Hype doesn't help

September 2, 2009 by Dave Haynes

As that savvy 16:9/PressDOOH guy knows all too well, issuing a release with numbers so crazy that it defies logic does not serve anyone’s purpose well. If the numbers were real, it also seems unlikely that the retailer would be excited about sharing them. As Lionel points out, having it blindly reposted on blogs and Twitter links without raising questions only serves to create customer expectations that are at best unrealistic, which again helps no one. To be fair to Isenzo, it definitely looks like the source of the hype and the release was Purplemoss, not Isenzo. Neither Isenzo nor the retailer were quoted.

We all know the digital signage, properly executed, works at retail, and there is no reason to believe that this was not a good example of that. But if you are going to make claims with numbers, it is probably best to have a third party design and execute the study to improve credibility. That kind of case study would help everyone.

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