In any type of advertising, certain components just cannot be ignored. Omitting to focus on certain components can mean the difference between a wildly successful billboard campaign and a total waste of a marketing budget. Here are some of the vital components that must be considered when putting together a billboard campaign:
- Brand positioning: It must be clear what the image of the brand and its target customer should be. The positioning is used to influence how the audience views or feels about a brand. It must represent the character of the brand and advertise in a manner that appeals to specific demographics.
- Execution of the campaign: The advertisement must deliver a message that is memorable and persuasive, and it has to say something profound about the brand. The approach should be quick, clear, and penetrating to gain the attention of passers-by or motorists because they only have a few seconds to observe the billboard. The ad should be different from others to stand out above the competition.
- Drama: Billboard advertising does not always need to be dramatic, but if drama is used it can be enormously effective. The drama of the product or service can display why people should invest in the brand. Ideally, the drama should be presented in a realistic and welcoming manner to appeal to a target audience.
- Emotion: The billboard should evoke emotion in the audience. It should tell a story about the brand that makes the audience feel attracted to the product or service being displayed. Hard-hitting advertisements are memorable and endear people to the brand, and therefore they will be more invested in the brand. Emotions such as disgust, pleasure, accomplishment, relief and many others are all used very effectively to market brands.
- Entertainment: People love to be entertained, especially during a boring commute. Offering them something entertaining to look at can have a huge impact, and if the billboard is entertaining enough, they will even tell others about the brand or the story or share it on social media, and thereby acting as social marketers of the brand.
- Sentimentality: This includes mainly the “mom & pop” store, historic or small-town warmth in the advertising campaign. Typically, people view these types of environments as warm and welcoming, and it associates it with family and love. It also brings back old school sentimentality which makes the advertisement more memorable.
All these elements should be kept in mind during the design of visual and textual elements of the billboard. For more information about important components that should feature in your billboard campaign, contact our specialists at Face First Media.