We really think it does! Here’s why!
Clients often ask us “what is the best way to maintain my brand awareness while I’m running other promotional or call to action campaigns” and although the answer may have many options, more often than not it includes a recommendation on billboards or another form of outdoor advertising.
Although there are some that think that the brevity of a billboard creative message or the time commitment required are a disadvantage, we maintain that branding is something that should be constant and easily recognised so these two ‘obstacles’ really aren’t that at all.
The fact that you can place a billboard exactly where you want it is a giant advantage over many other mass mediums where targeting is more difficult. You can be directional with a billboard right near your location and point people towards it or you can put one in an area that you would like to draw customers from. And with a billboard you can guarantee that it will be seen. They are placed specifically on busy roads and areas that get backed up so that you get maximum exposure for your brand. And the size!! Wow they can be massive and really pack a punch (plus you can’t turn them off or change the channel – they will be there everytime you drive past so you won’t be able to miss them!).
Outdoor advertising also has a brilliant ability for supporting your other advertising efforts whether they be radio, television, print or online, you can increase the effectiveness of your campaign by adding an outdoor element.
Now back to branding – outdoor campaigns have a unique ability for repetition allowing them to consistently remind the audience of your name or key product/service. Here’s where that short messaging comes in. A car might pass a billboard in a matter of seconds so your message needs to jump out at them and convey everything you want to say in that time. Many businesses have used this to their advantage as you’ll see in the following examples.
And see – even web based products believe in outdoor advertising!!
But please don’t think that branding is all that outdoor advertising is good for – they are an excellent call to action medium driving people into store or to your website for your latest offer or sale. The opportunities are endless and don’t forget that you can also make it a bit of fun or even a little outlandish – these are outstanding / massive mediums so use them to make an impact!
(Thanks to Google Images for some great examples for us to share!!)