Introduction
Have you ever wondered why the elevator corridor of a centre commercial is always crowded with people? Is this a great advertising space?
Today, let’s discuss whether it is worth installing Écrans publicitaires LED in the elevator corridor of a shopping mall.
Table des matières
1. What is the elevator corridor of a shopping mall? What are its characteristics?
The elevator corridor of a centre commercial, to put it bluntly, is the way for people to go to various places in the shopping mall after they come out of the elevator or escalator.
It is like a “connecting bridge” that connects the elevator with the shops and rest areas in the shopping mall.
Everyone has to walk through this corridor from one floor to another, or when they want to go shopping or rest after coming out of the elevator.
Ses caractéristiques sont :
1). In terms of spatial function
The elevator corridor of a shopping mall is the only way for people to go to other places after coming out of the elevator.
It is like an “aisle”, and its main task is to guide people from the elevator to various shops in the shopping mall, not a place to sell things.
When there are many people in the shopping mall, it is particularly lively here. Everyone is in a hurry, and few people will stay there for too long.
For example, on weekends, the mall is crowded with people, and the elevator corridor is like a “small station”, and everyone is busy rushing to their destination.
The elevator corridor is also like a “connecting line”, connecting the shops, rest areas, restaurants and other places on different floors of the mall.
For example, in a large mall, there are places selling clothes, children’s play areas, and places to eat.
The elevator corridor allows everyone to easily go up and down between these places without having to go around, which is very convenient.
2). Environmental design
The lights in the mall elevator corridor are very bright, making people feel safe and comfortable when walking.
Some malls have very bright LED lights installed on the top of the corridor, which illuminates the entire corridor brightly, not only making it easier for everyone to see the road clearly but also making advertisements and store signs more conspicuous.
The design of the corridor is also very open, with nothing blocking the view. Everyone can see the entrance and signboard of the distant store at a glance, which is convenient for planning how to go.
Moreover, the elevator corridor is a good place for advertising. Billboards and electronic screens can be seen everywhere.
The mall’s promotional activities and new store openings can be seen here, attracting everyone’s attention, and the effect is particularly good.
2. How high is the visibility rate of the LED advertising screen here?
The visibility rate of the LED advertising screen in the elevator corridor of the shopping mall is simply amazing. Why do I say that?
First of all, when waiting for the elevator, everyone is crowded together, and their eyes are naturally focused on the advertising screen.
It’s like when you are waiting for a bus at a bus stop, and you have nowhere to put your eyes, so you will unconsciously stare at the bus stop sign. The advertising screen in the elevator corridor is that “bus stop sign”.
Moreover, in the elevator corridor, everyone has to stay for a while when entering and exiting the escalator and waiting for the elevator.
In these few minutes, the content of the advertising screen can be repeatedly flashed in front of your eyes, and it is difficult not to remember it.
This is just like queuing up to buy tickets in a movie theatre. The poster is right in front of you, and you always have to take a few glances.
Look at other places. People walk fast in the aisles of the shopping mall, and the advertisements pass by in a flash, and there is no time to look at them carefully.
Although there are people watching at the entrance of the toilet, the flow of people there is not as large as that of the elevator corridor, so the “appearance rate” of the advertising screen is naturally a bit worse.
Therefore, the advertising screen in the elevator corridor is the most “eye-catching” place in the mall, and it is difficult not to be seen.
Moreover, the advertising screen in the elevator corridor is in a particularly good position. It is right next to the elevator and escalator, and it is easy for people to see it when they enter and exit.
Unlike the advertisements in the mall aisles, although there are some, they are easily overlooked.
Although some people will see the advertisements at the entrance of the toilet, there are relatively few people there, and everyone goes to the toilet in a hurry and has no time to watch the advertisements.
The elevator corridor is different. When people wait for the elevator, they always subconsciously look around. The advertising screen is just within the field of vision, and it is difficult not to be seen.
In general, the LED advertising screen in the elevator corridor has become the most eye-catching place in the mall because of its large flow of people, long stay time and conspicuous location.
3. What types of advertisements are suitable for this location?
The LED advertising screen in the elevator corridor of the mall is a “golden location” suitable for various types of advertisements.
For example, short-term advertisements that quickly convey information are very suitable. For example, when shopping malls hold promotional activities.
New products are launched, and restaurants promote new products, this information must be conveyed quickly, accurately and ruthlessly.
When customers are waiting for the elevator, they can see the promotional information and new product features on the advertising screen at a glance, which may arouse their desire to buy.
Interactive advertising is also very “eye-catching”. For example, a QR code can be used to guide customers to scan the code to register as a member, participate in the lottery, or get coupons.
When customers are waiting for the elevator, they just happen to have time to scan the code, and they may even enjoy some discounts.
This interactive advertising can increase customers’ sense of participation and make them more closely connected with shopping malls and stores.
There is also targeted content delivery for specific customer groups. Different areas in the shopping mall attract different customer groups.
For example, the elevator corridor near the office building has many white-collar workers, so you can put some business lunches and high-end fashion brand advertisements.
Near the children’s play area, it is suitable to put advertisements for children’s products and parent-child activities.
Near the trendy store, there are many young people, so put some advertisements for new fashion products and trendy activities.
Such precise delivery can better attract the attention of target customers and improve the effectiveness of advertising.
4. From the perspective of the advertising effect, is this location worth it?
It is really worthwhile to put an advertisement in the elevator corridor of a shopping mall. Let’s talk about the CPM (cost per thousand).
Although the price of the advertising space is not cheap, think about the huge flow of people here.
People come and go all day long, so the number of advertisement exposures is bound to be considerable.
With this calculation, the CPM is actually quite cost-effective. It is like setting up a stall in a busy market. Although the rent is high, there are many people, so business is naturally good.
Let’s talk about the visual impact. The advertising screen in the elevator corridor is very conspicuous. When people wait for the elevator, their eyes naturally look there.
This “forced viewing” effect makes it easy for advertisements to catch the customer’s attention.
If the advertisement is beautiful, with bright colours and dynamic pictures, customers can remember it at a glance.
Moreover, when customers are waiting for the elevator, they happen to be free, so the content of the advertisement is easier to remember, which increases the conversion rate.
For example, after watching an advertisement for a new catering product, customers may try it for their next meal.
In addition, the advertising screens in the elevator corridor can not only increase brand exposure but also directly guide sales.
On the one hand, with frequent advertising exposure, customers will naturally remember the brand. On the other hand, the content of the advertisement can be very specific, such as promotional activities and new product launches, which directly guide customers to consume.
For example, an advertisement of a clothing brand displays new styles and attaches floor guides. After seeing it, customers may go directly to the store to have a look.
This effect of both brand exposure and sales orientation makes the advertising screens in the elevator corridor one of the most effective advertising positions in the mall.
In general, it is worthwhile to put advertisements in the elevator corridor of the mall in terms of cost, visual effect and actual effect.
5. What issues should be paid attention to during installation?
First of all, the size of the screen must match the width and height of the corridor. If the screen is too large, it will appear abrupt and may block the customer’s way.
If it is too small, it is easy to be ignored. The appropriate screen size must be designed according to the specific size of the corridor so that the advertising screen can attract attention without being abrupt.
Safety is the top priority. The installation of advertising screens should not hinder the passage of customers, nor should there be any safety hazards.
For example, the installation should be firm to prevent the screen from falling; the edges of the screen should be smooth to avoid scratching customers.
In addition, advertising screens should not cover important signs or fire-fighting facilities; otherwise, it will create safety hazards.
The content should be updated more frequently. Otherwise, customers will easily get visual fatigue after seeing too much and become numb to the advertisements.
It is best to update the advertising content regularly according to the mall’s promotional activities, seasonal changes, etc., to keep it fresh.
For example, during holidays, replace the advertisements with holiday-themed advertisements and update them when new products are launched so as to attract customers’ attention.
Cooperation with mall property is also very important. Before installation, you must communicate well with the property to understand the mall’s rules and regulations and approval procedures.
Some malls have strict requirements on the installation location, size, and content of advertising screens, and the approval procedures must be completed in advance.
In addition, during the installation process, the impact on the normal operation of the mall should be minimized, such as avoiding construction during peak hours.
In short, when installing LED advertising screens in shopping mall elevator corridors, we must comprehensively consider screen size, safety, content updates, and coordination with the property management.
So that the advertising screens can be both safe and effective and can coexist harmoniously with the shopping mall environment.
6. Conclusion
After reading these analyses, do you think that LED advertising screens in shopping mall elevator corridors have great potential?
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