How to Use Outdoor Advertising
Creative outdoor advertising is probably one of the oldest forms of marketing that is still going strong today. It is a strategy often designed to create brand awareness in the minds of the masses. Outdoor advertising tends to be poorly targeted however it also can be very low cost per contact. You need to be selective where you position your outdoor advertising. The location will cause an association with your brand so you must make sure it is appropriate for your target market. If you were a florist in Werribee, adverting on the side of a South Yarra Pub isn’t likely to do much for your business.
Creative outdoor advertising is very rarely used as a stand-alone campaign, other than shop front signage. Generally it is used to support and reinforce other campaigns and raise awareness for your business and brand. It tends to also be a slower process than other marketing techniques in converting prospects into customers so you must count the costs before implementing this form of advertising knowing you may not see a return on investment as quickly as other strategies.
Outdoor advertising has certain legal requirements that must be followed. The requirements vary from council to council and from zone to zone. Be careful not to take your local sign-writers word for it that what you are doing will be fine. Before spending any money at all on creative outdoor advertising make sure you check with your local authorities that everything is okay, and apply for the appropriate permits.
Outdoor advertising is certainly an effective way to make a visual impression. Hence, it is an excellent way to reach many prospects, particularly if the location suits your target market. For example if you run a Hardware store in Williamstown, having a boundary line sign at the Williamstown Football Club home ground might be a great place to reach your target market. If your advertising budget was tight, you could even offer hardware in return for signage space or become a long-term sponsor. Helping a particularly club or community builds credibility and loyalty. No doubt there are maintenance jobs always on the go at within many community group organisations you could assist.
Outdoor advertising is often placed in locations that are close to the company to direct customers to the business. For example A-frame boards in front of cafes can provide a huge return on investment for the right style of business. For example if you were running a small café in Footscray, a little out of the way from the main shopping strips, an A-frame sign on your street front could potentially bring in many passers by who are out and about and not aware of what cafes are in the area.
Signage and poster design has become a very popular area of graphic design and is attracting some of the top creative talent to work in this field. As society becomes increasingly mobile, creative outdoor advertising is set to continue to be a powerful marketing tool.
Even with the Internet boom and online advertising, creative outdoor advertising is one of the fastest developing advertising techniques in Australia. In fact, as online advertising redefine the marketing world, creative outdoor advertising is still performing well since it tends to be very affordable and reaches local communities. The new digital age has actually helped outdoor advertising more than hindered it. Producing an outdoor advertising campaign is now more cost-effective than ever before due to some digital printing techniques.
