Why businesses should use print display signs
With the move away from the once-hailed digital advertising, towards more traditional display signs and adverts, Tim Fuller, managing director of Discount Displays, explains why companies should re-embrace print display signs.
Wednesday, 25 Apr 2018 09:30 GMT
After implementing a mixture of online and offline advertising, Fuller recommends evaluating data from the campaign for up to six months later
Fuller argues that trust in digital advertising is low, because some found their ads next to illicit content or content that did not reflect their values as a company. Fuller also tells of how most online users have ad blocking software. He explains: “Take, for example, digital banners and pop-ups. Yes, these ads are seen by huge audiences, but their pervasiveness and misplacement are turning consumers off. According to statistics, 38 percent of 18 to 24-year-olds and 27 percent of 25-34-year olds used ad-blocking software in the UK last year.”
To benefit from advertising, Fuller encourages companies to return to a mixture of offline and online marketing and continues: “In a 2017 data-driven marketing report, 69 percent of marketers agreed accurately attributing value across online and offline methods is vitally important to their organisation. So, it would be wrong to claim businesses can remain competitive and gain new customers using offline marketing activities alone.
“Customers are 17 percent more likely to engage with a brand on their mobile if they’ve seen an outdoor campaign previously, so a hybrid approach which is flexible to move with your business’ strategic goals will give you the best of both worlds. However, the two techniques need to be highly integrated to be effective, aiming to help drive online conversions through offline marketing.”
Customers are 17 percent more likely to engage with a brand on their mobile if they’ve seen an outdoor campaign previously, so a hybrid approach which is flexible to move with your business’ strategic goals will give you the best of both worlds”
Fuller mentions that to gain the most impact, businesses need to optimise the location of where they chose to put outdoor signage. He says: “To get noticed, you need to be in the right place, at the right time and deliver the night message. Large-format banners command attention by their sheer size and are often the first interaction your business will have with potential customers. When selecting locations, make sure to choose high-traffic prime areas over multiple cheaper units to reach the most people.”
An important aspect of an advertising campaign is the return on investment (ROI) and Fuller adds: “Firstly, establish what ROI means for your organisation. For example, it could be more telephone or email enquiries, on-site visitors, sales, visitors to your website or net profit. This will differ for each company or each campaign.
“Before your big new shiny banner is up, make sure to note the average footfall or website visitors (or indeed both if applicable) for a day, week, and month so you have three to six months’ worth of comparison data. Then, continue to measure in the same way while your marketing campaign is running and three to six months thereafter.”
https://www.discountdisplays.co.uk/
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