Making an outdoor advertising
campaign a success entails a considerable amount of planning and
devising an effective strategy. It is extremely imperative to follow
every stage of the process in order to create beneficial outdoor
advertising to meet your business objectives.
1. Analysis - Conduct research
Firstly always research the demographics and target audience thoroughly.
Using social media tools such as Facebook, Linked In and Twitter can be
a real advantage. By digging deeper and understanding your prospective
customer or clients, you can find out the aspects they value most from a
service or product. This should aid your advertisements efforts by more
effectively meeting the needs of your customers.
2. Design - Choose media
It is crucial to make the right decision regarding the media for your
advertising campaigns. There are many factors that come into play when
trying to choose the correct media for your campaign. Using the 5 W's -
What, Who, When, Where, Why will ensure the correct target audience is
chosen, the location of the media will be in the most effective place,
the most suitable time and date to run the campaign and finally but most
importantly what you are trying to achieve. You should ensure you are
able to measure the effects of the campaign in order to judge whether it
was a success or not. Taking time in this stage of the process will
give you campaign a better chance of being fruitful.
3. Create - Make your advertisement unique
Be creative! By putting emphasis on creativity your outdoor advertising
campaign will engage your customers by providing them with the
opportunity to interact with your advertisement. It is vitally important
to capture not only the attention of your customers but also their
hearts. Additionally, it is imperative that you send a message to your
consumer that shows not only that you care but that you also understand
their needs. Make sure you include in your message how the product or
service will benefit the customer and not focus on a special features or
specification.
Furthermore offering something to entice customers to purchase your
product or service is a proven way to make your campaign successful.
This could be an incentive as everybody enjoys being reward or feeling
they are getting something for free. Another example could be a free
trial or by creating an offer for a limited time.
4. Delivery
There is no point in creating the most wonderful outdoor advertising
campaign if it is delivered poorly. This will result in it being costly
for your business with limited benefit. The aim is to delivery your
message to as many people within your target audience as possible. By
thinking through the thought process of a potential customer seeing your
outdoor advertisement will help. By trying to capture your potential
customers full attention which urges them to take action will determine
whether your campaigns are effective or not. Probably the most important
advice for the delivery of an outdoor advertising campaign is to be
assertive. Do not be afraid to be persistent with your customer.
5. Review
Reviewing your outdoor advertising campaign after completion is an
important aspect of the process. Reviewing can be done by evaluating
your own perform by measures you set with your business or gathering
feedback from customer who took you up on your offer and those who did
not. By assessing your result you are able to determine what parts of
the campaign were successful and those areas which were detrimental to
the campaign. All this information should feed back into your next
campaign and by constantly adapting you will give your business every
chance of success.