Implementing a successful outdoor advertising campaign is no different from implementing any other kind of marketing campaign: marketers need to identify their targets demographically and geographically and isolate those groups' main driving routes.
By looking at a variety of targets and the tactics used to address them, it is easy to see how billboard advertising can be used with great precision when it comes to converting customers of a specific demographic or geographic location.
When a national chain of organic food stores wanted to improve its price perception with customers who visit the organic section of a big box store in the suburbs, they decided to target the routes used by its competitor's customers. They put into place an outdoor advertising campaign that would announce a new competitive pricing policy right in front of its competitor's stores -- something like "We will beat or match the prices at store X". Businesses that want to take market share can do so by considering their target market to be their competitor's customers and by advertising to those customers as they go to patronize the competitor's store.
A karate studio looking to increase enrollment considered its market to be affluent parents with children, often parents in two-income households. For every target market that drives, there is an appropriate billboard advertising location to reach it; in this case, the studio chose several spots on routes both to and from downtown Chicago from the suburbs, which also happened to overlap with major routes from suburbs to major shopping centers, where busy mothers shopped for groceries. Placement in the face of bread-earners on their way to work, along with bread-buyers on their way to shop, translated into an effective campaign that drew the attention of busy working parents.
An all-you-can-eat buffet wanted to attract business to their more rural, off-the-highway location. The local Bigfoot population wasn't big enough to fill the tables each night, and the restaurant felt it offered tremendous value to those who eat a lot: truckers and long-trip travelers in particular. They targeted truckers by advertising on a billboard along highway 14 and saw big results from their message of low prices and an all-you-can-eat gourmet buffet. By identifying the hungriest travelers -- truckers -- this business was able to choose a heavily-trucked route and capitalize on its somewhat out-of-the-way location.
In this internet age, there is a tendency to believe that the only way to catch customers is with online advertising. But outdoor advertising is a lot like fishing with dynamite, except that only some fish are edible.
Where people drive says a lot about them.
Once marketers isolate their target geography or demographic they can implement effective campaigns to convert customers.
By looking at a variety of targets and the tactics used to address them, it is easy to see how billboard advertising can be used with great precision when it comes to converting customers of a specific demographic or geographic location.
When a national chain of organic food stores wanted to improve its price perception with customers who visit the organic section of a big box store in the suburbs, they decided to target the routes used by its competitor's customers. They put into place an outdoor advertising campaign that would announce a new competitive pricing policy right in front of its competitor's stores -- something like "We will beat or match the prices at store X". Businesses that want to take market share can do so by considering their target market to be their competitor's customers and by advertising to those customers as they go to patronize the competitor's store.
A karate studio looking to increase enrollment considered its market to be affluent parents with children, often parents in two-income households. For every target market that drives, there is an appropriate billboard advertising location to reach it; in this case, the studio chose several spots on routes both to and from downtown Chicago from the suburbs, which also happened to overlap with major routes from suburbs to major shopping centers, where busy mothers shopped for groceries. Placement in the face of bread-earners on their way to work, along with bread-buyers on their way to shop, translated into an effective campaign that drew the attention of busy working parents.
An all-you-can-eat buffet wanted to attract business to their more rural, off-the-highway location. The local Bigfoot population wasn't big enough to fill the tables each night, and the restaurant felt it offered tremendous value to those who eat a lot: truckers and long-trip travelers in particular. They targeted truckers by advertising on a billboard along highway 14 and saw big results from their message of low prices and an all-you-can-eat gourmet buffet. By identifying the hungriest travelers -- truckers -- this business was able to choose a heavily-trucked route and capitalize on its somewhat out-of-the-way location.
In this internet age, there is a tendency to believe that the only way to catch customers is with online advertising. But outdoor advertising is a lot like fishing with dynamite, except that only some fish are edible.
Where people drive says a lot about them.
Once marketers isolate their target geography or demographic they can implement effective campaigns to convert customers.
About the Author:
The Author is a consultant for billboard advertising and has a weekly blog on how to maximize your outdoor advertising effectiveness.
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