Aussies love to get out and about with more than two-thirds of all adults driving by private car to and from work each day, with even higher rates in regional Australia. That’s more than 10 million people driving almost every day, checking out billboards on their journey.
It is no secret that billboards by the roadside and in Australian airports are both excellent mediums to promote your brand, to introduce potential customers to your brand or most compelling offer. That said, Out-of-Home advertising should never be a ‘set and forget’ event for your business. We recommend that you regularly change up your creative, to keep ideas and communications with potential customers in your area both fresh, exciting and memorable.
So, what do you do to inspire customers to consider your brand when making their next purchase decision?
There are literally hundreds of unique things you could do when pairing your billboard campaign with other promotional activities to boost uptake in your target audience. Here are three things you can do that are relatively simple, to get you started, no matter the size of your business.
Refresh your billboard artwork
When you think about your own experience as a consumer of advertising every day, you’ll probably realise that, if potential customers are bored with your advertising or offer, they probably won’t buy from you. If your current artwork isn’t driving customers to your website or in-store, then it’s time to update it. For most mid-range campaigns, if you update your artwork on a 6-12 monthly basis, you are probably on track to keeping your customers engaged and excited, which will help them want you to fulfill their consumer desires. This is something your billboard provider should be able to help you with – and creative design is something we take great pride in here at Bishopp.
Also, a great tip is to avoid trying to look like other businesses in your industry – a billboard is the ideal medium to stand out, be bold, break some conventional rules and truly be different. Aim to look like your own, confident brands up there on the big sign! At the same time, don’t drown your message’s hook in convoluted advertising puns or cliche humour. Be concise, smart and clear.
Use an incredibly strong promotional hook or offer
With only a few seconds to get your message across to your billboard audience, you need to think about what you want from them, what you want them to do, and what will grab their interest quickly? Use this hook across your other advertising mediums – website, digital to hammer home that offer. (Remember, on average it takes a minimum five brand interactions before a customer enters your sales funnel).
Connect up a digital Facebook advertising campaign
According to a Facebook report (2019), a joint Facebook and Out-of-Home advertising campaign can reward your brand with over 15% greater return on investment (ROI) than a single-channel campaign. For many products and services, this can mean a huge improvement in the uptake rate of a campaign, driving additional revenue into your bottom line and leading to long-term customers that truly know, understand and relate to your brand’s values. Also, consider how a Facebook remarketing campaign, using the same or similar creative from your billboards, might work to continue telling your story, once potential customers visitor your website. Keep them engaged, track them around the internet and develop a great sense of rapport in the digital space, as well as face-to-face!
For more great ideas on how to boost your billboard campaign, contact our team at Bishopp Outdoor Advertising in Brisbane on 07 3552 5600 or contact us here.