[vc_row type="in_container" full_screen_row_position="middle" scene_position="center" text_color="dark" text_align="left" overlay_strength="0.3" shape_divider_position="bottom"][vc_column column_padding="no-extra-padding" column_padding_position="all" background_color_opacity="1" background_hover_color_opacity="1" column_shadow="none" column_border_radius="none" width="1/1" tablet_text_alignment="default" phone_text_alignment="default" column_border_width="none" column_border_style="solid"][vc_column_text]How does outdoor advertising work, specifically: car advertising and outdoor transit advertising in shopping center campaigns? We invite you to read the interview with Agnieszka, Ania, Beata, Kasia, Renata, and Robert from Jet Line's Sales Department, which was published in February on http://www.galeriehandlowe.pl

As February ends, customers increasingly think about the approaching spring and the need to switch to lighter clothing. What forms of promotion should shopping centers and malls use during this period? How can they reach customers with information about promotions, new collections, and attractive offers?

Ania Żegocka: They can drive to them - literally. Classic outdoor media, which we also offer, have many advantages that we know well, but it's the MobiJets that follow
their target audience, moving along with them. That's the purpose of MobiJets: to be where the advertising recipients are. Especially in smaller towns where there are no outdoor media. MobiJets quickly and flexibly respond to changes and weather conditions: it's easier to implement
for example, a spring sale campaign on them, as the planning time needed is shorter.

What advantages can you highlight for mobile promotional campaigns compared to other advertising media?

Agnieszka Łupińska: When we talk about the advantages of mobile media, remember that we don't just have MobiJets available. We also have the hugely popular four-wheeled bikes - JetBikes and CubeBoards,
new modular OOH media in our offer. Each has a different purpose and is dedicated to slightly different actions, but what unites them is activity. Mobile media aren't passive, they don't wait for the Client to come to their vicinity, but rather go to them with the message. They appear where the recipients are and after completing their task, move to another location, to other people.
Mobile means high dynamics, intensity, and flexibility in execution, as Ania already mentioned.

Mobile media, with information targeted at local audiences, definitely help promote a shopping center. One of the basic questions that shopping center managers ask themselves is where and when to conduct such a campaign. Can you help answer
this question?

Beata Chojecka - Kuczek: Yes, this is a very important feature of mobile media, the ability to reach local communities. Shopping centers are well aware of this, asking their customers for postal codes at checkouts. Based on these, they prepare communication directions.
If I know that towns X, Y, or Z need support in building my center's image - that's exactly where I can direct the information. Mobile media are created precisely for this.

How do you prepare the concept for a mobile campaign? What factors are taken into consideration
in this regard?

Renata Zapalska: First of all, we try to ask as many questions as possible and then carefully listen to our Clients' answers. We always start with the goal - what is the campaign's objective, what effect should it bring,
who should it reach? Indeed, we often co-create the implementation idea. We rely
on experience from hundreds of campaigns conducted on MobiJets, and often together with the marketing department, we develop both the strategy and campaign details. We care about effectiveness, which is why we sometimes advise against certain things and honestly say that, for example, more cars in the campaign won't translate into greater visibility and that it's better to take a break and return to the campaign after a week, perhaps with a slightly modified layout.
What's very important for both us and our Clients is the considerable flexibility during the mobile campaign. We monitor the progress of the action and know that sometimes it's worth changing the route, the parking locations of cars, sometimes the campaign hours.

Sometimes the colors or amount of information contained in graphic advertising can make you
dizzy. So how should such creative work be prepared? What information should it include?

Robert Milewski: This is a vast topic. Among the various issues we discuss during campaign preparations
is design. We often talk about it, write articles, because we realize how important creative work is in outdoor advertising, where the specifics of advertising reception follow their own rules.
Outdoor is not a magazine, where we have time to read longer content. In outdoor, time is precious, so it must be simple, effective, and aesthetic. The advertisement should have a clearly presented and defined - single! - goal, be prepared according to composition principles, use appropriate colors and font types.

In city centers, there's no shortage of billboards, posters, and other advertising media. So how can we make our advertisement stand out positively among others?

Kasia Weremek: But are we sure we want and should be in the center of a big city? After all, the people we want to reach aren't always there. That's why we believe that the right choice of format and location, and what Robert said: a good, properly prepared project based
on an interesting creative idea, is the foundation of success. Outdoor offers endless possibilities for playing with space, contextual games, using geolocation - the ability to choose where to place the message. On the other hand, outdoor media have the ability to display additional elements that extend beyond the advertising board. Our Motorway boards and MobiJets can do this too. I would also draw attention to which media we choose to present our own brand. It's easier to build a prestigious and positive brand image using prestigious and positive media. Similarly, it's important whether the advertisement appears on a legal or legally questionable structure.

Which mobile media are currently the most popular?
Agnieszka Łupińska: From our offer, definitely MobiJets, which are 6x3m mobile billboards. This is the identical format as stationary classic 18 sq.m billboards, so including MobiJets in the campaign significantly increases the reach of these media in cities. Last year we increased the number of MobiJets, and soon, in spring 2016, more will join us. In total, we will have 13 vehicles, meaning 26 prestigious, mobile advertising surfaces.

Can smaller shopping centers, with lower advertising budgets, also afford such activities?

Renata Zapalska: Of course they can. Among our Clients are large brands, managers of many galleries, and definitely also smaller centers, smaller shops, or chains. Very often, small galleries located in smaller towns invite MobiJets to support their launch, the opening of a new shopping venue
in the city. It's a myth that you always need lots of media. Reach is always important - and in a smaller town, you can build it using fewer vehicles.

Can you point out interesting examples of mobile campaigns promoting shopping facilities?

Ania Żegocka: As Renata said, our Clients include both managers of the largest shopping malls in big cities and smaller facilities. For many years, we've been working for galleries managed by Apsys Management and Atrium, for GTC, for Decathlon, Media Markt, IKEA stores, for important shopping points like Galeria Bałtycka in Tri-City or Galeria Zamość in Zamość. I think we agree: the retail industry is very important to us and very important and active in outdoor advertising
and we're extremely happy about the continuing years of cooperation.
We've become friends with many people, and it won't be an exaggeration to say that we care about
their campaigns and their success as if they were our own.

Is interest in such campaigns increasing or decreasing lately?

Kasia Weremek: It's definitely increasing, which is why we're expanding our MobiJet fleet, as Agnieszka already mentioned, but we're not only investing in new MobiJets. We're also refreshing our entire line of JetBikes, our extraordinary advertising bicycles. JetBikes first appeared in a summer campaign in 2008
and since then, each has traveled tens of thousands of kilometers in over 60 campaigns. For seasonal, summer media - that's a lot. This season, new JetBikes will launch, equally effective, with a slightly refreshed look.

Have there been any novelties, new forms of promotion, or innovative solutions in mobile marketing over recent months?

Robert Milewski: According to IGRZ (Chamber of Outdoor Advertising) information, the importance of transit advertising is growing and this trend continues, which may indicate - on one hand, marketers' recognition of this form of communication's attractiveness, and on the other - better cooperation with carriers. We really like all non-standard actions, I'll mention one from abroad, perhaps less outdoor, more ambient but using mobile advertising. A car carrying luggage, like the one that takes our suitcases from the plane, was driving through the streets of Antwerp, Belgium. The driver asked pedestrians for directions to nearby Schiphol airport - which is actually located near Amsterdam, in the Netherlands. But the idea was: "Schiphol, airport closer than you think." A simple idea to implement in space, highly engaging residents.

All photos used to illustrate the article in the blog come from Jet Line's archive, taken during campaigns respectively (from top):
CH Agora Bytom in January 2016
CH Czyżyny in January 2016
TCHIBO stores in February 2015
CH Bemowo in January 2016
CH Janki in January 2016
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