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 Advertising: Laying Your Cards on the Table 

Successful marketing is not really measured in how many customers you were able to sell today. To be really able to say that you have a great marketing strategy is to be able to know that your customers were happy and satisfied with their purchase and that they were able to get their money's worth.

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A new Advertising media is taking the UK by storm  

by Lorenz Lammens

ADMEDIA, a British company, started a new trend in advertising media that is taking the UK by storm. ADMEDIA offers a national poster medium targeting a mass captive audience across the UK, which they have placed in only the highest maintained washrooms. A3 frames are impactfully positioned above urinals, inside cubicles and next to hand driers and mirrors.

In addition to that, ADMEDIA allows for Direct Response Tear Off's situated on top of the posters. Direct Response Tear Off's consist out of 150 slips per frame, placed at the base of the poster frame - allowing the reader to tear off one of the slips and walk away with a note of the advertisers product, website and phone number.

This unique medium allows for a range of benefits to the advertiser that few other media can deliver:

- Target Men and Women separately - deliver amore effective message;
- Possible Solus opportunity - total exclusivity to 1 advertiser - No clutter / no cross messages / no distraction; display several different posters - spread cost across different products;
- Convey a more detailed message - long impact time (men 55 seconds / women 105 seconds);
- Have the consumer's undivided attention;
- Allow the reader to take away a reminder of the service, small enough to fit in a purse / wallet.

Gillette, Unilever, Procter and Gamble, COI and many more have all run numerous highly successful direct response campaigns with ADMEDIA. Although they keep their commercially sensitive results confidential, the fact that for example, Gillette have so far re-booked 4 times, suggests that ADMEDIA generates a huge amount of responses for them. ADMEDIA's extensive independent Case Studies further support the strenght of the media

- 98% of people had a positive or neutral reaction to the ads
- 84% recalled seeing a specific ad
- 92% of the above group could name specific advertisers without prompting
- 89% of those who recalled a specific ad recalled at least 4 selling points
- Impressions from washroom ads are 405 times stronger than from typical print ads

Source: separate studies performed by Babour & Munroe Marketing Research Arizona State University and Rice University.

 

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