Creating communication that adds value
Leif Liljebrunn
You used to be able to buy a Ford car in any colour, as long as it was black. The market is no longer like that.
Today it's the customer’s needs that take precedence and the competition for attention has dramatically hardened. Therefore communication with customers is a strategic factor in today’s marketing. Manufacturers and traders have to understand the needs of customers and present their messages on the customers’ terms. The importance of trade marks has also increased, and the value of branding is to a large extent created by active communication.
It is a matter of getting the right message to the right customer at the right time. This can be done in many ways, but more and more are beginning to realise the importance of influencing the customer just at the moment they are making their purchasing decision, in other words inside the store. In the deafening barrage of media today it also more efficient to present the profile message just where the customer likes to be – in shopping centres, coffee bars and other public places. We call it “Last Meter Marketing”.
The realisation of the advantages gained by being able to appeal directly to customers is itself the basis of digital active media. Despite the clear advantages and sales effect offered by active media in stores and public areas, knowledge of the new medium is still rather limited. This is something that ZetaDisplay wants to change, and has set about it in three ways:
• We want to pioneer the development of digital active media and position ourselves as the qualified supplier which is setting the branch standard.
• We have taken the initiative in setting up a research academy that has the purpose of increasing the knowledge of how active media can influence the behaviour and purchasing decisions of consumers.
• We have launched this magazine, which we shall in future distribute to you and others who are interested in marketing in retail stores and public areas. Here we shall also be publishing some of the interesting research results that we expect to turn up.
Our first issue contains examples of how various companies have made successful use of active media to increase sales and strengthen their profiles. It also contains a presentation of the new research academy and good advice on how to make effective use of active media.
We welcome you in following up this new media channel!
Leif Liljebrunn (Deputy MD of Zeta Display)
Today it's the customer’s needs that take precedence and the competition for attention has dramatically hardened. Therefore communication with customers is a strategic factor in today’s marketing. Manufacturers and traders have to understand the needs of customers and present their messages on the customers’ terms. The importance of trade marks has also increased, and the value of branding is to a large extent created by active communication.
It is a matter of getting the right message to the right customer at the right time. This can be done in many ways, but more and more are beginning to realise the importance of influencing the customer just at the moment they are making their purchasing decision, in other words inside the store. In the deafening barrage of media today it also more efficient to present the profile message just where the customer likes to be – in shopping centres, coffee bars and other public places. We call it “Last Meter Marketing”.
The realisation of the advantages gained by being able to appeal directly to customers is itself the basis of digital active media. Despite the clear advantages and sales effect offered by active media in stores and public areas, knowledge of the new medium is still rather limited. This is something that ZetaDisplay wants to change, and has set about it in three ways:
• We want to pioneer the development of digital active media and position ourselves as the qualified supplier which is setting the branch standard.
• We have taken the initiative in setting up a research academy that has the purpose of increasing the knowledge of how active media can influence the behaviour and purchasing decisions of consumers.
• We have launched this magazine, which we shall in future distribute to you and others who are interested in marketing in retail stores and public areas. Here we shall also be publishing some of the interesting research results that we expect to turn up.
Our first issue contains examples of how various companies have made successful use of active media to increase sales and strengthen their profiles. It also contains a presentation of the new research academy and good advice on how to make effective use of active media.
We welcome you in following up this new media channel!
Leif Liljebrunn (Deputy MD of Zeta Display)
Visionaries at ZetaDisplay
Leif Liljebrunn is one of the visionaries at ZetaDisplay. Aged 46, he is the deputy managing director of ZetaDisplay AB.
During the last 10 years Leif, in his position as Deputy MD of the software company XOR, helped to build up the company into a very profitable business, with a turnover of over SEK 130 million. In 2004 XOR was sold to the listed Norwegian group Visma. From 2004 to 2006 Leif continued to work for the Visma Group as Sales Manager of Visma Software AB.
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