Advertising outdoors is an art in itself and just like any other type of marketing, it can lead to a world of opportunities if done correctly. However, for many businesses (SMEs in particular) and also start-ups, it can be tricky to strike the right balance due to the availability of resources and financial constraints. Finding a starting point is imperative and outdoor advertising is much more than just displaying a message on a digital billboard.
As with every type of marketing, comprehensive planning can often prove the difference between success and failure. Our key piece of advice is to keep it simple at all times. Overcomplicating your campaign can cause issues in the future so having a clear goal with clear objectives that are measurable is a good way to start.
Once you have an idea of the campaign you want to run then you need to check your idea is SMART. This classic marketing framework has been used for decades and still remains relevant today. Your campaign should be:
- Specific
- Measurable
- Achievable
- Realistic
- Time Limited
After you have settled on your campaign goal the next stage in the process is creativity. Of course, creativity comes in many different forms and guises and some have more of a creative outlook than others. The key is to try and innovate and an innovative and unique digital billboard advert will definitely catch the attention of passers-by. A primary factor to consider is that your audience is on the move so you have to be able to get your message across promptly and of course the information has to be digestible. Around 7 words is often the optimum word amount for a digital billboard advert.
Once your advert is complete it’s then all about the geography and how you plan to display it. The digital billboard is the modern popular option and this static placement will allow potential customers to be exposed to your brand message as they walk by. Another option is our digital advertising van. We have various packages and can literally transport your advert around Glasgow on a route that is decided by you. Both are great viable options that can really help you spread your message and generate leads.
Additionally, timing is also crucial. Is your advert based on a current promotion or are you looking to promote a long term product? Is the campaign based on building up your brand and how long will it run for? These things all have to be considered and weighed up against your budget. Once you have considered all these factors then you can finally launch your advert!
In summary, if you are to take anything from this article then we would argue that planning is everything. Having comprehensive objectives is the key to delivering a successful campaign but not everyone is an expert on outdoor advertising so if you need information or require any advice then don’t hesitate to get in touch with GoGo Vision where we would be happy to help you along the way!