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Turning Empty Spaces into Owned Media Opportunities

July 27, 2018

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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. Ow