Friday, September 7, 2007

Displaypoints – Digital Advertising comes to the Restaurant Table

Last spring, the Central Texas Angel Network sponsored a funding event in conjunction with the Acton Angel Network. Five entrepreneurs from Acton’s faculty/alumni/student body presented their business plans. One of the top presenters was Greg Fitzgerald of Displaypoints which is a digital advertising company that uses a 7-inch digital display (similar to a tablet) to bring advertisements to the customer. Compared to billboard advertising, the table top display can be customized to the target audience with greater frequency and relevancy.

Greg and his team are targeting the fast-casual and casual dining restaurant chains first, throughout the state of Texas. You can see their displays at Iron Cactus, Bennigan's, Austin's Pizza, Cane & Abel's, and Mangia Pizza.

Interest in advertising on the Displaypoints system appears to be strong. The US Army is going to start advertising through Displaypoints’ system for recruiting. The Displaypoint system allows them to target their demographic with laser-like precision. Now that the Army signs up then the other US military forces will soon follow. MADD (Mother’s Against Drunk Driving) will run a ad campaign showing the effects of excessive drinking. In tests at Bennigan’s, Greg talked about how their point of sale advertising can measurably change the buying habits of the customers.

The biggest surprise is how restaurants are challenged with high turnover and how much time and cost they invest into training their staff. The Displaypoints system can help offload the wait staff by handling the specials the restaurant offers each day.

Best regards,
Hall T.

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