In today’s digital age, where so much of our attention is dominated by screens and social media, it’s easy to overlook and forget the power of out-of-home (OOH) marketing.
But I know we’ve all been bombarded with ads before, as we are simply trying to catch up on the news or partake in some (cheeky) internet shopping. And I know that those ads are X’d out of, as quickly as they popped up.
Because of this, OOH marketing – physical, outdoor marketing – has some unique advantages compared to its digital counterpart. Unlike promotions confined to our screens, OOH marketing breathes life into the physical world around us.
Picture yourself strolling down a bustling street, and there it is—a strategically placed billboard catching your eye. This is the essence of OOH marketing — it seamlessly blends into our daily lives, capturing attention in ways that digital media often can’t.
And make no mistake, this tactic can work wonders. It’s not just about reaching more people; it’s about making a lasting impression. OOH marketing helps build brand recognition by immersing your business in the fabric of communities, ensuring that your business stays top of mind.
When to use out-of-home marketing?
If you’re aiming to connect with the local community or cast a wide net to reach diverse audiences, OOH is a powerful tool in your arsenal.
If your business caters to a specific niche, such as providing financial services exclusively to family businesses, you might find better success with targeted digital approaches.
However, if you are a generalised tax accountant, this could be a great tactic for you because (annoyingly) everyone pays tax.
For OOH to be as effective as possible, it’s important to have a good understanding of who may see your sign out in the real world, and place it accordingly.
Lastly, but probably most importantly, consistency is key! Have your OOH efforts integrated with your broader marketing activities. That way when people look you up, they can find you easily and can quickly recognise your digital presence as being the same as your out-of-home marketing.
How can your business use out-of-home marketing?
So, how can your business make the most of OOH marketing? Let’s explore some innovative approaches:
Signage with a community focus
Align your business with local community initiatives that resonate with you and/or your ideal clients. By supporting community endeavours, you not only bolster your brand image but also gain valuable exposure. It’s a win-win situation.
Dalton Financial Planning sponsored a local bowls club – signage designed by Crisp Communications
Street Furniture Advertising
Capitalise on street furniture that gets used every day, like benches, bus stops, and phone boxes. This will place your business directly in the line of sight of passersby and is a surefire way to get noticed.
Truck-side, Taxi-side or Bus-side Advertising
Take your message on the move with roving billboards. These bold, eye-catching advertisements will command attention wherever they go.
By strategically selecting trucks or buses based on their routes, you can ensure maximum visibility among your ideal clients.
Busses, taxis and trucks offer on-the-go advertising >
Busses, taxis and trucks offer on-the-go advertising
Free Samples & Merchandise
Giving our free samples is a great way to get your product in your customer’s hands for them to experience it themselves!
Or donate a service as a competition prize at a local raffle or event! This will allow people to try-before-they-buy, build trust in your business and will boost word of mouth.
If you have a professional-service based business, how about giving out practical merchandise instead? That way every time they use your branded merch, they’ll be reminded of your business.
Crisp did a promotion of some tasty bickies to help promote our business
Verse Wealth chose branded tees as their merchandise – concepted & designed by Crisp Communications
The disadvantages of out-of-home marketing
Of course, like any marketing strategy, OOH has its limitations.
Unlike digital marketing that can be tweaked and re-tweaked, OOH marketing cannot be switched up or changed easily. This can be quite painstaking if there is an error, or a change of heart.
Testing effectiveness can also pose challenges, but there are ways around this. By utilising specific discounts or offers, or by using tracked QR codes, you can glean valuable insights.
OOH marketing is also inherently constrained and limited to specific locations. But this shouldn’t be an issue if you’ve strategically selected locations based on your target audience.
So, is OOH marketing right for your business? Book in a call today and we can discuss your next OOH marketing campaign!
What’s the best out-of-home marketing that you’ve seen? 🤔