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It is theorized here that in certain hectic, media saturated and a highly distracted consumer environments, advertising in elevators and also escalators has sparked a certain amount of curiosity. It has effectively hyped up the demand for client brands via the concept of technologies pertaining to integrated alternative marketing, which are said to effectively authenticate and influence consumers. What can be submitted here is that it assists clients in being able to reach out to consumers in ways that are surprising and unconventional. This mode of advertising is understood to be very effective and has immense potential in providing a cost-effective and simple way of advertising with very far reaching positive consequences.
Keywords: Escalator, Elevator, Advertising Effectiveness, Outdoor, Marketing, Saudi Arabian Consumers, Advertising and Promotion
In these present times, business organisations are looking for new and innovative methods of promoting and advertising their products. They search for advertising methods that captivate and attract the attention of potential consumers. There does exist a special and highly innovative technique of advertising that can be used by marketers and this comprises of elevator and escalator advertising methods. This mode of advertising is high beneficial and it is time that many of companies, especially in Saudi Arabia, take advantage of this mode of advertising and start reaping the rewards.
Elevators are frequently used by people that might one day be potential customers for the products and services of a company due to the advertisements that are displayed on the elevators. It is apparent that elevators transfer people from one location in a building to another and in some cases the transferring will continue all day. In the 21st century, innovative advertising like elevator advertising is immensely popular and it has the potential of becoming a very successful tool for advertising. In my opinion, it’s the most effective tool in the new century. This stems from the fact that many people especially the young people do not like to read or view advertisements or listen to radio commercials as they are quite boring and not captivating enough.
This is a contrast to elevator advertising which is very creative and innovative in nature and it likely to capture the attention of persons. In Saudi Arabia, it is learnt that such types of advertisements are not yet popular and they are largely non-existent because people are simply unaware of the benefits that can be enjoyed through the use of such advertising modes. It is appreciated here that elevator advertisements are not costly and in reality, it is very cost effective. What can be theorized here is that if properly used, it would revolutionize the marketing and commercials world. Elevator advertisement is a powerful tool for attracting the desired customers and it is essentially a forcible method of advertising due to the fact that they don’t have any alternatives except to look at the advertisements. Hence, there is non escaping and elevator and escalator users would be forced to view the advertisements and then get an idea of the advertising motive.
The objectives of the research are now outlined:
viability of using escalator and elevator advertising in Saudi Arabia
companies on the viability of using escalator and elevator advertising to promote
advertise their goods and services in Saudi Arabia
In this section, a literature review would be conducted on the areas of elevator advertising whereby the types of elevator and escalator advertising would be discussed and its advantages would be examined comprehensively. The requirements for elevator advertising will also be discussed here.
Below are some of the more common types of elevator advertising:
There are many creative types of the escalator advertising and the most attractive one are:
decorative communication material to be easily applied to escalator handrails.
Also the escalator and the elevator are usually crowded and the riders are always changing, so your advertising will be for a different variety of people and different kinds of people with different ages and also with different classes. So you will market you products or services for all the types of the people using an affordable and powerful tool for getting the riders attentions.
Below are some of the more important advantages of escalator/elevator advertising”
Below are the advantages of escalator advertising to the users:
Below are the advantages of escalator advertising to the advertisers:
Such a form of advertising can be described as special, dynamic, and innovative. It is understood to provide an effective source of incremental non-rental revenue and it also effectively brings about certain enhancements to the property. What can be said here is that companies would now be able to place their advertisements in a place that is highly visible to millions of economically consumers that rise on escalators ever so regularly.
It can be noted here that the escalator handrail advertising method is understood to provide the advertisers new media that is extremely effective. It provides owners of property with extra revenue and/or branding opportunity. It also provides persons that use escalator with a highly engaging handrail which is understood to enhance their experience.
Concerning the owners of property, it is submitted here that it provides these persons with a chance of using escalator media advertising to generate additional revenues from sales generated from advertising or it could even be a very potent method of increasing the internal branding or communications with the users of the escalator.
In essence, it is submitted here that escalator advertising provides a very effective solution for companies that are searching for highly innovative and effective opportunities for advertising. Almost instantly, the creative design of the elevator as well as the escalator would captivate the attention of people very fast. It can be said here that escalator and elevator advertising would effectively dominate the environment and it would effectively cut through a cluttered shopping centre. Below are a summary of the advantages of escalator advertising to the owner:
More Specific Advantages Enjoyed by Advertisers that Advertise on Escalator Step:
Multi-Impact Impression – It is theorized here that the utilization of graphics on escalator steps would most likely cause for a very high impact rate to pedestrians who will be able to view about 50 steps when they ride escalators for about 30 seconds.
Unlimited Message Space – The installation of certain graphics on highly popular escalator step would tremendously benefit advertisers with a high impact of visibility of their advertisements.
Very High Impact Rate – This form of advertising is understood to be capable of influencing point of purchase shoppers in the sense that escalator step graphics are understood not to compete with certain traditional media and it is capable of capturing the attention of the audience before effectively entering points of purchase.
High Level of Target – It is observed here that escalators are normally found at the points of purchase.
Simplicity and Ease of Use – Such advertising is understood to fit very simply in pre-existing properties with a minimum amount of owner involvement.
Innovative and Non-Traditional – This form of advertising can be described as non -traditional and highly contemporary.
There can be a number of reasons why the escalator handrail media could be the advertise format of choice for advertisers and these are listed in summary below:
Justifications for Effectiveness of Escalator and Elevator Advertising
The following are some of the reasons why escalator and elevator are very effective
and have the potential of having high popularity levels:
(Kotler et al, 2007)
Irrespective of the aims and objectives of the advertiser, it is submitted here that the concept of escalator and elevator advertising would be helpful in achieving it. What can be submitted here is that escalator and elevator advertising would be the ideal compliment to television, print and radio advertising. What can be theorized here is that escalator advertising permits a very high level of visibility in terms of advertising in very prime locations and this enables the advertiser to target shoppers, various commuters, as well as families and also business people (Kotler et al, 2007), (Tellis, 1988), (Lavidge and Steiner, 1961) and (Abraham and Lodish, 1990).
Now there is a new media opportunity, it is a dynamic new media that reaches the audience that always in demands. This media that teaches, moves and uniquely interact with its audience. It is an interactive, impactful and informative communication.
Saudi Arabia community likes to explore and find the new things; the majority of the people there are economically active. It is a rich country and these kinds of advertising will be an opportunity for the companies which are looking for increasing their sales and marketing their products or services.
Suitable Locations for Escalator and Elevator Advertisements
The most ideal locations for escalator and elevator advertisements (advertising):
Concerning the research method, it is submitted here that the research method of choice here would be a specifically designed questionnaire from which specific data is capable of being colleted from the respondents. This questionnaire would contain close ended and open ended questions.
The Sampling Activity
In this section, an elaboration would be made of the sampling activities connected to this research. The sample of this study consisted of 571 respondents in the major cities of Saudi Arabia and they are as follows:
The unit of analysis will be the people who are using the elevators and escalators regularly such as the people who are working in the shopping malls, airports, offices buildings and hotels. The locations will be in the high traffic and the most crowded and busiest places.
The research findings will be discussed comprehensively below.
Respondents Awareness of Advertisements on Elevators and Escalators
The respondents were asked about whether they were aware of the notices and advertisements that were placed in elevators and escalators and to this question, 68% of the respondents stated here that the first thing that they looked at was any notice or print advertisements in the elevators or on the escalators. Hence, it is apparent here that the respondent’s eyes are always focused on objects posted on the elevators and escalators when they are waiting for the ride to end and hence it is apparent that this powerful and aggressive tool for marketing can be used to market the products or services. It is a very important and effective strategy to modern marketing.
Respondents Alertness in Reading Advertisement Content on Elevators and Escalators
Many respondents stated here that the tended to read whatever they could when being transferred on the elevator or escalator and this accounted for about 89% of the respondents. Hence, this would be an excellent opportunity to provide these persons with interesting like a media advertisements that would enhance the appearance of the elevator. Such can be accomplished by placing brochures of the company products on the elevator. The fact that the majority of the respondent’s attention is caught by the advertisements; this would be an excellent way of promoting a product of service.
Respondents Perception towards Escalator and Elevator Advertisements
The respondents were asked whether escalator and elevator advertisements would be annoying for them or pleasant and to this question the majority of the respondents stated that this form of advertising is not annoying at all in comparison to radio or television advertising. This accounted for 95% of the respondents. The other respondents said that it was quite annoying for them as they did not like any form of advertisements.
Types of Media that Captivates Respondents Attention
The respondents were also asked what kind of media would catch their attention the most in elevators and the majority of them (78%) said that a small monitor that played advertisements in real time would be the most appropriate form of advertising that is most likely to catch the attention of the users. The other 22% said that brochures and print media as sufficient to catch their attention.
Effectiveness of the Escalator and Elevator Advertising from the Perspective of
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