In an increasingly competitive business world, brand awareness has become a key factor in determining a brand's success. The more recognizable a brand is, the greater the chances of attracting potential customers and increasing customer loyalty. One of the most effective ways to build brand awareness is by utilizing the right promotional mix.
A promotional mix is a combination of various marketing strategies used to reach target audiences, build brand image, and drive sales. In modern marketing, this approach is not only executed digitally but also reinforced through Out-of-Home (OOH) advertising.
Source: City Vision
Below are the main components of the promotional mix and how each plays a role in an effective marketing strategy.
Advertising is a paid form of promotion aimed at conveying messages to a broad audience. In the context of OOH advertising, this strategy includes:
Billboards & Digital Billboards: Large advertisements placed in strategic locations with high traffic. Digital billboards can even display dynamic and interactive messages.
Transit Advertising: Ads on public transportation such as buses, trains, and taxis, allowing brands to reach mobile audiences.
Street Furniture Advertising: Ads placed on public facilities like bus stops, park benches, and vending machines to reach pedestrians.
By utilizing these media combinations, brands can create strong visibility and effectively reach their target market.
This strategy is used to encourage short-term purchases through incentives such as:
Discounts & Cashback: Special price offers that prompt customers to make immediate purchases.
Digital Coupons & QR Codes on Billboards: Using interactive technology like QR codes that allow customers to access exclusive promotions simply by scanning them on OOH media.
Product Sampling & Demonstrations: A strategy often conducted in shopping centers or public events to increase awareness and provide firsthand product experience.
This approach enhances the effectiveness of OOH advertising by giving customers a concrete reason to try or buy a product.
Direct marketing enables brands to communicate specifically with customers through various channels, such as:
Email & SMS Marketing: Sending exclusive information, promotions, or personalized offers to customers.
Digital Catalogs & Mobile Apps: Using technologies like NFC (Near Field Communication) or AR (Augmented Reality) on billboards to direct customers to digital product catalogs.
Geotargeting & Retargeting: Leveraging location data from OOH advertising to retarget customers through more personalized digital ads.
The combination of direct marketing and OOH advertising helps brands create a more personal customer experience.
PR strategies aim to build a positive reputation and long-term relationships with audiences. Some effective PR tactics in OOH advertising include:
Event Sponsorship & Brand Activation: Sponsoring major events such as concerts, festivals, or sports activities to increase exposure and customer engagement.
Publicity through Social Media & Influencers: Leveraging engaging or viral OOH advertising to spark conversations on social media.
CSR (Corporate Social Responsibility) & Social Campaigns: Showcasing social messages aligned with brand values, such as environmental or humanitarian campaigns, reinforced through OOH media.
This approach not only builds awareness but also gains customer trust and loyalty.
This strategy involves direct interaction between brand representatives and customers to build stronger relationships, such as:
Live Interaction via Digital OOH Technology: Some digital billboards are equipped with technology that allows customers to interact directly with the brand, such as AI-powered chatbots or call-to-action links connecting to sales representatives.
Booths & Pop-up Stores: A combination of OOH advertising with a physical presence in strategic locations, such as malls or tourist spots, allowing customers to interact directly with products and brand ambassadors.
Exclusive Events & Workshops: Hosting discussions or product demonstrations that provide in-depth experiences for potential customers.
Personal selling ensures that customers not only see the ads but also have real experiences that build their trust in the brand.
Source: City Vision
OOH advertising plays a crucial role in promotional strategies due to its wide reach and high exposure frequency. Here are some effective types of OOH advertising:
Billboards remain one of the most effective advertising media due to their strong visual appeal. Key benefits include:
Reaching a large audience in strategic locations.
Providing consistent exposure and increasing brand recall.
Creative designs that attract attention and build emotional engagement with audiences.
Transit advertising includes ads on public transportation such as buses, trains, and taxis. Its advantages include:
Engaging audiences with daily travel routines.
Highly effective in major cities with high mobility.
Offering various ad formats, from vehicle wraps to in-vehicle advertisements.
Digital signage offers greater flexibility compared to static billboards. Benefits include:
The ability to display multiple dynamic content types.
Higher interactivity, such as touch-screen technology or motion sensors.
Customizable messages based on audience location and time.
OOH advertising becomes even more effective when combined with digital marketing. Key benefits of this integration include:
Enhancing Reach and Frequency of Brand Exposure: OOH advertising provides strong offline exposure, while digital marketing reinforces messaging online through social media, paid ads, and content marketing strategies.
Providing More Accurate Campaign Measurement Data: Digital marketing allows for precise campaign performance tracking using metrics like click-through rates (CTR) and engagement rates.
Building a Stronger Multi-Channel Connection with Consumers: This combination creates a cohesive experience and increases audience interaction.
Want to boost your brand awareness with an effective OOH advertising strategy? City Vision is ready to help you develop an impactful OOH strategy! Contact City Vision now for the best solutions!
