Hello everyone, and welcome back to our Eastidea news feed. Followed by many requests, we've received recently, we are back with more market insights and useful tips of how and why Advertising in Elevators is a big MUST in our reality, and how to get MAX from it.
Our new series of Articles, will be devoted to a very important topics, of course, all related to Elevators Advertising.
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ALL RIGHT! AIDA !!!
The AIDA model, known among marketers as a consumer behavior model, brings an impressive sales driven and brand awareness results when applied correctly. This article is about how to get the most out of Elevator advertising by applying AIDA strategies correctly.
By 2023, digital out-of-door advertising will make 38.3% of all out-of-door advertising. Digital advertising in elevators is an efficient and rapidly evolving segment of this market. Ads in elevators are the first thing people see after they leave their apartments and the last thing, they attention concentrates on before they come back home. If it is an elevator in a shopping mall, the consumers will see the ad just a few seconds before they come across the shop when they can purchase the goods from the ad. In this article, we will analyze how brands interact with their target audience using this type of advertising and what results they can expect to achieve.
CUSTOMER JOURNEY: WHAT IS IT AND WHY IS IT IMPORTANT?
The term "customer journey" denotes the relationship between a brand and an individual. It starts with the moment when the individual gets to know about the brand for the first time and reaches its peak when the person becomes the company's loyal client.
The concept of customer journey and experience was introduced in the previous century. Yet until now, one half of all businesses still have a very vague notion about it. They miss many lucrative opportunities. A profound comprehension of the customer journey could help these organizations to improve their customer relations, expand their client base, boost their brand awareness and maximize their income.
The best way to visualize the customer journey is to represent it as sales funnel. It leads the client all the way from the moment when their first hear the company's name up to their first purchase. The four stages of this funnel are attention, interest, desire and action. The AIDA acronym is used to denote this complex notion. Sometimes the noun "attention" is replaced by its close synonym, "awareness". These are what all the four AIDA components stand for.
Attention/awareness. The client wants to solve certain problems and reach certain goals. Yet they are not sure which brand to select and they have never heard of this particular company.
Interest. The client begins to look for brands within a specific category that can help them to reach their goals.
Desire. The client compares information about several brands to choose the optimal one.
Action. The client orders goods or services of the chosen brand. In professional terms, this action is normally referred to as "conversion".
Sometimes, one more letter is added to the acronym, so that it becomes AIDAS. "S" in this case stands for "satisfaction". It means that the brand produced a favorable impression on the client and helped them to meet their goals. The client is happy and will come back to order more goods or services.
THE REASONS FOR APPLYING THE AIDA MODEL TO ELEVATOR ADVERTISING
If the team of the brand knows how to plan and handle the customer journey, the commercial indicators of the company will be likely to improve.
The average sales cycle will be completed 18 times faster
The return of marketing investments will increase by 54%.
The cross-sell and up-sell revenue will increase by 56%.
The AIDA model has proven to be efficient for all spheres of marketing. But why should professionals focus so much on its implementation in the elevators?
THE ANSWERS ARE:
Recent studies show that people have developed selective attention to advertising. This means they pay little attention to the information that is situated in such spaces where they expect to see the ads. But they will examine the same data attentively if you place it in another location, even it is just a few centimeters away from the previous one. Not all elevators display ads to people, this is why consumers still perceive them as an unusual spot for advertising content. Consequently, they pay more attention to goods and products that are marketed in the elevator.
TV advertising is considered an inefficient method today because people are multi-tasking when watching it: switching channels, talking to their family members, checking their smartphones and so on. They pay no attention to 55% of TV ad content. But when in an elevator, they will be engaged in the advertising. If it is possible to show them the ad with full sight and sound, their attention will be 2.4 times higher.
Studies confirm that in an elevator, people tend to feel anxious. They will only be grateful to you if you provide them with some visual content they can focus on during the ride. In such circumstances, they perceive ads not as an intrusion into their private space but as a solution that allows them to get rid of tension. This is why brands should never miss the chance to advertise their goods in an elevator.
Compared to other types of outdoor advertising, digital advertising in elevators content can be updated online. Using the built-in video analytics on our - Eastidea devices Ei-Slim Dual and Ei-Mini Lifter, an ad network operator can apply three types of advertising sales model like:
Direct advertising or, in other words, selling broadcasting time in the ratio of advertising cycles, or as they are also called - loop advertising.
Targeted advertising on the CPV (COST PER VIE) model. It will be more expensive since specific content will be broadcasted according to the set rules, for example: show shaving gel for men, and perfume for women.
The third model is the well-known CPM.
OUR QUESTION TO AD NETWORK MEDIA OR OPERATORS : WHICH ADVERTISING SELLING MODEL ARE YOU GUYS STICK TO?
THE NEXT IS ATTENTION/AWARENESS
When a person is in the elevator, nothing interesting is going on around them. They avoid staring at other people's faces because it is impolite and they might not check the incoming messages on their smartphones because the ride is too short. In such an environment, their eyes naturally turn to the screen. Advertising in the elevators enables the brands to capture the attention of hard-to-reach consumers who block ad banners in their browsers and pay no attention to billboards along the highways. If the person uses the same elevator every day, they will quickly memorize the name of their brand and the message of its ads. At the same time, elevator advertising enables companies to impress even those people who would see their ad just once. If they are creative enough, their content will stick in people's memory from the first watch.
The essence of this phase is to encourage trust. People already know that a certain brand exists and is actively promoting its products. Now, the time has come for consumers to get to know how these products can help them solve their problems.
Elevators belong to the consumer's everyday environment. They are located in the buildings where people live, work, have fun and meet their friends. They talk to each other in the elevator, discuss their pains and boast about their achievements. So this is the ideal location where brands can show people ways to improve their quality of life.
And here we combined advertising technologies with human psychology and said to ourselves why don't we try to project advertising directly on the elevator door inside the Elevator's cabin, thereby relieve the emotional load and distract from a elevators passengers during their journey. Millennials, do you remember how in childhood you probably watched filmstrips, inspired by this idea, we created smart projector Ei Mini Lifter. Thanks to this unusual approach, the content of the advertisement will remain in the memory of people, relieve the emotional stress, create the Wow effect, which is what is needed for a good advertisement. We have created an all-in-one unique advertising device - Ei-Mini Lifter, equipped with advanced technologies such as a built-in 4G module to support the device network connectivity, a camera for video analytics, a powerful processor, a sensor that responds to opening doors and a powerful media player from our partners DisplayForce. Built-in video analytics function, reads information about gender, age and emotional reactions of elevator passengers, without collecting any personal data. After analyzing the information received, you can better customize the advertising campaign in accordance with the target audience.
To motivate people to place the order, brands need to target their ads very precisely. Home and work are the two most comfortable places to make such decisions because people feel safe there and do not get distracted as much as in public spaces. For instance, it is dinner time and people come back from work, tired and hungry. A colorful ad of kitchen utensils or pre-cooked meals might inspire them for immediate purchase. Each day, a person makes 226.7 decisions on food without even realizing how much intellectual effort they invest in this process. All the brand needs to do is to push them in the right direction at the opportune moment.
One of the best tools to encourage consumers to act is to show them testimonials by other people who have already tried this product. When people are in an elevator, they tend to copy each other's behavior. The experiments that proved our desire to conform involved people who shared an elevator. But it is quite likely that consumers will be eager to imitate the behavior of those individuals whom they see in an elevator ad simply because their brains are already set up on it.
When a person reaches this stage of the funnel, marketers refer to them as to a "warmed-up lead". Here, it is possible to promote the product to them more straightforwardly. For instance, the brand can offer them a discount if they insert the ELEVATOR promo code when ordering the goods online. Or the ad can tell them that there is a sale in offline stores that will last for one more week. This format of advertising is good for exclusive, limited-time offers — maybe because it resonates with people's feelings about riding an elevator.
To create a business in the field of elevator advertising from scratch or increase existing advertising media network inventory, and adapt network as efficiently as possible in order to become even more interesting for advertisers with the benefit of others, this is exactly what our company Eastidea does. Yes, we are specialized in digital outdoor advertising. Our specialists will answer any questions arising in the search for optimal solutions, and reasonable prices, combined with the most modern technologies. We thill to provide you with business significant competitive advantage, expanding the client base and increasing sales.
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