We can’t all be intrepid explorers but most of us like to get out and about. We travel to the shops, take the kids to school, trek to work and back each day and visit friends, relatives and the gym every weekend. We have our regular routes we take. The same old street, regular roundabout, familiar footpaths. Whether on foot or on wheels we take notice of our surroundings to the extent that we notice even the minutest change in our route. The curtains have changed at number 23. There’s roadworks on Sunny Lane and what’s this? A huge advertising hoarding on the office scaffolding. You read the message intently to see if it applies to you. Is it something you should miss? Is it something you could benefit from?
Call it what you like, Outdoor Advertising, Out of Home Advertising (OOH) or Outdoor Media, this is one of the oldest forms of promotion and still one of the most effective despite advancements in digital marketing. There are many variations on a theme, from billboards on streets and highways, poster displays at bus shelters and telephone booths to grand digital presentations on arterial routes. Advertising can also be done ‘on the move’ placed on anything in transit such as trains, buses and trucks. Yes, it’s a huge world out there and there’s plenty of space for your brand to make its presence known.
WHAT IS OUTDOOR ADVERTISING?
Wiki defines it as “Advertising that reaches consumers whilst they are outside their homes...focusing on marketing to consumers when they are on the go, in public places, in transit or in commercial locations.” The scope is therefore huge and varied appealing to even the smallest budget. As people veer toward a more active lifestyle, outdoor publicity has the power to reach a phenomenal number of individuals on a continuous basis.
WHY USE OUTDOOR ADVERTISING?
- It gets noticed.
- It’s easy to execute
- It suits all budgets
- It reaches the masses
It’s not easy to avoid or ignore the vibrant colours and larger than life images presenting you on every corner. We are inquisitive by nature and are naturally drawn to something new or attention grabbing. If your advertising stands out from the pandemonium of visible stimuli it becomes an unavoidable, unceasing medium from which onlookers cannot withdraw. They cannot turn the page as in printed publicity, they cannot turn off their devices and there is no opportunity to skim through it as the message is short and punchy. Once it’s there it is constantly and repeatedly seen.
Putting the ads together is as cost effective and straightforward as you want them to be. If budget is tight you can create your own posters or printed displays and avoid extra locational costs by placing them outside your premises, or on fencing, railings or lamp posts. Financial wastage is kept to a minimum due to direct access to your chosen target audience thus avoiding advertising in the ‘wrong places.’ Cost is ultimately determined by where you choose to position your displays and for how long. That said, the more sites you select and the longer you advertise to your public the greater the number of individuals who engage with your message.
Outdoor advertising revenue in the UK has increased annually since 2009 (Statista), and in 2017 Airoutdoor noted that around 98% of the population see at least one promotional hoarding or billboard per week with 71% noticing it and digesting the message. The same study shows that a large number make frequent purchase decisions in the car, as much as 68%. Clear Channel Direct corroborates these figures in reporting that outdoor advertising has a bigger reach on a daily basis than any other media, including TV.
The type of external media appropriate for each business is clearly determined by who is being targeted, what is being advertised and how much is financially available to devote to this cause.
WHERE TO USE OUTDOOR ADVERTISING?
Whilst preparing the marketing plan for the following year, smaller businesses have a variety of outdoor advertising options to consider:
Outside hoardings and advertising sites
Throughout our towns and cities numerous sites are earmarked for advertisement rental based on the size, quantity and timescale of the promotion. In general, these take the form of billboards and posters or hoardings and banners.
Freestanding display stands can be placed on surrounding streets and car parks and are useful in enticing new customers into businesses or retail units. Banners are also attached to railings and posts creating brand awareness and acting as signage to draw any interested customers to the right place.
- Music concerts and festivals
- Craft Fairs and country fetes
- Marathons and road races
- Carnivals and parades
- Charity events
- Farmers Markets
These events are popular and well attended offering an opportunity to make known your brand name, introduce new products or services and to connect with the local community. Flags, free standing displays, as well as pop up displays can be used to advertise your presence.
HOW TO ADVERTISE OUTDOORS?
Choose your location
Decide who you are wanting to contact and which demographic group is most likely to respond well to your message. Where do these individuals live, hang around or frequent? For example, housewives may be seen regularly around schools, supermarkets or cafes; students are located near universities, outside bars and clubs and around town. Employees can be seen regularly at watering holes around the business district. If you know the local area well the honey pots where certain people gather are evident. These are the places where your advertising should be located.
Choose your display
Roller Banners UK is a leading supplier of banners and display stands created in house on the highest quality materials delivered free and on time. A wide selection of outdoor banners, stands and flags are available:
Banners are printed in high resolution full colour on quality PVC material using weatherproof UV ink for durability. They are supplied with eyelets to attach to the wall, fence, railings or sides of buildings. They come in a variety of sizes up to 2.4m in width.
Banner frames are a practical way to display your free-standing banner, constituted of strong aluminium and supplied with bungee cords to attach the banner. Ground pegs are also provided to secure the frame and banner and there are two sizes of frame available; 1mx2.5m and 1.25mx3m.
The X Banner display stand is rigid and stable due to the water fillable base they withstand the worst of weather. The graphic panel is replaceable giving you reflexibility in your messages.
The impressive Outdoor Roller Banner is sturdy and made stable by extending the two feet. These can be pegged down into the ground if needed and can withstand winds up to 24mph (Beaufort Scale 5). It is also compact when dismantled for easy storage and transport.
Pop Out Banners, Golf Banners and Event Banners are lightweight double- sided displays which are easily set up and transported. The banner is made from a strong knitted polyester material and is stitched to a steel sprung frame.
Feather Flags come with a choice of bases to suit hard surfaces or grass. They are quick to set up and can withstand winds of 18mph (Beaufort scale 4). The graphics can be printed on one or two sides.
Event Flags come with a telescopic pole which extends up to 5.4m to get your message noticed. They are printed in full colour on one side onto knitted polyester fabric and are easy to erect and transport.
Wall Mounted Banner Frames are a new system providing long term displays for attachment to the sides of buildings, boundary walls or wooden fences. The banner is easy to change when required.
A Board Pavement Signs come with two printed posters, one either side to position outside your shop or retail unit. The posters are weather proof and light fast and the frame can be easily opened to change the posters.
The Printed Gazebo is a novel way to advertise your brand, providing shelter for visitors and a hub for your business. The design is printed in full colour on the roof for high visibility. The frame can be easily erected and dismantled and is transported in its own carry bag.
Forecourt Poster Signs are a sturdy and versatile display made stable by the water-filled spring-loaded base. The snap frame enables exchange of the two weather proof posters as desired.
PVC Mesh Banners are ideal for use in exposed areas or in high winds. The holes within the mesh material allow the wind to pass through making it a stable display option and can be attached to fences, railings and sides of buildings using the added grommets.
The outstanding EXO Banner is the largest free-standing display on offer. It is a complete banner system in its own right, suitable for moderate weather conditions. The printed banner is sized at 2mx2.5m and can be printed on both sides if required. Several stands can be joined together to create a wall. The stand has two water fillable feet to create stability and the banner is quick and easy to hang to the frame. The graphic panels can be replaced quickly and cheaply.
Time to make your choice
All the above-mentioned banners can be printed using supplied artwork that conforms to printing guidelines to ensure a high-quality finish. Alternatively, the Roller Banners Design Team are on hand to give advice and to design and print according to your requirements. Give them a call today on (02380 700111) or look online.