Outdoor advertising is a great missed opportunity for a lot of companies. Sure, digital marketing is incredibly cost-effective and much better for analysis, however, the more channels you use to approach your audience, the better. Still, outdoor advertising is a broad term and in order to give our audience a better idea of what we’re talking about, let’s break this down into seven highly effective techniques. With that in mind and without further ado, here are some of the best types of outdoor advertising.
Billboards are impossible to miss. People walking or driving by will instinctively pay attention to them. They are also always up. Every time someone passes by your billboard, they’re receiving your brand message. The rule of seven claims that it takes seven interactions with your business for one to become a customer. With a billboard, this would translate to passing by it on seven instances, which might be complete in about a week.
A billboard is noninvasive. It’s just there, stating, whatever it is that it’s stating. A passerby will see the message and they may receive it or completely ignore it. More invasive methods are usually quite problematic because people’s defense mechanisms are up. With billboards, this will almost never be the case.
Banners fill a similar niche to billboards but their position is much less random. Namely, one of their primary functions is to mark a territory, which is why you would expect to see a banner in front of your company’s headquarters. As such, they also perform the function of boosting the curb appeal of the area. Using a flag banner is especially effective in this field.
Now, the materials that these banners are made of are sturdy and capable of withstanding all sorts of weather conditions. They’re also cost-effective and can be designed/manufactured rather quickly. This means that you can get started with the promotion project as soon as possible. They also provide you to portray your brand in a more graphic manner, which means appealing to more of their senses.
3. Vehicle advertising
Vehicle advertising actually makes up for the biggest shortcoming of billboards. Unlike their counterparts, vehicles move all across the city, which means that they spread the visuals of your brand even to the most remote parts of your area. Similarly, to billboards, seeing as how it’s just passing by (minding their own business), people don’t feel like your brand message is imposed on them.
If you’re branding corporate vehicles (specialized vehicles even), you’re achieving even greater success, seeing as how you’re associating what you do with who you are. In a way, this takes you one step past brand recognition and straight into brand awareness.
Wallscape is similar to a billboard, with the major difference being that it is attached directly to an exterior building surface. Therefore, it’s more permanent and may even become a landmark in a certain area. As such, they are also more expensive, harder to pull off, and, sometimes, even harder to get a permit for.
When using billboards to give directions, people will rarely say what is on the billboard. This is because they are aware that this particular ad may no longer be displayed. So, a wallscape can also be a boost to your word-of-mouth promotional efforts.
5. Guerilla advertising
Guerilla advertising is a unique concept and the perks that it brings are unique, as well. First of all, it implies that you’re relying on street art in order to draw attention. This alone marks your business promotion strategy as outside-of-the-box and makes you stand out in your respective industry. The biggest problem lies in creating quality art. The last thing you want to do is associate yourself with something non-imaginative or plain.
Also, this is great as a crossover between your outdoor advertising and digital advertising. People love posting street art online and, if you’re lucky, it’s quite likely that your own campaign will go viral. If you’re lucky, you’ll even earn a tag and a hashtag.
6. Stunt advertising
Stunt advertising is a crossover between guerilla marketing and a corporate event. It’s a staged event that’s aimed at attracting some public attention. Here, you’ll have a chance to fully express your creativity and show your audience why your business differs from all the rest.
Like with guerilla marketing, you can also use this to cross over into a digital marketing format. You see, in the past, the biggest drawback of this type of advertising was the fact that you have a limited time/space frame during which you’ll be noticed. By recording and uploading this or, better yet, live-streaming it, you have the potential for a much larger audience.
7. Point-of-sale advertising
Point-of-sale advertising revolves around the idea that, after people are already there to make a purchase, they’ll be handed a piece of promotional material. The most commonly used method is displaying promotional materials at the checkout point. In a way, the concept is similar to cross-selling and upselling, with the key difference that you aren’t aiming at the immediate profit but rather one further down the line.
One more advantage of this is the potential to target impulse buyers with much greater efficiency. You see, some people are never going to become paying customers, no matter how much you invest to convert them. At the point-of-sale, this is a lot less likely. Therefore, you stand to make a much more substantial potential gain.
The best thing about outdoor advertising is just how pragmatic it is. You see, you paint the logo of your business on the side of a building just once and it’s there for months and years. You slap a logo of your company on the side of your company truck and wherever you go, you spread brand awareness. A similar thing goes for the majority of other methods. Most importantly, each of these steps rewards you in many different ways. Some of these ways directly boost your profit, while others help you by making a crossover into a digital environment.