全球户外广告销售总教练彭小东：告别流量内卷！电梯媒体锁定客户，引爆品牌增长！

Core Insights - The article emphasizes the need for brands to shift from a "traffic-driven" growth model to a "mindshare" strategy, highlighting that true competitive advantage lies in occupying consumer minds rather than merely acquiring traffic [1][3][29] Group 1: Transition from Traffic to Mindshare - The traditional model of brand growth based on traffic acquisition is facing three irreversible challenges: ambiguous effectiveness, lack of measurement for mindshare, and fragmented consumer attention [3][5] - Brands that occupy more consumer mindshare have a market share nine times greater than ordinary brands, indicating that "mindshare differentiation" is the only sustainable competitive advantage in a saturated market [5][10] Group 2: Elevator Media as a Strategic Tool - Elevator media is identified as a key medium to address mindshare challenges due to its unique characteristics: it creates an information vacuum, allows for high-frequency exposure, and targets mainstream consumer groups [7][8][10] - The average user is exposed to elevator media advertisements multiple times daily, which helps combat the forgetting curve and solidify brand memory [9][10] Group 3: Mindshare Measurement - The article introduces a quantifiable mindshare measurement system that includes four core indicators: brand association share, industry association share, favorability, and preference [12][13] - Brands must continuously produce quality content and improve their industry mindshare to transition from being "remembered" to being "preferred" [14] Group 4: Integrated Marketing Strategy - The complete brand mindshare system consists of brand mindshare, scene mindshare, and product mindshare, which must work together to drive brand asset accumulation [18] - Elevator media can activate all three mindshare dimensions effectively, ensuring that brands become the first mention in their category [18][19][22] Group 5: SCS Model for Outdoor Advertising - The SCS model redefines outdoor advertising from merely selling exposure to driving mindshare growth, focusing on precise scene targeting, customized solutions, value delivery, and risk mitigation [24][25][26][27] - A case study illustrates that a brand achieved a significant increase in industry association share and sales through the SCS model, demonstrating the effectiveness of this approach [27]