According to iMedia Research data, the scale of China's elevator advertising market reached 17.5 billion yuan in 2018, and is expected to reach 20.8 billion yuan in 2020. The "2019 China Domestic Popular Advertising Slogan Audience Research Report" released by Ipsos Research shows that 81% of popular brand slogans come from Focus Elevator Media.

The data from Focus Media's official website further confirms the above research. Currently, there are as many as 5,400 brands that have chosen to launch on Focus Media's elevator media. Whether it is Internet giants such as Tencent and Alibaba, or newly emerging brands, all walks of life favor elevator media.

In the advertising choices of the top 100 brands in China by Brand Z, a research institute of Millward Brown, elevator media won the investment of 89 brands, ranking first.

As major brands flock to elevator media, how to better match elevator advertising and elevator media and improve brand communication efficiency has become a core issue at present.

01 Strategic Guidance Advertising

Many advertisers will complain that their ads did not achieve the expected results after they were launched. But in fact, advertising is not the business of the marketing department, advertising companies or the media. The support behind it is actually the brand strategy. A correct strategy is the core of everything. A company without strategic guidance is like sailing without direction. No matter how loud the advertising is or how many waves it creates, it will all be in vain in the end.

Whether it is a startup or a mature enterprise, the first thing to do before placing an advertisement is "strategic self-examination". The simplest way is to answer the three questions of the brand - "What am I", "What differentiated value do I have", and "Why do you think so?" Advertising is a presentation of corporate strategy. Having clear answers to these three questions is the first step to ensure that the advertisement will be effective.

02 Advertising reflects differentiation

After a company has a clear brand strategy , the first priority of advertising is to present this strategy in a "dramatic" way and convey it to potential consumers. "Dramatization" generally refers to the creative part of the work, but most of our elevator advertisements today fail to achieve even the most basic "delivery" brand strategy.

Brand owners are aware that elevator advertising naturally attracts attention in the small, enclosed space of an elevator, but this should not be a basis for advertisers to do whatever they want. It doesn’t matter if the ad’s appeal is unclear, people will watch it anyway; it doesn’t matter if there is no creativity, they will watch it anyway; it doesn’t matter if the information is complicated, they will watch it anyway! As a result, many advertisements in elevators appeared that lacked clear appeal, creativity, and were incomprehensible.

For example, in the two advertisements above, no matter how big the word “education” is, the audience will know the term “education” rather than the brand. Even if they know the brand, they will not react to it.

In fact, the most important point in conveying a good brand strategy is to clearly express the brand's "differentiated value", that is, to clearly state in your advertisement: "Who are you, why should customers buy from you, and what is the reason?" Looking back at the elevator advertisements in recent years, the advertisements that are remembered by the public are basically those with clear core appeals: for example, BOSS Direct Recruitment's "Looking for a job, talk directly to the boss" and Guazi Second-hand Car's "Guazi Second-hand Car Direct Selling Network, no middlemen to make a profit from the price difference", etc., are simple, clear and direct.

It can be seen that all excellent companies often use a clear positioning advertisement to make consumers remember them. This is the magic weapon to achieve success in a social environment of excessive communication. The narrower the positioning, the more precise the communication and the more powerful the brand, the more likely consumers will choose your brand as their first choice when they have certain needs. This is true in all industries.

With the hot sales of elevator advertisements, "brainwash" advertisements are emerging in an endless stream. On the basis of clearly conveying the brand strategy, we encourage advertisements to innovate and attract attention.

For example, like Meiji Landou, the advertisements are rhythmic and nursery rhymed, and the core brand information is expressed in a singing way. Now "Meiji Landou, Meiji Landou, cheese sticks, cheese sticks, high in calcium and nutritious..." has become like a nursery rhyme; another example is to make some deformation and extension of the advertisements to enhance the interaction with consumers.

In the picture below, Ele.me’s latest advertisement on Focus Media can actually use the touch function of the smart screen to interact with users. What a real and interesting experience.

For example, during the epidemic, Yishentang installed tissue boxes on its billboards. This small move attracted a lot of attention and goodwill.

For example, the two creative ideas of Flash Express and Rejoice mentioned above use mirrors to interact with the audience, greatly enhancing the creative experience.

In short, elevator media has better scalability and space utilization than other media, so don't waste it.

03 Delivery follows focus

The way of advertising is closely related to several factors: the city, location, cycle, frequency, etc. In fact, before each launch, the most important question to be clarified is: What is the purpose of this round of launch? Many brand owners are greedy - they want "everything", they want name recognition, brand popularity, and traffic conversion... From the perspective of marketing operation logic, these goals are not on the same track; secondly, even if they can barely "string" these goals together, it will not only result in a hodgepodge, but it is also likely to discount each goal, greatly reducing the efficiency of communication.

Therefore, when choosing the advertising method, the first principle is "focus", focusing on one communication purpose and focusing on the core city that will trigger the brand. For any person or any company, energy and resources are limited. If an enterprise wants to succeed, the biggest challenge is to think about how to maximize the value of limited resources. This requires adhering to the principle of "concentrating forces."

The power of five outstretched fingers is far less than that of a clenched fist. If you can concentrate all your strength on one point, the power created is often unimaginable.

Many brand owners have limited advertising budgets in the initial or sprint stages, but want to cover the entire country, so they choose a more evenly distributed approach. As a result, after the advertisements were released, people started complaining that they were ineffective. In fact, this kind of advertising is equivalent to breaking up the power of a bomb into scattered bombs, so the power is of course limited.

It is better to tell an advertising message to 100,000 people 10 times than to tell it to 1 million people once. Consumers are exposed to too much information every day and remember too little of it, so we must focus on the groups and the areas. For example, this year's hot new restaurant Lao Xiang Ji, with its online public relations and offline focus on Anhui, Nanjing and Wuhan's targeted elevator media, is a good example.

Elevator media has already had its highlight moment, but elevator advertising should not be "complacent". Instead, it needs to have a clear positioning, output core information, and give full play to creativity to ultimately win the customer's choice. Media + advertising should be a combination of 1+1>2. It should never become 1+1<2 because of advertising.

Author: Brand New Insider Source: Brand New Insider