The secret core weapon to seize the marketing power ® of the mental ® outdoor advertising brand, the law of delivery is revealed!
01. The core secret weapon of outdoor advertising brand marketing power
1. Visual impact and deep memory
Outdoor advertising is often presented in the public eye with huge pictures and vivid colors, and this strong visual impact can quickly attract people's attention.
Compared with other forms of advertising, outdoor advertising has a higher contact rate and a lower interference rate, which means that the advertising message can be more deeply imprinted in the consumer's memory.
For example, a large billboard in the center of the city attracts the attention of countless pedestrians every day, and this continuous exposure will undoubtedly deepen the impression of the brand among consumers.
2. Creative content and emotional connection
In OOH, creative content is key. A creative ad not only catches the eye, but also sparks emotional resonance with consumers. Through clever storytelling or emotional expression, OOH advertising is able to establish an emotional connection with the audience in a short period of time, thereby enhancing the brand's favorability and identity. This emotional connection not only boosts consumers' memories of the brand, but also motivates them to make a purchase.
3. Precise positioning and audience matching
The choice of location for outdoor advertising is crucial. By analyzing the behavior habits and travel routes of your target audience, you can accurately target your ads to the places they frequent, thereby increasing the reach and conversion rate of your ads.
For example, a brand targeting young people may choose to advertise around a university or a commercial pedestrian street, while a brand targeting families may choose to advertise near a residential area or supermarket.
4. Integrate marketing power and diversified interaction
Outdoor advertising should not exist in isolation, but should be combined with other marketing power means to form an integrated marketing power effect. By working in tandem with online advertising, social media, PR campaigns, and more, outdoor advertising can play a greater role.
In addition, using interactive elements such as QR codes and AR technology, outdoor advertising can also establish more direct interaction with consumers, collect user feedback, and provide valuable market information for brands.
5. Integration of social responsibility and environment
As consumers pay more and more attention to brand social responsibility, outdoor advertising also needs to reflect respect for the environment and contribution to society in content and form. Through the combination of public welfare activities, outdoor advertising can not only convey brand values, but also enhance the social image of the brand, thereby enhancing the trust and favorability of consumers.
02. Outdoor accelerates brand marketing power
Bus Advertising --- Increase visibility
As the city's business card, the media of bus advertising is more reliable and powerful in the ability to empower the brand, and the brand can use the credibility, scene power and communication power of bus advertising to shape the image of the product or brand, so that the brand can improve its popularity in a short time.
Bus advertising can not only quickly increase the coverage and awareness rate, but also allow consumers to retain the memory of the advertisement for a long time, so as to realize the extension of the advertising effect.
Outdoor advertising --- reinforce brand loyalty
Outdoor advertising positions are eye-catching, memorable, and have a high contact rate and arrival rate, which is the golden medium for many brands to display, build and promote their brand image.
Outdoor big-name advertisements have the advantages of large-format pictures and strong visual impact, which clearly convey the brand information, radiate the target group, fill the blank psychology of the travel crowd, and strengthen the audience's memory and brand loyalty.
Bus stop advertising --- build brand awareness
The first way for brands to build brand recognition in consumers' minds is to build visual awareness. Logo, IP image, and unique brand color can all become consumers' memory points for the brand.
The bus stop kiosk has a concentrated flow of people and a high degree of attention, which can provide information transmission for different mobile groups in a relatively short period of time, and direct contact with the target audience can produce effective memories, which will help increase the exposure rate of the brand and establish a positive quality recognition.
Community Lightbox Ads--- Create brand associations
Brand image is the result of brand positioning communication. Brand positioning is to form many brand associations in the minds of consumers after being disseminated through advertising, and finally constitute a brand impression with sales significance.
Community lightbox advertising has a wide audience, accurately targeting audience groups and preferences, so that every resident in and out of the community can have high-frequency contact with the advertisement, and establish and consolidate consumers' positive association with the brand.
As an important offline communication medium, all kinds of outdoor advertising empowers brand marketing power communication with its unique value advantages.
03. Outdoor advertising rules for different life cycles of brands
In addition to the role of brand protection, brand building is also the core reason for its sustainable and stable development. From birth to recession, a brand will go through four market life cycles: brand infancy, growth, maturity and decline. Each life cycle of a brand has a different direction of marketing power.
1. Infancy: The core of the brand's outdoor delivery is full coverage exposure
The infantile period of a brand is the period when the brand has been born and needs to be perceived by consumers in the target market. At this time, the brand should develop a branding plan based on the specific market positioning.
Among them, outdoor advertising is parasitic on different living spaces of consumers, which is one of the media forms that can enable brands to quickly reach consumers. In this ice-breaking period, brands need to use outdoor advertising for exposure, so that target consumers can recognize and build brand awareness.
The full-body spray-painted bus body advertisement is characterized by mobility, wide coverage and large visual impact, which helps to shape the brand image. Bus body advertising and bus shelter advertising, the combination of dynamic and static, is a way that cannot be ignored in brand promotion.
In addition to bus body and bus shelter advertising, multimedia integration and extensive advertising are also effective ways to enhance influence. Such as elevator media, subway station halls, subway car boxes and other outdoor media with a large number of people.
2. Growth and maturity:
The growth period is when the brand has established familiarity in the minds of some consumers, and some products are also recognized and perceived by consumers, and the brand can also collect information from consumers on the advantages and disadvantages of the brand, positioning and promotion methods, etc., and the brand can then make improvements or upgrades based on these market information;
The brand maturity period is a period when the brand needs a solid foundation, maintenance and improvement, to enhance consumers' trust and dependence on the brand, and the brand in this period needs to continue to maintain a sense of presence in the hearts of consumers, so that consumers can trust and cannot do without the brand.
In the growth stage, the brand exposure cycle needs to be extended and occupy the memory of consumers for a long time. At the same time, it is also necessary to defend against the attack of competing brands, so it is necessary to break through the core group of its own brand for a long time and full coverage in advertising, so as to take the lead in occupying market share.
Outdoor advertising media such as large-screen LED advertising in commercial areas, subway station halls, subway boxes, elevator media and bus shelters are all short, and brands can choose intermittent and extend the outdoor media advertising cycle according to their needs, increase their investment efforts and establish a brand image.
Mature brands have entered the heyday of development in terms of product technology, quality and image, and their market share and loyalty are quite strong, among which a soda brand KL, fast food brands M Kee, K Kee and a luxury brand LV are all representatives of mature brands.
Brands in this cycle need to pay attention to emotional expression when formulating outdoor advertising and seize the minds of users in a timely manner. Various outdoor media, such as large-screen high-altitude advertising, can make a big difference in brand awareness and image promotion with its characteristics of high impact, strong color and low information interference.
Among them, LED large-screen advertising breaks through print media and can realize three-dimensional dynamic and static picture presentation. In particular, with the development of AR and digital technology, brands can achieve the advantages of interacting with the audience, experiencing the experience, and accurately targeting the audience groups and preferences, which greatly improves the brand's position in the minds of consumers.
Through the integration of online and offline resources, the brand can achieve global marketing power, which is a brand image builder that helps brands reach consumers at low cost and in all scenarios, clarify user portraits and achieve accurate advertising.
Mobilizing the enthusiasm of users to interact with the brand is also a mature way to improve the brand image, reputation and value. Especially in the experience economy, audience engagement and experience are the most valuable resources for brands.
3. Recession period: maintain the vitality of the sustainable development of the brand
After going through a cycle of recognition, familiarity and trust, brands begin to enter a period of brand decline. Many brands have not been able to withstand the rapid changes in technology and consumer demand, so they have been in a dilemma of declining product demand and sales.
However, this does not mean that the brand has lost its value. On the contrary, products can still regain market vitality by repositioning the market, transforming product functions or rebuilding new brands.
If you want to regain profits for a brand that is no longer profitable through advertising, the basic chance of success is to reduce or directly withdraw the budget and focus on new products. Therefore, the brand's advertising at this time will once again use the advertising strategy of the naïve period, and the cycle will be repeated.
After the brand has gone through a mature period, it will not be able to keep up with the changes or fall into bottlenecks due to the competition in the external macro environment, changes in consumer structure and technological changes.
At this time, the brand needs to re-enter the maturity period through the outbreak period, that is, according to external changes, formulate a new brand communication idea suitable for the brand image, so as to achieve the longevity of the brand, maintain strong vitality and competitive scale, and make consumers inseparable from the brand. Therefore, omni-media outdoor advertising is a better choice.
04. 10 brands of outdoor creative advertising with big brains
Windex Glass Cleaner
Advertisement for glass cleaner on a bus stop
Only a film is applied to the glass to create a frosted effect
Cleverly borrowed from the surroundings
McDonald's
Billboards that look empty
This is not the case
Have you spotted the tricks?
Nescault
Even Bai Yun couldn't help but reach out and steal food
You can imagine how delicious it is
Canon camera
Parking Pole = Telescopic Lens?
Disguise yourself as a lens with a pole that moves when you park
to reflect the characteristics of its products
Lego
Clever use of the pattern of the blind road
Combines perfectly with LEGO products
Durex
Also with the help of stripes of floor tiles on the pavement
to increase the sales of your products
It's an idea that only Durex can think of
Rejoice
No matter how troublesome your hair is, you can comb it smoothly
Rejoice is so confident
@所有人:
I am Mr. Peng Xiaodong, and I would like to thank all advertising media companies, advertising associations, advertising chambers of commerce, etc. for choosing to invite me to be true love!
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coca cola
How delicious it is
I'm going to drink it up with a ladder
Oreo
When the elevator goes up, the biscuits get stained with milk
And when the elevator falls, it will leave again
Through such a dynamic display
It expresses Oreo's century-old method of eating
HP Premium Photo Paper
An upright display panel with a paper tear effect
Set up on a crowded street
Creates a partially torn photographic effect
It highlights the super color reproduction ability of this photo paper