Charm of toilet advertisement Actually, toilet advertisement is nothing new. In China, not to mention the "toilet psoriasis" that has not yet reached the appeal, the three-dimensional frame advertisement of Tsingtao Brewery has long been elegantly "on". In Canada, the ultra-thin computer screen of "color drawing board" hung on the bathroom wall of a shopping mall by Toronto New Advertising Media Company will automatically "bomb" for 45 seconds like Focus once the toilet user approaches. 1. More focused than focused. First of all, the bathroom will naturally be dominated by men and women, such as bras, razors and other products with gender differences, which can be placed here in a targeted manner, especially products or services with high confidentiality, such as sanitary napkins, condoms and breast augmentation. Or something related to sex but without other gender, it can still achieve different results if it is open. For example, both men and women will participate in purchasing decisions, but their concerns are different. Although the advertisement of "hymen repair" has been criticized for entering the female toilets in colleges and universities, it proves the vitality of toilet advertisements in a bold and rebellious way. Secondly, toilets in different places face different crowds. Zoom Media, an American company, first made toilet advertisements. It promotes different advertisements according to different occasions, such as gymnasiums, gas stations, nightclubs, opera houses and so on. At present, its main advertising network is concentrated in the toilets of more than 2,000 bars and restaurants in the United States, and the target audience is young people aged 65,438+08 to 34. It is said that the effect is quite good. Dennis Roche, president of Zoom Media, commented on toilet advertisements. "Although the toilet paper advertisement looks a bit unconventional, it is definitely targeted." In fact, by choosing different bathrooms, such as gas stations or opera houses, advertisers can easily target their information to audiences of different genders, ages and income levels. At this point, it is no less than the current focus. 2. The repeated contact rate is high. People go to the toilet 5- 10 times a day, so the repeated reading rate of advertisements in the toilet is difficult for other advertising media to achieve. In the office building, it is more convenient than taking the elevator, especially for our female compatriots, as well as male compatriots with increasingly serious kidney deficiency who like to hide in the bathroom and smoke. 3. I have to watch the power. When I go to work, have lunch and wait for the elevator, I will prepare a newspaper or magazine to use my time-this is not normal, but chatting and listening to mp3 are all options. In other words, there are many choices to take with you when you go to the toilet. But in most cases, the strong visual demand under boredom is easily attracted by words and pictures. As for the one or two minutes of urinating, it was a man, and you couldn't do anything else if you were killed; It's a woman, so it's unlikely to prepare a newspaper for it. According to a survey by a toilet advertising agency, people are in a daze at this time, accounting for an absolute statistical proportion. The statistical data is that "people spend about 15 minutes in the toilet every day", and at this time they are completely passive audiences and have no choice. In many restaurants, stick a small card on the urinal and write a joke or common sense to relieve this one or two minutes of leisure. Many people enjoy this service, including me. Jiang Nanchun said that people only watch advertisements when they are more boring than watching advertisements. What's wrong with watching advertisements at this time? 4. Participating in the "toilet salon" behind the wooden door of the space public toilet makes the cleaning staff miserable. But in a positive sense, participation is more meaningful than "having to watch"-one is active and the other is passive. I often think, if you put a stack of questionnaires behind the wooden door, will it be better than street interception? If interactive advertising is carried out here, what is the effect? Even, will that talented genius or hopeless idiot open a "toilet BBS" here? "Human hero here, hard to avoid. When gentlemen from all over the world come here, they all undress. " "Toilet Salon" seems to have the participation of intellectuals! 5. Low cost As a new advertising medium, advertisements in toilets are low cost at present. Toilets in many places are free-of course, most of them are informal small advertisements. But there are also fine products in small advertisements. I still remember the advertisement "Come in a hurry, go in a hurry", which was more than 90 years ago. I wonder how many buyers were affected at that time. 6. The paradise toilet for humorous advertisements is a humorous place, for example, it is especially suitable for watching jokes. In many public consumption places, there are small jokes updated by merchants in the bathroom every day. Obviously, this is an ideal place for humorous advertisements. "I remember a small print printed on a urinal, which attracted convenient people to look at it:" Your things are not as long as expected, please come closer. "I believe that people who have seen it will laugh and will not feel insulted like other occasions-although a madman like Li Ao dares to challenge the so-called length, length, soft and hard topics on any occasion and at any time. The prospect of toilet advertisements Many people argue that "no one can avoid going to the toilet"-the implication is that toilet advertisements are everywhere. In fact, toilet advertising also has its limitations, that is, it is also subject to its location-if a person never patronizes a bar, it is almost impossible for him to patronize the toilet inside. In addition, the current situation of public toilets in China determines that only toilets in hotels, hotels, office buildings, shopping malls, cafes and other entertainment and leisure places are valuable advertising spaces. It has almost become a place where people smoke, chat and relax. However, most public toilets, because of poor environment, backward management, or low advertising value, or full of shoddy, vulgar and illegal workshop-style advertisements and "urban psoriasis", have caused people a strong sense of psychological exclusion and have been suppressed by relevant management departments, so they cannot grow into the mainstream carrier of toilet advertisements in a short time. For example, advertisements for selling human organs in hospital bathrooms, advertisements for "As long as 260 yuan is available, I will return your virginity immediately" in women's toilets in colleges and universities, and a large number of small advertisements for home visits have partially polluted this emerging media. But on the whole, toilet advertisements still have a very good prospect: 1. The trend is optimistic. Many sociologists associate the degree of toilet civilization with a country's civilization process and people's modernization consciousness. Under the background of rapid economic development in China, the toilet will be transformed from a simple excretory place into a multifunctional place that takes care of hygiene, rest and even art, commerce and culture. Now, the appellation of toilet is gradually replaced by "toilet", "toilet" and "dressing room", which shows this trend. In fact, most public toilets are in poor condition at present because of the lack of public management and formal business intervention. This not only does not mean that toilet advertising can't be done, but it means that it must be done. Even if public health supervision is not considered, if there are regular advertisements in public toilets and bathrooms, and reasonable commercial income is invested in environmental and management improvement, the living space of small advertisements will be greatly reduced. This is a good thing that benefits the country and the people and conforms to the interests of the business community. 2. Considerable capacity According to the statistics of the American Indoor Billboard Association, in 2005, the growth of toilet advertisements in the United States was 14.3%, reaching as many as185,000 pieces, which is really ubiquitous. Although there is no data of China yet, many aspects show that the potential of this media market is not lost to the new media market segment where Focus is now located. 3. The effect is good. At present, the test results of toilet advertisements are rarely positive. But from some negative cases, we can see examples of its effects. A reporter once contacted the person who posted the advertisement of "hymen repair" in the women's toilets of colleges and universities in Guangzhou in the way of "students want to work part-time". A man said on the phone that the company has been acting as an agent for this product for two or three years, and had only done business in beauty salons and nightclubs in Guangzhou before. According to it, their products have not entered the Guangzhou student market for a long time, but the response is good. Reports similar to "the mobile phone number is advertised in the toilet, and the main frequency of the mobile phone is harassed" are also frequently seen in newspapers. Even the tour doctor who posted a small advertisement on the toilet wall said, "If you cheat one day, you will never cheat again!" " These very unprofessional and shoddy advertisements show the energy of toilet advertisements in an interesting way.