Outdoor Advertising: Is It Dead?
Businesses today have more opportunities than ever to promote their services and increase sales.
The rapid growth of online digital marketing means that you can now reach thousands of people with a limited advertising budget. In fact, savvy smaller businesses can even compete with large multi-million dollar corporations if they know the most effective tools to get in front of their audience. However, even though promoting your business on the web has a lot of benefits, it would be shortsighted to ignore more traditional advertising.
While many businesses have completely focused their efforts online, the smartest business owners know that now is the best time to utilise other means of marketing, such as outdoor advertising. Done right, outdoor advertising can be a very successful strategy for a business, helping to reach their local communities and ingrain their brand with the services and products that are offered.
But What Exactly is Outdoor Advertising? .
Well, basically, it is any type of advertising that you could see when walking down the street.
Perhaps the main one that springs to mind is billboards, but it also includes interiors and exteriors of buses, benches, taxis, and any signage that can be observed outdoors. It is one of the oldest forms of advertising that has been around for centuries. Just because it is old does not mean it is no longer effective.
In fact, if you look around when walking or driving outside, you will immediately notice literally thousands of billboards and other forms of outdoor advertising all around you. The reason why it has survived despite all of the alternatives available today is simply – it works. Just look at how many of the world’s biggest brands like Coca-Cola, Nike, or Samsung are actively using outdoor advertising in countless forms.
The truth is, no matter how many new forms of advertising might become available, simply being in front of your audience outdoors will always have plenty of benefits.
Benefits of Outdoor Advertising
There are numerous benefits to advertising your business outdoors. Here are just a few that stand out:
Instantly Grabs Attention
It would be hard to find a medium more eye-catching than a flashy outdoor billboard or an ad on a bus. Outside, we are typically much more alert and receptive to our surroundings, so anything that stands out instantly gets our full attention. If you manage to craft your advertisement in a way that is informative, to the point, and stands out, you could have a real winner in terms of how many people see it every single day.
Although many people view online marketing as the cost-effective form of advertisement today, this is not always the case. In fact, most online advertising geared to local audiences tends to be quite saturated, meaning that your cost per lead can be quite high. With outdoor advertising, there is a different story.
The upfront cost puts off a lot of small business owners afraid to make that kind of investment at once. But in the long run, if the ad is successful, the number of impressions that your outdoor advertisement gets could reduce the cost per lead and give you a great return on investment. It is always a good idea to take the time to develop your ads – don’t try to do everything yourself and hire a print agency. They have the experience and know what works, which will dramatically increase your chances of success.
Can Directly Lead to Purchases
Although you might consider outdoor advertising to be more effective in raising brand awareness and getting people to know your company, it can be effective at driving immediate sales with correct placement.
For instance, if an enticing billboard for a product is placed near a shopping centre, it can lead to a significant increase in sales of that product in that particular outlet. Leaving an impression in the mind of a shopper just as they are entering a store often drives them further down the marketing funnel towards purchase.
But it can work in other scenarios as well. If you are offering a competitive deal during a promotion, anyone seeing your advertisement will take notice and could take action immediately, especially for a limited time offer.
Future of Outdoor Advertising
As you can see, outdoor advertising is far from being dead. To survive in the competitive marketplace of today, you need a diverse range of marketing efforts that include both online marketing and outdoor advertising. This way, you can reach different segments of your market and, with time, become a dominating player in your market and ensure your business grows.