Know-How Exchange : Advertising/PR

Besides telling clients about the great target audience, I would suggest you focus on the obtained attention from this audience: plenty of psych research has shown that people avoid eye contact in elevators, and are thus very happy to look at something else. As you focus on reinforcement and campaign communication, this combination of attention grabbing and target audience is perfect. [it is not obvious how elevator media works for call to action advertising, as employees are typically not in a shopping mood at the time..]

Forgive me if I'm stating the obvious, but would it be possible to simply demonstrate the product? Invite your clients for a meeting and have them take an elevator that already has one of your products installed, running its own ad. Of course, then you'd have a meeting. . .but I'd imagine they'd be warmed up to the idea a bit more after having experienced it.

Best,
Amanda


Lucky Guppy Marketing

Hi steeve

I agree with Amanda, that its better to have a demonstration of your elevator ad in an elevator in which you can show your client the performance and effectiveness of your media.

Alternatively, install the media in an elevator, have a group of people take a round trip, and while they are taking a trip, VIDEO RECORD the entire trip time. Repeat this with a couple of group of people. Once the recording is done, do a FGD with all these groups of people to understand what they thought about it, how many can recall all the ads, partially, how many are required by a single person to recall all the ads. The results will be handy.

Apart from the demo/video showing to the client also talk about the following

1. you give him the result of your FGD, the percentage of people recalling all ads, the frequency required to recall all ads by a passenger etc.

2. the statistics that people avoid eye-to-eye contact in elevators, as mentioned by koen

3. that you will have an audience captive for a limited period of time as mentioned by bill.

4. the message will be comparatively less lost in clutters.

5. more people, more than the buildings commuters, will be exposed to the ad. This includes people who are visitors apart from the regular inhabitants of the building.

IMHO, one note of caution, if the lift stops frequnetly, chances are there that many people will be exposed to part of various ads, rather than full, and this might become boring.

hope this helps.

cheers!!