Warsaw, as a capital city, gives many opportunities for media planning. There are many local, national and international media to choose, plenty of events and advertising space. If a company intends to build its presence in Poland, Warsaw will be the place to win the domestic market. On the other hand the Warsaw market is quite wide itself and it can be enough for some, or at least for a good start. Let us examine where to begin our journey through Warsaw media market.
Media planning in Warsaw
Whether in Poland or in any other country, it is always wise to start planning media from answering those simple questions:
- What do I want to sell?
- Who is my target?
- What attracts my target?
Having known the answers, we can begin to plan media in Warsaw, Poland.
Newspapers, radio, TV, internet
One of the most interesting ways of promoting our services are local newspapers. If we want to attract Poles living in Warsaw, we should probably think about advertising in one of the district newspapers, for each of Warsaw’s districts owns at least one. They are being given away for free, which makes them ideal place for our purpose. One of those newspapers is particularly worth mentioning – The Metro. It has a quite impressive coverage, for it is the most popular Warsaw free newspaper, distributed twice a week in each subway station. Warsaw tube carries up to half a million passengers daily, which is from ¼ to 1/3 of Warsaw citizens.
As for the radio and TV, there are some local and regional stations and public televisions. Local radio stations like Radio Kolor or Radio Kampus can be a good idea for advertising rather than regional TV. Why? Because most of the people living in Warsaw are always in a hurry, unable to watch television, while the radio can reach them during working hours, driving or at the gym. Regional TV would be a good choice when the pensioners or older people are our target market.
Events in the city and in the internet
Creating an event can be crucial for our promotional campaign. Warsaw is an ideal place for organising various events and its citizens simply love to attend it. Be creative and you will surely win this market.
We cannot also forget about the internet. One of the most interesting ways of attracting young and middle age people in Warsaw is to advertise at local websites. Services like reporter.pl or waw4free.pl will surely be the place to attract more people to reach our offer or an event organised by us. Mobile Apps like OpenCard or Google Maps are also very often used by Poles. Exist there and you shall be found.