In an age where the majority of businesses focus heavily on their online marketing strategies because of their easy-to-measure performance metrics, you shouldn’t be too quick to discount the power of out-of-home marketing activities.
While it’s true that it can be difficult to obtain a direct measurement of its effectiveness, out-of-home advertising still plays a crucial role in forming a consumers’ perception of your brand.
If you want to ensure your out-of-home marketing is working for you, here are five simple checks you can do to make sure it’s on point.
1. Use the right mix of mediums
A good out-of-home marketing strategy will utilise a combination of mediums to present your brand in a variety of ways to reach different audiences.
By using a combination of static shop-front signage, large format billboard advertising and smaller poster advertisements, along with dynamic digital solutions in shopping centres, on public transport, or office building elevators, communicating your message across a variety of formats will provide wider coverage and allow you to reach more consumers at different times of the day or night.
2. Tailor messages to the audience and location
Out-of-home advertising is ideal for conducting geo-based targeting, with the capability to be very specific about advertisement placement to reach a particular audience in the desired location. However, one message won’t always work for every audience and location.
When designing your out-of-home marketing strategy, identify who your target audience is for each location and develop customised communications intended for that audience. For example, advertisements placed at a bus or train shelter could be a great platform to raise awareness or interest amongst prospective consumers, while advertisements placed near the entrance of a supermarket could be designed to trigger an immediate purchase action.
If possible, also consider if you can execute your out-of-home campaign in line with digital online campaigns to expose your message to your target audience through multiple channels using a smart geo-targeting strategy.
3. Ensure it’s consistent
Consumers prefer to purchase from brands they know and like. While your messages should be customised for different audiences and formats, it’s important to present the brand in a consistent manner to help prospective customers understand who you are and what you’re about.
Presenting your brand in a consistent manner will help your customers recognise you and help them feel comfortable when interacting with your business. It builds a level of trust and familiarity that reassures customers that they know who they are dealing with and the type of service they can expect to receive from you.
4. Ensure it’s in tip-top shape
As one of the most tangible aspects of your brand, your signage needs to be well-presented in pristine condition if you want it to act as a good reflection of your brand and business.
To keep your signage looking good, engage a signage repair or maintenance business that can conduct regular signage audits to ensure everything is in tip-top condition or organise the repair or replacement of old, out-of-date or damaged signage.
5. Keep it fresh
Even the most cutting-edge marketing campaigns become old or outdated eventually. To keep your advertising fresh, develop a campaign strategy in the same way you would conduct an online advertising campaign.
Target specific locations using a variety of mediums for a specified time-frame, then adjust or tweak the campaign as needed to ensure it stays relevant and doesn’t get lost amongst the mass of the ‘advertising noise’ consumers are exposed to every day.
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