In the world of computers and laptops where technology reigns, outdoor advertising might seem a bit old. However, its efficiency should not be doubted. Out-of-home advertising targets consumers outside of their homes, when they’re shopping, running, or walking a dog. Just think about how much billboards, posters, and digital screens you see when you go outside.
Outdoor advertising can target people in specific places while they’re engaged in a specific activity which can significantly increase the efficiency of the advertisement. On the other hand, simply being omnipresent makes people notice your brand more often which eventually leads people to view your brand as good and trustworthy. Now that we established why outdoor advertising is useful, let’s move on to another question – how to improve it.
How to improve it?
1. Define your strategy based on the data you previously collected
Before starting your campaign, you need to research your market and define your target audience. You need to know what the general message of your campaign will be and what group of people do you want it to reach. Is your product or service aimed at teenagers, old people, students, or mothers? Answers to these questions will help you decide on the timing and the placement of the outdoor advertisement. You should be familiar with the habits and lifestyle of your target audience in order to be able to make your campaign as effective as possible. There are companies such as Bsdisplays that can equip you with necessary stands, displays, banners, promotional counters, and table covers. All of that comprises outdoor advertising and can significantly increase your ROI.
2. Keep your design simple and don’t clutter it with unnecessary information and colors
You need your message to be easily visible, sure. But you also want it to be clear and concise. People don’t spend much time on the street staring at billboards, they simply glance at it. You need your message to reach the people in a matter of seconds which is why it’s crucial to make it interesting, clear, simple, easy to understand, and concise. Sometimes people tend to overdo it by making it as eye-catching as possible which can, if done wrong, be counterproductive.
The text should be as short as possible and you should try to use images that can tell the story and deliver the message often more effectively than the text.
3. Aim at high-traffic sites
It is true that high-traffic sites cost a bit more than the ones that aren’t visited by a lot of people during the day. However, it will pay off. By limiting your exposure you can do more harm than good for yourself as you can just end up losing a lot of money and not getting anything in return. Also, besides looking at how much traffic a certain cite gets, you should also consider its relevancy. Food places will have their advertisements placed in different locations than the mattress stores.
Having an easily memorable and well-organized campaign can truly pay off. Think outside of the box and the results will speak for themselves.
