11 May Identifying your OOH marketing goals and executing it
A key focus when it comes to OOH marketing is what you want to achieve with your advertising message. What are your aims? Highlight the things as to where you would want to see increased results, for example:
- More enquiries to your business
- A boost in sales
- Increased footfall to your showroom
- More web traffic
- More social media engagement
- New product launch
This will increase the chances of success with your OOH marketing and help you when you design your advert.
Creating an effective advert to achieve your goals
Creating an effective billboard advert for you business is imperative to achieving your OOH marketing goals. You need to make the most of it and get every success from the space. Here is a few points:
Do not use more than 9 words!!!
Colour and contrast -Good contrast between the background and text makes your advert stand out.
Clear branding and message – To achieve instant recognition stick to clear, large branding and your brand colours.
Image power – Use a powerful image that really pops.
Effective layout – We naturally read posters in a “z” shape path.
Point of contact – Make sure your point of contact details are bold enough to be seen.
Entertain – Encourage positive emotions.
Measuring your OOH marketing effectiveness
Now that you have a clear focus of what you want to get out of your billboard advert, You should think about measuring the effectiveness of your campaign.
This can be achieved by incorporating a dedicated hashtag, or website landing page which only features on your billboard. Having a QR (Quick Response) code can also help you gain interaction data.
How much doe OOH marketing usually cost?
Billboards are often perceived to be an expensive advertising format to invest in, and only accessible to big brands, This couldn’t be further from the truth and now is the time for businesses of all sizes to utilise OOH marketing as part of their media plan. Billboards are within reach for SME’s.
Traditional billboards are now more accessible and cost-effective than ever before, OOH marketing packages can cost as little as £100+vat per week.
Are you making the most of your ad space?
Some people take out an advert on a billboard because they are big and bold, businesses think that will naturally make their advert more visible, more memorable, and more impactful.
All these things can be achieved through billboards, but its not automatic; you have to make them happen.
So what does OOH marketing offer?
Billboard advertising allows a massive exposure for brands and businesses. The Nielsen study highlighted that 38% of people recalled seeing a billboard in the past week, and 51% in the past month. Adults aged between 25-34, 71% of them recalled seeing a billboard in the past month.
The sheer size and impact of billboards gives you the perfect opportunity to make a statement with your brand. Many billboards are situated near busy arterial roads, one thing to remember though is you only have a few seconds for your advert to make an impact so keep your creative clean and straight to the point. Motorists need to pay attention when driving, so they will not have time to read large amounts of text.