I love posters! They epitomise great marketing communications. Like all communications they must impress clearly. However if viewed from a speeding car, the message must be recognised and understood in milliseconds. From a technical point of view this requires a single-minded (and hopefully matching) marketing communication strategy and execution. Engaging and motivating via this medium also presents a myriad of creative opportunities.
With consumers exposed to an increasing panoply of media, and over a 1000 messages a day, the task of developing great marketing communications is more challenging than it has ever been.
There are two key elements to great marketing communications. The first is the message and the second is the medium through which to communicate the message. Here we’ve gathered twelve of the best outdoor marketing communication campaigns – because they can be easily illustrated, reviewed and used to make a point in a blog!
12 of the Best Outdoor Marketing Communication Campaigns
How great is your marketing communication?
Here’s a checklist to consider when creating your next ad (poster or otherwise):
- Cut-though; does it command attention, and engage or involve?
- Comprehension; do you understand the message?
- Benefit driven; does the message suggest a clear and tangible benefit? Does it meet a relevant need?
- Credible; is the benefit message believable, justified by one or more facts?
- Provoke a change in perception or behaviour; are you motivated to think about a brand, think differently about a brand or more inclined to try, buy or repeat buy?
Consider posters or billboards as a way to pressure test your marketing communication campaign before investing heavily. If your poster or billboard campaign arrests in a second or so, then you could have a winner on your hands. Conversely, if it fails to arrest, that could be a warning for other media.
Remember Vance Packard’s words – ‘the medium is also the message’ (1). Outdoor lends itself to high impact, creative executions which say something extra about brands. It’s also highly relevant to brands that target an outdoor, travelling or car driving demographic, and those purchased more frequently. In other words where daily ad viewing could drive more regular repeat purchases.
Finally, posters attract media attention. So consider investing in a single poster site to catalyse extra publicity via public relations. To make sure your message goes ‘viral, try to find an unusual creative idea or ‘angle’. For example, try to challenge conventional wisdom, surprise, shock, entertain or amuse.
(1) Packard, Vance; The Hidden Persuaders (1957)