In recent years, the elevator smart screen has become one of the core media that detonates the brand, such as, "find a job and talk to the boss", "Pinduoduo, fight more, save more", "Jiannanchun, the first sales volume in the country" ......In an era of scarce attention, it is extremely rare.
The liquor industry has entered the stage of squeezing growth from the general rise in the past, and the stock game has promoted the industry differentiation pattern to be more obvious. For wine companies, the more fierce the competition, the more they need a centralized ** like the elevator smart screen to detonate the brand. The elevator smart screen has indeed become the "magic weapon" for more and more wine companies with the advantages of high frequency, repeated reach, user linking, community focus, marketing sinking, rapid conversion, etc.
A new pattern of elevator advertising has emerged:
The elevator poster "sits firmly in the second", and the smart screen is "the first choice boss".
There are three main forms of elevator advertising: the boss - smart screen, the second - elevator poster, and the third - LCD.
Compared with most of today's advertising forms, elevator posters are lacking - there is no ** and sound, the sensory experience effect is poor, but the advantages are also obvious, such as it can present advertising information 24 hours a day, for brand advertising, etc., it can be more intuitive and more specific to present all the information, and display ***. Due to the excessive competition of elevators in the past two years, the rent is too high, and the advertising unit price is declining, which leads to the development of elevator posters is not satisfactory. However, it can be expected that with the rebalancing of rent and advertising, the elevator poster will take the second place in the elevator media with the advantage of covering the number of people.
Let's look at the smart screen and LCD, both of which are the presentation methods of ** advertising, which are more comparable. Judging from the current situation, the former can be said to be a crushing existence for the latter.
First of all, it is the number of crushing。At present, the number of LCD advertising screens in the country is about 370,000, and the number of smart screens has exceeded 1.2 million. From the quantitative point of view, the smart screen already has an absolute leading advantage,The quantitative change of the scale difference will inevitably bring about qualitative change,Higher coverage、Reach a larger audience,Finally precipitate into the leading ** strength。
Secondly, it is technical crushing。Smart screen, innate with digital genes, which is also a technical advantage that LCD is difficult to match, such as: can use big data tags to achieve pre-investment screening, investment optimization, and post-investment attribution. At present, LCD is basically the best way to sell, the delivery efficiency is low, and there is a lot of advertising waste.
Moreover, it is the scene crushing。As mentioned earlier, there are more than 1.2 million smart screens in the country, of which more than 200,000 are office buildings, and 1 million are in the community.
So why do you say that the smart screen gene crushes the LCD gene?- Because the community scene is ahead of the office scene.
First, there are more than 600,000 residential communities in China, covering more than 900 million urban population, but there are only more than 30,000 office buildings, and the number of people working in office buildings is less than 70 millionSecond, imagine that no matter you go to work, you have to go home every day, and when you go home, there is a high probability that you will watch the LCD for a few seconds while waiting for the elevator, but the smart screen in the elevator goes up and down with the elevator, and you can get almost all of your attention for a long time in a confined space, and the effect is naturally better than the LCD outside the elevator.
To sum up,The absolute strength of smart screen in the field of elevator advertising,It is the quantity、Technology、Gene and other all-round focus effect,Of course,The feedback of this strength in the market is also obvious,In April this year,China's first research institution focusing on community marketing——Community Marketing Research Institute released the "2023Community Elevator Smart Screen Advertising Development Report" In the first quarter of 2023, community elevator smart screen advertising ushered in explosive growth, and the number of advertising spots placed by brands increased by more than 4 times year-on-year, including more than 20 consumer industries competing to launch community elevator smart screens.
Detonate the brand?Trendy has unique potential
Break through the "C-end + content + scene" in one fell swoop
When it comes to the smart screen market, the new trend media group with a share of 64% (data from: joint research industry consulting joint research network), has become a well-deserved "handle" in the industry, its founder Zhang Jixue has been deeply involved in the industry for many years, for the effect of elevator advertising, he is full of confidence: "elevator advertising is the first to detonate the brand**" self-confidence in deep insight, he also summed up a set of party that can stand scrutiny**, in his opinion, there are three elements of successful elevator advertising:
1. Judge whether the product is suitable for elevator advertising。Since elevator advertising is mainly in life scenes, it is more compatible with products consumed in life, and it is easier to achieve the detonation effect, such as liquor, cosmetics, apps and other products.
Taking liquor as an example, most of its consumption scenarios are banquets, in this scene, how can the "guests" feel the sincerity of the "Lord"?This requires this liquor to accumulate brand energy before it is "put on the table", and the smart screen of New Trend Media fully covers the liquor consumer group, which is the best medium for it to reach and cultivate the C-end. As Zhang Jixue emphasized, "compared with Internet advertising that allows 100 people to see one advertisement, elevator advertising allows one consumer to see 100 advertisements, occupying the user's mind with the power of repetition and generating named purchases." Liquor brands place advertisements on elevator smart screens, which helps liquor brands achieve a double explosion in volume and sales.
2. Evaluate whether the advertising content is attractive。If 30% of the advertising effect is driven by the media, then the remaining 70% is driven by the content, and if the content is too boring, it is difficult to achieve the effect.
Today's consumers live in a world of extreme information surplus, such as the new trend media smart screen such "sound + painting" advertising content can better capture consumer attention, superimposed on the layout of the country's huge network, to create an offline short platform. At the same time, New Trend Media is also constantly refining and iterating on advertising content, integrating content and media more and strengthening consumer memory.
Third, whether to choose the smart screen as a promotion medium。The media effect is determined by the coverage and penetration rate of the effective population, and the 1.2 million smart screens of New Wave Media have the characteristics of high coverage, high arrival rate, and strong attraction, which is undoubtedly the key to detonating the brand.
Nowadays, with the help of big data technology, New Wave Media links life scenes to achieve more accurate advertising and marketing and refined operations, so that advertisements can be efficiently implanted into the life trajectory of the audience and create their own unique competitive advantages with high conversion rates.
n new samples of "liquor value amplification".
Build a new ecology of "quality and efficiency synergy".
The deep integration of the digital economy and the real economy is bringing a series of revolutionary changes and creative achievements to human production and life, and the elevator intelligent screen, as the most iconic digital economy product, has also activated the broader market of the liquor industry while promoting the elevator from the era of "language problems" to the era of "mathematical problems".
This year, Xi Liquor launched two new Zhijiao wines, Zhixingyi and Zhixingli, and chose to cooperate with Xinchao Media to start the first marketing battle, and Xinchao Media lived up to expectations, matching the optimal delivery method with "mathematical problem thinking", providing effective solutions for brand value-added, and at the same time truly achieving the purpose of reducing costs and increasing efficiency, helping Xi Liquor maximize advertising benefits.
Since the TVC of Zhijiaojiu brand landed on the trendy elevator smart screen in Beijing, Guangzhou, Shenzhen, Jinan, Zhengzhou and other cities, the frequency has reached 42 million times+, and the number of people reached by the whole network has exceeded 6.51 million, of which Jingdong users have exceeded 2.6 million. Combined with the e-commerce behavior of JD users, it efficiently attracts new users with accurate labels, and helps brands achieve 933% of new users.
In terms of the delivery effect, compared with the non-** crowd, the people who were reached during the launch of Zhijiao Liquor have improved their browsing and return search in the main site. Among them, the PV of the detailed browsing exceeded 320,912, an increase of 31 compared with the non-** population2%, an increase of 8 compared with Jingdong City**40%；The PV of store browsing exceeded 316,882, an increase of 30% compared with the non-** crowd, and an increase of 7% compared with Jingdong City**31%；The brand returned to the PV of over 188,499, an increase of 28 compared with the un** crowd2%, an increase of 5 compared with Jingdong City**82%。This time, the overall data not only outperformed, but the number of orders increased by 8 compared with the unadvertised ** crowd4%, with a net GMV growth rate of 25%。
In the context of the rapid growth of soy sauce wine, opportunities and pressures coexist for soy sauce wine brands like Zhijiaojiu, and the combination with the new trend undoubtedly increases the certainty of "opportunities".
The head brand of soy sauce wine has also chosen trendy media, and Moutai Sauce Xiang series of liquor continues to dominate the trendy elevator smart screen, focusing on the elevator scene of mid-to-high-end communities, targeting high-net-worth people for precision marketing through high-frequency advertising carousel, maximizing the benefits of brand communication, and continuously releasing the reputation and reputation of "Moutai Sauce Fragrance" to consumers, and strengthening the high-end brand awareness.
Behind the dominance of the screen, there is a new round of brand offensive of Moutai Maoxiang series liquor, the mission of "brand strong foundation, brand soul", and the beautiful pursuit of "shared by all families".
On the other hand, Wuliangye at the head of the strong fragrance is also slightly the same as Moutai's "heroes", holding hands with trendy media, swiping the elevator smart screen, in the recent Mid-Autumn Festival and National Day double festival peak season, Wuliangye is a comprehensive attack, using the advantages of "high-frequency ** + repeated contact + sound and picture combination" of ladder media to effectively reach the target customer group, and firmly implant the brand image into the minds of target consumers.
In this cooperation between the two parties, the best combination of reach breadth, reach density and reach quality is achieved, and the power of concentrated detonation and high-frequency visual impact are used to provide strong communication support for Wuliangye and Wuliangye, and to promote the continuous improvement of brand influence with large flow, large momentum and large layout.
Newly listed brands with the help of the new trend to gain popularity, mature brands with the help of the new trend to strengthen the basic plate, the growth of the brand will also be the new trend media as the "first contact point", Guizhou Province Renhuai City Maotai Town Hengchang Burning Workshop Liquor *** under the soy sauce wine brand - Hengchang Burning Workshop, in order to seize the high-end market of liquor, establish the status of the industry, through the trend of the "screen + frame" combination strategy, and consumers to build a new bridge of communication, so that "Chengyi Burning Workshop" During the launch of trendy media, the Hengchang Roasting Workshop Index increased by 22% year-on-year, and the brand awareness, love, and purchase rate have increased significantly.
Today, brand has become a central element in measuring corporate value. Through the ultimate exploration of brand power, New Trend Media has amplified the value of liquor, and created a number of successful samples, which has also given Weijiu a glimpse of the incomparable potential energy of New Trend Media.