Business Magazine

Turning Empty Spaces into Owned Media Opportunities

Posted on the 27 March 2013 by Marketingtango @marketingtango

You may have a lot of “owned media” and not even know it. Does your company have empty walls or hallways? Perhaps they could be put to better use than as generic art galleries. Think of at all those blank office walls as “owned media”—yet another avenue for getting your integrated marketing message across and an opportunity to cross-promote services while reinforcing your brand values.

Who Uses Owned Media

Hospitals offer a prime example of “owned media”. Their campuses have miles of blank walls and waiting rooms filled with captive audiences, but few use them effectively. One notable exception is Kaiser Permanente, which has been using the vast wall space of its new Irvine, California, facility to motivate patients with images from their “Thrive” marketing campaign that also reinforce the brand’s commitment to the their members’ total health as well as the communities they serve.

But you don’t have to be as big as a hospital to have “owned media.” Take a walk around your own business. Do you have waiting areas? Are you using your signage and store displays effectively?

Match the Message with the Environment

Take advantage of potential areas within your company to talk about new products or improvements. Be careful to balance environmental design with marketing—don’t come across as too pushy or salesy. Owned media within the office also offers a vehicle for engaging and inspiring employees, informing visitors and reinforcing your brand values.

Potential Owned Media Opportunities

According to M. Muneer, CEO of CustomerLab, empty walls are not the only places for branding and messaging opportunities. Owned media potentially includes the building, walls, garden, vehicles, websites, and social media.

Muneer cites additional opportunities that include external signage, vehicle wraps, garden boards, interior design, digital signage, floor and wall graphics, information kiosks, and so on. Owned corporate messages can be put in the entry hall, waiting areas, cafeteria, staircases, elevators, and parking area. Even your phone system can be used for branded audio messages instead of traditional ring tones. In short, anything a company uses to communicate or to make an impression can be considered owned media.

Integrated marketers should be sensitive to their environment and carefully choose the right way to deliver the right message for the setting to convey your brand values without getting pushy.

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