HOW TO DESIGN AN EFFECTIVE OUTDOOR ADVERTISING CAMPAIGN

Posted by kevinsaptel on May 18th, 2019

The outdoor advertising or "outdoor advertising"  includes all forms of advertising designed to communicate with consumers in situations where it is away from home . Unlike other marketing strategies, outdoor advertising is designed for the public to enjoy while doing other activities : while driving the car, walking down the street, shopping or waiting for public transportation.

Outdoor advertising campaigns include billboards and billboards of various sizes, aerial advertising or "sky advertising" (air or inflatable tarpaulins and hot air balloons), facilities within public transport and personalization of vehicles of various types (buses, cars, trains, etc.) .), bus stops and building facades . Also part of this category is the Digital Out-of-Home (DOOH), which includes all multimedia forms of publicity disseminated through screens, kiosks and interactive portals placed in public places. You can also classify as external advertising some initiatives ofGuerrilla marketing , which focuses on capturing the attention of the public on the street or in other transit areas.

The advantages of outdoor advertising
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.