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What’s New in Outdoor AdvertisingHere's how to create a campaign that works. By Kim T. Gordon Outdoor advertising is effective and priced just right for small businesses. So why isn’t your company using this time-tested medium? If you’re planning a campaign and think outdoor advertising is out of your league, think again. Conventional vehicles, including billboards, bus benches, subway and bus signage and taxi tops, are part of a larger marketing category called "out-of-home," which now includes a host of new place-based opportunities – from ads in health clubs, shopping malls, airports and popular bars to naming rights for your neighborhood baseball diamond. So there’s bound to be an out-of-home advertising option that’s priced right and on target for every marketer. Right now, outdoor advertising is hotter than ever thanks to innovative technology. New York-based Magink, for example, is developing digital billboards that resemble paper but behave like electronic screens, and major outdoor advertising company, Lamar Advertising (www.lamar.com), is converting its key billboards in cities such as Pittsburgh, Cincinnati and Las Vegas to LED units. Although advertising on Lamar’s new "Smart Boards" is priced a bit higher, overall campaign costs may be lower thanks to the elimination of printing charges. Best of all, LED billboard messages can be changed easily and frequently – based on the time of day or even sales results. To facilitate more effective planning and tracking of outdoor campaigns, new forms of measurement are being adopted by Arbitron and Nielsen Media Research on behalf of the Outdoor Advertising Association of America. Eventually, the industry plans to use the global positioning satellite (GPS) system and passive "people meters" to provide marketers with demographic data as well as information on the numbers of viewers exposed to their ads. Build a Campaign The goal of an effective marketing campaign is to surround the customer with your messages. With the right media mix, it’s possible to have your customer read your ad in her morning newspaper, see your billboard while driving to work and hear your radio spot on the way home. Out-of-home media provide all the options you need to round out your campaign. Want to reach college-age males? Try a mix of on-campus signage, your logo on college stadium snackpacks and posters in restrooms of campus-area bars. Out-of-home advertising works best when it’s used to communicate a single message, so it’s the perfect medium for building awareness for your store, product or service, or brand. Short customer exposure and little copy space dictate the use of a single compelling visual along with a headline, slogan or logo. The outdoor ads for Calvin Klein underwear and Absolut, for example, are effective yet use virtually no copy. While it’s best to keep outdoor advertising simple, some place-based media, such as bus shelters and posters in restaurant restrooms, have a "captive" audience that’s more likely to spend time with longer copy. Put Your Message Here Looking for some fun out-of-home ideas? Here’s what’s new. > Ads on dogs available nationwide (K9 Billboards www.k9billboards.com). > Wraparound signage on double-decker buses in select markets (Gateway Outdoor Advertising www.gatewayoutdoor.com; The London Bus www.thelondonbus.com). > Video screens on the backs of stadium seats (New Age Media Concepts www.namct.com). > Posters, called Baby Boards, at diaper changing stations (NextMedia Outdoors www.ajindoor.com). > Signage on pedicabs in select cities (Manhattan Rickshaw Company www.manhattanrickshaw.com; PedalTek www.pedaltek.com; Main Street Pedicabs www.billboardbikes.com; Bike Cab Association of Drivers www.bikecab.com). > Ads on umbrellas that cover vending carts in metro markets (The Cart Owners Association of America www.cartowners.org; PromoMedia Concepts www.promocup.com). > Gas nozzle advertising in major markets (Performance MediaWorks www.fillboard.com). And here’s a final tip – If you’re looking for an out-of-home branding opportunity that also generates good will, contact your community parks about sponsorships. Naming rights are becoming available for everything from parklands and trails to tennis courts, ball diamonds, gardens and boat launches. Get In-depth Coaching on this Topic>> Kim T. Gordon's columns and articles are read by nearly 3 million small and home-based business owners each month. She is the author of two books, including Bringing Home the Business: The 30 Truths Every Home Business Owner Must Know. Copyrighted material. May not be reproduced in whole or part without expressed permission from the author. |
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