Wednesday 15th of November 2017
Outdoor advertising (also known as Out of Home advertising) is one of the oldest and most successful forms of marketing- and often one of the most memorable. The impact and reach of this form of marketing is vast and can work either as primary or secondary messaging. There’s many different forms of outdoor promotions to consider http://www.promo-media.co.uk/type-of-ads/outdoor and each has its own benefits.
So, why should you consider advertising offline for your company? Let us explain some of the key points.
It’s likely that your campaign will feature communications and messaging through more than one channel, often highly targeted to reach an exact audience such as press http://www.promo-media.co.uk/type-of-ads/press-adverts and social media advertising http://www.promo-media.co.uk/type-of-ads/social-media. Out of home advertising works as the perfect complementary channel to any marketing forms already used within your promotional campaigns, acting as a reminder and reinforcement of the brand when the audience are out and about. The average consumer needs to see a message at least three times before an action is taken (ideally, of course, your desired call to action!) and so reinforcement is always beneficial. Outdoor advertising is a powerful form of advertising to achieve this.
A team player in the marketing mix, you should consider outdoor promotions as part of your campaign plan with typical outdoor options including billboards, 48 sheets, train station adverts, 96 sheets, bus stop advertising, phone box ads, underground advertising, vehicle advertising and more. The messaging need not be the same as on other forms of advertising and can simply act as a brand awareness tool if desired; reiterating what a trustworthy, valued brand you are. It’s a confident statement and therefore a favourite with all types of industries from the Education sector http://www.promo-media.co.uk/projects/education through to high-end luxury brands http://www.promo-media.co.uk/projects/luxury.
When out of the home, individuals often have less distractions and can be a more captive audience. This gives a unique opportunity to convey a message that is often not possible with other forms of marketing.
For example, when driving, drivers must keep eyes on the road and so anything that comes into their field of vision must be viewed; it can’t be ignored, as the consumer is unable to look elsewhere. Roadside advertising has fantastic visibility and recall rates but isn’t the only way drivers can be targeted. Radio ads http://www.promo-media.co.uk/type-of-ads/radio-adverts as well as service station advertising and petrol pump promotions can also be used.
People are generally more aware of their surroundings when out of the home, particularly when they’re somewhere new and unfamiliar. Even when people are in a routine, and bored of or complacent with it (for example, standing waiting for public transport), they’re likely to look around them to keep stimulated. Studies have shown that over 70% of bus passengers prefer buses with adverts to those without, and over 35% of consumers say they often find outdoor advertising a ‘welcome distraction’ from normal life and routines. With so many instances where consumers feel bombarded by promotions, finding an opportunity to speak to them when they’re open-minded toward it is rare and should be taken advantage of.
Out of home advertising can be targeted to places where a consumer is likely to be considering a purchase – and ‘outdoors’ doesn’t necessarily mean out in the elements. Shopping malls are the perfect environment for promotions of all types; posters, LED boards, sampling, giveaways, events and pop-up shops. This targets consumers as they’re relaxed and wanting to spend money - there couldn’t be a more appropriate time to get your message across!
A real advantage of outdoors advertising is that it has the ability to reach a vast number of people spanning a range of socio-economic types and audiences. Reaching an audience this large and broad is difficult to do with any other channel.
The market reach of out of home advertising is also able to access consumers who are notoriously difficult to get to normally and who may not be exposed to marketing messages through traditional channels. There are a few examples of this, notably:
The words ‘outdoor advertising’ often conjure up mental images of posters and billboards – but with the right creative partner on board, your out of home marketing presence can be more than just words and images on a board.
In some cases, traditional advertising is appropriate, but in others, a more unorthodox approach is required. As the outdoors can give you a blank canvas to work with, the possibilities are endless. A marketing message can be eye-catching, interactive or even mobile. Out of home advertising that consumers consider interesting, attractive or clever has added value as it is often then shared onwards through social media.
Examples of creative outdoors advertising include McDonalds painting a zebra crossing yellow to look like fries, Aviva projecting their members photos onto notable buildings and Colgate illuminating their billboards for bright, white ‘teeth’. Each helped to convey a brand message as part of a wider marketing mix used for a campaign and were shared onward by potential, new and existing customers.
When getting creative and trying something new with your marketing, it’s important to ensure that you’re working with the right partner who knows how to translate your ideas to reality without crossing the line; and to help inspire you for more of them! PromoMEDIA have years of experience in out of home advertising, spanning everything from taxi advertising to socialite boards and wrapping escalator panels to branded shopping bags. Outdoor Advertising is our most popular form of advertising with our varied clients and if you would like more information or to consider a campaign for your company, contact us today.