In the world of advertising we are always looking for the next big thing – to blow clients away with fresh ideas to promote their product. But our underlying goal is always the same – to identify the most attention grabbing way to highlight the existence of a new concept or product.
Back to Basics
In the rush to come up with innovative ideas, there is a temptation to overlook existing tried and tested methods, which can be flipped on their heads to communicate today’s message. This is particularly the case when it comes to outdoor advertising. The ever present challenge of doing something extraordinary and even controversial can cloud our judgment and make us forget the basics. What other form of advertising offers such a captive audience and round the clock impact for a relatively small financial commitment? And yet the latest fads mean advertisers can sometimes let the benefits of outdoor advertising pass them by.
Consider the Context
The challenge of outdoor advertising depends very much on what is being promoted. At an event, for instance, mobile options such as booths, segways or mobile text messaging solutions, offer a variety of ways to communicate with your audience. These on-the-move options can be very effective, but are usually deployed to complement other static forms of advertising.
If the nature of the beast is an ongoing campaign then coverage needs to be significant, particularly the outdoor element. Getting off to a strong start will be important, and outdoor advertising can help you achieve this.
Outdoor advertising must be one of the strongest parts of the campaign. With so many images bombarding your potential customers on an hourly, never mind daily basis, your pictorial vision needs to really stand out from the crowd. If it doesn’t, then it just becomes part of the ‘white noise’ we all endure every day.
Although we’d all love a limitless budget, that’s not reality. As professional marketers, we know that part of our job is getting maximum bang for buck, especially in today’s economic environment. Small scale outdoor advertising can reinforce a message, but if you really want a case of, ‘job done’ you know you need to go large. A promotional banner fits the bill of that challenge perfectly. Significantly less expensive than online, television, radio or print advertising but still with impressive credentials, outdoor advertising using a promotional banner hits all the right notes.
Choosing a promotional banner to advertise outdoors, is a wise decision both from an exposure and cost perspective. Banners offer a consistently reliable method of outdoor advertising and because they are reusable, they can be a real investment for a client – lasting for up to seven years. The impressive scale of a promotional banner can make a real impact but targeted location is vital too. Unlike television advertising, the audience can’t turn outdoor advertising off. Choose high footfall and main road locations for maximum impact.
Banners are also extremely flexible in terms of how and where they are displayed. Your promotional banner could be on a moving object, like a bus or truck. A large scale version could be displayed at the entrance to a campaign launch or other major promotional event. The message could be reinforced with multiple indoor banners displayed further into the event. Or you may want to really go for broke, with a full building banner. Think carefully about the angles used in each of these media, as you want to achieve as large a potential audience as possible and you won’t if the positioning means the image doesn’t catch their eyes.
The image you choose should also be adaptable, as it is likely you will be using your promotional banner as part of a wider media mix. The imagery should therefore, be applicable to a range of other products such as flags, teardrop stands and sky dancers.
In today’s competitive environment, the need to advertise is stronger than ever, but with advertising budgets depleted, the challenge is great. A promotional banner offers significant impact, and long lifespan at reasonable cost. No wonder this method of outdoor advertising is enjoying something of resurgence in recent times.
Image courtesy of [artur84] / FreeDigitalPhotos.net