Niche Magazine Issue 42

Page 64


Marketing Forum

EFFECTIVE OUTDOOR SIGNAGE JASTIN PATEL Co-Founder & Commercial Director at Golden Media

OUT-OF-HOME ADVERTISING IS BOOMING Despite the numerous lockdowns, out-of-home advertising is still vital as it provides 24/7 exposure. People are still driving and walking past strategically placed advertisements in and around the city. Using outdoor advertising is arguably the most effective form of exposure for any brand, product or service. There is no avoiding it meaning it always has an audience. Even if passers-by don’t realise it, they have noticed your branding – it’s a subconscious touchpoint that raises awareness of your company and its messaging. Being seen on billboards, buses, and other locations such as train stations and supermarkets, provides your business with a relatable, trustworthy image, so much so that it almost rivals television advertising. Did you know that… ◆ People spend more than 70% of their time out of their homes ◆ 40% of consumers admit to specifically visiting a store or restaurant after seeing an outdoor billboard advert ◆ Outdoor advertising usually delivers a better ROI than other platforms ◆ 69% of consumers make purchasing decisions when out of their home We are adept at creating opportunities in new found places which were not previously considered, helping both existing and potential new clients explore original creative possibilities. The Golden Media Group are experienced In putting ideas Into action ensuring a lasting and memorable impact on your target audiences. 64 | NICHE

With such a huge emphasis placed on digital advertising, it can be hard to get your brand noticed. Outdoor advertising gets your brand out there and catches the attention of your prospects. Here are our top tips for creating effective outdoor signage: Location, location, location. You may have a brilliantly designed sign that perfectly represents your company; however, what’s the use if it can’t be seen? Ensure it’s visible and unlikely to be obstructed by nature so that it demands attention. Use bold colours. Choosing bold, contrasting colours is pivotal to the success of your outdoor advertising campaign. This can improve advertising recall by 38%. Placing a darker colour on a light background will grab your prospect’s attention. Pick a suitable material. The key to an effective business sign is picking a great material to print it on. Aluminium Dibond signage is a fantastic option for

CHRIS GOODMAN Managing Director at Soar Valley Press long-term signage, whereas Foamex signs are great for short-medium term outdoor promotions. State the benefit to your customer. What problems do your products/ services solve? Do your products help your clients save money or time? Let them know! Appealing directly to your customers’ problems will ensure they understand your product and how you can help them. Think outside the box. As with any advertising campaign, thinking outside the box will get your advert seen. Brainstorm ideas you think your target audience will find valuable, appealing or amusing and use these in your signage campaigns.

DATA IS YOUR BEST FRIEND REMY CLARKE Director at Cymer Marketing Solutions Data Management is not always top of mind for all businesses, but it’s such an essential part of an organisation to operate effectively, especially when it comes to customer relationship management (CRM). Maybe it’s seen as an IT requirement, or deemed a technical aspects of certain systems – either way, data surrounds us and it’s too precious to ignore or hope for the best. Something as simple as the formatting of addresses can lose you potential business opportunities. For example, having address data as a single field can lead to the following issues difficulty segmenting them, or if you want to target specific towns, cities or postcodes, or problems if each user inputs addresses differently leading to additional work to cleanse, especially if dealing with thousands

of records. That’s just a sample on a single field, the problem multiplies with every field of data captured. Good data management is the foundation of great CRM. Data is the Achilles Heel of most CRM strategies, exposing flaws in operational workflows, impacting on marketing campaign effectiveness, and driving customer dissatisfaction with poor data management practices. Whether you’re running a startup with 50 records or an established business with 50,000 records, working with poor data will cause issues with communications, restrict visibility of potential opportunities, and produce inefficiencies in business processes. Three questions can provide the framework to having better data management: 1 Where does your data comes from? 2 How is the data collected used? 3 Which operations use the data? Remember, data is a business leader’s best friend – what is yours trying to tell you?