Outdoor media functions in the continuous extension of marketing is also constantly innovate. We summed up from the practice of outdoor media marketing 10 categories of methods, hoping to learn by analogy, to promote the development of outdoor media industry better.
1. Change media access, focus on media operations
For a long time, outdoor media companies to pay rent through the array to obtain the right to operate the media, public positions and resources of the tender auction is still pushing up the cost of positions, media operators struggling to cope with rent, it is difficult to improve the quality of media to provide more money The On the other hand, the lease term is generally short, forcing the operator to quick success, can not focus on the operation of the media itself, leading to media quality does not rise or fall. Which in turn, deteriorated the outdoor media perception and business environment.
An effective solution is to work closely with the local government or the government to build a deep, no longer just a passive and simple lease relationship.
(Hereinafter referred to as "platform investment company"), which was jointly established by two state-owned enterprises and two natural persons. The two corporate legal persons are the Chongqing Urban Integrated Transportation Hub Group Company and the Three Gorges Water Conservancy and Electric Power Group Corporation. The two state-owned enterprises account for 35% and 34% of the shares of the Taiwan Investment Corporation respectively. The two natural persons occupy 21% of the platform investment companies respectively. % Of the shares. Site investment company is responsible for the construction of the city bus shelters, and shelters advertising by the platform investment company subsequently set up wholly-owned Chongqing Tiandi advertising exclusive operation. Site investment company partners carefully selected and the proportion of the scientific allocation of shares to ensure that the company's resources and management of long-term stability, Chongqing Tiandi advertising companies can wholeheartedly focus on media quality to create and promote the value of the promotion, naturally become important in the Chongqing advertising industry Outstanding company.
The 18th Party Congress has long put forward the concept of mixed ownership. Now prosperous PPP model, the local government to seek and social capital cooperation, to participate in public infrastructure construction. The vast majority of outdoor media has always been an integral part of urban public facilities, outdoor media companies to take the initiative to change, no longer passive beaten.
2. Integrate the news media, knock on the boss door
Newspaper advertising cliff-style decline, TV advertising is not a boss for many years, outdoor advertising company's day is relatively better. In the Internet of things environment, the value of outdoor media was rediscovered, outdoor media companies have confidence, take the initiative to joint local television, newspapers, radio and other news media, combined to serve customers.
More and more customers realize that the delivery of a single media is ineffective and has limited impact. In this way, outdoor media companies do not use their own media to replace the news media layout or time, the TV program, newspaper layout, broadcast time, local portal and other media resources and outdoor media organic integration, to provide customers with the integration of the media Marketing program. In cooperation with the local news media, but also through the interview with reporters in the name of a rare interview with the big boss, and then took the opportunity to recommend a new integrated marketing for the new choice, through the package to drive the sale of vacant outdoor media.
Mutual leveraging, the value of the combination is better than the monomer. Use the power of the news media to knock on the door of the customer, so that the original refused to outdoor advertising customers are willing to try multi-channel, full coverage of the saturation of the heart attack program.
3. Cross-border replacement, turning waste into treasure
For media companies, cash is the best choice for paying advertising costs. In the case of economic downturn, many Chinese enterprises need to advertise, but not necessarily willing to pay all the cash through advertising, with the goods to become the first choice. Many of the media companies to replace the drinks, cars, houses, tourism and leisure goods as a corporate welfare or customer gifts, but the consumption of these goods is very limited, more goods even if the replacement is also useful, a lot of business because of stalemate Here and difficult to deal.
Triangular debt replacement to solve this thorny problem to broaden the horizon. For example, a tile-producing company would like to put out outdoor advertising, but suffer from cash shortages. Tiles This special product is a burden for most media companies that can not be processed quickly to cash. There is a careful media people through the investigation, to understand the tile business is also a local business near the five-star hotel creditors. Media companies on the five-star hotel demand and the conversion rate is naturally higher than the tiles. So through the coordination of ceramic tile business, with five-star hotel rooms and catering services, such as replacement to the outdoor media company, in exchange for tiles advertising outdoors.
Now customers are less and less like to put hard ads. Outdoor media companies can compete with the performing arts companies, television variety show cross-border cooperation, the use of outdoor media advertising replacement in a variety of programs in the opportunity to implant the brand, and then those who do not want to do hard advertising big customers.
4. Bidirectional equity investment, with customers back and forth
A new product at the same time to meet the four conditions: the corresponding consumer just need, high frequency repeated use, profit margins larger, by the origin or other scarcity restrictions other people difficult to copy, this product is worth investing. If the outdoor media company is also optimistic about the operation of the product team, recognized its development prospects, can be a period of time, a certain amount of outdoor media resources into cash, as an investment, possession of the product where the company's original shares, to help the Products bigger and stronger.
In the future, the relationship between media companies and some customers will be the same life and death relationship, the two sides must be tempered, go all out. Customers will be uninterrupted by the media company in a large number of advertising in the market to win the vitality of the company's original shares of the company's natural value-added, sooner or later there will be new investors to join the customer's company. Media companies choose the opportunity to come back, see the good harvest, through the realization of the original shares and a large number of the recovery of the outdoor media to lose the time value.
Many outdoor media companies on the new three boards, these companies can be directed by the big advertisers to attract them to advertise (such as each 5 million yuan of advertising is scheduled to increase by 1% stake), this approach also makes the media master and advertising The Lord formed a closer relationship. Through the release of part of the equity to the introduction of large customers, to show the company's stable expected earnings, not only to enhance the company's valuation in the new three boards, but also attract more investors.
5. together, to industry docking industry
The power of a single enterprise may be too meager, not enough for the letter, but the collective name to communicate is another scene. Such as Chongqing's advertising business representatives on behalf of a large number of outdoor media companies, Chamber of Commerce from time to time to organize and local travel associations, real estate associations and other customers where the association of communication. Advertisers will not only organize a wide range of media resources for customers to choose from, but also to ensure that advertisers will be trafficked. Association and the association face to face communication, each negotiated more than one or two customers, easy to produce many-to-many effects.
Join the industry associations, chambers of commerce, for the media company docking advertisers to build a credible bridge. As a government filmed by the local group of leaders initiated by the industry organizations, associations, chambers of commerce on the local member units have a certain influence and binding in the market also has a strong credibility. Association of the Association, the industry's direct communication to the industry, high credibility, strong execution, business deal is also a great probability. Even if there is a problem in cooperation, it is easy to resolve.
6. Innovative media quality, to attract customers to take the initiative to pay attention
Outdoor media companies can improve their own quality and value by transforming the media. There are a variety of ways to transform, such as through the ingenious design to make the media more compelling, add interactive technology to enhance the connection between the audience, the outdoor media material refurbished to increase the quality and so on.
A look of advertising ads, not a good ad. People on the identification of advertising and resistance means more and more strong. Innovative media, the media should not only as a carrier, to make it into the surrounding environment, a new landscape and highlights, and from the same media stand out, so that advertisers lit up, willing to pay for it.
It is human nature. No matter how long things will remain unchanged, will turn a blind eye. Fortunately, the outdoor media is the creative application of the physical space, the strongest variability. In the spring and summer autumn and winter and different social places, people who are different clothing. People so, outdoor media as well.
7. Separation of labor and separation of work, each have their own
Many outdoor media company bosses are good at dealing with government departments or owners, can win the media point, but not necessarily good at managing and operating these media. If the operation is naturally happy, if due to poor management led to a loss, then why bother.
May wish to entrust the media marketing rights to the local professional, good reputation of the professional company, talk about the total package, signed the agreement, you can one mind to maintain the relationship between the government and the owners, won more media points. Media development rights and marketing rights of the separation of the two powers, avoid weaknesses, get their place.
Some marketing planners have the ability to get big customers, need to put them in the media to get their income from the customer, the marketing planning agencies do not need to set up the media department, the media companies take the initiative and their cooperation is it. Ye Maozhong planning and road media cooperation, it is very good. There is a division of labor only, professional people do professional things.
8. distributed in seconds, deep plowing local incremental
Most of the outdoor media on a daily or monthly billing, which advertisers, the cost is high, but the effect is not necessarily, so that advertisers on the traditional outdoor advertising at arm's length.
Now, the Internet of Things technology by leaps and bounds, media companies can make their own outdoor media to do some local transformation, install a few tens of dollars to several hundred dollars ranging from small equipment, will be able to give the outdoor media new features, More accurate audience, while enhancing the interaction of outdoor media, to enhance the audience's impression of the product. In this way, not only to the media company's efficiency significantly improved, but also to customers the cost of advertising greatly reduced, the effect of visual.
At the same time, the number of small and medium-sized customers who have not been able to afford the high advertising costs by the same time can also increase the number of advertisers. Outdoor media as a local media, since then able to serve a large number of local small and medium enterprises to meet the local residents of the recent consumer demand, build a sticky growing local marketing ecology, endless.
9. directional public welfare flowering, media shop results
Outdoor media as the final mass media, is the best carrier of public welfare activities. Outdoor advertising do not like advertising, made public, in order to produce greater communication effect.
China every year millions of college students graduate, a lot of college graduates on unemployment. Wuhan Dao Sen media companies take the initiative to donate, the establishment of Hubei Province college graduates venture capital fund, through the provincial party committee selection of college students to set up media shop, the Dawson media community media resources subcontracted to the media shop students to sell.
Dawson media public interest behavior won the goodwill of the government and advertisers, public donations invoices can be offset to corporate income tax, with public funds to open media shop, buy community media resources to solve some of the employment problems of college students, the media shop close to the surrounding customers to meet Their advertising needs, serve multiple purposes.
10. both drainage and shopping guide, and actively involved in new retail
The ultimate goal of advertising for advertisers is not advertising, but sales. In the core of the consumer sites, regardless of the inside of these places, or its surrounding, there are outdoor media presence. In the new consumer, driven by the experience of consumers as the core, the role of outdoor media is not only indispensable, but also more important.
Through the real experience of outdoor media to the consumer may be felt, and then triggered by the line under the secondary transmission, both drainage and shopping guide. This has become a consensus, more and more advertisers are applying this kind of promotional function for outdoor media.
In the Internet of things environment, the intelligent outdoor media itself is the new retail terminal. In China, mobile payment technology matures, consumers have any time to pay the habit has been developed, the Chinese outdoor media in the new retail promising.