Figure 3.2: Advertisement on VnExpress Website
Outdoor advertising
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In today's era of strong electronic technology development, no matter how powerful online advertising is, it cannot eliminate the position of outdoor advertising. Especially for strong brands that want to communicate their images widely and long-term, outdoor advertising is a reasonable choice and brings many effects. Outdoor billboards such as Pano, Billboard are always present in our lives, whether we want it or not, people always see it. The company's products always appear in the minds of consumers, which helps the product business to develop day by day. The purpose of outdoor advertising is to increase brand awareness and reach more target customers.
High-level Billboard Advertising
High-rise billboards are suitable for long-term brand communication, from day to day, year to year. They impact consumers through the image and message of the business conveyed on the billboard. Helps increase brand recognition through logos, colors, and slogans.
Billboards located at crossroads, on main roads have the effect of reminding consumers, and helping the brand enter their subconscious. Especially in places with heavy traffic density, red light intersections, traffic jams, or having to
When stopping at a red light, customers tend to look around, this is the opportunity for high-rise billboards to appear in customers' sight.
Advantages of high-altitude billboard advertising:
+ Ability to influence all public audiences
Considered a beauty of urban culture, advertising billboards/panels only need to “stand” in one place and be seen by everyone passing by. The design image will attract all eyes and impact all classes of traffic participants: From workers or busy business people who do not have much time for TV and newspapers, students who have not had the opportunity to access smartphones to even tourists traveling on the street…
+ Effective brand recognition
Surely, when designing, businesses have taken into account brand recognition through the colors of advertising panels/billboards: such as background color, product color, logo color... And day after day, everyone has to pass by that street corner, that road and looks at the billboard as a habit, then it becomes like nailing in the mind the image of the product and the brand.
+ Reach potential customers
Even for customers who see the product for the first time, they are still passively viewed and remembered invisibly. Usually, the customer is not annoyed or cannot limit the advertising image appearing like on TV or the internet, but can change the channel / close the advertisement.
+ Convey messages anytime, anywhere
Every time they pass by and look, it won’t be long before passersby quickly remember the product message on the advertising image. And of course, the message here will be short and impressive. So that people can easily repeat it every time they talk about the product in everyday conversations everywhere.
Company placed Billboard in Da Nang city
As one of the three largest cities in the country, outdoor advertising in Da Nang is of course also a market that receives a lot of attention from both domestic and foreign investment enterprises. From outdoor billboards to mobile advertising on means of transport, all have been operating at "full capacity" every day. Da Nang
is considered an “ideal meeting place” every year for many domestic and international tourists. With favorable weather, many famous landscapes and scenic spots, friendly people, the number of visitors to this beautiful city is not only concentrated in the summer peak season but almost all year round.
Location: Billboard on the banks of the Han River Located on Tran Hung Dao Street - the city's tourist route, next to the peaceful Han River, parallel to Bach Dang Street - where historical, cultural and architectural relics are preserved, bearing the identity of Da Nang city and no less modern. 150m north of Han River Bridge. Where there are many restaurants and hotels that attract many tourists when coming to the beautiful city of Da Nang. Especially during major festivals such as the Da Nang International Fireworks Competition, the annual Bach Dang Spring Flower Street. The billboard is located next to the Han River Bridge - the symbol and pride of Da Nang people and is located in the central area of the city leading to Pham Van Dong Street to the East Sea Park; connecting Ngo Quyen Street, the North leading to Tien Sa Port and the South leading to the ancient town of Hoi An.
Figure 3.3: High-altitude billboard advertising
Bus Advertising
The role of buses in urban transport in Vietnam is undeniable because of their convenience and low cost, which are favored by the people. The most specific evidence is that the bus system has been gradually developed comprehensively in every province and city across the country, becoming an indispensable means of public transport on the streets. And in the advertising market, there is almost no media unit or investor who does not recognize the effectiveness of bus advertising. Bus advertising appears as a new "wave" of advertising, transforming advertising images that are currently limited to walls, billboards above and standing still, into automatically "moving" closer to customers.
Advantages of advertising on buses:
- Reach a huge number of potential customers, not only passengers but also passersby affected by advertising.
- There is a form of advertising that covers the entire car window with a super "huge" advertising area that is extremely eye-catching, becoming the center of attention on the street.
- The frequency of transmitting messages continuously and repeatedly makes viewers remember the advertisement longer.
Da Nang is the economic and tourist center of the Central region, so the city's transportation is also very important. The bus system in this beautiful city is increasingly developing and is favored by Da Nang people, both safe and fast. This is also a fertile land for bus advertising services to have the opportunity to develop.
The company will advertise on 05 buses on the route Da Nang - Hoi An. This is a route with a lot of traffic and many tourists traveling.
Advertising on buses will be implemented by pasting advertising decals on the body of the vehicle. This form of advertising is suitable for both actual conditions and marketing information reception trends, while ensuring optimal communication effectiveness compared to advertising positions inside the vehicle. The empty space on both sides of the bus is used, turning into 2 panels that appear continuously on the routes the bus passes. Advertising cost 2,500,000 VND/1 vehicle/month
Figure 3.4: Advertising on buses
Gas station advertising
Gas station advertising is the first type of advertising with a specific measurement and is the form of outdoor advertising with the longest customer exposure time. The average time a person enters a gas station to refuel is 42 seconds, the highest among other types of outdoor advertising. Any individual or family that owns a vehicle that requires gasoline, such as a motorbike, car, etc., must refuel every week. And each time they refuel, while waiting for their turn, they will be exposed to your advertisement. In Vietnam, the consumption of gasoline is quite high. According to current statistics, in our country there are more than 37 million motorbikes and 1.5 million cars in use. If a person uses a motorbike as a daily means of transportation, on average that person must refuel at least once a week, not to mention the distance traveled and may come into contact with 5-10 other gas stations. That proves that the number of customers exposed to advertising is relatively large. The company hung 10 banners at gas stations in Da Nang city. The cost of hanging a banner at a gas station is 1,500,000 VND/1 point.
Figure 3.5: Gas station advertising banner
3.2.4.2. Promotion
According to the development plan of Nui Than Tai Golf Course, promotion is an effective and highly effective brand promotion tool. Promotion is to stimulate consumer demand, meet sales targets quickly and enhance the company's image. This is the most effective tool for businesses that want to dominate the market. Promotional strategies bring benefits such as creating favorable opportunities for the consumption of the company's products, bringing immediate profits. In addition, promotion also helps businesses attract a large number of customers thanks to the discount strategy. Therefore, promotion is to stimulate consumer demand, promoting more purchases.
The company will carry out promotional programs such as giving gif vouchers, giving tourist hats, giving souvenirs... to visitors, to stimulate customers to buy products, attracting customers from competitors.
Give a gift
When giving gifts to customers, businesses have partly said "thank you" in a completely new way, easy to create sympathy and easy to impress. Everyone loves to receive gifts, because gifts make the story sweeter and warmer.
Give souvenir key chains to all visitors when coming to Nui Than Tai National Park.
Giving away Japanese Onsen bath vouchers to the first 100 customers coming to Nui Than Tai Spa on the 2nd day of the Lunar New Year of the Rat.
Groups of more than 10 people will receive a tourist hat from Nui Than Tai Resort.
Figure 3.6: Souvenir keychain
Figure 3.7: Travel hat
Discount
- 50% discount on general ticket price for all female customers coming to Nui Than Tai Tourist Area for 1 day only, to show gratitude to customers, on the occasion of International Women's Day 8.3.
Figure 3.8: Poster of 8/3 promotion program
3.2.4.3. Direct Marketing
In this activity, CVSKN Nui Than Tai still uses the main means of marketing via email. Maintain sending emails with information about the company's events and services. For potential customers, the company will approach with letters introducing the activities the company has done and promotional programs for new customers using the service and accompanying images of: activities in the company's field of operation, promotional programs, images before, after and during the event so that customers know how the company operates. The company will send greetings on holidays, New Year's greetings to target customers and customers who have used the company's services. In the first step in the process of building a company brand, you should spend time