Definition Of Outdoor Marketing
The term outdoor marketing is used to refer to the marketing that takes place outdoors. This kind of marketing technique uses various kinds of approaches to reach out to customers.
Their marketing channel is usually the offline media like billboards, car stickers, posters that can be seen on the bus stops, shops signs, advertising through digital media, etc are a few examples of the outdoor marketing.
Understanding The Concept Of Outdoor Marketing
The outdoor marketing is usually that form of the marketing in which the marketing is conducted outside in the open. Various media can be used for outdoor marketing like the billboards, posters on the public places like the bus stop, public benches along the roadside or in the par, or any popular location, etc. thus one can use the outdoor marketing to promote their product on a very wide level.
This is because there are as many possible options for outdoor marketing as there are physical locations. Now with the increase in the competitiveness in the market the outdoor marketing system to have evolved a lot due to the many innovations that they come up with.
Since this type of marketing is more ubiquitous, it becomes more competitive. Since more and more innovation is being done in this field, it has become one of the most common targets of guerrilla-marketing tactics.
The outdoor marketing works pretty well for the business that is small and cannot afford to spend a huge amount of money on the advertising campaigns. For them, the best and the most affordable method for promoting their brand and products is too go with the outdoor marketing strategy.
In this way, since these small businesses are able to target only a small group of customers, with the help of the outdoor marketing chances are that they will be able to reach up to a maximum of them.
Therefore, the outdoor marketing is that advertising campaigns which employ outdoor promoting media like the stickers on the transit vehicle, billboards, posters on the benches, painted walls of a few homes and building, etc. several displays media is used to coordinate maximum impact on the targeted demographics to grab their attention.
This outdoor marketing helps these small businesses to promote in a small geographical area. Also since the outdoor sign of any company is the first thing that comes in the sight of the customer, the companies have to make sure their signature mark should be bright and vibrant so that it immediately catches the attention of the common people.
Also along with the perfect presentation, it should also be informative enough in short so that the customers get a basic idea of what the products can be sued for.
Who all can employ Outdoor Marketing?
Outdoor marketing is a common strategy which is employed by all. Be it a small business or a large business, outdoor marketing is something nobody wants to escape. But most importantly it is used for the local advertising. According to one recent stats it was found out that there are majorly 7 out of 10 outdoor ads that promote the local businesses.
Now the impact of outdoor marketing is such, that even the national and the international businesses, both can use it to amplify their growth. Not just in business, outdoor marketing is also used in political campaigns. Even media companies use outdoor marketing to produce huge revenue streams for them.
For example – one of the divisions of the CBS called the CBS outdoor, use the outdoor advertising to provide goods and services to their customers more than any the company in entire North America. This company coordinates over 550000 media displays and over 100,000 billboards.
Thus by regularly getting involved with outdoor advertising, they are able to remain in touch with their targeted customers in an indirect way.
Which kinds of customers are affected by Outdoor Marketing?
Although there is no restriction on the type of customers that can be targeted with the help of outdoor marketing, mainly the outdoor marketing campaigns have been the most effective for the local customers. For example- when the advertising is done through the billboards, the entire city or that small town, all the people living there have an impact of that particular as that is being displayed on the billboards.
Now the contribution of the billboard when it comes to the outdoor advertising is roughly about two- thirds of all the outdoor advertising media. Mostly the use of billboard can be seen in big and small cites. Also in these urban places, the public transit computers are the primary targets for all type of campaign that is related to outdoor advertising.
Example- advertising products on bus services, bus stops, taxis, subways walls, etc. Now it is quite difficult to measure the direct impact of outdoor advertising as there is no software or any such devices available there to track and monitor the behavior of the customers as such.
Thus it becomes quite a tough task to know to what extent have their outdoor adverting been affecting the consumers in a positive way. But the determination of this is necessary because it ensures how much effort would be required to have a decent return of investment.
Now according to one study, it was found that even if 1 out of 100 people has an effect of these billboards, then here the outdoor advertising is considered to be quite effective.
What are the ways in which Outdoor Marketing camping can be developed?
Now although the outdoor marketing requires the investment of both time and money, it is not at all a complicated take to perform. Usually, the smaller business which works at the local level can start the outdoor marketing by putting their signature logo on the front door of their office.
Yes, it is that basic! Thus the very first step towards building up a great strategy for the outdoor marketing is to take help from a local marketing agency who would bring to you some creative ideas and the graphic designer may help in building up a logo that would attract the maximum number of customers.
Designing a logo for a company is a very powerful means of conveying the main agenda to the customers out there. With the help of the logo, they can present themselves as who they really are. And also what makes them different and stand apart in the competitive field.
This way a logo should be designed that it clears both the two vision. While designing a logo there are a few points that must be kept in mind. These points are mentioned below-
- Try to keep the message as simple as possible but also it should be effective at the same time.
- The visuals of your logo should be simple yet eye-catching.
- While putting your ad on outdoor marketing makes sure that the logo of your company is clearly visible. Also, contact information should be clearly mentioned there.
- Wherever you are advertising your company or your products through outdoor marketing make sure that it stays there for at least 30 days or so. These ways the customers will repeatedly see that same ad
- Try to advertise at different locations so that you can reach up to maximum customers.
What is the main aspect of Outdoor Marketing?
Now the main key to outdoor marketing is by researching about your targeted customers. While researching one should make sure that the location of them is tracked properly, their methods of traveling and the route they take to travel is also one important factor.
Now since a businessmen’s’ success is driven by the repeat business, one must make sure that the customers come in contact with their eye several times. Also, another method of outdoor advertising can be to accompany a local event taking place.
Since the majority of the time, the local customers are the main focus if the outdoor marketing, while accompanying local events, also and by partner shipping with them, the companies are able to come into the limelight of the customer base.
Also, there are no fixed criteria for outdoor marketing to work. It can change depending upon the type of business, the customer bases and how well the previous ad campaign was functioning.
What is the advantage of Outdoor Marketing?
The main advantage of is this is very effective due to its repeatability approach. Since through the outdoor marketing the customers come across the same ad many times it, the customer unconsciously gets inclined towards it.
What is the disadvantage of Outdoor Marketing?
The disadvantage is that no matter how much repeatability are there, most the times; people don’t invest a lot of time in reading about these ads. This time may range from two to three seconds. As a result, it becomes difficult for the ad agencies to design the ad in such a way that it captures the attention of the people.
Thus outdoor marketing is a very important factor in determining the success of the company.
No matter how popular the online platform s may get, one simply can’t ignore the effectiveness of outdoor marketing on the customers.