In an ever-changing advertising landscape, staying relevant and keeping your audience engaged can be tricky. One way you can do this on an ongoing basis is to take advantage of current events. In this way, you can find ways to inject freshness and relatability into your advertising campaign.
Let us look at how businesses can ride the wave of current events to optimise their outdoor advertising spend, specifically through billboard advertising.
Plan Ahead: Timing Is Crucial
It is crucial to plan ahead to ensure you can secure the specific locations needed to maximise the impact of your display advert. The sites will be essential to the success of this campaign by putting the information in front of the right target audience.
This fine balancing act is linked to keeping informed on what is happening in your industry and your organisation so you can identify these opportunities as early as possible yet still be current.
As this time of advertising has an “expiry date”, you should plan to build a sense of urgency and encourage immediate action. Consider offering limited-time promotions or discounts related to the current event. This can be a powerful incentive for potential customers.
Relevance To Your Business And Your Audience
Not every current event is suitable for pairing with your business offering. Your choice of events to align yourself with must be relevant to your brand, products, services and, most importantly, your customers or potential customers.
You must ensure that the events you pick align with your business strategy and the message you wish to convey. Proceed with caution when choosing events that are sensitive and controversial.
Focus On The Design
As with all types of outdoor advertising, sticking to these essential principles will boost the effectiveness of your event advertising:
- Straightforward, simple design that is easy to read, including the event details.
- Eye-catching images, colours, fonts and text.
- Alignment to your brand.
- A clear call to action so your customer knows what to do next (buy a ticket, register online, visit an online store, etc.). Something that encourages immediate action so they don’t miss out.
Contact Face First Media today to discover how our expertise can bring your outdoor advertising to life with timely and impactful billboard advertising campaigns that ride the current event’s wave.