Work is one thing, and working effectively is another. This thesis is also valid for brand promotion through outdoor advertising. However, it happens that even the most insightful and far-sighted entrepreneur, choosing the shortest path and cutting corners when working with this media, runs the risk of losing more than gaining. Let's look at popular myths - or, if you like, mistakes - in terms of professional methodology.
Why create a separate story, because you can take a magazine layout.
After all, in print advertising the layout is usually more informative than in external. So why not just transfer it to the billboard? The opinion seems reasonable if you do not think about the features and boundaries of each media. It is hardly worth further explaining that a newspaper or magazine is intended for a reader who has bought them of his own choice and is willing to spend time turning pages. Therefore, advertising in the press can afford to be informative and descriptive. Outdoor advertising, on the contrary, does not depend on the choice of the buyer - its task is to attract attention sweep past the drivers. The message on the billboard should contain the essence of the printed layout, and not fit it to fit the size, so that the consumer, who has the opportunity to devote no more than one glance to an advertising poster, has time to grasp the message and get a good impression of the product.
Everyone can plan a campaign.
This statement is as far from reality as the assumption that several selfies make a person a professional photographer. This reminds me of a statement by Leonardo da Vinci: “Simplicity is what is most difficult in the world; this is an extreme degree of experience and the last effort of a genius. "In any creative work - be it design, architecture or literature - you can only talk about simplicity without huge practical experience. In the advertising industry, there are many one-day contractors, and the outdoor advertising industry is no exception. , where even the largest companies are not immune from mistakes, it is hardly worth giving hard earned dollars to anyone, so if you want to conduct an advertising campaign, contact the experts, as they offer the lowest prices markings and the result will give the corresponding.
The main thing in the out of home campaign is that the boss sees her on the way to work.
We observed this mistake both in the largest brands and among young startups worth a billion dollars, as if outdoor advertising was intended to satisfy whose vanity. This mistake is usually made due to a misunderstanding of the features of the media: location, inventory and tasks. Sometimes a single billboard located in the right place can boost sales and increase brand popularity. At the same time, it is possible to cover posters with at least the entire street without the expected result. Real experts on outdoor advertising, before offering services, must take into account such parameters as the features of the product being promoted, demand factor, potential audience, and suitable location.
Quality is always more important than quantity.
This is also a myth, or, for the especially curious, this is only partially true. Outdoor advertising is hyperlocal media, and for the desired effectiveness of the campaign should be used as such. It is often seen that the campaign, for example, is limited to only one metropolis or, if it is planned in the capital, customers are assured that the center will be enough. But any product or service is consumed by residents of all areas. To narrow the campaign in one district means to drop part of the target audience.
The best way to manage your budget is to meet five places on the ring road.
In fact, the key to successful budget development is a harmonious balance of price, quantity and quality. The wise use of media opportunities comes with experience and accumulation of resources. This is a complex multi-level planning, which requires not only ownership of media resources, but also expert knowledge. Thus, the success of the campaign is achieved - the conversion of the observer to the buyer. Just as a good architect can make optimal use of the free space, a good advertising agency knows how to maximize coverage with the current budget.