- September 13, 2022
- 5 minutes read
Inbound advertising? It really works
Within the reach of indoor advertising, potential audiences spend twice as much time as in places where outdoor advertising is placed. Thanks to its easy adaptation to space and target audience, indoor advertising is an increasingly popular format for brand promotion.
What is indoor advertising?
Indoor advertising is, in simplest terms, text, graphics or other visual objects located in public places, attracting the attention of the target group and allowing to increase sales of goods and services. Its main task is to attract the attention of potential consumers. However, in order to achieve this, it is necessary to properly place advertising where the target group spends the most time.
Typical locations are the interiors of residential, administrative, public and other buildings and structures. These include shopping centers, medical and business centers, movie theaters, sports complexes, administrative buildings, educational institutions, residential buildings, etc. Advertising structures can be made in the form of indoor banners, commercial stands, graphic materials on the floor, three-dimensional lettering or illuminated signs, among others. Indoor advertising media also include branded gadgets such as calendars, mugs, folders, magnets or stickers.
Internal advertising tools
For the placement of indoor advertising, certain means and tools are used. In particular, these are:
- printed advertising media (stickers, posters, postcards, etc.);
- static advertising structures placed indoors;
- audio advertising in premises;
- video and multimedia advertising means – advertising displays and screens, indoor television, advertising on payment terminals, multimedia promotional stands, etc..;
- advertising events held on the premises – presentations, tastings, promotions, etc.
Indoor advertising is also divided into in-store and advertising in public places. In the first case, information in advertising is provided only about promotions and products of a particular outlet. In the second case, advertising can provide information about various products.
Advantages and disadvantages of in-store advertising
Actually, there is no way to track exactly what results have been achieved by using this particular format of promotion. Investment in indoor advertising is therefore, in a way, a shot in the dark. Nevertheless, such a solution has its advantages:
- large reach;
- multiple and continuous impact on potential customers;
- great variety in the choice of media and the possibility of combining several creative ideas;
- discreet and non-irritating impulse to spontaneous purchase.
In addition, the placement of indoor advertising is a great opportunity to inform potential customers about promotions and special offers. With internal advertising structures, a small emotional impact on the consumer is ensured. It is also believed that indoor advertising can have a beneficial effect not only on increasing sales, but also on brand awareness.
As for the disadvantages that limit the use of indoor advertising, they primarily relate to the complexity of the regulatory mechanism that coordinates the placement of advertising media. In addition, in any public place, the conditions and prices for providing space are set by the manager of the place.
Despite some shortcomings, marketing experts still describe indoor advertising as one of the most promising and inexpensive ways to promote goods and services.
main photo: unsplash.com/Fox