Types of Outdoor Marketing
You will learn
- What out door marketing is
- What types of outdoor marketing you can use
- Where to place you outdoor adverts
When looking at the types of outdoor marketing, there are lots of different options available to you. It can be a great way of attracting customers in your local area. Things like billboards, transit advertising, street furniture, and A boards can get your company into the minds of potential customers, generating new business. One great thing about outdoor marketing is that you can reach a wide range of different people that you might otherwise have excluded from your target market, but who are interested in what you are offering.
To give you a place to start when considering your outdoor marketing techniques, this article is going to give you an overview of what different options are available to you, alongside some things you need to consider to make your campaigns a success.
Research Your Customers
Researching your customers is key to conducting successful outdoor marketing. Knowing their locations, transportation methods and travel routes can make a massive difference to the success of your campaign. For example, it would be ineffective to pay to have a billboard advert on the side of your local ring road if your target market are all travelling by train. Make sure you have a good understanding of the behaviours of your target market in order to tailor your outdoor marketing campaign to their movements.
For lots of businesses, their outdoor marketing campaign starts with a simple sign above the door of their premises. Your signage is often the first point of contact a potential customer has with your business, and so it needs to catch the eye. It can be productive to work with a graphic designer in order to make sure your sign accurately represents your business and draws people in. It can be particularly effective to design something that physically comes out of the wall of your building, so that passers-by can see some information before they actually reach your premises.
Billboards can be a great way for you to market to a lot of different potential customers. As they are usually placed on busy roads and streets, your billboards have a great chance of being seen by a lot of people on a daily basis. Many of these people will be commuters, viewing your advert as part of their day-to-day, which will increase the likelihood that they will think of you when their need for your product or service comes up. However, this long-term commitment does not come without cost, and using this form of outdoor marketing is one of your most expensive options. Further, you will also need to consider your wording very carefully, as you will only have about 10 words to get your message across. Images can be more advantageous, as they can be clearly viewed from further away and have a longer lasting impression.
Transit advertising means placing your adverts on or in busses, trains, or taxis. It can provide high visibility for your business on a daily basis, as potential customers are constantly using these methods of transportation. Once they are on board, you have a much better chance of them taking in your messages too, as there are fewer distractions around to occupy them. Make sure not to overload people with too much information on these adverts, especially if you are putting them on the side of a moving bus. However, be sure to give enough to interest and get people engaging with your business.
Street furniture is the advertising name given to things such as bus stops, benches, telephone booths, and even poles in the street. Anything large enough in your local area to hold an advert can be classed as street furniture. Design something bright that catches the eye, and you can have a relatively cheap way of spreading news about your business. These adverts work best when displayed where there is a high public footfall, to maximise your chances of someone reading and engaging with your business.
A boards, or pavement boards as they are also known, can be very effective in encouraging customers to spontaneously engage with your business. They work particularly well for pubs, restaurants and entertainment businesses. They are relatively cheap to buy and you can place them within easy walking distance of your premises to persuade customers to drop in. You will need to think carefully about where you place your boards, though, as you do not want them to irritate potential customers by getting in their way. You might also want to check your local authority’s policy on A boards. York City Council, for example, require you to have an A board license to display one.
QR codes can be incredibly helpful in your outdoor marketing. A QR code is a black and white square bar-code that, when scanned on a smart phone or tablet, takes you directly to a chosen web address. QR codes are particularly effective on adverts in areas such as bus stops, as potential customers can use them while they are searching for entertainment during their wait. If your chosen web address provides more information about your product or service, QR codes can be a productive way to market your business to the advert’s audience. This enables you to market your product or service beyond the small amount of information on the physical advert. You have the potential for a captive audience, you just have to encourage them to engage. Further, QR codes allow you to track the impact your adverts are having on your customers. If your customers follow the link in your QR code, you will know that they have engaged with your adverts.