Your Guide to Designing (and Ordering) Your First OOH Marketing Campaign

 

There's power in the real, which is why out-of-home (OOH) marketing isn't going anywhere. OOH marketing campaigns, such as billboards, transit ads, and posters, can have a truly powerful impact on your bottom line—and are capable of reaching a diverse audience. However, while you can gain a lot, it can be tricky to create a universal message that appeals to as many people as possible. Not only that, but you need that message to be short, snappy, and to make a mark in a split second. 

How do you do all that? You follow this guide.

Steps to Designing (and Ordering) Your First OOH Campaign

Set a Clear Objective

Before you dive into the creative process, you must first outline what your campaign's objectives are. You may want to boost awareness of your brand and make it a household name; you may want to boost sales, sign-ups, or subscriptions. No matter what, you need to have a goal so that you can make sure the message, visuals, and location all align. 

Craft a Strong Creative Concept

Your OOH advertisement should be more than just visually appealing; it needs to be memorable and relevant to your target audience. Putting a message that people don't resonate with is a waste. You need to chip away at your brand to find the common link between you and as many people as possible. Create a concept that not only grabs attention but also resonates with your viewers. Keep it clear, concise, and include a compelling call to action to prompt the response you desire out of as many people as possible.

Establish Your Budget

OOH advertising can be expensive, so having a realistic budget in place is vital. Your budget should include everything from creative development, to printing costs, to media placement expenses. Keep in mind that the pricing may vary depending on the location and format of your ads. Marketing in a small town or on a remote road is going to be cheaper than big city marketing, for example, but if your primary customer base lives in the city, then out-of-town billboards aren't going to help. 

Create a Measurement Plan

Measuring the success of your OOH campaign is essential to evaluate its impact. Unlike with digital marketing, it can be harder to measure impact. That's why OOH-only codes and links are so important for measuring success, since they give you funnels you can keep track of. 

Print Your Materials 

One thing that is often overlooked when creating an OOH marketing campaign is the physical materials you'll be using. Yes, there are digital screens you can choose, but these aren't available everywhere. For when you need printed materials, it's important to choose a high-quality distributor that can masterfully print your large-format billboards, vinyl, and more like Soyang Europe. 

Top Tips for Success

When it comes to designing those marketing materials, remember to keep it simple, visually striking, and relevant to the location. Always add a call to action that is fun, pithy, and easy to remember so that you can turn that ad into action. Only then can you design and implement a successful OOH campaign that drives up reach and reputation for your business.