Vincent Warren posted an update 4 months, 4 weeks ago
Some media companies do have the luxury of having a person who acts as a researcher into profitable markets and who also takes a close consider the competition. However,
advertising in cinema is usually the exception to the rule, so you’ll probably have to give this to someone who has already been well versed on your own current advertising sales setup.
Let’s take cinema media as an example and create a scenario for a potential advertiser:
A cinema advertising chain arises with a new idea on how to offer advertisers an involved interactive technique to increase their branding and direct response.
advertising in cinema earns a new service where in fact the advertiser can offer a free of charge item of confectionary every time a consumer mentions the relevant promotion to a worker at the food and drinks counter.
The buyer sees an advert on the big screen and is given a keyword. They can then visit the shop and mention this keyword to a staff member. This keyword will for some reason be associated with the product advertised and the consumer must remember the precise keyword or phrase. The consumer is then given the free confectionary and is asked to fill out a quick card to enter a prize draw. Finally, they are able to then opt-in to receive future mailings from the advertiser.
So, do you know the real unique opportunities here for the advertiser?
They produce a ‘call to action’
They get branding
They get customer reaction
They embed another keyword in the mind of these potential customer
They get yourself a unique referral message
So, what does the cinema chain get out of it?
A unique service, that your advertiser will love
More sales at the meals and drinks counter
The cinema chain would probably even purchase the free confectionary as part of the deal to the advertiser and they might insist that the advert would run at a time when it wouldn’t detract from other ads – or might lead to disruption during the movie. They might also put a period limit on the offer and consumers will be asked to get a card before going to the counter.
Something of added value would also be to strategically place a display board close to the exit of the cinema, so people had a final possiblity to act on the promotion.
This sort 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 whole host of opportunities for your advertisers.
Andrew Long is an advertising sales consultant and expert in neuro-scientific generating revenues from websites and other media. He offers media companies a bespoke treatment for selling advertising and making money from their websites and other media.