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Blog posts tagged advert
Outdoor Advertising: A Dying Medium? Definitely not.
July 31, 2009
Recent articles in the media and marketing trade press, are hotly debating the question of whether outdoor advertising has had its day.
For the record, we say the answer's 'no'; but I wanted to explain why we know this is the case. A quiet revolution is going on in out-of-home advertising. Small businesses are really starting to tune in to the medium's benefits, and we are seeing ever-increasing numbers – around 250 per week, in fact - signing up to Signposter.com to run out-of-home campaigns in their local area.
I believe that if small businesses are prepared to invest hard-won capital into an outdoor campaign on an ongoing basis like this, it’s because of hard evidence - such as sales increases or increased footfall to their business - of the medium's effectiveness. When every pound counts, they won't do any promotion without the confidence it will work.
This says to me that 'on the streets', where it counts, outdoor is working; it’s picking up more converts to its impact and effectiveness. And if it works like this for small businesses and local campaigns, I'm confident it'll continue to deliver for the big players as well.
Paying attention
February 10, 2009
A good advert will stick in people’s minds, be it clever, funny or just an original idea. On the other hand, bad ones are easily remembered too.
A large advert for reduced train fares caught my eye while I was waiting for a train on the Underground the other day. The offer seemed too good to be true so I scanned the small print to find the catch. A glaring mistake grabbed my attention: one of the place names mentioned was spelt differently in two places. Isn’t it bizarre that anyone would go to the trouble of creating such a large, prominently-placed advert seen by thousands of people each day, and not check it for errors?
Now, more than ever, businesses need to market efficiently and effectively:
Research your target audience. Look at your advertising from their perspective.
Look at the competition. What advertising styles work well? How can you stand out from the crowd?
Be clear about what you have to offer. Create a straightforward, attention-grabbing advert.
Find the right medium for your target audience. Research all of your options and exploit the most suitable one.
Finally, pay attention to detail and you’ll create an advert that’s remembered for the right reasons.
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