As my team and I at Digital Advertising Technologies gear up for another launch at the Digital Signage Expo this year, I’d like to take a step back and examine this whole experience through my usual lens of an innovation platform.

There’s so much going on various levels. The digital signage industry is still considered in an infant stage yet it’s already on its way to transforming into the next big bubble. The innovation in this space is phenomenal, and my company sits right at the intersection between networks and advertisers.

DAT provides software solutions for networks, content management solutions, creative + media solutions, media planning solutions for advertisers and agencies, audience targeting tools, research tools, and so much more.

That’s why I feel so privileged to be working in such a cutting edge field, and experiencing the trials and tribulations of an industry about to skyrocket into the digital frontier.

I’d like to explore and share some ways to develop successful product launches, based on the many launches I’ve executed throughout my career. As a marketer, you know how challenging it is to multi-task and manage so many critical pieces at once, but it’s quite an amazing experience when you pull it off.

• Thought Leadership. Always get your senior executives speaking on a panels about the adoption of digital innovations. This is critical for positioning your company in the space. This year at the DSE I got Steve on a slick panel and started to promote it via social media and e-mails. I’m also giving a presentation about Next Generation Opportunities for Brands, Advertisers, and Networks.
• Accompanying articles posted on the trade show wire. You have to create announcements and talk about what you have going on at the show, so that you can start to ramp people up to your innovations, and get people talking about what’s hot–that’s you!
• Multimedia content. Always step up your game by creating cutting edge sizzle reels. This is key. Our promo videos last year were average since it was just a soft launch. This year we are totally stepping it up with new executive interviews, featurettes and news segments, along with various multimedia promotions: all digital so it can live across multiple platforms.
• Social Media syndication. Lots to do on this end. I have to get everyone tweeting about our content, our new products, sharing our videos, talking about the executive panels, and my presentation. Lots of content! More is more!
• Media Coverage. This year, we are covering a few seminars and creating cool co-productions with DSE so that we could develop even more thought leadership segments. This way, it’s a win win for the show, for our company, and the thought leaders that we interview. It’s all about insight, intelligence, and creating compelling content.
• Cutting edge digital display content. Again, this is digital signage, so content is king. We are also evolving our content strategy with new and innovative branded entertainment segments through various partnerships.
• PR and Social Media. PR can also be created through social media but it’s critical to get at least one US1 wire out if you’re going to be launching a new product. Also take advantage of your trade show wire and post your content, articles, tips, and general insights through this medium for cross-channel syndication. You have to stage your announcements in a very strategic way. Create a rolling thunder approach–start with a few trickling announcements just to position your brand, then strike! The day of the show just let it all hang out!
• Booth. The booth is looking fly like a G6! Gotta button up the booth and also get the right positioning at the show. This year we are front and center, next to the digital content theater, for maximum visibility. You have to negotiate proper placement as early as possible.
• HD Media Coverage. This is really key for onsite content that can really sizzle. Tweet, blog, post video comps on YouTube. Do as much cross platform marketing as you can. This year the DSE crew is in full effect. I will be all over the place but will also step in and get some excellent footage and sound bytes from the thought leaders in the space.

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About the author

Nikos