Ads in the restrooms. Once again about the prejudices and new possibilities.
13 08 2007
The rule here in this country, among the owners of business, company directors, is to think that the ads with their products in a restroom would harm their brand. So to say, “Ads with our brand in a restroom? No, never in my life!” Though as our experience proves – and during several years of work we’ve managed to accumulate a lot of it – as well as the experience of our colleagues abroad who provide advertising in the restrooms, the image of the brand doesn't waste anything rather than to the contrary gains in new facets and opportunities of communication with its consumers.
Moreover, the undoubted uniqueness of the place and the purpose that brought the person to this room gives us a possibility to bring the creative element of the ad to a higher level of quality. The duration and the quality of the contact – these circumstances offer so wide possibilities for brand promotion that are quite rare in other advertising environment. Some easy play on words that takes into account the specific character of the place permits to have an almost personal communication as soon as the addressee of the advertising stays one on one with the advertising message, and subconsciously he has an impression that it is just he who is addressed. The advertising panels in the restroom give a direct contact, and it is direct not only in the marketing terms – being literally placed in front of the eyes of the visitor the ad on the panel is naturally read and it gives one more contact, and another, and another one for the benefit of the advertiser.
Key advantages of advertising in the restrooms:
- First of all, it is the personal contact that is conditioned by the natural solitariness of this place. This is where you can address your consumer personally with all the sincerity and fantasy by means of visual images and vivid texts. After a personal contact the trust is gained with a particular ease.
- Long-lasting eye contact provided by the effect of compulsory reading. Usually, a person spends from 20 seconds to 10 minutes, and sometimes even more for staying in this, so to say, "compulsory" position. During this time your information will be seen by everyone able to see. It means that 100% of the visitors of the restroom will be informed about the advertised product.
- Close distance. This position gives impeccable advantages. Even the one who doesn't look around or has impaired sight will not remain indifferent to the advertising message.
- Fixation, or in other words, absence of distracting aspects. In these "moments of seclusion" any visual irritant concentrates attention of a person by 100%, and the lack of disturbance on the part of the surrounding people doubles the effect of involvement.
- Division of the audience by gender. No matter what kind of product is advertised the opportunity to use this advantage raises it to a new level of communication with the consumers as soon as it is no big secret that during the purchase process men and women are guided by different motives and incentives. And if we keep in mind those categories of the products and services that are originally intended just for women or only for men, in these terms this advantage becomes the most intense and important.
Where can ads be placed? In those spots where most probably, and in the majority of cases are guaranteed to fix the full attention of the visitor's look for a long time:
- on the stalls doors;
- on the wall near the basin;
- on the wall near the mirrors, hand-driers.
We can also use directly:
- hand-driers;
- mirrors;
- soap dispensers.
All these possibilities that can help you expand the channels of marketing communications to bring up the efficiency of your brand are at your disposal.
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