WHITE PAPER

et
ks . n
tskio
spor
TICKETS

The Business Case for

Branding Your Kiosk
Self-service devices are proliferating. If your organization adopts self-service devices,
make sure they convey your brand message.

By Richard Slawsky | Contributing writer, Kiosk Marketplace

© 2022 Networld Media Group

WHITE PAPER
THE BUSINESS CASE FOR BRANDING YOUR KIOSK

As businesses work to cope with challenges including staffing shortages,

bottom-line pressures and the need to provide an improved customer
“Most self-service
experience, self-service devices are becoming the solution of choice.
kiosks feature an
The ATM paved the way for banks to expand their reach beyond the brick-
attractor screen and-mortar branch, establishing their presence in locations including
supermarkets, shopping malls, event spaces and more. Taking their place
that details the alongside those devices are interactive kiosks that offer services ranging from
bill payments to ticket sales to transferring cryptocurrency purchase to the
services they offer,
digital wallet of a loved one.
but unless someone
The number of places where these devices are located continues to multiply,
is directly in front but deployers face a challenge: how to best educate consumers as to their
function. Most self-service kiosks feature an attractor screen that details the
of it they’re unlikely services they offer, but unless someone is directly in front of it they’re unlikely
to get the message. The result? Missed opportunities, missed transactions and
to get the message.
revenue that falls short of its potential.
The result? Missed
Strong growth to continue
opportunities...”
Estimates vary, but a recent report by Market Data Forecast predicts the self-
service kiosk market will top $28.9 billion in 2022 and will grow at a 4.8% clip
through the end of 2027, reaching $36.5 billion by then. North America will

© 2022 Networld Media Group | Sponsored by GetBranded.com 2

WHITE PAPER
“Even if designers are
striving for a sleek,
futuristic look, it’s critical
for the kiosk to convey its
purpose to passers-by.”
see the strongest growth thanks to strong adoption in the retail sector.
Helping to drive that growth are the benefits self-service kiosks deliver for
both businesses and consumers. Including the aforementioned way they
help address staffing shortages, for businesses kiosks deliver increased
efficiency, lower costs and a reduction in wait times. For consumers,
they deliver a higher level of satisfaction by providing more control over
purchasing and spending decisions.
In addition to retail, kiosks are appearing in verticals including health
care, ticketing, guest check-in, gaming and more. But as more and more
self-service devices appear in the marketplace, deployers not only
face the challenge of promoting the functions those kiosks offer but
branding them in such a way that they deliver on the same promise
that a company’s website and their brick-and-mortar location delivers.
The experience of using the kiosk, for example, should mirror that
of using the company’s website. A utility company that offers online
billpay should maintain consistency with that experience on the kiosk,
creating an omnichannel experience. At the same time, the colors,
logos and other branding elements on the display should replicate
what the customer sees in the physical location.
But focusing branding efforts on the kiosk display alone misses the
larger opportunity. The kiosk enclosure should receive as much attention as
the display when it comes to promoting a deployer’s brand.
“I’ve always considered a kiosk to be a billboard if thought is put into the
process,” said Ben Wheeler, a long-time executive in the self-service field,
better known as ‘The Kiosk Guy.’
Even if designers are striving for a sleek, futuristic look, it’s critical for the kiosk
to convey its purpose to passers-by.
“Having a wrap that completes the design is a must,” Wheeler said. “Sleek and
minimalistic has its place, but signage or themes done right can still make a
kiosk appear to be minimalist.”
© 2022 Networld Media Group | Sponsored by GetBranded.com 3
WHITE PAPER Big payoff for a modest investment
“...an enclosure wrap, Although decidedly low-tech when compared to the kiosk itself, an enclosure

stickers or “topper” wrap, stickers or “topper” signage can help educate potential users to its
purpose, helping to drive transactions. It can also help convey the feeling of
signage can help loyalty and trust that the brand strives to create in its physical store.

educate potential users “In the kiosk world, we almost don’t see one go out without a wrap,” said Wes
Dunn, executive VP of sales and marketing with Genmega, a manufacturer
to its purpose, helping
and provider of ATM and transactional kiosk solutions.
to drive transactions.” Genmega installs wraps and other branding material provided by Piedmont,
S.C.-based GetBranded.com on its self-service devices. Genmega has more
than 150,000 units deployed worldwide.

“For ATMs, financial institution branding on a retail ATM can add to its
legitimacy and help a customer to feel more comfortable using the device,”
Dunn said.

Even directional signage placed at the entrance to the facility where the
device is placed can strengthen the connection between it and the
brand it represents.

“Branding is a way to spread awareness about your business: the

products and services you offer,” said Stephanie Risling, lead strategist
with Risling Marketing Agency.

“It is also about creating and reinforcing a strong brand identity,

brand image, and brand personality in the market you aim to target,”
Risling said. “Thus, it is important to have a strong brand presence
wherever and whenever a consumer gets to interact with your
product and service range.”

And just as important is the fact that incorporating wraps, signage

and other marketing devices deliver one of the highest returns on
investment.

“A lot of people think that functional objects like kiosks don’t need
branding,” said Sam Newman, founder of digital marketing agency

© 2022 Networld Media Group | Sponsored by GetBranded.com 4

WHITE PAPER Smartcast Media. “But when you consider the elements of consumer value, it
is critical.”

Proof in the performance

One of the best ways to get a glimpse of how kiosk branding performs is to
see it in the field.

Miami-based technology provider Maya Labs, for example, has developed a

“...incorporating
“smart ATM” that offers a variety of applications in
wraps, signage and addition to traditional cash dispensing. One of the
challenges the company faced when launching the
other marketing product was how to convey those functions to the
public. Complicating those efforts was the fact
devices deliver one
that many of its kiosks were located in areas
of the highest returns where a significant number of residents spoke
only Spanish and who often lacked access to
on investment.” traditional banking services.

“You can think of our machines as

essentially a big smartphone that accepts
and dispenses cash,” said Peter Kelly, chief
business officer with Maya. “It also includes
apps such as check cashing, digital gift
cards, money transfers, and other services
designed for the unbanked.”

Maya worked with GetBranded.com

to develop branding materials for the
device.

“We needed to distill and communicate to

the audience in just a couple of seconds
what we offered,” Kelly said.

“We worked with Daniel Beavers at

GetBranded to develop material that
would communicate four key services available on the

© 2022 Networld Media Group | Sponsored by GetBranded.com 5

WHITE PAPER machine in both English and Spanish, as well as our customer service
number,” he said. “GetBranded was great to work with. The graphics and the
information we were trying to articulate came out very crisp and clear, and it
really worked out well for us.”
“If you haven’t branded
The materials GetBranded users for kiosk branding not only convey critical
your self-service device, information, they also help to protect the device from scratches and other
issues. And if it should get dirty over time, it’s easily removed and replaced
you’re missing an
without having to take the device out of service for more than a few minutes.
opportunity. Talk Maya’s business also includes “white label” offerings, where other providers

with an expert to learn of financial services purchase Maya’s kiosks and brand it with their own
offerings. GetBranded also works with those companies to develop
what will work best branding material.

for your situation.” “They’re a good organization to work with,” Kelly said. “They’re very
accommodating and offer a quick turnaround. They’re a very high-
integrity group.”

The message is clear. If you haven’t branded your self-service device, you’re
missing an opportunity. Talk with an expert to learn what will work best for
your situation.

ABOUT THE SPONSOR:

At GetBranded.com, a fully integrated creative media company, our talented team of
designers and marketing professionals use exclusive methodologies to identify your
brand’s greatest strengths and offer you branding packages to match it. The GetBranded.
com team can help you take the first step in developing a distinctive brand that sets you
apart from your competition or take your current brand and enhance it — allowing your
brand to get the attention it deserves.

Our wealth of valuable resources allows us to manage projects of all shapes and sizes.
From Website development and graphic design to print and marketing campaigns,
GetBranded.com has the expertise to design solutions for all of your marketing needs.

© 2022 Networld Media Group | Sponsored by GetBranded.com 6