The industry seems to be more insistent in neglecting outdoor marketing as a smart strategy. The reason behind this phenomenon may easily be that there are millions of digital marketers online trying to persuade companies into hiring them. If these companies choose outdoor marketing, these online workers could be out of business.
Truth be told, outdoor marketing still has great potential, even in these days of digital interaction. There are many companies, not only the well-known ones, which are making the most from this methodology. They understand the means and the benefits.
In the following lines, we’ll talk about 8 reasons why companies should invest in outdoor marketing, no matter what the latest self-proclaimed marketing guru online says.
Opens a Door to Real Originality
It’s easy to see how outdoor marketing can be the most creative type of all. Talented advertising companies can create interactive elements that become a crucial part of the environment itself.
Notice how some billboards are designed to benefit from the weather or how a bus can be decorated to be extremely genuine. In the digital world, is almost impossible to innovate.
Billboards are Always at Sight, No Matter What
While making Facebook marketing is a standard for nowadays’ strategies, not everyone has the time to browse through this social network. Even if you are targeting a young audience, busy routines are everywhere, leaving them without the time to socialize online.
But the thing about billboards is that they are present when people are driving or taking a while, which are moments of meditation and decision making. In fact, a recent study says that more than 65 percent of people take their buying decisions while driving and 50 percent said that a billboard was valuable to get directional information, creating a good reference and awareness of the advertised business.
Small Companies Are Simply Afraid
It’s true that, for many companies, paying for a billboard can be prohibitive. In the United States, placing a billboard in a major city can cost a minimum of $10,000 per 4 weeks. This is no secret.
That is why small companies and start-ups ignore since the very beginning any possibility of investing in outdoor marketing. They are way too afraid. But in this matter, there are affordable alternatives as well, being simply overlooked due to the general deception. Here is where curious and proactive companies take the lead.
More Impactful in These Days of Digital Content
Consider that digital marketing is only accessible if we have a PC or a smartphone at hand. Without the right tools, these mediums are simply out of reach and sight. When they finally get in touch with the audience, the impact is moderate. Only a handful of companies is actually capable of doing something new.
On the other hand, outdoor advertising is surrounding us, always ready to attack and surprise. This type of advertising still has that valuable factor, which enjoys a higher chance of creating a solid memory for each potential customer. In fact, a recent study stated that around 25 percent of people got enough motivation to visit a commercial location thanks to a message from outdoor marketing elements.
Absurd Competition in the Digital Ground
As we mentioned before, small companies and start-up must go with the most affordable strategies in order to gain exposure. Because minimum investment is needed to launch a very basic digital marketing plan, this is an absurdly crowded market to be in.
Every day that goes, thousands of companies around the world take actions to gain exposure and build an audience. Numbers say everything! According to the latest surveys carried out by Hubspot, more than 60 percent of marketers have in their main priorities launching blogs. At the same time, 91 percent of the people said that online ads are more intrusive than two years ago, representing more of a hassle than a benefit.
Total Effectiveness on Integral Strategies
There is no absolute market coverage without outdoor marketing. An integral strategy is basically bulletproof when it comes to reaching the most potential customers possible. By properly working on the possible channels, both in the outdoor and digital realms, no one is left behind.
If a billboard doesn’t reach a commuting population, social media will on their free time.
Extremely High Conversion Rate
One-third of the world population is using social networks actively, which is an astonishing number. Nevertheless, outdoor marketing has a wider reach than that. Even when this kind of focused advertising does not go beyond borders, it definitely can work spectacularly on the chosen demography.
With outdoor marketing, a study carried out by Arbitron demonstrated, two-thirds of the travelers made purchasing decisions while being outside, under the influence of messages in billboards and other outbound elements.
Works Along with Real-Life Points of Sale
The sale is only secured at the very moment when the customer pays for the product. Online, the sales funnel isn’t foolproof, meaning that many users change their mind and leave the site even after getting their stuff in the shopping cart.
In real life, we all know that it’s quite different. When a customer enters in a shop or a supermarket, the chances of them making a purchase are almost absolute and unequivocal. At this moment, outdoor marketing is what makes the difference and put companies ahead of the competition.
Strategically placing billboards and other outdoor marketing elements near to points of sale is a powerful combination to successfully convert.
The Bottom Line
By ignoring outdoor marketing, capable businesses are simply neglecting a potential audience with great purchasing power. Even with the growth experienced by digital environments, not everyone is in them.
While billboards could be too expensive for some companies, there still are many affordable elements within the outdoor marketing methodology. The general fantasy created in favor of digital marketing cannot be the cause of leaving these resources in the shadows.
Integrate your strategy with powerful outdoor marketing elements and get those customers that many people are simply ignoring. These ageless advertising resources still have massive possibilities of success in today’s world.
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