When developing a billboard advertisement to promote your business, you must choose the best strategy to apply in the process. The first step to campaign planning is establishing the business goals you want to achieve. Are you seeking to promote your brand to new audiences, launch a new product, or do you wish to generate sales directly from your ad?
There are two main types of campaigns that are the go-to for promoting your business: brand awareness vs. impact campaigns. How are these campaigns structured and why are they so effective?
Brand Awareness Campaigns
Brand Awareness campaigns are designed to introduce and/or showcase your business and its speciality in a general manner. The sole focus is to get your message across to as many people in your target audience as possible. A successful campaign of this type should do at least one of the following:
Establish Your Brand – A good brand awareness campaign should focus on creating awareness of your business’ brand. The billboard should show your company’s name, logo, and outline the products and/or services you provide. Using your branding colours on the marketing materials is a must.
Stand Out From the Competition – Every marketing campaign should be both striking and memorable to its viewers. Your billboard should jump out from the rest and result in maximum retention and impact.
Support an Existing Campaign – Your billboard advertisements should work in unison with your existing marketing campaign to enforce your business’ brand across various channels.
Provide Directions – What better way to raise awareness for your business than by directing your audience right to it?! Your advert should provide some form of direction to your business’ location to make it swift and easy for the billboard viewers to find it.
Impact Campaigns
Impact campaigns are meant to capture the audience’s attention and encourage them to take some form of action after seeing it. Impact campaigns will often incorporate tactics such as:
Present a Call-to-Action – Any effective marketing campaign encourages viewers to complete a specific action. A call-to-action might look something like making a call, donating, visiting a website, driving to a physical store location, and so on. What sort of action do you want your audience to take?
Display Unbeatable Offers – It’s no secret that everyone loves a special deal. Showcase a promotion that surprises and draws in the attention of passers-by. Make them realise that this is an amazing bargain that they cannot pass up!
Encourage Engagement – All marketers know the power of audience engagement, whether in person or online. An effective way to incentivise your audience to connect with your brand is through contests and competitions. To enter, they must follow you on social media or submit a contact form on your website. Another option is to display exclusive offers on your billboard but inform your audience that they must connect with your business in some way to benefit from your deals. You can also share a special hashtag on your billboard, which users can use to engage with you and your social media community. Another easy and fun engagement tool is displaying a QR code on your billboard for viewers to scan.
These engagement nudges are a simple addition to your campaign that will gain traction for your business.
Get in Touch
Now that you have a bit more information regarding these two marketing campaign approaches, which one will you chose for your next campaign?
If you need help creating your next marketing campaign, we are here to help! Get in touch with us to book your free marketing consultation by calling us at 020 7112 8624 or emailing sales@billboardmedia.co.uk.
