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Most of the available media enjoy different measurement tools which enable us to scale whether our advertisement was successful, reachable, and readable. For example the number of distributed newspaper print is a measurement tool that tells us how many people have viewed our ad in that newspaper. The traffic on a highway or in a crowded street also reports the mass-volume of people viewed our outdoor commercial, similar things applies to commercials on radio, TV and many other media means.
What measures the efficiency of an Ad placed on Ground using the Ground FX technology? This question raises big controversial discussions with potential clients. Those clients always look for the maximum output of minimum input. In other words they always care that the money they would invest in publicity should generate a big difference in their sales growth and with the other values they look after.
The duty of the agent (or the Media Seller) in this case is to handle the clients' worries and assures them that Ground FX as a media mean also is measurable and that the clients would receive periodical reports on the efficiency of their advertisement on Ground FX.
The agent should listen to the objections raised by clients about advertising on Ground FX, those objections are mostly real and rely upon worries that this media might not be effective. The agent should acknowledge those objections and worries, and should assure back to the customers that their worries were taken into consideration, and that the agents have treated those worries with care.
What are the agent's duties towards this issue?
The marketing approach for Ground FX should take into consideration many factors before approaching the clients for getting their advertisement to that media. Those factors can be summarized as follows:
1- The initial stage where the Ground FX should be placed in high traffic outlets, malls or commercial areas. The agent should make sure that all technical related issues are easy to solve. It would be highly recommended if those systems distributed in different outlets are linked to a mother-hub with IP-address facility.
2- The Statistics stage where the agent should collect statistics about the people interacting with this media, and this stage should be divided into two levels:
a. Traffic Monitoring level; by placing counters at the places where the Ground FX systems are mounted to obtain number of people trafficking by.
b. Studying with the outlet people the number of daily visitors, to compare between the visits and traffic at the Ground FX location. (This might result with the change of the system location in case current location proved inefficient).
c. Comparing with other media means such as newspapers, magazines, outdoor, audiovisuals etc… The comparison should be in terms of cost versus reach, artwork, interactivity etc..
3- The Analysis stage; where back at the agent's company the data should be analyzed, tables and graphs should be reported and prepared in easy-to-read information.
4- The Approach stage; this one is also divided into two levels which are:
a. The Communication with the client, where the sales representative (media seller) should talk in numbers with the client, based on the readings at the different locations, and the analysis of the studies made earlier, as mentioned in stage (2).
b. The Offer Stage (Quotation); this stage is very important because it puts on paper what the media seller discussed with the customer, where also the efficiency analysis should also be attached for the client's reference. The quotation itself should be phrased in a professional way which leaves an impression of high skills, remember that Show-off based on real facts is a good marketing tool.
5- The Closing Stage, in an equal competition always the sales representative makes the difference. Agents should hire qualified people who know how to perform a proper sales approach and how to wrap-out and close a deal.
Financials:
The Media market is very competitive, pricing should be studied carefully. Despite of this subject, the service and the benefit which the client would get justifies the cost to that client.
Ground FX is a new and promising media, the market positioning of this media is as much important as the media tool itself. Pricing this media at a low rate could reflect negatively on the client's impression about the media efficiency itself. However the pricing cannot be more expensive than conventional media.
Taking into consideration the cost of the systems, rental charges at the outlets, human input on the work, and the period during which this media would be the "Media Hit" after which it will start declining; are factors which if considered properly would help in a good and proper pricing.
Media means in the region are developing quickly; hence the fruitful business with Ground FX should last for two more years after which it will start becoming normal or conventional media to people. The investment with Ground FX should take into consideration this factor as well in order to come out with a reasonable profitable pricing of the ads on this media.
All the above financials along with the reporting system will allow the agent claiming a profitable price for the advertisement on Ground FX and will reward his investment quickly. Follow up and maintenance of the systems will also keep the media in good shape and operating effectively.
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