How to Improve Your Advertising Using Outdoor Media – Part 8 – Thanks for the Memories

You’re unforgettable?

Perhaps to a spouse, sibling or child it could never be anything other than omnipresent. How lucky for you.

But is your campaign equally unforgettable?

Let me share with you a recent customer experience that continues to fuel my enthusiasm for using media outside the home.

In February of last year, We encouraged and successfully sold a customer on the use of outdoor signs. The 200 square foot (10 X 20) horizontal sign that conveys our message with impact and style.

The client is a medical service that uses personalized laser surgery to clean the toenails. Not glamorous, but necessary.

Seasonality allowed us an excellent rate concession (you will recall in Part 5 – Bring a buffet article, we said later vacations are a good time due to lower costs – we saved 78% on rate card) and enjoyed a strong presence for two months in a key market.

A call to action through the website and the phone call led to very positive initial inquiries and appointments. The customer loved it.

And they kept remembering …

In November and December of that year, customers were YET coming to their clinics saying they remembered that campaign. More than SEVEN months after it stopped.

Clearly, the creativity had impact, resonance, and traction, as it made an indelible impression that made people see and absorb the message.

They didn’t necessarily respond immediately. However, the outdoor advertising had generated enough awareness and remembrance that they were able to remember this laser service seven months after the fact and book appointments.

Does your current media, social or otherwise, give you that kind of staying power?

Are you experiencing customers remembering and clarifying your message months after they stopped serving?

Outdoor advertising works. Nothing like repetition to strengthen a message. Outdoor advertising lives up to its reputation for being a frequent medium. He stays still. It is the same eyes that capture your message over and over again by heart.

At a time when you’re bombarded with up to 3,000 * ad messages per day, the size and repetition of Outdoor tends to overwhelm and diminish other fleeting messages with shorter lifetimes.

Mr. Roy Williams of Wizard of Ads fame, this strategy is credited with.

“Smart advertisers are those who set out to win the heart of the customer long before you need your product. Her only goal is to be the company that she think from the first and you feel better when your need arises. Smart advertisers Don’t try to predict the customer’s time of need. objective they buy enough replay to ensure your business immediately jumps to mind whenever such a need arises. “

What I particularly like and think is most relevant is ‘They don’t try to predict the customer’s time of need, but they buy enough repetition …’

And as my client attested, even though their ads performed well during their eight week posting period … they couldn’t predict that some clients would only need their service more than seven months later. But when the client recognized that he had that need, my client was the one to turn to.

Your continued presence, sustained messaging, and a prominent profile will elevate your brand efficiently and effectively. In fact, it can become a treasured household name in more than just your home.

* The 3,000 advertising messages are a combination of the best guesses from numerous sources, as speculation ranges from 250 to 20,000 messages per day. Regardless of volume, yours is the message you want customers to remember. Outdoors you can provide that memorability.