Is the elevator advertisement cost-effective?

The target group of elevator advertising is the general public, and it is effective if the products and services are just needed. 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 with the passage of time, because more and more advertising channels will naturally divert people's attention.

In terms of quantity of products and services:

Elevator advertising is suitable for niche products and services, because niche products need to deepen their influence many times, as long as people remember the brand name. If it is a large number of products and services, then people need to think too much; If you just impress others, it's of little use, but you need some strength to make people believe you.

From the perspective of system operation scheme:

Modern business is different from the past. No matter what product, a single elevator advertisement is almost useless. The purpose of some elevator advertisements is not for the market, but for financing, just 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 for terminal sales and negotiation materials; 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 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 the mass media, which is generally spread. Although it has the attributes of city, community and real estate, its accuracy is still not strong. Suitable for new product listing or promotion. The price is relatively cheap. If you need KPI, you can put a QR code to evaluate the effect.

The elevator advertisement depends on which part the advertiser puts. According to the exposure rate, the cost performance is not high, but according to the advertising impression, it can be said that it is the first choice. In fact, the elevators in office buildings are better and there may be more people, but the elevators in residential buildings are basically seen by those people repeatedly. Your advertisement should be aimed at more people. I don't recommend putting elevator ads, but your ads need to be repeatedly publicized to some people. The effect is good or not, mainly depending on the publicity effect you want.

The advertising cost of stairs in the advertising area is relatively low (in general). 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 staircase building you published has a high degree of overlap with the working and living staff and customer groups corresponding to your advertising content. If the matching degree is 50%, I think we can invest.

As a professional advertiser, I answer you responsibly.

Not tall.

There seems to be a lot of people covered by elevator car advertisements. When you enter the elevator and watch it carefully, it seems that everyone will be attracted by advertisements. Then please ask yourself. Questioner or reader of my answer, do you remember how many advertisements were published and delivered through elevator car advertisements? Do you remember? If you don't remember. That's right.

Because, in a relatively closed space, and there are many people in this space. People can't look around and stare at advertisements.

This involves psychological safety.

Everyone has a safe distance. If you look at a person 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 your face. When you return to the person who watched the advertisement, you will feel the same uncomfortable and unpleasant feeling.

Then such an experience will subconsciously remind myself repeatedly that it is unpleasant to watch advertisements in the elevator. Uncomfortable and not free. Unhappy.

Gradually. Elevator advertisement will become a decoration of elevator space and a dead thing. It is not as agile as advertising.

Secondly, watching advertisements in the elevator will give people an ignorant bumpkin's self-psychological reaction, as if they have never seen the world. It was also an unpleasant experience.

So ... so far. Really not high.

As far as advertising is concerned.

1. Advertising needs exposure-your advertising exposure depends on the number of people covered by elevator advertisements in an area.

2. Elevator advertising is also a new way of advertising investment in recent years, and my personal feeling is still good.

Nowadays, advertising is very permeable, and we accept the advertising information of merchants all the time.

The global Chinese president, the outstanding marketing power of the first person in China's advertising media training, the founder and head coach of "The Art of Brand Competitiveness and Cutting Leadership", and the coach Peng Xiaodong, the head coach of the special forces who created the wolf advertising crown in China, were recently invited to share the cheats of advertising value, marketing power and advertising effect of ladder media in Foshan; During this period, I took time to visit some enterprises such as Hong Xin Coast for guidance! Ladder media advertising is the most valuable media, and it is still the most powerful media. Technology changes the future, and intelligence creates a comfortable life, especially in the era of big data and 5G Internet of Things in internet plus. Good media = accuracy+compulsion+interaction, but ladder media advertising must have skillful strategies and cheats. "I know I wasted half of the advertising fee, but I don't know where it is?" This popular sentence in the advertising industry is about the huge waste caused by improper advertising. Advertising should use money on the "cutting edge" so that every penny can play the greatest role.

1. How does elevator advertising work?

In the process of advertising, the most important thing is to reach the effective audience. Specific advertisements attract specific people, and these people only account for a part of the overall audience, that is, the effective audience. For example, education, fast-moving consumer goods, automobiles, household appliances, daily chemicals, catering, etc. are all aimed at family consumers, so it is more appropriate 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. Actually, the answer is not necessarily. You should know these delivery principles:

1, principle of effective audience expansion

The audience of any kind of media can't completely coincide with the target consumer groups of brand products. Therefore, brand advertisements should complement each other to the greatest extent. For the target group of products, we should adopt various channels of community+office building to meet the effective group with large advertising coverage, that is, the target consumer group of brand products.

2. Consolidate and improve principles

Consumers' interest, memory and desire to buy advertising information need to be repeatedly reminded and consolidated at a certain frequency. Elevator is the only way for people to go home from work in modern cities. A closed space allows people to receive content in a short time. Seeing the same advertisement in different elevator scenes can effectively prolong the audience's attention to the advertisement.

3. The principle of information complementarity

During advertising, we should pay attention to the complementarity of information and see clearly the various situations of brand promotion, such as the brand's own propaganda nodes, sales peak season, important nodes, competing products and so on. Relatively speaking, elevator media giants can release in time, carry out continuous publicity at short intervals, and cooperate effectively in various situations.

03, elevator advertising strategy

1, centralized delivery strategy

Under the restriction of a specific region, a specific time and a specific amount of media, advertisements will have crowding-out effects. 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 the competition of similar products in the market is fierce, and it is difficult to get results from tinkering.

2. Continuous delivery strategy

Advertising strategy should be based on the communication effect of products or brands. Different products enter the market and have different product promotion goals, so the advertising strategies they should adopt will be very different. The advantage of continuous delivery strategy is that products or brands will penetrate into consumers' minds like a long stream, which will make their impression and goodwill on products increase continuously. Of course, this advertising strategy requires enterprises to have a long-term advertising budget, but also to prevent backward competitors from blocking and intercepting with high-intensity advertisements.

3. Intermittent delivery strategy

For some products that sell well or have high brand awareness, many people think it is unnecessary to waste advertising expenses. 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 marketing point of view, intermittent delivery strategy is suitable for products with high maturity, and consumers only need interval reminders without intensive contact. The length of advertising intermission depends on the intensity of market competition.

Scene is the biggest entrance and the position for the 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 convey brand information and impress the audience at home.

Tutor Peng Xiaodong:

Advertising words are nails,

The media is a hammer,

Push hard (enough advertising budget)

Knock into the consumer's brain!

Good advertisement 3 points = wide spread+accurate arrival+user seconds to understand!

Good media 3 points = accuracy+compulsion+interaction (participation in heart action)!

The core foundation of brand communication = super quality (product)+super LOGO)+ super discourse power (advertising theme)!

The rule of quick success and instant benefit for start-up brands = open categories+occupy characteristics+grab minds+grab windows+go all out.

In order to let advertisers better understand and master the laws of elevator advertising, Teacher Peng Xiaodong specially shared the practical manual "Elevator Advertising Cheats 150 Technical Parameters".

I think the elevator advertisement is quite good, which is relatively strong for the living crowd and not expensive. The most important way of publicity is to see you every day, and it's great. I'm going to make some, too