On this week’s Geopath/OAAA Virtual Seminar for Independent Operators, OAAA VP of Marketing Steve Nicklin talked about how to interest new clients in out of home and how to sell out of home versus other media. We’ve summarized his thoughts below.
How do you generate interest in out of home for the first time client?
(1) Show up as a marketing consultant…demonstrate a sincere desire to understand a client’s business and their marketing needs.
(2) Introducing OOH to clients with excellent creative examples and a relevant case study is important. Everybody loves success and has a desire to understand what works. OAAA has case study and creative library resources you can access. Both offer searches by product category.
(3) Talk to them about the media audience fragmentation which has occurred in the last decade. Every competitive media channel has been hit by audience fragmentation which has reduced their efficiency and effectiveness. That hasn’t happened to out of home. If it’s a sophisticated client, you should utilize research-based proof points on the value of out of home.
(4) Stress that out of home is different. In other media the ad is buried in other content. With out of home, we are the content! The ad is the content. This is why out of home is rated more favorably by consumers than other forms of advertising because it doesn’t disrupt the user experience. Out of home is a great proximity marketing tool…Out of home is the last ad most consumers will see before a sale or transaction.
(5) Stress that research shows brands that advertise during economic downturns outperform competitors who reduce or eliminate advertising.
What are some talking points when marketing out of home versus digital or radio or newspaper?
(1) Strategically, you don’t ever want to bash other media. Instead, stress how out of home can amplify any other media investment. Allocating part of the budget to OOH will make their other ads work better.
(2) Out of home drives online activation more efficiently than TV, radio, print or digital display. Why? OOH is big screens driving consumers to small screens – we serve as a trigger and prompt. And, OOH increases the ROI of search advertising by 40% when added to a media plan.
(3) We can’t be skipped, blocked or turned off. Digital media can be blocked, other competitive media can be skipped or turned off.
(4) Our digital platform is much more flexible and immediate than our traditional competitors.
(5) OOH’s broad, unfragmented reach offers great value because our CPMs are more competitive than almost every other media type.
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