With out-of-home advertising (OOH), it can feel like a challenge to pinpoint exactly who you’re trying to reach. How do you ensure that your target demographic sees your ad if you’re advertising outside? Surely you have very little control and no say over who sees what and when? This isn’t actually accurate, and it’s entirely possible to reach your target audience directly with OOH advertising. Read on to find out more, as it could be that your business will benefit.
Pick The Right Location
OOH advertising has to, by its very nature, be placed out of people’s homes. That is, it isn’t something they will passively sit through on their laptops, TVs, tablets, or phones. It is instead something they will come across as they walk about their town, commute to work, or even – if you place it in lifts and on office vending machines – as they go about their daily business.
If you pick the right location, a place where your target audience is likely to be, you’ll get much more out of your OOH investment. The right people – those who are most likely to buy from you – will see your ad, and they are the ones who will take the most notice. Remember that if you feel your OOH marketing budget is a little low and won’t get you noticed in the places you need to be noticed (where your target demographic is), you can get specialist help from the Clear Start Programme, giving you a bigger spending budget and more chance of success.
Think About The Space
As well as the location, the space itself where your advert will appear is crucial and can play into your campaign, enticing the right people to notice you. In other words, make your campaign site-specific. This means the copy and creative ideas should be made for specific ad space.
This could be done by talking to the types of people who use that space, such as commuters in bus or train stations, shoppers in busy streets, or tourists at popular attractions. Or, it could be done by referring to the area around the advert in the campaign itself.
Show The Customer What They Want
Understand what you’re advertising, what it can do for people, why they should buy it, and why they should buy from you and not your competitors. All of these things need to be included in your OOH advertising campaign. Otherwise, no matter how attractive your billboards and posters are, no matter how often they are seen and by whom, you won’t get the sales you’re looking for.
Think of your own buying habits. If you have to do your own research and investigate something more because the advertising isn’t telling you enough, how likely are you to do it? The answer is not very likely, at least not when other adverts give all the information.
Overall, you should ensure you answer all your customers’ potential questions, make their journey as simple as possible, tailor your ad to the space, and show them why they should spend their money with you. But, you also have to do this in a concise, straightforward way. It’s a balancing act that will pay dividends when done well.
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