Adding outdoor media to your advertising plan this year? Great! Then you already know that billboards are an excellent way to increase your profits, build your brand, and stretch your advertising budget further. But do you know how to develop an effective strategy? If not, then keep reading because the team at Penneco Outdoor has 6 outdoor advertising strategies that work every time!
6 Outdoor Advertising Strategies that Work
1. Target Your Ideal Customer
Do you know who’s in your target audience? How old are they? Are they male or female? Do they have families? Work full time? If you can’t answer these questions, you risk running an inadequately targeted campaign.
But reaching your ideal customers goes beyond simply identifying their basic demographics. You also need to understand their psychographics — in other words, their personality traits like values, behaviors, and opinions.
One of the main advantages of advertising on billboards is the fact that you can personalize your ad campaign based, not only on their demographics but also on their psychographics.
2. Show Up Where Your Customers Are
Outdoor advertising is like real estate. It’s all about Location. Location. Location. You can buy space on the largest billboard in your region, but if it’s not located where your customers live, work, and play, you’re just wasting your money. Additionally, you want to choose a billboard site that’s highly visible and unobstructed, as close to the road as possible and positioned at viewable angles.
So strategically choose a location that’s frequently traveled by your target audience and can be easily seen by them. Remember that there’s a great deal of power in your customers repeatedly seeing your billboard.
3. Brand, Brand, & Brand Some More
Build recognition and loyalty by consistently communicating your brand across all of your advertising mediums. Though it might be tempting to switch up the layout, use different fonts, or change color schemes, it’s not an effective advertising strategy. Consumers become loyal to brands they are familiar with, know, and trust.
And this is even more crucial on your billboard advertising. With only a few seconds to view your outdoor ad, commuters must be able to instantly recognize you so they can have more time to absorb your message. Therefore, consistent branding is perhaps the most important outdoor advertising strategy that works.
4. Time Your Advertising for Maximum Impact
One of the most effective advertising strategies is to time your ad well. While it might seem that spreading your advertising budget evenly throughout the year is wise, you can often get a bigger bang for your buck if you advertise during peak seasons.
For example, if you’re an accountant, running an outdoor ad during tax season would definitely be to your advantage. In retail? Saving your biggest advertising spend for the holiday shopping season would be a smart move.
5. Use Your Resources Wisely
Maybe you’re a solopreneur or small business owner and only have a handful of employees. (Hey, we get it!) Take an honest inventory of your team members’ time and skills. Decide whether it’s more cost-effective to design your billboard in house or contract the work out. While outsourcing will cost some money, having a poorly designed ad that doesn’t attract customers is going to cost your business a lot more in the long run.
6. Measure the Effectiveness of Your Advertising
So you’re using all 5 of the strategies above? Great! Now it’s time to starting track the effectiveness of your strategy. So how do you determine whether or not your outdoor advertising is working? It’s easier than you might think. Here are 4 ideas to get you started.
• Create a unique landing page.
• Set up a dedicated email account.
• Use a specific discount code.
• Ask your customers how they heard about you.
Billboards are a valuable way to attract more customers to your business, boost sales, and build a brand with a loyal following — all for pennies on the dollar! And you can see an even bigger return on your investment by using these outdoor advertising strategies that work!
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And then contact the Penneco Outdoor team to get started on your advertising strategy!