Эффективная наружная реклама


Эта статья адресована операторам наружной рекламы, однако извлечь из нее пользу могут и другие участники рынка. Мы обсудим некоторые базовые условия, не требующие серьезных изменений в текущих бизнес-процессах. При этом соблюдение этих условий является важным для построения успешных продаж.

В чем же секрет успешных продаж наружной рекламы? Здесь нет секрета. Наружная реклама, по сути, – такой же товар, как и продукты на прилавках магазинов. Поэтому для успеха важно помнить о базовых правилах торговли.

Сегодня большинство продаж в наружной рекламе производятся с помощью адресных сеток. Так вот, адресная сетка, она же сетка занятости (далее — «сетка») – это своего рода «витрина» для ваших рекламных носителей.

Заинтересованы в росте продаж? Оцените, насколько ваша сетка отвечает классическим правилам торговли. Чтобы вам было легче «перенесем» их в сферу наружной рекламы.

1. Товар должен размещаться так, чтобы каждый предмет был отчетливо виден и легко доставался.
— Другими словами – каждый рекламный носитель в сетке при желании должен быть легко отфильтрован по типу, формату, стороне, наличию света. Используйте автофильтры.

2. Товары одной товарной группы должны располагаться рядом, чтобы покупатель мог выбрать подходящее для себя.
— Разные типы носителей одного города, будь то призмы, щиты, ситилайты, троллы и т.д. должны располагаться на одном листе сетки. Если рекламные носители одного города находятся в разных файлах либо на разных листах xls-книги, это мешает покупателю.

3. Вся продукция одной товарной категории должна быть представлена единым блоком.
— Используйте универсальные наименования для типов носителей: щит, призма, ситилайт, суперборд, пиллар и т.д. Такие наименования как «гусь», «птах», «чебурашка», «ася налево» допустимы лишь в поле дополнительного описания плоскости.

4. В торговом зале нигде не должно быть пустых полок.
— Плоскости без фотографий либо схем – это крайняя степень неуважения к покупателю и, безусловно, ваши потери. Проверьте все ссылки на фото и схемы – они должны работать корректно.

5. Классические правила выкладки — наличие ценников, чистота и прочее.
— Не допускайте одинаковых кодов для разных плоскостей. Код для каждой плоскости должен быть уникальным.
— Добавьте прайсовую цену. Никто не мешает вам делать скидки, но прятать цену на товар неразумно.
— Привыкли обозначать статус занятости цветами? Не все версии офиса могут отфильтровать значения по цветам. Добавьте в статус занятости буквенное обозначение, например, «занят», «резерв» или подобное – покупателям будет легче выбирать свободные носители.

Успешных вам продаж и эффективных кампаний!

Владимир Покрасенко, ADV.vg

Эффективная наружная реклама: 422 комментария

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