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as I was flying into Heathrow from an overseas visit and we crossed over Piccadilly Circus and I saw the screen from the window of my plane. I suddenly realised that my work had made a direct impact on the skyline of my favourite city in the world and it is something I will always be proud of”. Customers vs fans As a business, Digital Media Technologies operates in a number of different verticals and they are quickly growing their presence in stadiums and venues, with an impressive roster in cricket, football and horse racing. “There are subtle differences that have to be addressed when you consider a big screen for somewhere like a football stadium in comparison to a retail complex like Westfield or an open space environment that has a constantly moving body of traffic as well as people, like the estate in Piccadilly Circus. “However, we have been able to take those learnings from one vertical into another, using digital activations that were successful in shopping malls over into sports stadiums, even though you also must recognise there are huge differences between fans and customers. “Ascot Racecourse is a key case in point, with its focus on customers rather than fans meaning the approach when it comes to their core audience and the content they display is going to be very different. For instance, sponsor activations can be “dressed” in a very different manner when speaking to people who are drawn to a space to shop rather than experience an event”. Beside the seaside Brighton & Hove Albion have risen through the ranks of the football league to become one of the most exciting teams in the top flight and though they may not have the financial clout of some of the bigger, powerhouses of the English game, the narrative around 122
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them is one of growth through innovation. That is reflected in their approach to technology and fan engagement and Digital Media Technologies have proven to be a pivotal partner in that story. Responsible for all the big screen signage and supporting content at the Amex Stadium, the business has worked alongside the Premier League club to ensure that each step of the design, installation, testing and go live process have been meticulously thought through as part of a comprehensive project plan. As James reminds us: “We don’t leave anything to chance because in a live situation you only have one shot at getting it right. No matter how outstanding the delivery, you’re more likely to remembered for the one mistake than the countless successes”. Digital Media Technologies continues to develop its relationship with Brighton with the latest big screen now live as part of the stadium’s commitment to constantly engage with its fan base and LED will remain an important part of that process going forward. However you want to tell your story, bringing it to life through the colour and spectacle of big screens is a powerful way to connect and engage with an audience. It might seem like a significant investment – many of the larger projects often require deep pockets and distinctive vision – but the ROI is there if you have the right partner to help you realise it. The real question isn’t whether you can afford to do this but whether you can afford not to. This is where companies like Digital Media Technologies can be the difference between apathy and impact when it comes to telling a story and bringing your customers or fans along with you on every step of that journey.