Case Study-The StudyPart 2
Case Study
Tracking ROI Progress
Where Does Digital Signage Fit?
And after an extended courtship, NORVISION finally got an initial setup assignment that has expanded several times since.
One-third of the promotional content is taken by Pepsi, with the rest split among other vendors who pay $7,500 per quarter to run their ads, McCarthy explains.
How’s it been going so far? “We don’t have any vendor who is disappointed at all,” says McCarthy, citing several examples.
Marshmallow Peeps candies are a seasonal offering the chain puts out around Easter. Last year, without the digital signage, Harkins concessions sold 5,000 units of Peeps; this year, with the signs, the number hit 15,000.
“We used to do promotion campaigns based entirely on static imaging,” McCarthy explains. “We got rid of all that, and now do only the digital signage. When it’s not running, we drop dead.”
Concession sales are 30 to 35 percent better when the digital signs are in action, he adds. Comparing locations with digital signage to similar ones without, the participating sites average 30 percent better sales.
Considering maintenance, hardware and software, the network costs about $25,000 annually to operate, McCarthy says. Vendors who previously provided counter cards, posters, and other static displays have found that printing costs alone used to equal or exceed what it now costs to advertise onscreen.