Outdoor media, such as roadway billboards and signs at public places like shopping centers, can be a good fit for some advertisers. The key to success with outdoor is to know when it’s a good use of your resources and making your message count. As I frequently discuss in this column, strategic marketing decisions need to be made when allocating advertising dollars.
Usually, outdoor should be a component to an advertising plan, not the main element. Through strategic planning, there is a good possibility that you’ll find more targeted methods in reaching new customers (at least in most cases).
Geography is key
For example, if you spend most of your annual marketing budget on a couple of billboards while your company serves 5 counties — that doesn’t add up. Although there are always exceptions, if you need to reach a broader area than what two billboards will provide, there are likely better ways to leverage your resources.
On the other hand, if your advertising budget matches your geography, outdoor campaigns can be an excellent way to generate buzz. A string of billboards throughout your market that uses a catchy headline — then adds your name and slogan at the bottom, can work well for companies looking to attract more general audiences.
Numbers build impact
Billboards are also excellent directionals. Drive down south and you’ll be hit by dozens of billboards for the Dillon, S.C., attraction “South of the Border.” The boards start a couple of states away and build anticipation for the stop-over. The billboard campaign drives traffic into the attraction every day, and, quite frankly, has helped put the town of the map.
Apply South of the Border’s campaign to your business. A campaign throughout the market plugging your business, particularly if you’re more of a retail company, can be a unique way to get bodies through the door.
But just like all advertising, you’ll need enough outdoor ads (number of billboards) to make an impact.
As a second option to leverage billboards, like South of the Border: remind people of your location, like you’re “just ahead of the left.”
Outdoor is often bought by company owners for ego and by gut, not always by disciplined marketing strategy.
Billboards and other outdoor can work well if they’re part of thoughtful marketing planning that builds brand awareness and lets the market know where you are and what you offer.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com. His column appears Fridays.
