Escalator Advertising Marketing Trends Partners Uncategorized | RailEyes Escalator Handrail Advertising

The Creative Age: Orchestrating the Magical Audience Experience

By Cynthia Fodell

The Big Idea . . .

Say goodbye to the so-called Information Age. Marketers blew through that at the speed of sound. This millennium presents an even more daunting era of challenge and opportunity. Welcome to the Creative Age.

While information remains the cornerstone, the success of today’s market leaders will be measured against how effectively they embrace and maximize the information flow.

The Creative Age is defined by the creative transfer of ideas through social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.). These mediums have ushered in a new era of intrinsically integrated marketing communications that take place in real-time, driving consumers to your product and service in the moment they are making their buying decisions. “With gathering speed, the marketplace is moving from marketer-to-consumer relationships to algorithm-to-algorithm interactions. Source: Marketing in the Era of Programmatic Consumption

Resonance Causes Change

What makes these speedy responses possible today is our practically endless flow of real-time consumer information. When a prospect takes a meaningful action on your website, via social media channels or offline (such as making a purchase at a bricks-and-mortar location), you must be able to respond with a timely and relevant email. When you automatically send a prospect a message based on an action they took (or didn’t take), you allow for the message to be delivered at the moment your brand is on their mind. You are communicating with the prospect on their terms, not yours.

“If a company understands the audience’s resonant frequency and tunes to that, the audience will move.” Source: resonate: Present Visual Stories That Transform Audiences

This approach paves the way for you to tell your company’s story using customer-centric examples of how your product or service will address their needs. The use of impactful images and a clear call-to-action opens new avenues for consumers to both discover and engage with your brand. (Case in Point: On-line shopping – I’m sure you’ve noticed when you leave items in your shopping cart, these images show up along with the “Did You Forget Something?” question every time you go to your browser to search other topics).

Your Story is Your Unique Differentiator

Human beings are hardwired to hear stories. Storytelling works, particularly when it’s relevant to your prospect’s needs and concerns. Instead of describing your product’s features, tell the story of its benefits, showcasing real-world examples of how it can be —or is being— used to solve specific problems or achieve specific goals. Source: resonate: Present Visual Stories That Transform Audiences

The following are some ideas to prompt audience engagement through storytelling:

Customer success stories
Case studies or use case scenarios
Solution briefs
Best practice summaries or reviews from existing customers
Matrices showing outcomes or ROI comparisons

Position your messaging with a strong emphasis on what your customers want and need, based on your research and big data analysis. This practice will not only maximize your reach and readership, it will also make your offering feel safer and more appealing to prospective buyers. The implementation of the elements outlined above will reinforce your differentiators and value proposition, providing the necessary gravitas to enhance the brand; and therefore, drive growth. Source: OwnerListens Blog - Customer Service Case Study: Proactive Customer Engagement.

Facts Alone Fall Short

Conversations, not campaigns, are the mantra of the Creative Age. No one wants to be constantly blasted with email campaigns that hold no relevance for him or her. The brand strategy endemic in this era is to shape your message and push out impactful content by engaging your audience in an organic, free-flowing, meaningful dialogue. Everything you put out there should reinforce your brand personality, voice, culture, style, and image. Source: resonate: Present Visual Stories That Transform Audiences – Facts Alone Fall Short by Nancy Duarte.

Just as you do in the real world, create conversation starters that generate business-building ideas and convey keen industry insights in a manner that doesn’t just tell but also show the prospective client how your brand and its unique story will meet their needs or address what keeps them up at night.

Foster a two-way conversation that provides a reason and promotes the opportunity for a responsive and broader communication. This will serve you well in developing brand awareness tactics that highlight your differentiators in innovative and compelling ways.

“A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.” ~ Scott Cook

Customer Experience Leaders Outperform the Market

Source: Not Your Father’s CRM by Paul Cole

Optimize Everything in the Pursuit of the Audience Experience

The overarching objective of the Creative Age perspective is an ever-present eye to where the next opportunity is coming from, in concert with its alignment with and influence on your brand. Effective leaders are consumed with thinking about how they can make this opportunity work for their respective brands, realizing that while the current social media trend provides them with a powerful tool, it does not stand alone in building their brand, creating inherent value, and increasing profitability.

Note: The headings used in this article are from the wonderful book resonate: Present Visual Stories That Transform Audiences by Nancy Duarte.

Ditch the Elevator Pitch: Get with the Escalator Roll

By Cynthia Fodell

The attention spans of consumers have diminished over the past decade. Social media, Twitter, Instagram, LinkedIn and other communication channels have defined an era of automatic engagement with your prospective clients. Our global economy and its influx of information have resulted in a dramatic decline in our attention spans. The Digital Age mandates that you convey your brand and message clearly, concisely and in a compelling way that resonates with your audience—in 8.25 seconds. (Statistic Brain Research Institute, www.statisticbrain.com).

The vanishing attention span of consumers commands another look at the way marketers prepare their campaigns. In the postindustrial world, leaders had the luxury of time to present their drip marketing initiatives; it was a static media world of 80’s three martini lunches, MacIntosh Computers and hanging around the office smoking cigarettes, planning the next happy hour (watch Mad Men).

Everything is different now. It becomes more difficult every day to capture the attention of the consumer: it’s like trying to drain a bathtub with an eyedropper.

In the age of information, our brains are constantly being rewired. We no longer read left to right to process content; rather, our brains are forging shortcuts to absorb the massive influx of information. We scan, search for keywords continuously scrolling up and down so we can move on to the next article, website or post. “It’s fast and furious and futuristic. Existence has become one continuous elevator pitch, with the elevator changing from every floor.” (Miguel Conner – business2business.com)

STEP FORWARD RAILEYES! We move your brand forward through escalator advertising, driving brand awareness and consumer engagement within the 8.25-second attention span. Escalator advertising captures the attention of your target demographic numerous times as they move through their day and integrates traditional print advertising with the immediacy of digital and mobile.

The convergence of mobile and print has been tried, tested and proven throughout Europe, Japan and many parts of North America, with outstanding results. Our unique advertising solution will capture the attention of your ideal customers in a compelling and impactful way.

Malls and Retail Centers escalator advertising drives brand awareness and foot traffic by improving consumer recall rate. In independent case studies, as much as 76% of escalator riders were able to recall the brands advertised, unprompted.

Stadiums and Arenas get fans pumped and in the end zone with the vibrant colors and designs of stadium escalator handrail advertising in the hands of your fans, helping to solidify their loyalty to your team.

Conventions and Trade Shows have discovered that escalator ads make it easy to generate sponsorship revenue for their trade show, convention or fundraising event. It’s a two-run hit: it also makes your sponsors happy!

Airports and Metro Stations with their moving sidewalks are the ideal place to reach desired audiences with hyper-local targeting.

Another meaningful and tangible advantage to RailEyes’ escalator advertising products are our antimicrobial properties that continuously cleanse the escalator handrails, offering a sanitary and highly effective advertising channel that is both environmentally responsible and protects the health of our citizens. Our unique product is easy to remove and install multiple times with no damage or residue on the handrail. This protective film guards against numerous bacteria, including E. coli that lives and grows on escalator handrails and other surfaces we encounter on a daily basis.

RailEyes film protects escalator handrails while promoting your company, catching the consumer in real-time, when they are in the midst of a buying decision. Visit our website to learn more about this revolution in protecting your health while conveying a compelling and impactful marketing message: www.raileyes.com

“It is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future.” ~ Clay Shirky

A Passion for Escalators and Advertising

Do you remember your first ride on an escalator?

Mine was when I was 8 years old. I was taking my first international trip out of Kenya and rode it at the airport, begging my parents to let me ride it over again and again. Even today, riding an escalator provides a glimmer of excitement as I grab the handrail and step on a wonderful piece of moving machinery.

It’s not difficult to imagine the escalator ride as a visceral experience, after all, it was originally designed over 100 years ago as an amusement ride. Perhaps that’s the reason why my team is so excited about the potential RailEyes escalator handrail advertising brings to the daily experience of over 245 million riders daily.

These days, most of the innovation that is coming about in advertising and marketing is virtual or mobile. While the online option is not something that most businesses can afford to avoid, a good marketing strategy does not put all its eggs in one basket. The problem, however, is that viewership of traditional print media such as newspapers and magazines has significantly declined, while billboards have become more obtrusive.

This is Where RailEyes Comes in and Creates a Unique Space

Escalator advertising is a blend of attractive traditional and cutting edge technology led by seasoned business leaders with experience leading or advising companies of all sizes. Our diverse experience creates value for our customers because we better understand the fundamentals of your business needs and we are lean enough to be creative.

RailEyes Serves Two Distinct Customers and We Take the Needs of Each Very Seriously

We serve our partners: the forward-thinking escalator owners, by providing the opportunity to monetize their escalators. Whether the property owner partner has its own sales team or needs RailEyes to bring in the advertisers, our partner can significantly earn revenue on a consistent weekly or monthly basis at no cost to them. RailEyes will do all the work and provide a no risk guarantee.

RailEyes also serves advertisers and marketers. We love that our new and unique service works for the pioneers who value being among the first in North America to a medium that is proven more effective than most other forms of advertising. We have worked hard to make our service affordable, yet significantly more effective than other options.

Our Culture Values Good Humor, Competence, and a Sense of Urgency

As we go about our day and put our hands on escalators around the city, we feel an overwhelming sense of purpose to add beauty to those boring, black escalator handrails. We can’t wait to work with local facilities and advertisers. As we launch, we are extremely fortunate to have the interest of desirable, exciting brands such as the NFL and NBA show interest in our solution so early into our existence. It is the trust and vision of brands such as these that gives us the confidence that our passion for what we offer is indeed appealing and effective. We look forward to working with your escalator and your brand to create truly gripping advertisements!

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