The Issue With Digital Marketing
If you don’t go about things properly, it’s easy for digital marketing money to vanish into a void simply. Tech platforms are more than happy to take your cash and pretend that real humans are paying attention to your brand, but the problem is, they’re usually not. Most people ignore standard internet ads completely these days as we’ve become immune to all of the usual tactics brands use. It doesn’t mean digital marketing is irrelevant; it still has a place, but we can’t deny that people have become blind to many kinds of online ads. So, to actually reach physical humans in the real world, you need to think smarter. Ooh, marketing (out-of-home marketing) grabs attention by being placed where people live, walk, and commute every single day. It never asks them to click a button or subscribe to a newsletter they’ll never read, but instead it exists in their physical space.
What Is Hyper-Local OOH Media?
When you go with general, broad outdoor advertising, you’re essentially casting a massive ‘net’ over a whole city. You might reach a lot of people, but for the most part, it’s going to be people with no interest in what you sell. And you will always pay a premium to be shown in highly visible places, like big screens and billboards in city centers. This is, of course, a waste of budget, so instead of doing this, it’s worth looking into hyper-local OOH advertising instead. The OOH Squad specializes in this exact focused approach for franchise brands and local businesses that need real foot traffic. We look at local geography and build out-of-home advertising campaigns that reach specific zip codes and community hubs, so your message is seen by the right people.
Door Hangers
This tactic is as hyper-local as marketing gets. If, for example, you want a specific neighborhood to know about your new landscaping service, or you’re a local gym that’s opening up down the street, then putting a physical piece of media directly on their front door guarantees absolute visibility. They literally have to touch your advertisement to enter their own house. You can’t scroll past a door hanger when it is physically blocking your hand from turning the doorknob to get inside, and unlike with posted brochures and cards and things, they can’t get scooped up with junk mail without being looked at.
Bar Media
People sitting in local bars are a highly captive audience and are generally looking for absolutely anything to read. Putting your message on coasters or hanging small posters in the restrooms puts your brand right in front of them in a very relaxed environment. It’s incredibly targeted if you know the exact demographics of the people who frequent that specific neighborhood spot. When people are three drinks deep theyre definitely not thinking about making a healthy meal at home. A coaster advertising your local pizza place or kebab shop right down the street, open late, works perfectly because you’re offering an immediate solution to a problem they are just starting to realize they have. Things like dating services, hangover cures, and transportation services are other businesses that suit this kind of advertising. It’s all about knowing what your customer is likely to need and presenting it to them when they’re receptive.
Point of Care Advertising
Waiting rooms in local doctors’ offices or neighborhood pharmacies are another really highly specific environment because it’s one of those places where time moves very slowly. Patients are sitting there with absolutely nothing to do, so if you have a relevant health product or a local wellness service then point of care advertising places your brand directly in front of an audience that is already thinking about health and looking for local solutions. This makes it perfect for specialized local businesses such as physiotherapists, chiropractors, and podiatrists, as well as for anyone in mental health services, such as therapists and life coaches.
How The OOH Squad Strategically Targets
Lots of marketing agencies blindly throw ads at the wall and see what sticks, which wastes their clients’ time and money. We’re different as we find the exact street corners and neighborhoods where your target demographic works, plays, and runs their daily errands. If you’re launching a high-end dog grooming franchise, for example, then we’d target the specific local dog parks and the surrounding affluent streets. Why would you pay to advertise a premium dog service to a neighborhood with strict no-pet apartment buildings?! Outdoor media advertising companies map out the mundane daily routines of your ideal customers and place ads right in their physical path, so your marketing budget isn’t wasted on empty metrics.
Getting Started With Real Results
Good outdoor advertising campaigns need a really precise execution and deep local knowledge of the area where they’ll be shown. You need a dedicated partner who understands the granular details of neighborhood targeting and human behavior.
Contact The OOH Squad today to build a hyper-local strategy that actually drives real people to your business.