Does Your Outdoor Media Work?
In a digital era, where a majority of companies decide to advertising online, a major dispute is if there is still a place for printed advertising material such as flyers when you could send out an email, magazine advertising when you could use PPC or banner adverts, or press mentions when you could produce a guest blog. One kind of advertising, a type of marketing all around us on a daily basis, that people seem to overlook is outdoor media.
Outdoor media is all around us, from the side of the bus we travel on to the large posters we pass to the decorated phone box we walk past. There is also promotional outdoor media such as give-aways and samples handed out in a busy place such as a train station or shopping centre. Many companies carry out display advertising at shows as well, to target an audience specifically interested in their industry or people that may benefit from their products or services.
Outdoor media in public areas is designed for impact and to get people on the street talking about your business and your products and services, but how can you tell if your outdoor marketing is working? You could simply ask for people’s opinions on your advertising, or if the advert displays a web address or social media campaign if there is an increase in traffic and/or activity. If you need to attract phone calls from your outdoor marketing, as many businesses are realising that conversions are frequently higher from calls than from clicks, how can you tell if a call was instigated from your outdoor marketing? By creating an individual phone number specific to that advert and using call tracking technology you can measure the amount of calls and the amount of revenue created as a result of your ad, as well as the ROI of your outdoor media.
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