- February 24, 2015
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NFC-enabled Print Signage: Digital Doorway to the Mobile Web
Signage is one of the oldest and most enduring of all media, even used by ancient Greeks, Romans and Egyptians to attract attention and convey information. More recently, modern-day merchants have used printed signage in its most familiar forms (indoor, outdoor and POS signs, posters and window graphics) to engage customers and entice them to buy. .
But matter how bold, beautiful or cleverly written, printed signage has remained largely static and one dimensional. Able to quickly grab the eye but unable to sustain engagement–and certainly not able to leverage audio, video or animation.
That is, until NFC.
Connecting the Physical and Digital Worlds
NFC (Near Field Communications) is a wireless, short-range communications technology (akin to Bluetooth) that when activated transmits information stored in a small tag (chip) to an NFC-equipped smartphone or tablet. NFC is currently the darling of the mobile payments industry, and is, in fact, revolutionizing how people pay for things.
But in indoor and outdoor signage applications, customers need only tap the device to the ‘tagged’ area of your sign to download content and initiate a dynamic and engaging multi-sensory experience. You can, for example, program sign-based NFC tags to deliver:
- Promotional or How-To Video
- Music and mobile apps
- Discount offers and coupons
- Maps and directions
NFC-enabled signage recently installed at the Hôtel de Ville, Europe’s largest municipal building and home to the Paris City Council, demonstrates the technology’s concept and application beautifully.
Endless Small-Business Possibilities
Virtually any of the printed signage mentioned above can be NFC enabled, breathing new life into an old medium and equipping even small companies elevate the impact and duration of customer engagement. Here are some examples:
Medical practices–use NFC tags on posters, waiting room materials and check in/out areas to provide patients with important information about nutrition, testing/screening, inoculations and other health-related topics or services.
Restaurants–imagine building brand loyalty and preference by engaging patrons with NFC-enabled table toppers that let them download music, games or “exclusive” information related to your store, such as an owner’s “personal” kitchen tour, the bartender’s “secret” drink recipes or a multimedia bio of your head chef’s culinary credentials and experience.
R.I.P. the QR Code?
Large-scale Near Field adoption is closer than you might think. ABI Research cited here estimates that up to 320 million NFC-enabled devices shipped in 2014, most of them Android-based smartphones. IHS research also cited estimates that by 2018, two thirds (nearly two billion) of all phones will come with NFC technology by 2018.
And marketers, take heed: though QR codes are now widely used, recent data from the Yankee Group suggests that NFC tags may soon begin to displace the familiar boxy glyph.
If you want to learn more about NFC trends and signage-marketing opportunities, check out the NFC Forum’s white papers, including using NFC to create and place tags in traditional print-based posters, billboards, magazine pages, digital signage, and three-dimensional objects.
Better yet, ask your printed signage vendor for ideas, recommendations and tips.