Blog

Embracing the 'AND'

October 28, 2013 by Laura Miller — Director of Marketing, Kioware

In Jim Collins' "Built to Last," he dedicates a chapter to discussing the "Tyranny of the 'OR'". While Collins addresses the usage of "OR" vs. "AND" specifically with regard to decision making, this ideology carries over into many facets of business. Rather than doing one thing OR another, Collins espouses that companies that do both (the companies that embrace the "AND") have more success.

Scalability across platforms

While Collins' work focuses on the strategy and culture of an organization, there are some more concrete instances in which OR should be eliminated from our vocabulary. In particular, it is important that we embrace the and as we look at scalability across mediums. The simple truth is that scalability — the ability to use something across multiple platforms, events, and mediums — is the ultimateand.

Using the 'AND' in the self-service world

Here is an example of how theand works within the world of digital media and self-service:

Create an advertisement or series of advertisements. These can be static or interactive (HTML5).
Use the static images (resized and slightly reformatted) as a banner ad in online search.
Place that same static image with a question on Twitter, Facebook, and Instagram.
Add it to your brick and mortar digital signage.
Include it in your interactive in-store customer service kiosk. Include the image in your application and attract screens.
Write a post about this same advertisement on your blog.
Add it to your website as a standalone page, splash screen, and interactive experience.
Use a print version in your industry magazine.
Post it to LinkedIn.
Add the video to YouTube.
Create a Slideshare about your message, using the image in the slides.

Repeat. And so on. And so forth. And. And. And.

Interactive kiosks and...

When looking at the viability and usage of digital signage and interactive kiosks, focus on the I. What are you trying to accomplish? In most cases, it is a) communication b) interactivity c) brand awareness. Rather than look at the initial design costs as a barrier to entry, consider it an investment in the and.

With a few modifications, the scalability and reuse of digital collateral (and ability to transition digital to print) is immense, long lasting, and cost effective. While some see design and development of interactive kiosks to be a fixed cost with little usage outside of the kiosk environment, others see it as an opportunity to take advantage of theand.

How have you used digital collateral across mediums, platforms, and devices? What reuse haven't we mentioned above?