From the nature of the industry:
The target group of elevator advertisements is the general public, and if they just need products and services, they have certain effects; If the products and services are not just needed, the elevator advertising effect will be weak. Of course, this effect is getting weaker and weaker over time, because more and more advertising channels will naturally divert people's attention.
From the perspective of product and service amount:
Elevator advertising is suitable for small-scale products and services, because small-scale products need to deepen their influence many times, as long as people remember the brand name. If it is a large amount of products and services, then people need to think too much; It's of little use if you just impress others, but you have to have some strength to make people believe you.
From the perspective of system operation scheme:
Modern commerce is different from the past. No matter what products, a single elevator advertisement is almost useless. The purpose of some elevator advertisements is not for the market, but for financing, as the so-called "wool is on pigs" in operation. There are also some elevator advertisements just to show their faces and increase the materials and negotiation materials for terminal sales; There are also some elevator advertisements that are just the first shot, and there is a systematic operation plan behind them.
elevator advertisements are similar to advertisements in high-speed trains, with the advantage of forcing people's eyes to see them in a relatively closed space. At present, elevator advertisements mainly include electronic screens and billboards, and some of them are said to be able to get through user data with Tmall (know who is watching). There are mainly two companies, Focus and Trendy. The disadvantage is still the mass media, general communication, although there are attributes such as cities, communities and real estate, but the accuracy is still not strong. Suitable for new product listing or promotional communication. The price is relatively cheap. If KPI is needed, you can put a QR code to evaluate the effect.
The elevator advertisement depends on which part of advertisers put it in. According to the exposure rate, the price/performance ratio is not high, but according to the advertising impression, it can be said that it is the first choice. In fact, the elevator in the office building is better, and the crowd may be more, but the elevator in the residential building is basically seen by those people repeatedly. Your advertisement should be aimed at more people. I don't recommend putting elevator advertisements, but your advertisement requires repeated publicity for some people, and the effect is good, which mainly depends on the publicity effect you want.
Stair advertising is relatively low in the advertising area (generally). Because of the long stay, the proportion of people watching advertisements carefully in the elevator is also quite large. So the cost is relatively low. Then, considering the cost performance, the stair building you published has a high degree of coincidence between the working and living personnel and the customer groups corresponding to your advertising content. If the matching degree is 51%, I think it can be invested.
as a professional advertiser, I answer you responsibly.
not high.
It seems that there are many people covered by elevator car advertisements. It seems that everyone will be attracted by advertisements when they enter the elevator and watch them carefully. Then please ask yourself. Questioner or reader of my answer, can you remember how many advertisements were released and delivered through elevator car advertisements? Can you remember? If you can't remember. That's right.
because, in a relatively closed space, and there are many people in the space. It is impossible for people to look around and stare at advertisements.
this involves psychological safety.
Everyone has a safe distance. If you glance at someone in the elevator and stare at the advertisement, it will make the other person uncomfortable or abnormal, and this disgust will also be reflected in the face, which will bring the same uncomfortable and unpleasant feeling back to the person watching the advertisement.
Then this kind of experience will remind myself repeatedly subconsciously that it is unpleasant to watch advertisements in the elevator. Uncomfortable Not free. Not HAPPY.
gradually. Elevator advertising will become a decoration of elevator space and become a dead thing. It doesn't have the agility of advertising.
Secondly, watching advertisements in the elevator will give people an ignorant and bumpkin's self-psychological reaction, as if he had never seen the world. This is also an unpleasant experience.
so. So far. Really not high.
As far as the advertising industry is concerned,
1. Advertising needs exposure-the exposure of your advertisement depends on the number of people covered by elevator advertisements in a region
2. Elevator advertisements are also a new way of advertising investment in recent years, and I personally feel good.
3. Nowadays, advertising is very permeable, and we are always accepting the advertising information of merchants.
Peng Xiaodong, the global Chinese president's excellent marketing ability and the first person in China advertising media training, the founder and head coach of brand competitiveness and cutting leadership art, and the head coach of the special forces who created the wolf advertising sales crown in China, was recently invited to share the cheats of ladder media advertising value, marketing power and advertising effect in Foshan. During the period, I took the time to visit some enterprises such as Hongxin Coast for guidance! Ladder media advertising is the most valuable media, and it is still the most powerful media. Science and technology change the future and create a comfortable life intelligently, especially in the era of big data and 5G Internet of Things in internet plus. Good media = precision+coercion+interaction, but ladder media advertising must have skillful strategies and cheats. "I know I wasted half of my advertising expenses, but I don't know where it was?" This popular sentence in the advertising industry is about the huge waste caused by improper advertising. Advertising should be to use money on the "cutting edge" so that every penny can play its greatest role.
1. How to make elevator advertisements work
In the process of advertising, the most important thing is to reach the effective audience. Specific advertisements appeal to specific people, and these people only account for a part of the total audience, which is the effective audience. For example, education, fast-moving consumer goods, automobiles, household appliances, daily chemicals, catering and so on are aimed at family consumers, so it is more suitable to choose elevator media to cover the community in an all-round way, so that brands and audiences can establish an emotional voice, thus achieving effective transformation.
2, elevator advertising principles
Some brands like to bombard advertisements in an attempt to achieve higher results. Many brands only pay attention to one point when they launch, thinking that the more frequently they launch, the more the advertising effect will be proportional to the cost of investment. In fact, the answer is not necessarily. You should know these principles:
1. Effective audience expansion principle
The audience of any kind of media can't completely coincide with the target consumer groups of brand products. Therefore, brand advertising should complement each other to the greatest extent. For the target population of products, various channels of community+office building should be adopted to meet the large effective population covered by advertising, that is, the target consumer groups of brand products.
2. Consolidate and improve the principle
Consumers' interest, memory and desire to buy advertising information need to be repeatedly reminded and consolidated by advertisements at a certain frequency. Elevator is the only way for people to go home from work in modern cities. The closed space allows people to receive the content in a short time. Seeing the same advertisement in different elevator scenes can effectively extend the audience's attention time to the advertisement.
3. Principle of information complementation
During the advertising period, we should pay attention to information complementation, and see clearly the various situations of brand promotion, such as the brand's own publicity nodes, sales peak season, important nodes, competing products and so on. Relatively speaking, the elevator media giants can publish in time, carry out continuous publicity with short intervals, and cooperate effectively in various situations.
13. Elevator advertising strategy
1. Centralized advertising strategy
Under the restriction of specific area, specific time and specific media amount, advertising can produce a crowding-out effect. But centralized advertising is not suitable for the marketing of all brands and products. This strategy is needed when the product information is relatively transparent, the brand does not need to spend a long time to cultivate the market's understanding of the product, and at the same time, the competition of similar products in the market is fierce and it is difficult to get results by tinkering.
2. Continuous advertising strategy
The advertising strategy should be based on the communication effect of the product or brand. Different products enter the market and have different product promotion objectives, so the advertising strategies they should adopt will be quite different. The advantage of continuous delivery strategy is that the product or brand will penetrate into consumers' minds like a long stream, so that their impression and goodwill towards the product will continue to increase. Of course, this advertising strategy requires enterprises to have a long-term advertising budget, but also to prevent backward competitors from encircling and intercepting with high-intensity advertising.
3. Intermittent delivery strategy
For some products that are very popular or have high brand awareness, many people think that there is no need to waste advertising fees. However, in addition to the above two functions, advertising also carries a very important function, which is to awaken consumers' emotions and increase their memories and choices. From the point of view of marketing, the intermittent delivery strategy is suitable for the high maturity of products, and consumers only need to remind them at intervals without intensive contact. The length of the intermission of advertising depends on the intensity of market competition.
The scene is the biggest entrance, and it is also the position of dialogue between brands and consumers. As the infrastructure of the city, the elevator covers the vast majority of mainstream people and realizes high-frequency contact with users. More and more brands join hands with elevator media to make full use of consumers' fragmentation time through the scene of community elevator, subtly transmit brand information and impress the audience at home.
Mentor Peng Xiaodong:
Advertising words are nails,
Media are hammers,
Hard (enough advertising budget)
Knock into consumers' brains!
3 points of a good advertisement = wide spread+accurate arrival+user seconds to understand!
3 points of good media = accuracy+compulsion+interaction (participation in heart action)!
the core foundation of brand communication = super quality (product)+super symbol (LOGO)+ super discourse power (advertising theme)!
the rule of quick success for start-up brands = opening categories+occupying features+grabbing minds+grabbing windows+full attack
In order to let advertisers better understand and master the rules of elevator advertising, Mr. Peng Xiaodong specially shared the practical manual "151 technical parameters of elevator advertising" for everyone.
I think the elevator advertisement is quite good, which is relatively strong and inexpensive for the living population. The most important way of publicity is to see you every day, which is great. I also plan to do some.