Guiyang and kunming, as important central cities in the south-west, have common features in subway advertising and are characterized by differences in urban characteristics, stages of development and customer structure。
I. Characteristics of the guiyang subway commercial
The quyang subway is in a period of rapid construction expansion (lines 1, 2 and 3 are now open and the network is still improving), a stage in which it has shaped its unique advertising landscape。
“new” and “growth” are the main melody:
The media environment is new: circuits, stations, trains and advertising media (e. G. Blocking doorposts, portals, leds, etc.) are relatively new, visible, modern and powerful for audiences。
Rapid growth in passenger traffic: with the opening of new lines, coverage areas and traffic are on a fast-rising path, with significant exposure potential。
2. Coverage of core commuting and commercial areas:
The routes that have been opened are effectively connected to the sanctuary lake district (municipal administrative centres, financial cbd), to the heart of the old city (large crosses, fountains) and to the garden of the garden of the flowers (super-large communities), providing accurate coverage to working people, civil servants, business people and young consumers。
3. Local brands and middle-end consumption dominate:
Among the advertisers, local power enterprises (e. G., guizhou maotai, local banks, large housing companies) account for a higher proportion. In addition, brands such as automobiles, home appliances, internet app, etc., that are oriented towards mass consumer markets are frequent. High-end luxury advertising is relatively small。
4. Cost-effective:
Compared to first-line and many second-line cities, there is a clear advantage in the cost of launching the subway commercial, with a lower cpm (thousands of exposure costs) and a high value for brands with limited budgets but with a desire to reach the core urban population。
5. The promotion of the civil brigade is significant:
As the capital of guizhou, guiyang metro is an important window for the promotion of the image of `choose guizhou' and `choose guiyang' tourism. A large number of lights and wall ads are used to display your state's natural and ethnic culture and the overall media environment is positive and fresh。
Ii. Characteristics of the kunming subway commercial
The kunming subway network is more mature and well developed (six lines have been opened to form networked operations), has a large and stable flow of passengers and has different characteristics in its advertising market。
The cornerstones of “maturity” and “stability” are:
Networked coverage: lines connect all core areas of the main city and extend to long water airport, kunmingnan station (high iron station) and university city, with a very wide range of people, including citizens, students, business visitors and tourists。
Large and stable traffic: average daily traffic is much higher than that of the sun, with a higher proportion of mobile people and tourists, and a higher total exposure。
2. Province-wide radioactivity and tourism portal properties:
Kunming is the only central city and transportation hub in yunnan, and subway advertisements are aimed not only at kunming citizens, but also at passengers arriving by air and high iron from all regions of the province and throughout the country. There is a strong demand for advertising in the tourism, transport and hotel services categories。
3. Diversification of the main advertising industry:
The brand structure is more diverse. In addition to local brands, international brands, national brands, luxury goods (such as high-end wristwatches, cars, jewellery) are more visible and markets more competitive。
4. The media are diverse and innovative:
As a result of its early development, the media is well developed, ranging from traditional lightboxes, ladders to innovative brands, theme halls, interactive digital screens, etc., providing more integrated and creative marketing programmes for advertisers。
5. Relatively high costs:
As a mature media market, the kunming metro advertising system is well established, at a higher cost than guiyang and closer to other mainstream second-line cities。
Iii. How does the advertiser choose
The choice of guiyang or kunming is not simply a good or bad match, but a precise match based on brand strategy, target audience and budget。
Precedence for guiyang subway advertising:
1. Limited budgets and the pursuit of high value for money: the desire to obtain high-quality exposure to core cities with a limited budget is lower for the cpm。
2. Target markets focus on guizhou/guiyang: the core brand market is within guizhou province, hoping to penetrate local consumer markets, such as local finance, property, education, retail, etc。
Brands are in a period of market import or growth: brand visibility needs to be enhanced in tandem with urban development through a media channel in a “growth phase”。
4. Mainly targeting young workers and citizen groups: products and services are mainly directed towards urban commuters and the power of medium consumption。
Precedence of the kunming subway commercial:
1. Sufficient budget, pursuing brand height and breadth: wishing to build high-end brand image or large-scale market coverage, do not mind paying for higher media costs。
2. The target market is yunnan province or south-west region: brands want to radiation the whole yunnan market and even use kunming as a bridgehead for the south-east asian market。
3. Target groups include tourists, business people and high net value groups: brands belong to areas such as tourism, hotels, high-end consumption, financial management, and automobiles。
4. Complex integrated marketing activities are needed: a mature media environment in kunming is more responsive to demand, in the hope of implementing large innovative advertising projects such as branding, large thematic packages, digital interactions, etc。
5. International or national brands: the need to create an image in a brand-mixed high-ground market and compete with peers。
Universal selection policy:
1. Clarify marketing goals: raise visibility, promote sales, or create brand image? Targeting strategy。
2. Precision user image: who are your clients? What city do they live in? What's the commuting path? It's like the core of the choice。
3. Field visits and data research: data on passenger traffic, passenger image reports, media manuals and quotations from official or proxy companies of the two subways must be obtained. If conditions permit, travel in person to the subway to feel the advertising environment and atmosphere。
4. Advisory professional agencies: communication with authorized subterranean advertising agencies that can provide the most professional, localized advice on strategies and meal packages。
These are purely personal opinions and are used for decision-making purposes only。
