Outdoor Advertising and Your Business: Is It Worth It?

When we talk about marketing your business, it’s common to focus on social media, SEO tips, and digital marketing. While that’s certainly a space any savvy business owner should be capitalizing on, you ignore more traditional advertising methods at your peril. Today, we look at why outdoor advertising is still a vital path for your business.

Does Outdoor Marketing Still Work?

You need only look to businesses like Cracker Barrel to see how a smart outdoor advertising strategy has translated to success. Currently, available statistics suggest almost half of their brand marketing budget is focused on physical advertising, and it seems to pay off for them, with 10% growth anticipated for the current period.

With this business, we see careful positioning used, near onramps and interstates, integrating seamlessly with their physical restaurants, which is a perfect mix for luring in the tired road-tripper who wants a break.

In a world where ‘targeted digital advertising’ is so alluring, why has plain-old outdoor advertising worked for them? The answer is two-fold. Firstly, we’re spending so much of our time in front of screens, especially with the reigning chaos created by the COVID-19 pandemic, and outdoor marketing is suddenly more eye-catching than what’s on your phone. Secondly, momentary attention is all a savvy brand needs to draw in the viewer completely.

It’s been suggested by marketing experts that outdoor advertising is the single biggest source of revenue and customers next to digital marketing sources.

That’s not to say it’s easy, however. If you have an outdoor marketing strategy in mind, it has to be smart and able to integrate with your digital marketing plan.

Go big, but be smart

Billboards may work wonders for national chains, but there are also ways that smaller businesses can apply this methodology. While you may look to smaller lures like outdoor mesh banners, to promote your business, the takeaways are the same.

• Want a quick shortcut for smart outdoor advertising? Look at what is working for other brands and adapt it to yours. There’s no need to reinvent the wheel if something is working elsewhere. Pay particular attention to direct competitors.
• Attract attention; the whole point is to get eyes on your business. Make it eye-popping, and be sure to include a call-to-action, whether it’s viewed on your website or walking into your shop.
• Capitalizing on people’s commutes is a smart idea, whether it’s a campaign on the subway or getting your marketing to appear near a packed freeway.
• Fuse the digital space into your traditional marketing. While it does take more of an advertising budget than the average small business may have to throw around, we’ve seen some deliciously innovative outdoor campaigns from giants like Coca-Cola. It’s worth seeing what you can take away from them and bring into your own marketing efforts. From interactive displays and touchscreens to billboards that illuminate at key moments, smart fusions of the digital and real-world have the power to attract more attention than either space alone.

There’s a reason major businesses like Coca-Cola, Amazon, and Google maintain a strong marketing presence in the real world of advertising. Why not harness that same power for your own business, and watch it thrive?

Effective Means To Employ Outdoor Advertising

Outdoor advertising is already one of the most successful means of advertising. It is a passive form of advertising that pulls customers towards it. Therefore, it is considered adequate.

However, every major brand uses this type of marketing. So, if you are somebody who is in this foray, what can you do differently?

This subsection will try to answer that question for you. 

Understand Your Audience

The foremost thing you need to do is understand the audience you are catering to. This is a seminal point to know and remember. 

Depending upon the brand you are catering to, you need to clearly understand the target audience. This is an essential aspect. Therefore, conduct the market research and learn more about your audience. 

Choose The Right Location

Location plays an important role when it comes to outdoor advertising. You can only expect to get results if you place your outdoor advertising at the right location. You need to have a clear understanding of the socio-political situation of your targeted area.

A general rule of thumb is to use a place with enough thoroughfare. Therefore, select a location that makes your brand visible to many people. Thus, a busy street or a populated residential area fits the bill perfectly.

Use Clear & Concise Messaging

Even though billboards are enormous, they usually hold an individual’s attention plan for just a few seconds. Hence, it is essential to use clear and concise messaging. 

The best way to proceed is to create a hook line or a catchy phrase. This effectively enables the audience to remember the brand more organically. Therefore, be precise, unambiguous and concise. 

Use Eye-Catching Designs

Billboards or outdoor advertising are only effective if they capture the fleeting attention span of an individual. Therefore, the best way to proceed is to create an eye-catching design. A design that captures the audience’s attention effectively.

Try using bright hues or iconic design language to make outdoor advertising effective. Therefore, hire professionals to design unique and iconic billboards. 

Use The Power Of Creativity

Creativity is not just a noble attribute. It is a marketable skill that can be used to get ahead of competitors. All the aforementioned attributes can help you improve your outdoor advertisement game. 

However, creativity is in a different league altogether. It can truly capture the audience’s attention. Do not believe us? Well, Google ‘Netflix’s Dracula Outdoor advertising,’ and you will understand what we are  discussing . 

Be Consistent

The final and most influential piece of advice we have is to be consistent. Regardless of your approach, you  must be consistent to see results. 

Be consistent and regular while creating outdoor advertising campaigns. This regularity can enable the audience to engage with your content more easily and effectively.

Read Also:

• 4 Effective Advertising Tips for Camping Stores
• 5 Ways to Maximize the Value of Your Outdoor Marketing
• The points that every business should include in their advertising campaign