Question

Topic: Advertising/PR

Foot In The Door For Digital Elevator Advertising

Posted by Anonymous on 4/24/2010 at 11:58 PM ET 100 Points
I have installed several LCD screens in elevators of 3 buildings in the same area... impressing about 4500 people daily.

I am about to approach local businesses around those building and offer them an opportunity to put a 10-15 seconds ad on the screens.

My questions are:
1. How many ads should I have on each screen (I don't have a limit - can put as many as I want with a random or non random rotation)
2. What kind of information package/sales kit/ brochure/ flyer should I have with me, and what should I leave for the client after I leave the meeting
3. What would be the most efficient way of getting a meeting? Cold calls? door to door? other?
4. Would it be smart to pre lunch a flyer delivery to the mail boxes of the businesses I am about to approach?

Any other suggestions or tips are welcome and highly appreciated!
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RESPONSES

  • Posted on 4/25/2010 at 2:18 AM Member
    Depends what your audience is. If it's a 9-5 crowd Monday to Friday then your first calls should be to restaurants, coffee places etc etc in the general area.

    As well take a look at other means of advertising in the area (billboards, bus benches) and those customers would probably be open to advertising as well.
  • Posted on 4/25/2010 at 3:42 AM Author
    thank you for your replies.

    I made the screen myself, so there is no company to ask about how many ads should run on it...

    similar things exist only in the us - where I can't really go and count.

    wouldn't it be unprofessional to enter a business without a sales kit? I think i'd need something to show them, no?
  • Posted by Jay Hamilton-Roth on 4/25/2010 at 8:15 AM Accepted
    Since this is new for your part of the world, give away the ads initially to develop case studies. How many people really pay attention to the ads? What types of ads work best? What types of businesses? Once you have the data, you can better present a sales package, with hard data showing how much better a 15sec ad is over a 10sec, time of day, font size, etc.
  • Posted by steven.alker on 4/26/2010 at 1:12 PM Member
    I just hope that people in lifts (Elevators in your funny language) don’t feel that they are a captive audience. Captive audiences don’t like advertising forced on them.

    Even here in rural England things turned nasty when the Post Office thought that they could make money out of their own, self created inconvenience, the half hour queue to the sales counter.

    The middle classes suddenly turned all French and advanced upon Post Office HQ as a foaming mob equipped with pitch forks, blazing torches and axes.

    At least it forced the management to turn the sound off!
  • Posted by darcy.moen on 4/27/2010 at 8:58 PM Member
    Welcome to the world of digital signage! I've made the leap into the new digital medium too, but in a different way.

    First off, 15 second ads are too long. Our outdoor clients are is running 8 second ads to cars passing by at 30 miles per hour (50 k/hr). 15 seconds in an elevator is going to feel like a loooooooooong commercial.

    Do you know more about the demographics other than impressions? We have added some tracking software to our system (www.upsell.ca) that enables us to determine how many people look at the screen (reads eyeballs) versus those who do not look at the screen. This software will also tell us how many males and females were present (as well as how many looked at ads).

    If you are very adventerous, you could go so far as to offer per impression ad rates charging only for those who looked at the screen. Like the old real estate addage: I don't care how many cars drive by the locations, I want to know how many stopped and will buy. If you refine your software some more, you could begin to charge only for ads that are looked at.

    Darcy Moen
    Customer Loyalty Network
  • Posted by steven.alker on 4/29/2010 at 3:20 AM Member
    Darcy – Brilliant – it belies your background. You didn’t become a dry cleaning tycoon by getting people to just look at your machines----!

    Good to hear from you again

    Steve Alker
    Xspirt
  • Posted on 7/30/2012 at 11:02 PM Member
    how did you get the buildings to let you install the signage
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