Promotional Advertising; taken to the extreme
Promotional advertising and promotional products are all about putting your message on products that people use, and will see again and again. Usually it's targeted advertising, using specific products for a targeted market and maintaining control over who gets the promotion.
These days as advertisers struggle to find new ways to communicate their message some are getting really creative, particularly when it comes to mass marketing. I thought I'd seen promotional advertising in just about every place possible. There are advertising posters in the subway, city buses wrapped in full color advertisements, logos and messages on the boards at hockey games, and even advertisements at the toll booth as you drive through, but here's one I never thought of escalator advertising.
It makes sense, if the idea is to get your message in front of as many people as possible then put your promotional message where the people are. People ride escalators and when doing so they aren't engaged in much else, so chances are they'll notice the message and remember it. There's also the cool factor, particularly if you've never seen it before, that's one of the first things I thought when I saw this photo, "wow thats kind of cool".
For B2C marketing and advertising this is a great idea especially if the escalator is in a mall and the store doing the advertising is in the same mall, they can even change the advertisement on a regular basis. But what if you're a B2B company not interested in promotional advertising to the random masses but instead to companies and individuals that you know are likely to have an interest in your products and services.
If that's the case then useful promotional products with a high perceived value, especially those tied to a specific call to action are far more effective.
What to you think?