Developing an Effective Outdoor Marketing Strategy

 

Outdoor advertising can be greatly beneficial to a business. Getting a great, eye-catching design and ensuring that your advertisement is seen in an effective range of locations can deliver a tremendous amount of impressions. The basic options for outdoor advertising are:

• Digital and traditional billboards
• Vehicle wraps
• Signage
• Bus advertising
• Transit Shelter advertising (if your area allows it)

This type of advertising can be a large investment, so make sure you do it correctly. There are a few things to remember when considering content and design.

Keep it simple, very simple. Almost all of the audience will be driving or traveling. You have 3 to 6 seconds to get your message across and make an impact. Your advertising message should be short and to the point. Ensure that any jokes are obvious enough to be understood within a few seconds, because no one will be slowing down to absorb a complex story.

Place it appropriately. Make sure you have your advertisement in a range of locations. Make sure they are strategically placed to ensure that consumers will have multiple exposure. An advertisement seen once by a million people will not be as effective as one seen four times by a quarter of a million people. At the same time, you will want to have a thread running through all your marketing: website, outdoor, TV or print, so that there is a consistent message and branding across all your media.

Use only one point of contact. Your street address, phone number, directions, landmarks, and website are not necessary. In fact, if you have a website and great SEO, you don’t need any contact information. They will seek you out.

Don’t expect immediate response. Outdoor advertising is a long-term strategy. The aim should be to embed a product or your brand in the consumer’s mind through prolonged exposure. Calls to action might not necessarily be the right avenue for your outdoor campaign. Aim instead to build your profile and recognition so that your business is part of your potential audience’s awareness.


Here are a few examples:


Perfect example of NOT keeping it simple. Would you have any idea what you had just seen driving past this?





Perfect. Very creative and entices anyone around.

 

Unique outdoor advertising definitely gets noticed.














Not only does this have type so small you can't read it, the message is all wrong. It's supposed to be about women and there are three men as a visual.





It's critical that an investment like this is done right. Working with an expert company like The Mullikin Agency with a strong record in outdoor campaigns will help your business launch a well-planned and effective outdoor strategy.

 

Call the Mullikin Advertising Agency Today at 479.750.0871

Written by Randy Mullikin 
Founder and President of The Mullikin Advertising Agency