Five Useful Out Of Home Marketing Tips You Should Know

No, out-of-home marketing is not dead. In fact, brands continue to supplement their television, radio and print advertising campaigns with out-of-home banners, billboards, point of purchase displays, street furniture ads and transit advertising. But the recent digital transformation has certainly changed the face of out-of-home marketing campaigns, making them highly efficient, transparent, measurable, and impactful.

Although traditional marketing principles continue to hold strong even today, brands have to up their game in order to get the best out of their out-of-home marketing campaigns. Designing a colorful and informative billboard and putting it up in a high-traffic area is good in its own place. But succeeding in the game of out-of-home marketing is a challenge for brands, especially with so many players competing for consumers’ attention.

Don’t worry if you are struggling to make your OOH campaigns more effective. Here are a few tips that can help you get the best out of your efforts:

Craft crisp and effective messages

The copy of your out-of-home advertisement is perhaps the most important element to focus on. Given the short attention span of people, long ad copies can simply kill their interest. Your copy should be crisp enough for people to be able to read it at one go. You should try communicating your message using minimum number of words. Creating a concise copy with six or less words can actually create the right impact on people.

Keep the design as simple as possible

 While it’s a common practice to clutter billboards and banners with too much information, simplicity in design actually creates the real magic. Out-of-home marketing, whether traditional or digital, should be direct to the point, and focus on a single convincing idea. A perfect out-of-home ad contains a properly-chosen image or graphic, a brief copy highlighting the brand’s USP and the company’s name, logo and contact details.

Make a strategic choice of locations

The choice of location is extremely crucial for succeeding in out-of-home marketing. Brands nowadays pump in whopping sums of money into advertising media in order to increase reach of their advertising campaign. You, as a brand owner, need to ensure that your advertisement is put up in a space where it’s likely to grab the maximum eyeballs. Doing so will help you maximize your returns from the investment you make in OOH marketing.

Leverage social media

The effectiveness of a single banner ad can be increased ten times when it is run on social media. Digital advertising panels are highly beneficial for brands because they establish real-time connections between marketers and social media feeds. Leveraging social media channels like Facebook, Instagram and Twitter will not only increase visibility of a brand by increasing reach but also provide necessary data to measure campaign performance.

Always know your competitors

Last but certainly not the least, you have to keep pace with your competitors. While it’s always recommended that you stay original, you cannot completely ignore your competitors’ strategies. You cannot put up an ad that contradicts your brand’s core values and ridicules your competitor. Rather you should draw inspiration from your competitors and do something which is closely in line with their strategies.

Here Are Reasons Why We Love Experiential Marketing

With so many players competing to increase their market share, how does an individual brand stand out? It sounds like a tricky question but the answer, as always, boils down to having the right marketing strategy in place. At the core of a brand’s success lies customer engagement, which increases brand awareness and brand loyalty. But how to engage customers? By giving them an experience that imprints the brand’s image on their minds forever. While there are different ways to do so, experiential marketing seems to lead the way in creating meaningful brand experiences.

There are plenty of reasons why we brand marketers should allocate some portion of their budget to experiential marketing. It is something we should love doing because:

It helps us connect with our consumers

While traditional marketing gave us a chance to connect with consumers only virtually, an event can actually bring us together on one platform. It’s rare for busy brand marketers to get time to have a face-to-face, two-way conversation with their consumers. An experiential marketing campaign does this job for us. It gives us a chance to know our consumers better by observing their reactions during the event. Not only does it help us know what our consumers like or dislike but also see what our drawbacks are.

It immerses consumers

The main objective of experiential marketing is to provide consumers a memorable brand experience. Experiential marketing activations like events and concerts are liked by a number of people, who wouldn’t mind being a part of the campaign. As such, brand marketers get a chance to give first-hand knowledge of their product or service to consumers and immerse their senses in the entire experience. It gives consumers a better idea of who they are, what they do, and how they do it.

It helps us create some noise

We marketers are constantly thinking of ways to cut through the advertising clutter. It’s perhaps the most challenging part of our job. But experiential marketing campaigns gives us the opportunity to be unique and creative, which helps us stand out from the rest. An event, for example, help brand marketers create a buzz around the product or service and attract a suitable target audience to it. It just lets us be a little different, which is why we love it so much!

It allows product sampling

Who likes to give away things for free, but we brand marketers have to provide product sampling opportunities to our consumers. This is the only way they can make a purchase decision. An experiential campaign lets us do so. The smiling faces of happy customers who tried our product is certainly a matter of great joy for marketers. The positive reviews we get from consumers gives us a sense of satisfaction that our efforts paid off. Not only does it trigger positive word-of-mouth but also gives us an edge over our competitors.

Experiential marketing is fun if marketers know how to implement the right strategy. It’s a surefire way of boosting engagement, generating leads, and pushing up revenue figures.

Five Factors That Affect Experiential Marketing Longevity

Experiential marketing is actually fun: it brings marketers and consumers together on one platform where the latter is given an opportunity to experience the brand in its true sense. From billion-dollar Fortune 500 companies to fledgling start-ups, brands across all domains have started recognizing experiential marketing as a major influencer of buying decisions. Promotional events, trade shows, and other on-ground activations help create memories of the brand that resonate through the psyche of consumers for a long time, thus driving consumer loyalty and forming positive brand associations.

At the same time, the experiential marketing game isn’t so easy to master. If you are a brand owner who’s getting into the waters of experiential marketing, perhaps it’s time you know the following factors in order to survive in a competitive marketing world:

Creativity

Given the short attention span of consumers, creative events tend to be more successful in creating a memorable impression on people. You should get your consumers excited about your event and give them enough reason why they should attend it– of course in your own quirky, interesting way. Your campaign should intrigue consumers and push them to attend the experiential event. There’s nothing wrong in going beyond the conventional for doing so.

Innovation

While the marketer has to come up with out-of-the-box ideas, they also have to make sure their ideas are innovative. You should think of innovative ways to execute the idea so that people remember your brand. Experiential marketing campaigns will only succeed if they are able to grab people’s attention and encourage them to interact with the brand. Marketers should, therefore, focus on making executions more innovative by leveraging new channels and increasing their interactiveness.

Influencers

Your brand is likely to benefit immensely if a high-profile personality associates himself or herself with it. Not only will it increase your event’s visitors but also ensure that your brand gets relevant consumers. But you have to make the right choice of influencers because they are the ones who your consumers will look up to. An event will only be successful if your influencer is popular enough and has traits that reflect the essence of your brand.

Authenticity

An authentic brand succeeds in getting all the respect and appreciation as an authentic person. Consumers will prefer your brand over your competitive only if you come across as a trustworthy and real. Your event will only have visitors if your promotions are genuine and your offer is actually relevant to people. Your visitors should feel that you are catering to their needs instead of robbing them off of their hard-earned money.

Implementation strategy

Last but certainly not the least, an experiential marketing campaign will only last long if it is implemented properly. You should ensure that every aspect of the event is executed according to plans. You should also leverage the power of social media for creating a buzz around the event and keep user up-to-date with the latest happenings. Unless an implementation strategy is engaging enough, experiential marketing campaigns will not be able to survive the cut-throat competition.

 

The Hidden Agenda of Location-based Marketing

The magic of location-based services

 It’s not uncommon today for your smartphone to beep with a notification, which is nothing but an appealing offer from a nearby store, restaurant or shopping center. Ever wondered how it happens? How on earth does your smartphone know that you are close to it? Well, it’s the magic of location-based services, which have become an intrinsic part of brand marketing strategies these days.

Ever since mobile devices with geo-location features entered the marketing world, marketers found a new way of targeting consumers and providing them with an offer. They are now able to leverage location-based services to provides advertisements to consumers based on their geographic location. But what is it that marketers actually want to achieve through this form of advertising? Let’s try to understand this here:

Drive foot traffic in brick-and-mortar stores

This is perhaps the first objectives behind location-based advertising campaigns. Since the ad is targeted to people within a geographical distance, the store is likely to get more footfalls. It won’t be wrong to say that location-based marketing creates a “pull” for consumers and brings them to the store. A hungry consumer would love to visit a nearby restaurant if he or she is provided with an alluring offer from it. So, the objective here is to make an offer to people located within the proximity of the restaurant and drive them to drop by for a meal.

Acquiring relevant prospects

Location-based marketing allows marketers to combine location data and other consumer data such as preference information and demography. This helps them to reach the right prospects and convert them to actual customers. It touches particular pain points of consumers and lures them with a relevant solution. For a cosmetic store, for example, it would be beneficial if it leverages data about styling preferences of women and their location data together while delivering ads. This would help them attract women in that locality who would actually find the offer relevant.

Providing personalized experiences

 The best part of location-based marketing is that it allows brands to create personalized services. The use of beacon technology in malls is one good way of providing personalized location-based advertisements to shoppers. For example, if a shopper walks through the formal section of a clothing shop, the beacon technology will deliver a push notification to the consumer, presenting the latest offers on formal clothing. Location-based marketing, thus, seeks to take personalization a step higher.

Increasing consumer loyalty

A brand that continues to solve consumers’ problems is likely to enjoy their loyalty. For example, if a restaurant continues to use consumers’ location data and provide amazing discounts and offers on meals at relevant times of the day, its likely to create a memorable impression on its consumers’ mind. Consumers would love to remain loyal to such a brand that knows them so well and provides exactly what they need. Thus, increasing consumer loyalty is one important objective that marketers seek to achieve through location-based marketing.

 

What I Wish Everyone Knew About Experiential Marketing?

After working as a marketing professional, planning and executing advertising campaigns for years, I have realized one very important thing about our consumers– they look for experiences. Unless a brand is able to create a meaningful experience for consumers, it’s likely to get lost in the clutter like a pin in a stack of hay. This is where experiential marketing comes into play as a powerful way of creating brand experiences.

But merely organizing events or on-ground activation programs is not enough for succeeding in the experiential marketing domain. Although marketers spend huge sums of money on these programs, they fail to reap the best result because they ignore the important success factors. After seeing countless campaigns succeed and fail over the course of my professional tenure, I am sure that experiential marketing is far more than just events and activations. Here’s what I wish every marketer knew about experiential marketing:

Experiential marketing involves both online and offline channels

Contests, product demonstrations, and consumer appreciation events are good examples of experiential marketing in the offline space. But there’s also an online element involved in experiential marketing. Online contests focused on engaging online communities or presenting photos of consumers on social media during an event is a good way to conducting experiential marketing campaigns online.

Experiential marketing is a school of thought

While many of you may think of experiential marketing as a tool, it’s actually a belief or philosophy that can be connected to any brand. The essence of this philosophy is the engagement level of consumers in the process, giving them more control and complete access to the necessary information. Experiential marketing is, thus, dependent on how brands are engaging consumers and meeting their end results.

Experiential marketing involves physical interaction

Events and activations bring both brands and consumers together on one platform. This gives both the parties ample opportunities to interact with each other. Consumers get a chance to experience the brand in the real sense, and brands get to know their consumers better. Face-to-face interaction between brands and consumers compensates for the lack of emotional and physical connection in digital marketing, thus increasing the effectiveness of their marketing efforts.

Experiential marketing uses demographic targeting

The success of experiential marketers depends a lot on how well they know their consumers. Since consumers’ behavior is constantly changing, marketers have to keep pace with such changes in order to remain relevant. In order to do so, marketers have to target consumers based on demographic factors determining their purchase decisions. Demographic targeting is, thus, one of the most crucial aspects of experiential marketing campaigns.

Experiential marketing builds relationships

Last but certainly not the least, experiential marketing help marketers in building genuine relationships with consumers. Experiential marketing lets you create transparent, strong relationships with consumers and engage them at a deeper level. This increases brand loyalty and makes a brand more trustworthy. Consumers are more likely to share your brand’s information with their family, friends, and social circles, thus making your brand all the more popular.

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Is Experiential Marketing Any Good? Five Ways You Can Be Certain

The Buzz-Maker Called Experiential Marketing

Experiential marketing is not new in the world of marketing. It has always been around in the form of brand activations, events, conferences, product demonstrations, promotional giveaways, and most recently virtual reality experiences. Experiential marketing involves creating connections between brands and consumers through real-life interactions and experiences. No matter what type of experiential marketing is employed, marketers are sure to create a buzz around their brand.

While there’s so much talking about experiential marketing, you may wonder whether or not it will be good for your business. Don’t worry, because you are not the only marketer who’s thinking this way. The following are a few check-points you should consider to know if experiential marketing is working for you or not:

Leads and sales generation

Experiential marketing is good for generating sales and leads. Most companies feel that event marketing has helped them improve their sales figures. Consumers also expressed that they are more likely to purchase from a company after they have attended an experiential marketing event. If you have received more sign-ups or purchase orders after an event, perhaps experiential marketing is working for you. It’s a great way to increase the number of prospects in your database.

Number of direct interactions

One of the best parts of experiential marketing campaigns is that it allows consumers to interact directly with the brand, either through social media or events. It provides an edge over telephonic interactions because both marketers and consumers are able to see each others’ reactions. If you are seeing that a lot of people are coming up and asking you about your brand, the event is successful. It is a good way to create a positive impression before consumers and make them come back to you.

Brand loyalty

Experiential marketing helps marketers convey their mission, values and goals. Research reveals that consumers are more likely to show loyalty towards a brand if they share values. As such, experiential marketing proves highly effective in building brand loyalty. It helps marketers in creating a memorable experience for consumers by overcoming various communication challenges. If you consumers feel that they can continue purchasing from you after attending your marketing event, perhaps you have succeeded in gaining their loyalty.

 Influencers and earned media

Influencers and earned media are important assets that a fledgling brand should treasure. It’s highly unlikely for newspapers and television to cover your product or service if you promote it through a press conference. But an interactive and engaging experiential marketing activation can earn you the goodwill of influencers, who are likely to spread the word about your brand. It is, thus, a great way to share your brand’s story and generate awareness in the market.

Analytics

Last but not the least, experiential marketing campaigns, especially the ones run on social media, provide useful analytical data relating to their performance. Likes, shares, and comments are a good way to measure performance on social media. Live-events also provide useful data relating to consumer behavior and brand’s engagement. If an event sets your key metrics soaring, experiential marketing is perhaps what your business needs.

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Never Underestimate The Influence Of Location Based Marketing

What location-based marketing does?

Gone are the days when companies had to conduct tiresome studies on preferences and the local culture before entering a new market. Technologies like smart-phones, beacons, GPS, sensors and geo-maps have certainly given location-based marketing great impetus in the recent times. Now, as the concept has emerged powerfully, marketers are able to hyper-localize their marketing strategies and come up with marketing plans that are suited to the preferences of consumers within their geographic location.

Location-based marketing has also made it possible for marketers and retailers to foster more personal relationship with their consumers. Information on availability of products, different payment options, feedback and reviews, etc. is one great thing location-based marketing has to offer to consumers today. All these have a crucial role to play in shaping consumers’ purchase decisions. As such, marketers should never underestimate the influence of location-based marketing in today’s competitive marketing world.

Why marketers need it today?

There’s no denying the fact that location-based marketing is extremely important for brand marketers today. The following are a few points to justify this:

Pushes people to take immediate action

If marketers want more visitors to retail outlets, location-based marketing can help them do so. iBeacon technology can help them connect with potential consumers directly when they are somewhere close to the store. This can be done by sending lucrative offers relevant to their needs, thus enticing them to come and make a purchase.

Creates multiple touch points

One good part of location-based marketing is that it creates multiple touch points with consumers. One location can have several unique beacons, each having a different message. This gives marketers many opportunities to connect with consumers and push them to take action. The ability to market to a consumer’s location and sending relevant offers in real time is what makes beacons so useful in location-based marketing.

Provides consumer analytics

Apps powered by beacon technology can provide marketers with the access to insightful analytical data on consumer behavior. They are able to measure the number of footfalls to their store and refine their marketing strategies based on such data. Location-based marketing through beacon-powered apps can help marketers in analyzing the performance of their campaigns and plan better ones in the future.

Builds better relationships

Consumers today want personalization. In fact, they tend to trust ads that strike an emotional chord with them. Location-based marketing makes it possible for marketers to personalize their advertising campaign according to consumers’ needs. It helps them build better relationships with consumers by giving them relevant offers. Marketers are also likely to drive brand engagement by establishing a direct line of communication between them and consumers.

Improves competitive position

All big brands, starting from Starbucks and McDonald’s to Nike and American Airlines, have invested whopping sums on location-based marketing. It is predicted that location-targeted mobile advertising will reach $15.7 billion in 2018. It won’t be wrong to say that location-based marketing will be an integral component of brands’ marketing strategies. As such, investment in location-based marketing is therefore important for today’s marketers to rise above the competition.

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5 Explanations On Why Experiential Marketing Is Important

What’s experiential marketing in the first place?

Experiences are what that drives consumers to choose a brand. Unless a brand provides consumers a positive experience, it cannot expect to survive in today’s competitive marketing world. Experiential marketing aims to do exactly this. It’s a form of marketing the enables consumers and prospects to interact and engage with a brand and experience it.

Although it’s true that the roots of experiential marketing are in event marketing, the concept has become wider in scope and goes beyond traditional marketing forms. Today, experiential marketing can include a wide gamut of marketing strategies, starting from individual sampling to large scale ambush marketing and guerrilla marketing. Experiential marketing efforts these days focus on directly engaging, inviting and encouraging people to participate in a brand’s evolutionary journey.

Why is experiential marketing so important?

Experiential marketing has a key role to play in brand promotion. No consumer will like to buy a product or use a service unless he or she experiences it. The following are a few points that highlight its importance in today’s competitive brand marketing scenario:

It makes brands relatable

Experiential marketing implementations in the form of brand activation, events, creative services and marketing programs are a good way to highlight the core attributes of a brand. These show how a brand can address a particular pain point by actually immersing consumers in the experience. It helps consumers understand a brand and relate to it’s attributes better.

It makes brands emotionally relevant

The key to marketing success is the elicitation of emotions from consumers. Experiential marketing helps in evoking desired emotions in consumers by giving them a chance to experience the brand in its true form. Since it calls for interaction and engagement with the brand, people will be able to relate to it at a higher emotional level. This emotional connection is what drives the purchase decisions of consumers.

It creates a buzz around brands

Events and activations are a great way to catch the attention of people and get them talking about a brand. These forms of marketing tend to attract a larger number of people because they would like to know the brand better. Experiential marketing is important is creating positive word-of-mouth about brands, both online and offline. Plus it makes a brand look more credible in a world where people are losing trust on advertising.

It increases memorability of brands

A well-planned and well-executed event or a conference can create a lasting impression on people. Experiential marketing, when executed properly, can greatly increase the memorability of a brand. Consumers tend to form positive associations with a brand, which ultimately leads them to embrace it. The richness and quality of experience is thus an important factor in experiential marketing success.

It provides better feedback

Experiential marketing establishes a smooth flow of information between marketers and consumers. It helps marketers to interact with consumers and get immediate feedback from them. It lays the foundation of new relationships, which depend greatly on how people interact with each other. Experiential marketing is, thus, important for marketers to know what consumers are thinking about the brand.

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Why Is Everyone Talking About Digital Marketing?

 

Marketing is certainly not a piece of cake for businesses today. Gone are the days when a printed ad on a daily or a musical, colorful television advertisement acted as primary means of drawing consumers’ attention. Nowadays, brands have to go beyond these traditional channels because consumers look at a multitude of factors while making purchase decisions.

Enter digital marketing

It’s not new to see brands and organizations discussing digital marketing at every meeting. In 2017, about 72 percent marketers believe that digital marketing is needed to supplement their traditional marketing efforts. Ever since the world has undergone a digital transformation, digital marketing has become the next big thing in the marketing world.

Why shouldn’t it be? After all, almost everyone today is going online to purchase goods or use a service, no matter how small or big it is. The advent of smartphones and social media has also given a big boost to the concept of digital marketing. As people today log on to their Facebook or Twitter account to know about a trend or learn about a product, marketers can’t afford to ignore these channels.

Digital Marketing is big today

The most important factor differentiating digital from traditional marketing is the former’s ability to provide two-way communication between brands and consumers. This is what is making digital marketing a go-to solution for businesses today. But that’s not all why digital marketing is gaining so much popularity. Here are other reasons why it’s big today:

Ample growth options

Digital marketing is all about interactions. It helps businesses to connect not only with end consumers of products but also with other businesses. The digital space gives businesses the option to choose the marketing method as per their budget and reach a large market. The large number of growth opportunities is certainly an alluring aspect of digital marketing.

Higher conversion rate

Social media marketing, email marketing and SEO are digital marketing forms that provide real-time, measurable data. These forms of marketing are capable of driving traffic to websites and covert visitors into actual customers. Owing to the relevancy and engagement of content, the digital space tends to convert more leads into customers than traditional marketing forms.

Instant feedback

Customer satisfaction is something brands cannot ignore. The digital space lets brands communicate directly with their customers and provide solutions to their problems. The ability to get instant feedback makes digital marketing very favorable for customer support companies. The growing importance of customer satisfaction is thus another factor driving the popularity of digital marketing.

Cost effectiveness

One noteworthy benefit of digital marketing is its cost-effectiveness compared to traditional forms of marketing. It allows marketers to reach a wider audience at a lesser cost, as compared to a radio or television ad. It helps brands to run campaigns within a specified budget and get more returns from their investment.

Digital marketing is, thus, a revolution in a highly competitive marketing world. Owing to its’ profit-generating capability, cost-effectiveness, and measurability, digital marketing has already become an integral component of brands’ marketing strategies, supplementing all other channels of communication.

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There’s No in Point Doing Cross-Platform Targeting If You’re Not Doing It Right

 

The challenging task of targeting across-platforms

It has been said over and over again that right targeting is crucial to marketing success. Unless a brand has a clearly-defined target audience, no advertising message will have the desired impact. But defining a target market is no longer what it used to be before. Brands have to keep in mind the current digital transformation while identifying and addressing a target market.

The challenge of targeting for marketers has become threefold. They have to identify an individual consumer reliably, reach that consumer across an increasing number of platforms and devices, and partner with vendors who still rely on traditional targeting infrastructure and mechanisms. Brands today have to employ cross-platform targeting in order to reach out to a wider market. But the truth is it is pointless doing so if they don’t know how to do it right.

The right way of doing cross-platform targeting

Effective cross-platform targeting depends on proper communication across different channels. There’s no one-size-fits-all formula to do so. But perhaps the following tips can help you do it better:

Define your marketing goals

Like any other form of marketing, you have to define your target audience, marketing objectives, and brand messaging while using cross-platform targeting. Your objective can be to shoot up revenues, leads or brand awareness. You also have to define what you want your audience to do. In addition, the measurability of your goals is also important in creating an integrated cross-platform targeting strategy.

Understand your audience

Merely defining a target audience based on its geographic location and demographics will not help you succeed in cross-platform targeting. You have to know them in and out. You have to understand their behavior, choices and problems in order to target them with relevant products and services. For this, you might have to use data from different platforms and devise a strategy that integrates all of them.

Always be consistent

Once you leverage data showing behavior of consumers across channels, it’s time to target them with ads. But the key to success in cross-platform targeting lies in consistency. You should focus on keeping promotions, messaging, content and all branding aspects consistent across all platforms. The content needs to be optimized for each platform so as to as attract more consumers. Your consumers should feel that all messaging is originating in the same company rather than different organizations.

Re-market to those already reached

Owing to the short attention span of consumers, it’s likely that your message will get lost in the clutter. This is where retargeting  comes into play. Retargeting gives you a chance to reach out to previously contacted consumers who visited your website but didn’t finish the purchase. It acts as a reminder for those consumers who showed interest in your product or service but were distracted from making the purchase. Retargeting, therefore, should be a definite component of a brand’s cross-platform targeting strategy.

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