Look OF WHICH Advertising Formats, Ideas And Services YOUR RIVALS Are Coming Up With
Some media companies do have the blissful luxury of having somebody who acts as a researcher into profitable markets and who also requires a close look at the competition. However, normally, this is the exception to the rule, so you'll probably have to give this task to someone who has already been well versed on your current advertising sales set up.
Let's take cinema advertising software as an example and develop a scenario for a potential advertiser:
A cinema advertising chain comes up with a new idea on how best to offer advertisers an involved interactive technique to increase their branding and direct response.
The cinema company brings in a new service where the advertiser can offer a free item of confectionary whenever a consumer mentions the relevant promotion to a worker at the meals and drinks counter.
The consumer sees an advert on the big screen and is given a keyword. They are able to then go to 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 exact 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 can 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 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 food and drinks counter
The cinema chain would probably even pay for the free confectionary as part of the deal to the advertiser and they might insist that the advert would run at the same time when it wouldn't detract from other ads - or could cause disruption during the movie. They might also put a period limit on the offer and consumers will be asked to collect a card before going to the counter.
Something of added value would also be to strategically place a display board near to the exit of the cinema, so people had a last 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 the advertisers.
Andrew Long is an advertising sales consultant and expert in neuro-scientific generating revenues from websites along with other media. He offers media companies a bespoke treatment for selling advertising and making money from their websites along with other media.