VGI POV+ : A Cutting-Edge Marketing Tool Targeting Office Workers and High Spenders, Offering Customised Solutions Throughout the Entire Customer Journey
In an era where Segmentation is the holy grail of marketing, VGI PLC, the leader of Offline-to-Online (O2O) Solutions across multiple platforms, has continuously strived to develop new technologies, alongside expanding its Big Data database. As a prominent company with an extensive and proficient media network within office buildings, VGI envisions its pivotal role in linking marketers and brands with office workers – the country’s high purchasing power consumers. Therefore, it has developed a new solution – “VGI POV+” – for office building media to serve as a vital tool for advertisers to design and execute both offline and online campaigns to capture their target audience more effectively. Crucially, the insights and vast database of VGI POV+ not only enables advertisers to fulfil consumers’ exact preferences with exceptional precision, but also ensure excellent value for money.
At the core of VGI POV+ lies its distinctive Strategic Location strategy. With 80% of office buildings in VGI’s media network towering over 20 stories, the product guarantees heightened exposure and significant Eyeballs engagement. According to survey data, office workers typically spend around 90-180 seconds per one elevator trip and take around 6-8 elevator trips per day. The strategic installation of POV+ within office building’s elevators can thus foster substantial awareness among the target consumers, contributing to a potent and impactful media presence. Moreover, the seamless installation of POV+ in all touchpoints, blending with the daily atmosphere encountered by office workers, helps create a captive journey upon entry to the office building, from the information hall to the elevators and escalators, thereby evoking subliminal ads recognition. Harnessing the synergy between innovation and a robust database, POV+ effectively analyses the behaviour and lifestyle of target consumers. In turn, it empowers advertisers to deliver customized campaigns to effectively capture their target audience, while also measuring campaign results with greater accuracy.
According to POV+ Segmentation, office workers can be categorized into four distinct groups: 1. Luxury Lifestyle Enthusiasts – This group exhibits substantial purchasing power and prefers to spend on supplements, health, wellness, travel, and IT equipment and gadgets. 2. The Shoppers – This group enjoys shopping and utilizes delivery apps. They show keen interest in beauty products, health, food and beverage, fashion, and entertainment. Additionally, they tend to be enthusiastic Korean fans. 3. Finance and Investment Enthusiasts – This group is drawn to finance and investment, insurance, loans, and credit cards. Notably, they are family-oriented and show interest in products tailored for mothers and children. 4. Auto and Vehicle Enthusiasts – This group has a penchant for automobiles and frequently engages with automobile-related websites and applications.
Understanding the above allows advertisers to tailor campaigns that effectively target and engage each specific group.
Today, POV+ capabilities not only empower brands to generate impactful awareness and compelling ‘Call to Action’, leading to increased sales volume, but also enable responsiveness to consumer demands throughout their entire journey, be it online or offline. Through POV+, brands will gain regular visibility, ensuring memorability and a lasting imprint in the minds of consumers.
