2011

When it comes to effective advertising, your company might have certain media that have historically produced better results than others. While Eyelevel media Advertising does not claim to be all things to all businesses, our client feedback suggests that the brand-building, name-recognition, and top-of-mind awareness created by advertising with Eyelevel media washroom posters, is both an excellent complement to most other advertising and a very cost-effective way to reach a precise target markets.

Without asking directly how each customer came to find your company, it can be difficult to measure the effectiveness of any specific advertising medium. Even then, a customer might recall seeing your ad recently in one medium when actually it was another that produced the most effective impression.

To assist you in determining whether or not washroom poster advertising is right for your company, we have gathered answers to some of the questions most frequently raised and organized them below.

Results from an impression study conducted by Orlando-based Barbour & Monroe Marketing Research, have also been included as they reveal certain quantifiable data that may aid you in your decision.

Q. Can Eyelevel media Advertising help increase my market share?

A. I say cars, you say....BMW. When prompted with general category, how quickly your company or product name occurs to your prospect is what we consider to be the result of brand-building. It is our opinion that brand-building has a direct relationship to market share. No matter which advertising medium you choose, a brand-building campaign is often quite large in volume and extends over a period of months, even years. The more you advertise, the greater market share you will potentially gain.

Eyelevel media provides a very cost-effective way to produce brand-building in the U.K. market. If your company sells women’s clothing, for instance, the majority of pounds spent on reaching them will be wasted. We are proud of our ability to target market. Your target market can be narrowed to a rifle shot by age, gender, geography, musical preference, and spending patterns. Most people are creatures of habit and will see your ad every time they return to their favorite establishment. Provided your target has been precisely identified, your brand-building campaign can produce powerful, long-lasting results. Do not expect these results overnight, brand-building is a process that takes time.

Q. What do you mean by name recognition?

A. Name recognition refers to whether or not your prospect can say that he/she has heard of your company or product before. Name recognition typically created using the indoor display board is very broad-based and positive. Your prospects might be quoted as saying: “Oh yes, I’ve seen their ad everywhere, they must be good.”

By displaying your ad in front of your precise target audience, when they are captive and very impressionable, you will be sure to gain a higher level of name recognition in the marketplace. Eyelevel media Advertising is particularly effective in this area because not only would your ad be directly in front of your targeted market, but your prospect will read your ad when he/she is most receptive.

Our readers are captive for an average of one to three minutes. With no way of avoiding our poster displays (i.e.: changing the station, flipping the page etc.), your prospect is virtually guaranteed to read your ad. The name recognition phenomena creates a greater degree of perceived quality for your product with every ad your prospects see. Not only will your target audience think of your company more often, but they will have a better impression of your organization and thus, a greater likelihood of becoming customers.

An ad in the Yellow Pages is often chosen because a consumer recognizes the name.

Q. Can Eyelevel media Advertising create excitement about my company?

A. Top-of-mind awareness refers to creating a level of excitement about your product or service that the prospect will take with them to think about on their way. When the opportunity arises to make use of the information they received from your ad, your prospect will know exactly where to go. The indoor display panel lends itself to creating this type of long-lasting impression because there is an opportunity for a story to be told.

An advertiser selling cruises will have a difficult time reaching prospects precisely when they are making their travel plans. Instead, their Eyelevel media ad might read: “Escape to Mexico”, with a picture of a relaxing beach and turquoise water in the background. Anyone who likes that sort of thing will read and remember the ad.

Since people are creatures of habit and usually frequent the same group of restaurants or nightclubs several times per month, Eyelevel media ads are able to produce powerful multiple impressions. While the otherwise well-targeted viewers may not be in the market for a getaway vacation today, when their vacation time approaches, the image of escaping to Mexico will be on the top of their mind.

Eyelevel media ads encourage your prospects to fantasize about your product.

Q. What kind of return can I expect and how can I measure it?

A. Eyelevel media's poster panels reach your prospects when they are captive, with nothing to think about except what they read before them. The nature of our poster panel locations presents your advert where it is a welcome diversion for an otherwise boring several minutes. Your Eyelevel media ad will give your prospects something to think about when his/her mind would otherwise have been idle.

Eyelevel media`s poster panels will bolster the effectiveness of any other advertising you are doing in the marketplace. You can expect a marked improvement in the brand-building, name recognition, and top-of-mind awareness of your product or service among your target audience in the UK marketplace at large.

It has been our experience that the best way to track the return on your poster panel advertising is to train your staff to ask your customers where they saw your ad. Some people will come right out and tell you while others may not remember precisely. Be sure to ask them what they remember about your message as well, since this will also help determine the effectiveness of your ads.

Barbour & Monroe survey data on audience composition

Summary of survey results presented in this report:

• 84% recalled seeing specific advertisements in the washrooms.

• 92% were able to name specific advertisers without prompting.

• 88% recalled at least FOUR selling points in the ads surveyed.

• 98% reacted positively or neutral to seeing ads in restroom facilities.