When choosing the marketing strategy for your organisation, a good place to start is to be reminded of the four basic principles of marketing. They are also known as the 4 Ps: product (or service), place, price and promotion.
The one of interest to us here is promotion. Promotion includes activities such as advertising, public relations, direct marketing, personal selling and sales promotions. The good news is that OOH advertising (out-of-home advertising) is an excellent form of promotion that will tick many blocks for your marketing campaign.
What Is The Purpose Of Advertising?
The core purpose of advertising is three-fold:
- To inform – Advertising should create awareness of your brand, your product or service and provide pertinent information about the values and objectives of your organisation.
- To persuade – The objective is to sway customers’ perceptions to believe that your products or services are the best quality, value or best suited to satisfy their needs and wants.
- To remind – Advertising serves to remind customers about your product or service and reinforces information about the features, benefits and opportunities it will provide to them.
How Does OOH Advertising Help To Achieve These Purposes?
OOH advertising, like billboards, are an excellent way to achieve the intentions set out in any advertising campaign by targeting people who are looking to purchase your product or service. They create a desire for purchase right at that moment, but they also promote long-term growth and loyalty to your brand by their presence over an extended period of time.
In addition, this type of advertising will target specific markets that may be overlooked by more traditional forms of advertising like TV, radio or print adverts. By strategically selecting the placement, frequency and location of your OOH advertising, you are in a unique position to target specifically identified audiences.
And unlike other forms of advertising, OOH advertising has a constant presence. It can’t be turned off, turned down, or page turned, so the message is broadcast on a continuous basis, increasing its visibility potential.
OOH advertising is a cost-effective tool to include in the advertising portion of your marketing campaign.