Outdoor Advertising and Marketing
Brand Marketing Is More Than A Logo
Branding is perhaps the most misunderstood concept in marketing. To some, Branding seems to entail merely having a logo design while others define it as 'senseless' sponsorships of events. Both of these are limited views that miss the value and long-term power of Branding.
A Brand identifies your organization from all others and should genuinely embody the unique identity of your organization. A Brand should symbolize your organization's unique attributes and speak to the correct audience. Your brand is the focal point for the summation of all external perceptions about your organization. Brand Marketing is the overall container of all marketing activities within an organization. Advertising, Press Relations, Events, etc. are each elements which serve the larger task of marketing your brand.
The value of Brand Marketing is often questioned, especially by small business owners. "How will Brand Marketing help my business? What I need are sales, not name recognition..." While this view is understandable, it is nonetheless short sighted because the dividends of Brand Marketing help you reach potential customers who are more likely to purchase your product. This means less wasted effort and energy seeking customers who aren't likely to buy from you, and more time sharpening and refining your value proposition to the audience who will.
Let's put it in practical terms - consider an example of a real estate agent who advertises on a Mobile Billboard. Over the course of several months, the agent's name and picture are shown over and over again in a defined geographic area. This may seem like a simple advertising gambit - "Call me for your next your house purchase". In reality, however, it's marketing in support of the agent's unique Brand. Don't think of the primary objective being to have someone contact the agent simply because they see the billboard - that's a flawed expectation because the reality is that consumers generally need the services of a real-estate agent only very infrequently, and those that are in need at the present time are more likely than not to have already secured an agent. So if driving leads isn't the main purpose, then what is? In this example, the billboard is helping the real estate agent create a brand relationship with a mass audience of consumers and that relationship is consistently reinforced and strengthened over the duration of the campaign. The goal of the Mobile Billboard campaign, therefore, is only secondarily about generating phone calls directly from the billboard. The primary objective is to help the real-estate agent become top of mind, the most recognizable and regarded expert in the field when - and even before - the need for a real estate agent arises for the consumer.
Viewed from this perspective, the benefit of running a Mobile Billboard Campaign for twelve months instead of one month is obvious. Billboards allow advertisers to define the visual image and perception of their Brand, and extended duration equals increased frequency and repetition. Slowly but surely, Brand Marketing allows your company to move above the ranks of commodity suppliers to be perceived as an expert and authority, or - more precisely - as the being a leader at delivering the specific attributes embodied by your unique Brand.
Brand Marketing isn't about flash in the pan advertising to generate immediate sales next week. It's a long-term process that elevates the value of your brand and organization by reducing hidden and wasted marketing costs and improving profit margins.
Call us to discuss ways to market your brand with an effective mobile billboard campaign.
Get Them Buzzing Early
If Marketing is Music, then Events are Rock and Roll. Events are the glamourous, energetic and high-profile stars of the marketing world. Companies and Non-Profits alike use Event Marketing to successfully influence brand perception, recognize large and long-time clients and supporters, raise funds, reach new customers, etc.
Event Marketing has near limitless forms:
- Festivals & Parades
- Gala Events
- Stage Events
- Sporting Events
- Grand Openings
- Fashion Shows
- New Product Launches
- Awards Ceremonies
- Tradeshows & Conferences
An ironic truth, however, is that Events can backfire into lonely, inneffective and incredibly expensive failures if not properly marketed. No amount of meticulous planning of the venue, entertainment, or food and beverages can rescue a poorly marketed event. Imagine an event that only draws 1,000 attendees when 10,000 were expected and budgeted. It's a nightmare scenario that quickly turns what was to be a jewel in the crown for the hosts into a rotten apple.
Outdoor Media is a powerful solution to avoid a failed event. In the context of Event Marketing, Mobile Billboards should be thought of as Marketing for Events, or Pre-Event Marketing. A Mobile Billboard campaign launched well in advance can be an Event Marketer's dream. Why? A well planned and executed Outdoor Media campaign reaches a mass audience with frequent reminders well in advance and can even prompt advanced ticket sales which dramatically reduces risk and uncertainty for event planners.
If you've got an upcoming event, call us to discuss ways we can help get them buzzing over your event well before the doors ever open.
Billboards Do Direct Response Too
You may have heard that Billboards don't or even can't generate direct response, but this simply isn't true. The fact is that Billobards are HIGHLY EFFECTIVE at generating direct response, and Arbitron's 2009 National In-Car Study proves it once again:
- 50% of respondants reported visiting a Store after seeing it on a billboard
- 58% reported visiting a restaurant after seeing it on a billboard
- 26% noted a phone number they saw on a billboard
- 28% noted a web address they saw on a billboard
- 44% learned about or remembered to listen to a Radio station
- 33% learned about or were reminded to watch a TV program
The above statistics bear out that Billboards generate direct response. So why the controversy? We believe what often gets confused is the difference between Direct Response - what every advertiser ultimately desires - and Measurable Response - the ability to gauge how many people have responded favorably to a particular advertisement, campaign or medium.
In some situations it is absolutely necessary to quantify response and gauge effectiveness in an isolated and deterministic way. In such cases a simple Call To Action, or "hook," must be added to the Billboard Advertisement and combined with one or more easy to implement measurement tools that allow the response rate to be measured and quantified.
What is a "hook"? Simply put, a hook is anything on the Billboard - either visual imagery or copy - that catches the attention of the audience and prompts urgent action. For example, "Free Teeth Whitening" or "Come In For A Free Dessert" are intended to catch attention and interest while urgency is easily conveyed with statements such as "for the first hundred to come in" or "good while supplies last".
How is response measured with Outdoor Media? There are several easy and inexpensive ways to gauge response:
- SMS Textback - Prompt consumers to text a short keyword from their phone which generates a text message back containing redeemable incentives. The advertiser can review the logs of each text to verify response rate.
- 800 Number - Easily set-up a designated redirect number to track the number and the time of day in which calls are generated by the Mobile Billboard.
- Domain / Splash Page - Create a splash page at an inexpensive domain which redirects to your site to measure the response to the Mobile Billboard campaign.
- Photo Coupons - Prompt consumers to simply photograph your Mobile Billboard and bring it to the store for special discounts. These are easy to share with friends too.
Each of these provide a simple and straightforward way to add measureable response to Mobile Advertising.