With the amount of advertising being conducted on the internet, today companies are reducing their use of more traditional advertising channels. According to a report by the firm that conducts research, this year digital advertising spending surpasses traditional ad expenditure.
But, going digital-only could be a risky choice making the decision to market exclusively online could miss out on crucial audiences that could be better served by other ways.
While some products, services and brands are thriving in a world of digital-only however, many businesses have to increase their reach to customers by other means, to ensure that their message is not obscured by the millions of advertisements that are viewed each month.
What Is Your Goal?
The first step in designing an effective construction hoarding is to determine what you value most. Are you trying to promote an opening at a brand new site? Are you offering one-time sales? Perhaps you’re trying to increase your brand’s recognition over the course of time?
The commonality among the possible end-goals is that the method and the measure you gauge will be distinct for each. A business planning to open a new location could target traffic within the neighbourhood around where the branch is set to open to help promote a new storefront.
Existing brands can capitalise on their reputations and brand infrastructure that is already in the vicinity and employ an advertising campaign called Hoarding to create buzz around the new store. A popular form of traditional advertising that companies employ to establish their brand image is to use hoarding advertisements.
Despite the existence of social media as well as internet-based marketing tools, combining them along with other methods of generating consumer awareness has proven to produce positive results. Like every other form of marketing, you will encounter pros and cons.
A-List Of Benefits Of Advertising That Is Placed On A Wall
1. Visibility
Advertising Hoardings are located strategically in major thoroughfares and on highways which increases the chances of being noticed by large numbers of people throughout the day.
Due to the sheer many drivers and commuters on the roadway, the advertising medium is effective in capturing the attention of your target public. In addition, they typically follow the same route every day. In any case, seeing an advertisement repeatedly can lead to consumer memory.
2. Access To An Audience Targeted
Because Hoardings can be erected in the areas that are chosen by companies or advertisers it will be much more convenient for companies to connect with a particular group of consumers they market their services and products. If, for instance, a product is intended for farmers or those who reside in rural areas. Hoardings could be placed in areas where potential buyers drive frequently, such as on highways.
3. Conversion Of Audience
The location of the Hoarding and its unique design of Hoardings help in making sales and turning an audience into an instant customer.
If someone passing by notices the site hoarding, and then suddenly feels the necessity to purchase the item advertised it is easy for them to travel to the closest establishment that sells the product. Additionally, it could be more profitable since anyone could simply go online after viewing the hoarding website.
List Of The Disadvantages Of Hoarding Advertising
1. Costs
One of the downsides of advertising on Hoardings is the amount of money a business must spend starting from the moment the Hoarding’s installation is completed until it’s taken down. In addition to an agreement with the proprietor of the property, additional costs are maintenance and repairs.
If there are natural disasters, such as hurricanes, which cause structural damage, it is not cheap. If there are damages to property or injuries caused by a damaged Hoarding. The proprietor could be faced with legal issues in addition to additional expenses.
2. Reasons For Distraction
Another disadvantage of this conventional advertising method is that it is an underlying cause of accidents on the road. Because hoardings are designed to draw the attention of motorists who are driving by, they can be large in terms of size, and usually feature famous people as their endorsers. Therefore, they are more likely to be distracted and, at times, cause traffic accidents.
3. Aims At Moving Traffic
Since the audience targeted is mobile, hoardings have to be based on images or shell scheme graphics instead of text. There are some disadvantages that could be attributable to this. The first is that potential customers aren’t able to truly grasp the message the advertiser is trying to communicate unless they happen to be stuck in the midst of traffic.
The second reason is that the limited text that can be accommodated results in a limited amount of information. Thirdly, as the target group is mobile there’s limited visibility of the hoarding. Before investing in hoarding advertisements it is crucial that business owners understand the advantages and drawbacks of hoarding advertising to decide whether this is the best option for them.
Rule Of Sixes
Six words, six seconds. While it’s effective on a conceptual level, these are the commonly suggested rules to follow to make it practical. When planning the message for a hoarding. Although it’s tempting to expand the number of details, A Hoarding plays specific functions.
A majority of people will be passing by on their way to work and will have only an hour. Six maximum to comprehend and read your message. With such a short time frame for engagement, you have to be effective with your message and remember your message. This is also the reason why the conventional guideline is to try to write 6 words or less.
The idea of trying to keep the attention of drivers for longer than that is not only foolish. However, it’s also potentially dangerous and you aren’t likely to be identified as the Hoarding which led to dozens of collisions (unless obviously, you’re an auto repair service).
Make Sure You Can Read It
Along side being concise and memorable, the dimensions are important for your Hoarding. This is mostly related to your choice of font size, and how your finalised board will appear when it’s put up.
Fonts that are bigger will be more impactful for a longer period of time due to them being visible from a greater distance. However, if you have more space for words, there is less room for images. At all times, it is important to find the perfect equilibrium. That tells your story in the way you would like to through pictures and text.
Maintain Consistency
Another aspect to be aware of is to ensure that the hoarding graphics must be connected to your overall marketing plan. Hoardings are great as reminders as well as reinforcement tools that can help your overall strategy.
Although these ads are physical and offer diverse opportunities in terms of the reach of their audience. Using them to help support an overall campaign across other platforms – whether television, print, or radio – can help create an integration. The cohesive story that viewers can identify with regardless of the channel.
Summary
The most effective Hoarding campaigns contain boards across multiple locations or provide reinforcement via other channels of communication. So, your campaign will not only increase the reach of your campaign to new locales. Improve the chances of repeated exposure.
Travellers from one region to the next may be able to see multiple advertisements on the roadside. Hear a similar radio ad or view TV ads as they arrive home from work which gives your message. A better chance of staying in the mind of the viewer.
