Tag Archives: marketing

Outdoor advertising – an Effective Marketing Tool for your Business

Outdoor advertising –  an Effective Marketing Tool for your Business

by Ingrida Andrijauskaite

media formats icom

Outdoor adversting goes as far back as the Egyptian era, when laws and treaties were publicized on tall stone obelisks. Also, ancient Greeks advertised the Olympic games on wooden columns along roadsides.

This type of advertising has changed over the centuries, but currently it is still considered as an effective form of communication. Nowadays, this advertising is known as the OOH Media, which means Outdoor advertising or Out-of-home advertising.

Outdoor advertising works very well for promoting company‘s services or products in specific geographic areas. The chanels that can be used for such advertising are: billboards, bus benches, or transit advertising, ect. All of these can be very effective not only for larger businesses, but especially, for the small-business owners.

Why OOH Media is an important tool for business?

Outdoor advertising is an effective marketing tool and is an integral element of an high-quality advertising campaign. Firstly, outdoor advertising provides readily available brand messages and images for a wider audience, since you are targeting people on the go. This trend of advertising has a great impact because it is usually the first form of adversting that potential clients see, and therefore it can influence their opinion or impression of your brand.

Secondly, outdoor advertising can combined with dynamic digital media marketing tools. This means that businesses can use interactive forms of brand promotion including images of 3D characters, virtual environments, or visual graphic design elements of a company’s identity such as logos, colors and ect.

Digital OOH Media can be placed on many different addressable places, for example on: backlit translits, LCDs, kiosks, bus stops, screens, and on other various banners.

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Shaun Gregory, CEO of Exterion Media said: “…We are committed to harnessing the digital opportunity and using increasingly available technology to create the experience the audience we are engaging with would expect. The only way we are going to achieve this is through collaboration, which is why I am hugely excited that so many major players in OOH are coming together to develop this industry standard for measuring DOOH (Digital Out-of-home advertising). The insights it will bring will only help us to provide a better experience for brands, agencies and consumers and accelerate the rapid growth of DOOH[1]

What is a Good Brand Message?

The majority of outdoor advertising professionals underscore that effective brand messages of OOH Media should be significantly eye catching to attract the attention of the customers. The advertising has to be sufficiently informative to let future customers know what you sell and why it is beneficial for them.

First impression is indeed the last impression: businesses never get a second chance to make a first impression, so all companies should endeavor to devote all important marketing tools to achieve the best results of their OOH Media campaign. It is also important to keep the message short since people don‘t have time to read or watch a long advertising message of a product.

Marketing professionals say that when the brand message looks irresistible, customers are interested to find out more details of the product and most of them often end up buying the product.

Present a realistic Brand message: it is essential to focus on the reality of brand messages and to use the relevant promotional tools for the brand advertising campaign. All businesses should  present to the public their social and ethical behaviour and provide it’s customers with reliable brand information, so that they do not feel cheated or misinformed about the company’s products or services.

So, be smart and innovative, engage the audience with your brand message, and win the market struggle with victory through OOH Media.

[1] More information here:

http://www.jcdecaux.com/en/Newsroom/Press-Releases/2015/Outdoor-media-owners-unite-to-develop-an-Audience-Measurement-system-for-Digital-Out-of-Home

 

 

The power of Storytelling in Brand communications

by Ingrida Andrijauskaite

The power of Storytelling in Brand communications

Storytel

It‘s no mystery how businesses are reaching the best results with their brand communications. We can find a lot of advice or look at the examples of Apple, Google, CocaCola, McDonald’s, Microsoft etc. We all know how companies use mass social media and digital media channels to help advertise their brand’s products and services.

However a company’s aim is to come up with the “best idea”, which could be different from their competitors’ strategies. The “best idea”  is that which helps a company improve their business, by reaching the target audience or by increasing exposure of their brand to the general public.

Today the trend of “storytelling” has captured the attention of the advertising world. It is believed that great stories help to sell products, motivate consumers and outperform competition in the  business environment. The winner is often the most original story. Telling the story behind a brand is considered a very good way to convey experiences to an audience and allow them to feel emotionally involved. The best brand stories are always based on real facts, contain surprises and are appealing to the company’s selective target audience.

Good stories surprise us and they have interesting characters. Also, storytelling makes us think and feel. The story stays in our minds and the main ideas and concepts are memorable. We can admire the beautiful images and sounds which we can see in video advertisement and, at the same time, listen to the compelling story. If we like and believe in the story then we persuaded to buy the brand’s products/services.

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Basic principles of storytelling in B2B marketing

Storytelling has started to be considered a communication priority in both indirect and direct brand marketing strategies. These days, businesses have to find away to engage their audience and show them why they need to be a part of what they are doing.

The majority of communication experts state that, firstly, all businesses have to know their audience very well. To create inspiration for people to believe in your company, you have to outline who your target audience is. When you understand who your audience is, it is easier to start to design a marketing campaign and decide how to convey your brand’s message via advertising.

The story needs an effective concept. This means that there is a need to focus on creating persuasive and memorable ideas associated to your products. The effective idea is the core of the story – a positive and bright message about why your brand is good and appreciable. So, you need to combine this idea with digital and visual solutions in oder to create something unique and delicious for your audience.

Inspirational elements. It‘s said that a good storyteller has to inspire others with their stories. It means that your brand’s message needs to have a marvelous aspect which can inspire people to believe in the story and to be passionate about it! For this part of the campaign, there needs to be in-depth research, creative thoughts, design and a good development and promotion of the story. Also, you have to understand in great detail what your audience cares about.

The execution of this high-quality idea is fundamental. This means this idea in a manner with both sound and a visual-digital “language”, which can help you to make your audience admire your product due to its charm. It is no secret that now people like advertisements if they contain more  attractive, innovative images and do not last too long.

Also, it is necessary to remember to incorporate more personal, human elements. If you can create a story via personal experience, this has greater potential to touch people on an individual level than an impersonal, fictional one. Also, it will show that the core valuesof the company do not lie solely in their product details but in their appreciation of their consumers as people with emotions, not statistics. This contrasts with the negative side of mass consumerism.

Tell your business stories in a smarter, more attractice and more effective way. Provide your audience something they could can relate to and find appealing.

Examples of Storytelling

It‘s very useful to use storytelling methods for companies, because this allows them to show real-life scenarios, gain more exposure and present themselves as reliable. Also the real-life stories create a stronger connection with the audience and this relationship then becomes more important and central to future commmunications. So, let’s look at some examples of businesses trying to communicate with people via storytelling methods.

Dove – Real Beauty Sketches

The company Dove tried to find another way to advertise their beauty products. They created an authentically touching campaign which aimed to make women feel more beautiful and confident. They wanted to conduct a social experiment researching how woman look at their own beauty in cotrast to how others describe them. The results clearly exhibited that women are much more attractive  to others than they suppose. Everything was created in a ‘story-telling’ way.

This new marketing campaign of storytelling helped for Dove to find a new way to send a message about beauty to people. And this advertisement with a story helped to find a means of professionally presenting a product whilst also focusing on the needs of your target audience.

The next example of storytelling is the British Airways campaign – India – A Ticket to Visit Mum

British Airways focused on the touching true-life story of a man who planned a surprise visit to his mother in Mumbai. It was created in the style of a documentary to show the journey of the man. British Airways in this story was presented as the “bridge” in the long distance between your true home and your work and new life environment. This type of advert creates more connectivity between the airline and the general public.

Hovewer, it also has to be said that using the storytelling generally increases the length of the advert. It could easily become boring to watch if the viewer’s interest is not sustained during this time. Therefore, it is important to find an original idea and original context when presenting this type of advert, in order to better connect with your intended audience.