We are seeing a growing trend of marketers using building wraps, perimeter hoarding graphics, and printed scaffolding banners as part of the marketing mix.
In an environment where advertising costs continue to increase through traditional promotional media such as direct mail, sales teams, public relations and print media or radio advertisements many innovative marketers are turning to their existing physical real estate to create high-impact, unique and creative media platforms at a fraction of the cost.
The approach brings many benefits – not only can bespoke outdoor advertising or billboard space be created in exactly the right location, but also unsightly and disruptive building works can be hidden from view in the area.
Creative outdoor advertising
One application is the use of the giant printed banner space for brand identity, promotional messaging and outdoor advertising. This may be for the property owner or indeed offered to a third party as a source of advertising revenue.
Promoting residential properties
Building wraps provide the perfect advertising solution for new build and refurbished properties. It’s all about location, location, location! What better place to advertise available homes than on the home itself, easily seen by every passer-by and local traffic. And as a tiny fraction of the development or build costs it is an opportunity that is too good to miss.
17 Reasons to Consider Outdoor Advertising
1. Media Mix Reinforcement
As a general rule of advertising, the average consumer needs to see something at least 10 times before they take a call to action. Billboards, transit and bus shelter advertising enables companies to complement their investment in digital, print and radio with a consistent marketing message that will be viewed multiple times and has the ability to reach an entire region.
2. Eyes on the Road
Unlike a radio or television advertisement, with outdoor advertising, the audience can’t simply change the channel. Whether your targeting morning commuters or pedestrian traffic in a densely populated area, when people are on the move they are typically more aware of their surroundings and pay attention to advertising in their field of vision.
3. Total Market Reach
One of the primary benefits of transit advertising is that you get complete market coverage even with a single exterior bus advertisement. Typically transit advertising is not route-specific for the simple reason that transit managers need to level out the amount of route-miles buses travel each day. This means that over the course of a 4-week advertising period, your ad will likely be seen across every corner of a transit system’s footprint.
4. Benefit of a Blank Canvas
Each form of outdoor advertising (transit, billboards, bus shelters, etc.) is unique in the sense that advertisers have the ability to use the space in unorthodox ways that can be extremely eye-catching to the viewer. 4-creative-bus-ads.
5. Supports Community Transit Systems
While the goal of any advertising campaign is to improve a company’s bottom line, for values-driven and community-minded organizations one of the main benefits of transit and bus shelter advertising is that the majority of ad revenue produced is funneled directly back into publicly-funded transit systems to support their primary mission of getting people from A to B.
6. Transit Advertising: A Low-Cost Mobile Billboard
Looking to reach a broad segment of the population with an eye-popping message that won’t break the bank? Transit advertising is a great way to drive up brand awareness and recognition, especially in billboard-free states like Maine and Vermont.
7. Billboards: People see them morning, noon and night
If you know your target demographic is situated in a confined geographical radius, there is no better way to get their attention than by advertising on a billboard along a major roadway. One of the primary benefits of billboards is that they’re always on, 24 hours day, 365 days a year.
8. Builds Immediate Brand Awareness
Unlike print, television or radio advertising that run multiple ads in sequence, outdoor advertising offers advertisers the opportunity to reach a captive audience with an exclusive, uncluttered message.
9. More Value for your Money
The cost per thousand impressions (CPM) for outdoor advertising ranges from 6 cents to $8.99. When stacked up against other forms of advertising media that start at $8.99/thousand and can get as high as $58.00/thousand, it is easy to see why out-of-home (OOH) is considered high value at low cost.
10. High Conversion Rate
According to the consumer research company Arbitron, over two-thirds of travelers make their purchasing decisions at some location outside of their home over the course of a typical week; over half report making their purchasing decisions most frequently when they a not home.
11. Outdoor Advertising Is High Impact
Unlike other mediums, outdoor advertising does not need to be invited in. Outdoor advertising is part of the environment, therefore cannot be turned off like television and radio. The viewer has no control on whether they see it or not giving your campaign more impact for a longer period of time than the viewer may expect.
12. It Demands Attention
Outdoor stands alone so it doesn’t have to compete with other ads like other mediums. Often big in size, outdoor advertising makes itself very visible at both close and large distances. They tend to also be creative and expressive which tends to gain more attention amongst consumers..
13. Outdoor Advertising Can Be Very Cost Effective
Outdoor Media Association performed a study and found that outdoor advertising delivers a high Return of Investment in all categories and the higher the budget spent on outdoor advertising the larger the ROI.
14. It Has A High Reach With A Mass Audience
This is a great marketing platform for brands or businesses that are trying to reach a broader audience. Outdoor advertising is public and has access to consumers that can sometimes be difficult to reach. Like younger users, busy business people and lower-income consumers may not have access to traditional mediums, so outdoor advertising is a great way to reach them.
15. It Impacts The Path-Of-Purchase
According to APN Outdoor, 70% of purchases are occurring outside of the main shopping and retail centers. Location is everything when it comes to outdoor advertising because it impacts across all stages of the Path-to-Purchase. Research collected by the UK’s Outdoor Media Centre (OMC) shows that outdoor advertising is the advertising medium most seen by shoppers in ‘the last window of influence’ before shopping.
16. Outdoor Is An Engaging Medium
Unlike most mediums, outdoor is actually liked by consumers. Research from APN Outdoor found that 71% of Australians preferred buses with advertising than those without and that 36% stated outdoor advertising as a welcome distraction.
17. Outdoor Advertising Is A Team Player In The Marketing Mix
Outdoor advertising can and has been proven, to work best with other mediums. The impact and reach of outdoor advertising is greater and can remind the consumer of the message across other media.
Outdoor advertising can offer brands and companies a fresh and creative approach to reaching consumers. If you’re interested in one of the benefits listed above contact us today and see hpw we can help you with your outdoor advertising. We would love to navigate your journey by finding the appropriate and most effective outdoor advertising for you and for your budget.
How Much Does it Cost to Make and Install Signs?
The cost of making and installing signs depends on several factors. For one, indoor designs generally cost less than outdoor signs because indoor signs don’t need to resist wind and other elements that could cause destruction. Similarly, lighted signs such as neon signs or billboards typically cost more than designs that don’t use electricity. Furthermore, temporary signs for events such as promotions or sales are less costly than longer-lasting designs such as those with business names or those meant for driving traffic.
It’s also worth taking into consideration the number of letters that will go on the sign and what substrate materials will be used to produce the item. Typical custom steel signs cost about $20 to $30 per square foot while aluminum and plastic designs usually cost between $10 to $20 per square foot. The least expensive signs are made from urethane and generally cost about $5 to $10 per square foot. Lighted signs may cost $30 or more per square foot while neon-lighted items are typically the most expensive and cost about $200 to $1,200 per square foot.
What Should Be Included
A full-service sign company will include a wide range of services to their customers from the designing process to manufacturing, distributing, and installing. Many companies offer to come to an individual or a business’ location and survey the customer’s needs directly through a representative. Sign companies should also be responsible for ensuring that designs meet local ordinances, regulations, and zoning codes; for example, some cities have banned billboards, and the American Disabilities Act has strict rules about signs that need to be followed. Furthermore, the company should be responsible for the design process. Occasionally, the sign company may also need to be responsible for installation. This can be especially useful if items need to be distributed throughout many places or if an article is particularly large or meant to be placed in a space that is difficult to reach.
Factors Affecting Costs
Several factors affect the cost of signs, like the number of colors on a design. Usually, black and white signs will cost less than colorful items. Additionally, if a design is complex, it will likely be more expensive than a sign with a few words written on it. Other factors to consider include the material the item is made from and what the buyer will use the sign for. If a customer is running a promotion, less expensive plastic signs may be a better solution. However, a business design should be made from long-lasting material, which will reduce costs over time.
It’s also crucial to consider the size of the item. Generally, larger designs cost more than smaller signs. Finally, installation challenges may greatly affect the cost of an item. Installing a billboard or a neon design is far more expensive than installing a sign in front of a building. Deciding on these factors is a way to control costs.
Choosing the Right Company
Choosing the right sign company will depend on the cost, services, and types of signs a customer desires. For long-lasting items, it’s imperative to choose a company that specializes in the material the consumer is interested in purchasing. It’s also worth considering the type of designing options a company offers. Several important factors include whether the company being chosen can produce articles with the size the customer desires, whether they are able to install items, and whether they offer illumination if the customer is interested. Signs offer a way of marketing and are usually read quickly, so it’s imperative that the company has good designing options and is able to produce a worthwhile sign that may be used to capture customer attention.
Ways to Save Money
Customers may save money on signs by ordering stock signs instead of custom designs. While most signs are custom-made, pre-made standard items are a great money-saving solution. Stock signs are typically available for laboratories, retail stores, and warehouses. Another way to save money is to order multiple copies of the same articles. Generally, prices tend to decrease per design as the number of items ordered increases. If an individual or business knows they’ll need to order more copies in the future, they should consider ordering copies at the same time to save money in the long run. In addition, customers who believe their signs may change over time should consider ordering a design that is easy to update and may be done by the customer or a staff member instead of a designer at a signage company to reduce costs.
A great tip is to order designs in the offseason during the winter because sign companies are typically busiest in the summer. Ordering during the winter may result in promotions and discounts on an order as well as a shorter turnaround time.
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