Create A Napkin Advertisement With Ingenuity.

Lv Yongchao, founder and President of PYI media, has successfully turned the ordinary tabletop paper into a profitable channel for advertising.

With the recent domestic outdoor video advertiser Focus Media to spend more than 2 billion 600 million yuan to acquire all the shareholding of the largest competitor in the media, the gold content of the innovative advertising media has further attracted the attention of people.

In fact, a piece of paper can also bring entrepreneurs into the endless development space of innovative media and create a "money road".

EnjoyMedia, founded in 2000 and based on Guangzhou, has already thought of aiming at innovative space as a channel for advertising when it first started. As a result, the company found that the tabletop meal used in the restaurant had a good commercial publicity potential, so that the main media of napkins was the core of its business. So far, its business has been very successful, and it has been listed successfully in the United States last year, and has begun to diversify its advertising business.

Lv Yongchao, the founder and chief executive of Yi media, said that the development of innovative media advertising platform is due to the fact that truly effective innovative media have the characteristics of high growth, networking and scale, and even monopolization of channel resources.

When they have analyzed the market, they see young students and white-collar workers, they often go out to eat, so the meal paper on the tabletop of the restaurant often comes into contact with the consumer in this class, so it appears that the ordinary meal paper, in the eyes of the company, is the terminal promotion media for the innovative restaurant.

As a matter of fact, because of the large number of different types of restaurants and some group operated restaurants all over the country, this innovative mode of meal advertising media has sufficient conditions to rapidly expand the scale of operation and form a strong publicity network.

Don't look down on a piece of paper. Lv Yongchao has roughly estimated the scope of his business. If he calculates three meals a day, the number of people covered will reach 3 million passengers per month, and the cost of a piece of paper is about 0.6 yuan. The cost of investment is much lower than that of other paper media.

At present, this paper advertising media has already covered more than 300 middle and high-end restaurants in Guangdong, including Guangzhou and Shenzhen, and the crowd covered by fashionable youth is the core consumer layer, including students and white-collar workers. It also cater for the target consumers in IT, real estate and telecommunications industries.

In addition to serving as a dining end platform, PYI has also developed new advertising channels such as cash registers and posters for convenience stores, and has constantly explored other innovative media channels. Last year, the successful listing in the United States naturally helped to further promote the diversification of their advertising business.

Lv Yongchao believes that, unlike the extensive coverage emphasized by mass media, the advertising market emphasizes the subdivision of target audiences. Therefore, if they are able to have more innovative advertising channels, they can more flexibly adopt the strategy of split and combination to adapt to the personalized promotion needs of different customers and effectively target the Chinese people with high energy consumption.

The business community has a famous saying: "business comes from creativity."

Lv Yongchao believes that it is not difficult to find an idea, but it is difficult to innovate after finding it. What is more difficult is how to persuade advertisers to accept a new form of advertising after innovation. This process is not achieved overnight.

It is not easy to manage a platform through creativity and innovation. It is difficult to have a meal advertisement to take account of the customers in the catering industry and other industries.

But he is convinced that as long as we manage well, innovative advertising media will have more room for development in the future on the basis of traditional advertising media.

Xu Qiyun, editor in chief: