29.06.2010 г.

Indoor Advertising

С откриването на все повече търговски центрове у нас се засилва и площта за indoor реклама. Както и много възможности пред този тип комуникация. Има вече агенции изцяло специализирани изцяло в тази част от рекламата. Този тип комуникация допринася за нарастване на емоционалната връзка между марката и потребителя в точката на пазаруване на самото място, когато се вземат решения. Влиянието което оказва този вид реклама е в точният момент когато се взема решение да се купи ли нещо или не. Търговските центрове дават широко поле за действие и възможности брандират се ескалатори, поставят се големи макети на продуктите, правят се центрове, потока купувачи става все по шарен. Лореал, Загорка имаха присъствие в този вид активности а и много други. Безспорно е, че ескалаторите са ключови в един такъв търговски обект, всички ги ползват и това е времето, когато стоят и се оглеждат насам-натам, ето тези погледи могат да бъдат запълнени с реклама, и точно това става. Не само брандираните ескалатори всичко около тях се набива на очи. Въобще тепърва ще виждаме още повече брандирани ескалатори, асансъори, поставяне на макети и много други иновативни решения за indoor. Както се казва шопинга си има вече изградени правила в страната и все повече компании ще атакуват потребителите по този начин. Вие какво мислите по тази тема и какви indoor изпълнения са ви направили впечатление?
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  1. Нов формат на вътрешна реклама дебютира у нас
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  2. Да, и на мен ми правят впечатления доста интересни техники за рекламиране indoor. Вчера бях в новия Grand Mall във Варна, който отвори наскоро. Попаднах на откриването на някакво ресторантче на втория етаж. Имаше промоутъри, които просто пускаха брандирани балони от втория етаж, които летяха до първия етаж, и това явно много се харесваше. Интересно е, че дори и такива елементарни идейки явно работят. Става въпрос от гледна точка на привличане на интерес. Откъм посещения и продажби, вече не знам, но предполагам, че има някакви позитиви.

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  3. Наистина, indoor рекламата има голям потенциал, но тук съществува и рискът да останем незабелязани в морето от реклами, което претрупва средата и я прави неефективна. Затова за качествената indoor рекалам преди всичко трябва оригинална идея. Примерът с балоните на Петя е добра илюстрация, както и вратите на ескалаторите, брандирани с "Дзън"-визията на Загорка - две чаши, които при затваряне на вратите се чукват. Изпълнението е недотам познато и ясно обвързано с марката, затова и работи.

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  4. Абсолютно, Загорка имат много правилно изпълнение. Примерът с балоните има малко елемент на "guerilla" :)

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  5. Анонимен05 юли, 2010

    Абсолютно съм съгласен с Васи за пренасищането на средата. И също смятам, че идеята е много важна в тази пренаситена среда. Ако няма такава, посланието ти ще остане там някъде в асансьора или върху ескадите.
    Междудругото авторър да ме извини за директната критика, но статията е написана потресаващо. Повече правописни и пунктуационни грешки в едно изречение съм виждал само във форумите: "Безспорно ключови са ескалаторите в един такъв тарговски обект всички ги позват и това е врмето кога стоят и се оглеждат насам-натам ето тези погледи могат да бъдат запълнени с реклама и така и става." Peace!!!

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  6. Имах проблем с клавиатурата, бързах и накрая по невнимание натиснах бутона за публикуване, без да съм направил "check". Затова се е получило така. И ти имаш някои неточности в коментара: "Междудругото авторър". Критиката се приема :)

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