Over the past few months, Meridian Building Plastics Ltd have launched an outdoor advertising campaign in 2 locations in London. Considering the success of their billboard posters, we asked them some questions to find out what best practices they have learnt along the way.
We understand you chose to book multiple sites for your billboard campaign. Could you tell us more about the objectives of this outdoor advertising?
The aim of both billboards is to help driving traffic to our store. Having our posters displayed in 2 different locations around a certain area helps us to reinforce our message and attract the road users coming from different directions. In the past, we have also displayed a promotion that we thought would be assertive to attract a new customer.
Why did you choose those specific locations?
As a small-scale builders’ merchants, when we look for a location, we tend to have a list of criteria that the billboard needs to meet.
The criteria include:
- the location and how close the billboards are to our store so that we can attract local builders and tradespeople.
- the traffic, around busy junctions and on major roads usually. Those types of high traffic areas work well for us because our target audience is the ‘white van man’ who is usually held up in traffic and has the time to read the information displayed.
How this multi-site campaign has helped you achieve your goals?
Outdoor advertising has been a great form of marketing for us to help us become known locally by the ‘white van man’ who spends a lot of time on the major roads. We have welcomed several customers coming in just after seeing our billboard campaign, which confirmed that it has worked for us. Moreover, having our second billboard located outside a big competitor has also helped to reinforce our message and draw additional customers to us.
The artwork looks great! Why did you go for that design?
We wanted to create a campaign with the objective to start a conversation with our consumers. We had an issue with some people finding the female model on one of our posters to be overexposed, which we changed. Finally not a bad thing as it created a lot of reactions and people noticed that we were carefully listening and considering their comments.
How did you adapt your strategy during the pandemic?
With the lockdown measures gradually being eased, we found out that there was a noticeable change in consumers habits and needs. We had to consider how we could adapt to their new expectations and decided to change our strategy to fit around the increase in demand for plastic material products. Changing artworks is always a good option, or people will start losing interest in your campaign. Having a different poster every 3 months has helped us get our audience excited about our business activity.
Why did you choose Billboard Media for this campaign?
We have been using Billboard Media for a long time. We found that the locations offered for outdoor advertising have better-suited options for what we need and is generally at a suitable price point to achieve within our budget.
Get in touch now with one of our advisors to see how you could reach your objectives with outdoor advertising too!
