- Member Since: May 24, 2021
Look OF WHICH Advertising Formats, Ideas And Services YOUR RIVALS Are Coming Up With
Some media companies do have the luxury of having someone who acts as a researcher into profitable markets and who also takes a close look at the competition. However, this is usually the exception to the rule, so you will most probably have to give this to someone who has already been well versed on your current advertising sales create.
Let's take cinema media as an example and develop a scenario for a potential advertiser:
A cinema advertising chain arises with a new idea on how best to offer advertisers an involved interactive technique to increase their branding and direct response.
The cinema company brings in a new service where in fact the advertiser can offer a free of charge item of confectionary whenever a consumer mentions the relevant promotion to a member of staff at the food and drinks counter.
The consumer sees an advert on the big screen and is given a keyword. advertising in cinema are able to then visit the shop and mention this keyword to a staff member. cinema advertising software will in some way be linked to the product advertised and the consumer must remember the precise keyword or phrase. The buyer is then given the free confectionary and is asked to fill out an instant card to enter a prize draw. Finally, they are able to then opt-in to receive future mailings from the advertiser.
So, what are the real unique opportunities here for the advertiser?
They produce a 'call to action'
They get branding
They get customer reaction
They embed a relevant keyword in the mind of their potential customer
They get yourself a unique referral message
So, what does the cinema chain escape it?
A unique service, that your advertiser will love
More sales at the food and drinks counter
The cinema chain would probably even purchase the free confectionary as part of the deal to the advertiser plus they might insist that the advert would run at the same time when it wouldn't detract from other ads - or might lead to disruption during the movie. They would also put a time limit on the offer and consumers will be asked to collect a card before going to the counter.
Something of added value would also be to strategically place a display board near to the exit of the cinema, so people had a last possiblity to act on the promotion.
This kind of idea is something that should be part of your brain storming sessions. Keep your finger on the pulse and your flowing ideas will create a complete host of opportunities for the advertisers.
Andrew Long can be an advertising sales consultant and expert in the field of generating revenues from websites and other media. He offers media companies a bespoke solution to selling advertising and making money from their websites along with other media.