Advertising on Airport Baggage Trolleys
- Let's say we hired 500 trolleys for 30 days, our total advertising spend would have been a cool 15 lakhs. i am not even counting costs of printing, service tax and everything else.
- Now, assuming the airport functions 18 hrs a day, 30 days a month and the average replenishment time for a trolley is 30 mins (the time in which a traveller picks it up, uses it, leaves it and then some airport liaison drops it back at the trolley pool, now ready for its next use). i know, 30 mins is an extremely ambitious target but let's study the best case scenario first.
- So basically we are saying each trolley can do about 36 rotations or rather can touch 36 passengers in a day. Thats 36 passengers times 500 trolleys times 30 days, or 5.40 lakh passengers in a month.
- That gives us 15 lakhs spent to reach 5.4 lakh passengers, giving an effective Cost per Thousand contacts at roughly 3000 bucks !!
Seems to me like a very expensive proposition, especially for a medium which has limited capabilities in terms of the content it can deliver. Most of the examples I can recall are of Banks just putting their names on the trolleys - 'State Bank of India'. That's 15 lakhs spent very poorly if you ask me. 15 lakhs will get you at least a couple of hoardings in a prime area in any metro which will definitely give you much higher reach and you could convey so much more about your brand\services etc.
Having said that there is one area where I feel this can have some utility - instances where you can or would like to ellicit an immediate action from the viewer. For example:
1. You are a Cafe Coffee Day at the airport. Put a picture of a delicious sandwich and a coffee and pose the question - 'hungry? head to CCD'. tickle the consumers senses and get immediate response.
2. One good thing about this medium is that the passenger is going to spend some time with this media. You could put important information for the passenger to note down, say "Call 13402804 to book a free test ride of the new Fiat Linea'', "Done with your tax planning for the year? Call 12301980 to find out more about our tax saving products". So you get the idea right?
So my take is only advertising which is meant to encourage an immediate viewer action is suitable for this medium. Generic Brand advertising would only de-optimize your advertising budget.
4 Responses to "Advertising on Airport Baggage Trolleys"
but it depends on the TG though...again 3 K too much...
we are actually missing out people who dont use trolley..the real business class guys..who travels with a laptop and doesnt need a trolley... so i dont mind putting more on the in flight magazines and a back lit board at a strategic location inside the airpot ....
but there is one correction though, its Rs.3 per reach, and 3000 per thousand. still very high, almost double that of most OOH media.
This has been exploited in the recent times but I guess here, in this case, the idea loses out completely on the basis of the cost benefit analysis. The investment is not at all justified if it is 100/- per day. Its not worth the money for sure. I must say the space selling agency is definitely doing a GREAT JOB !!!
The value would have been much more if it was something like above in my suggestion, an Airport Baggage Trolley would not draw so much attention at all. Probably the central area around which the baggage conveyor belt moves is more useful for this purpose.
Post a Comment