted products. It can encourage purchases, show customers the way to a specific store, stand, etc., and make the area where customers move more attractive (parking lot, passage, corridor).
Product advantages
It is worth emphasizing the technical features of the navi-stand that affect the quality of this product, including:
- stable construction: the stand is mounted on a concrete block and can be permanently attached to the ground
- double-sided exposure of graphics
- made of durable materials: two boards (character) cut out of sheet metal, hollow polypropylene inside, UV print on foil
- resistance to weather conditions
- easy assembly
- possibility of a long exposure period with the simultaneous possibility of changing the presented information: replaceable part of the graphics in the upper part of the stand, enabling frequent exchange of information
- short production time: 100 pieces can be made within 10 days
Navi-stand during the "Picnic with Bebok" event in Katowice
One product, many uses
A product defined in this way, such as a navi-stand, will find many applications. In addition to the possibilities of using it as an information and navigation element in parking lots and passages, it can also be used as an exhibition element and an element of trade fair stand equipment, as a promotional and information element used during outdoor events, and as a navigation and communication element in office buildings and sports facilities. (e.g. at the stadium).
In addition, it can be used as a promotional element in store windows and as an element of interior design in stores, service points, information points and showrooms.
Yet another use of the navi-stand is to give it the function of a navigation element used during outdoor games, rallies, and thematic walks, or as an information element during sports and cultural events (e.g. presentation of festival repertoire).
An interesting idea is also to use a navi-stand as a long-term information carrier, e.g. as a marking of educational paths and urban tourist routes, as well as other areas intended for sightseeing (e.g. presentation of historical figures or description of a historical event).
Information about the "Silesian Guitar Autumn" (source: Tychy City Hall)
