Some media companies do have the blissful luxury of having someone who acts as a researcher into profitable markets and who also requires a close look at the competition. However, this is usually the exception to the rule, so you will most probably have to give this task to someone who is already well versed on your own current advertising sales create.

Let's take cinema media as an example and create a scenario for a potential advertiser:

A cinema advertising chain comes up with a new idea on how best to offer advertisers an involved interactive technique to increase their branding and direct response.

advertising in cinema brings in a new service where in fact the advertiser can offer a free of charge item of confectionary every time a consumer mentions the relevant promotion to a worker at the meals and drinks counter.

The consumer sees an advert on the silver screen and is given a keyword. They are able to then visit the shop and mention this keyword to a staff member. This keyword will in some way be associated with the product advertised and the buyer must remember the precise keyword or phrase. The buyer is then given the free confectionary and is asked to complete a quick card to enter a prize draw. Finally, they are able to then opt-in to get future mailings from the advertiser.

So, do you know the real unique opportunities here for the advertiser?

They create a 'call to action'

They get branding

They get customer reaction

They embed a relevant keyword in the mind of these potential customer

They get a unique referral message

So, what does the cinema chain get out of it?

A unique service, which the advertiser will love

More sales at the food and drinks counter

The cinema chain would probably even pay for the free confectionary within the deal to the advertiser and they might insist that the advert would run at a time when it wouldn't detract away from other ads - or could cause disruption during the movie. They would also put a time limit on the offer and consumers would be asked to collect a card prior to going to the counter.

Something of added value would also be to strategically place a display board near to the exit of the cinema, so people had a last chance to act on the promotion.

This type of idea is something that should be part of your brain storming sessions. Keep your finger on the pulse and your flowing ideas will create a whole host of opportunities for your advertisers.

Andrew Long can be an advertising sales consultant and expert in the field of generating revenues from websites along with other media. He offers media companies a bespoke treatment for selling advertising and earning money from their websites and other media.

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