6 suggestions for elevator advertising

Every day when we enter and leave residential areas, shopping malls, office buildings and other places, we are most likely to be exposed to elevator advertisements .

Elevator advertising is still one of the most effective promotion methods at present. Major e-commerce platforms, new Internet projects, and local businesses all prefer this type of advertising.

The two core advantages of elevator advertising:

Firstly, it covers higher-quality users and can accurately locate customers in a certain area based on their needs, ranging from the entire country to a few streets.

The second is to achieve effective communication to a certain extent. For office workers, elevator advertisements in the community must be seen twice a day, and there are no other distractions in the elevator.

Although everyone has a mobile phone now, the effectiveness of elevator advertising is still guaranteed to a certain extent.

With the rise of local life consumption, the village chief believes that elevator advertising will still be a core channel for businesses in the future, so today the village chief will share with you what we need to pay attention to when placing elevator advertising.

01 Elevator advertising is difficult to convert immediately

When placing advertisements in elevators, more emphasis should be placed on brand awareness and information delivery. Don’t expect users to scan codes to register, place orders, etc. in the elevator.

The effect of elevator advertising is post-production, similar to bus and TV advertising. In addition to the interruption of the transaction link, users also need a process of building cognition and trust.

Therefore, the village chief personally thinks that there is no need to debate whether to put QR codes on posters.

But you have to tell users where they can find you, such as searching in major app stores, or mini programs, Tmall, JD.com, Douyin, Kuaishou, etc.

Even if a QR code is required, there is enough reason to let the user take a photo first.

02 How to attract users’ attention

Because the time spent in the elevator is very short, whether it attracts users depends on the content itself.

First of all, it is best to use bright colors, but not too many colors.

Second, don’t have too many characters that take away from the main content.

Third, the content should be concise, clear and prominent enough. Don’t try to talk about four gifts in one poster. Let users see at a glance what services you provide and what benefits they get.

Either highlight the picture information, which can tell the user with just one picture, or highlight the text.

For example, the hair transplant advertisement that the village chief had previously been impressed by had the text “XX microneedle hair transplant” and the picture was a comparison of before and after transplantation.

This tells us that advertising content should be clear and direct, and elevator advertisements should never be creative and should not make users think or wait.

Even in some cities where dialects are common, it is entirely possible to add dialect to express the language.

In addition to the content itself being prominent, the location should also be prominent.

It is best not to choose an advertisement facing the elevator door. Users will not have time to see the advertisement when they enter the elevator, and their backs will be facing the advertisement when they enter the elevator.

Generally, you can know the possible placement locations in advance, and pay attention to controlling the proportion when discussing the placement package.

There is another small detail to note. Currently, elevator advertising is divided into two forms, one is a static picture frame and the other is a dynamic screen.

When displaying dynamic screens, be sure to adjust the volume to the maximum allowed level, otherwise it will not attract the user's attention or memory.

03 Reduce the range and repeat the exposure

Instead of selecting 100 communities to run advertisements for one month, it is better to select 30 communities to run advertisements for three months. Especially for long-term brand promotion advertisements, saturation delivery is a must.

I used this strategy when I was doing marketing in Anji County.

Key communities + key placement + key BD. We have salesmen doing daily promotion around core communities, and elevator advertisements dominating the screens in communities for a long time. The final placement effect was as we wished, and the performance in key areas has clearly made a breakthrough.

In addition, not only the time but also the content should be repeated. For some dynamic screen advertisements, do not shoot a 10-second advertisement, but should appear two or even three times in 10 seconds, such as advertisements for recruitment, travel photography, and e-commerce platforms.

04 Don’t blindly place elevator ads

Not all products are suitable for elevator advertising, otherwise it would be a waste of money. Generally, the following categories are suitable:

One is maternal and infant products, especially milk powder and diapers

The second is education, mainly primary school, art, and adult education.

The third is home appliances, such as range hoods, televisions, air conditioners, etc.

The fourth is local services, local shopping malls, local food, and grocery shopping.

The fifth is high-value brands, such as cars, diamond rings, and mobile phones.

However, there is no need to advertise in the categories of clothing, snacks, hotels and some small daily necessities, as it will have almost no effect.

In addition, as a small brand, especially a startup brand, do not invest in elevator advertising. If you are online, think about online traffic channels first. If it is a small local brand, it is more practical to distribute flyers or invest in local Moments, WeChat groups or public accounts.

05 Do your research in advance

Every community and office building has its own user positioning. If you do not have sufficient financial resources, you must not make ineffective general investments.

Some of the communities are new, and some are demolition communities. Most of the residents are young people and from other places, which is different from the investment idea of ​​old communities.

In addition, the consumption conditions in different business districts are different. You cannot place job advertisements or luxury car advertisements in all communities.

Do not place ads for range hoods and refrigerators in farmers’ houses that are rented out. These houses are mostly tenants who seldom cook for themselves and are highly mobile, making them even less suitable for advertising maternal and infant products.

Do not place entertainment advertisements such as KTV openings in residential areas where middle-aged and elderly people gather, as they will hardly watch them.

Only by conducting research and analysis on the occupancy rate and user groups of the community in advance can we ensure the maximum effect of the delivery.

06 Don’t change your ads too often

If you are not an e-commerce platform, and you don’t have a rich product line like Xiaomi.

Then please make sure to keep the content of your advertisement consistent, such as where to find a job, who to contact for mobile phone repair, or where to study art.

Do not artificially create cognitive interference information, which will reduce the user's trust value.

If you plan to run the campaign for three or six months, keep it consistent. Even if the image changes, the core theme should not change.

Okay, that’s all for today.

Author: Shili

Source: Shili Village (shilipxl)