A lot of marketing advice centers on making your reach as broad as possible. This is great if you want to increase sales nationwide or worldwide. It’s not as helpful if you want to focus on a very specific area.
Sometimes you want to saturate a neighborhood or zip code to generate as much interest as possible in one area. In this case, you want to design a much more focused advertising campaign, which is the kind of marketing that OOH Media specializes in.
Why Hyper-Local Advertising is Effective
This kind of campaign is effective when you’re opening a new store in a certain area, doing a local promotion, or getting involved in a community-based project or expo. The idea is to make your brand unavoidable in a specific neighborhood and drive up as much hype as possible. OOH advertising includes a variety of different techniques designed to make your campaign stand out. While traditional techniques are traditional for a reason, which is that they work, untraditional techniques are unexpected.
People develop a blindness to advertising. They can walk past billboards or other traditional forms of advertising and barely even notice them, because they’re just part of the background of our lives by now. So by using methods people don’t expect and aren’t used to, especially if you can use things they hold in their hands and interact with, you are more likely to catch their attention.
Hyper-local advertising makes it impossible for people not to have heard of your brand, and because it’s confined to a specific area, you can get much more interest and engagement, all with less investment than a broader approach.
Here are some of the most effective OOH marketing strategies that we’ve found work for hyper-local advertising.
Mobile Billboards
We typically think of billboards as big, stationary boards that might switch from one advert to another. But unless someone is stuck in traffic and they’re really bored while driving, they aren’t going to be looking around at billboards. They’re going to be looking at the other vehicles on the road.
This is why mobile billboards are so effective. This includes truckside billboards and wrapped buses that take advantage of the large space these vehicles offer. So, while someone is stuck in traffic or just driving around, they can’t help but see what’s in front of them on the road.
Chalk Art
One idea behind out-of-home advertising campaigns is to use affordable methods that pique people’s curiosity about what you’re advertising. So you use more creative and interesting techniques.
Chalk art is a great example of this. It’s a very affordable way to advertise your brand, and it’s both unique and eye-catching, so people are more likely to stop and take in the art and, in turn, the advertisement.
Door Hangers
People use door hangers all the time, and by hanging promotional material right on the door hangers that people need to use, whether it’s on their homes, offices, or other places, you guarantee that it’s going to get seen.
You’re essentially ensuring that every household in a given area is going to reach whatever message you’re trying to spread. This approach is ideal for a hyper-local campaign because of the sheer manpower required to reach every single house, and because it’s impossible for people to miss.
Coffee Sleeves and Pizza Box Flyers
Much like door hanger materials, using things like coffee cup sleeves and pizza box flyers is a great way to attract as much interest as possible. These are things people handle and look at while using them, and if there’s a message or design on a coffee sleeve, you can be sure someone will be curious about what it has to say.
Even better, these are very noticeable advertising methods that don’t irritate people or get in the way. They’re going to be using the cup sleeves or pizza boxes anyway, so why not make them do double duty? This is an affordable and very effective way to get your adverts into the hands and homes of your target audience.
Using OOH Advertising Agencies
Here are a few ideas to help your brand stand out in a specific neighborhood or zip code. If you want your hyper-local campaign to be as effective as possible, it helps to outsource to outdoor media advertising companies that specialize in these methods.