Despite the growing popularity of online advertising, posters and other forms of external communication have retained an important role in corporate marketing strategies, since they allow reaching different types of public at the same time. Let's see the main advantages offered by this type of advertising campaigns:
Visibility : especially in the most frequented areas, such as main roads, airports and stations, outdoor campaigns can be seen by thousands of people a day.
Versatility : outdoor advertising can adapt to any type of space or structure available. In fact, often, the most original ideas achieve that these structures become an integral part of the advertising message.
Convenience : as in the case of print and television advertising, outdoor advertising initiatives are seen by thousands of people, but cost less.
How to design an effective outdoor campaign
While for online advertising it is possible, in the case of finding errors, to make adjustments even with the campaign started, with outdoor advertising correcting any oversight would be difficult and, above all, very expensive.
For this reason, we have decided to draw up a short list of rules to follow in order to plan an effective external communication strategy:
It uses short but attractive texts . Considering that people tend to rush through public places, the time factor is fundamental. Therefore, it is essential to find a short and simple text to understand, but capable of capturing the attention of the public.
It refers to the cultural heritage of all types of public, avoiding elaborate wordplay or references to concepts that are too cultured. In this way, you will ensure that the message reaches the maximum number of people possible.
Study the location carefully . Especially if you have a limited budget, choose carefully the sites where you promote your brand, giving priority to the places where it is easier to find the ideal customer . For example, if your company builds suitcases, putting your posters near the main national airports would be a wise choice, no doubt.
Unleash creativity . Often, what makes a successful outdoor campaign stand out is not only the budget it has, but the concept , the creative idea behind the advertising message. What attracts the gaze of people in an instinctive way are the texts and the original and out of the ordinary images, capable of stimulating the imagination.