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Let's get digital: It's a sign

7/23/2016

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We live a world where there is always something exciting and revolutionary happening in the world of science or computer technology. I am already two iPhone generations behind, and I’ve only had my phone for a year! With so many brand new inventions hitting the market, it is sometimes difficult to imagine the potential these new technologies hold. One such market is digital signage. Although digital screens have been around for awhile now, the world is just beginning to realize the amazing things that are possible with digital advertising. We’ve all seen pop-up ads on our computers, but what about when we look past our monitors? Interactive digital signage campaigns are popping up on a global scale. From Korean Air to the ASICS New York City Marathon, many organizations have taken advantage of digital billboards to create interactive public relations campaigns. For example, British Airways launched what they called their "Look Up” campaign, which used flight data to identify when a British Airways jet was flying over a British Airways billboard. This information was then displayed on said billboard, complete with a cute kid pointing up at the sky. Although these campaigns are really cool, they all end at some point. The good news is that utilization of digital signage is not limited to digital billboards or the jumbo screens of Times Square. Interactive digital signage and marketing have a place in every day, brick and mortar stores.

In 2010, Kohl’s department stores decided to get rid of their tired old paper signs and go digital. Nationwide, every rack, shelf, and bunker has one or more digital signs attached, displaying pricing and promotional information. 200+ signs are connected the POS system in each location, allowing store personnel to push data across the entire sales floor at the press of a button. Not only does this save valuable time and money, but it also allows Kohl’s to run multiple promotions in one day. The switch to digital signage was also a significant piece of the organization’s green energy initiative, eliminating the use of tons of paper every year. Another way that Kohl’s has integrated digital technology into its stores is the installation of customer friendly kiosks. Instead of waiting in line at the customer service counter to order an out of stock item, shoppers are encouraged to utilize a kiosk, which functions as an online store inside a brick and mortar location. Although the ordering system itself is digital, Kohl’s employees are also trained to use the kiosks, which enables them to employ what has been dubbed a “shoulder to shoulder” sales technique. This kind of utilization of digital technology combines the accommodating mind of a human and convenience of the internet for the ultimate customer experience.

"Integrating new technology into brick and mortar stores simply modifies rather than eliminates the role of sales and customer service."

​During his lifetime, Media Ecologist Marshall McLuhan described technology as extensions of the human body; and to McLuhan, technology implied anything invented by man, not just computers and smartphones. For example, the chair you are most likely sitting in right now is an extension of your skeleton. Even the clothes on your back are an extension of your skin. This unique way of viewing technology is not only interesting, but also has implications for the way that technology should be used as a participant in the customer service industry. Since the rise of automated machinery, many have wondered if technological advances will ultimately eliminate the need for human labor. Perhaps an event like that is possible, but probable? No, especially not in the customer service industry. Experts have found that despite the wow factor of a well executed digital signage campaign or the convenience of online ordering, digital marketing and customer service works best when paired with a real live human being. Integrating new technology into brick and mortar stores simply modifies rather than eliminates the role of sales and customer service. Organizations should view the integration of technology into the sales arena as an asset to their teams, and not a competitor. Looking back to the Kohl’s example, strategically placed kiosks especially allow for store personnel to practice a “shoulder to shoulder” sales technique. The intention was to supplement the resources available to team members, adding the convenience of technology to the flexibility and personality of a sales associate. When amalgamated correctly, digital signage is an extension of an organization’s humanity, rather than an unfeeling prosthetic arm. 
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Written By Emma Kinney

Emma Kinney is and intern at Sproute Creative and student at Bethany Lutheran College in Mankato, Minnesota. She will be completing her undergraduate degree in Communication and Business in December of 2016. She expects to leave with a B.A. in Communication. She plans on starting her Master's Degree in the spring of 2017 with a focus Professional Communication.
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Blue is the new blue

7/15/2016

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You might be surprised to learn that the microwave, Sweet’n Low, the Slinky, Play-Doh, Super Glue, the pacemaker, and a new shade of blue all have something in common: they were each invented by accident. For example, chemist Ira Remsen discovered saccharin (the artificial sweetener in Sweet’n Low) because he forgot to wash his hands between a chemical experiment and lunch time. In another instance, Navy engineer Richard James was using springs to stabilize naval equipment when a prototype fell off of the table and righted itself with mesmerizing ease; that prototype would soon be known as the Slinky. These happy accidents can be attributed to serendipity, or, finding valuable or enjoyable things that are not looked for. When it comes to creativity and innovation, a serendipitous moment can often be the answer to a question you hadn’t thought to ask.


"A seemingly straightforward task evolves into what seems to be an insurmountable challenge. It is important to take a step back and remember that one of the best creative strategies – serendipity - cannot be planned or even executed on purpose."
 


Take the recent (2009) discovery of a new blue pigment by Oregon State University’s Mas Subramanian and a team of researchers. They were attempting to develop new materials to use in electronics, but what the group stumbled upon instead has implications for artists and scientists alike. They mixed black manganese oxide with a few other chemicals and heated them in a furnace at nearly 2,000 degrees Fahrenheit. What came out was a previously unseen, vividly blue pigment. The color itself is beautiful, but it also has some unique chemical properties. This particular pigment – now called YInMN for its elemental components - is extremely durable and non-toxic, two characteristics previously unseen in any other blue pigment. These unique qualities are important to note because they open the door to the possibility of new spectrum of safer and more durable pigments for commercial and industrial use. Aesthetically speaking, a beautiful color that does not fade is of great value to individuals in all areas of the art and design industries. From a scientific viewpoint, although Subramanian and co. did not find exactly what they were looking for, the YInMN pigment is now being used as a coating in a variety of electronics and even has potential to be used in energy efficient housing.


It’s not every day that a person gets to see and experience a brand new color. For that reason alone, OSU’s discovery is of interest to anyone; but to all who make a living by creativity and innovation, a serendipitous discovery like YInMN is both exciting and encouraging. It is frighteningly easy to get so hung up on being innovative that the creative process just stops. A seemingly straightforward task evolves into what seems to be an insurmountable challenge. It is important to take a step back and remember that one of the best creative strategies – serendipity - cannot be planned or even executed on purpose. Serendipitous discoveries like YInMN serve as reminders to everyone that there is always value in in focused research and development, but many of life’s toughest questions are answered when you least expect it. 


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Written By Emma Kinney

Emma Kinney is and intern at Sproute Creative and student at Bethany Lutheran College in Mankato, Minnesota. She will be completing her undergraduate degree in Communication and Business in December of 2016. She expects to leave with a B.A. in Communication. She plans on starting her Master's Degree in the spring of 2017 with a focus Professional Communication.
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Welcome Emma Kinney To Sproute Creative!

7/14/2016

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We are thrilled to announce our newest member of the Sproute Creative team, Emma Kinney. She comes to us from Bethany Lutheran College in Mankato, Minnesota. She will be completing her undergraduate degree in Communication and Business in December of 2016. She expects to leave with a B.A. in Communication. She plans on starting her Master's Degree in the spring of 2017 with a focus Professional Communication.

Emma will be learning the ropes and building her portfolio with Sproute Creative as she works on various marketing, public relation and writing projects this summer. We are excited to have her onboard and looking forward to helping her grow as a professional. 
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