We are in an ever-evolving digital age, and while new online applications and platforms make it possible for businesses to reach larger international audiences, the benefits of offline marketing should not be ignored.
Also known as out-of-home (OOH) media, this type of advertising is a profitable way to gain mass exposure to potential customers. With the cyber arena becoming increasingly saturated, reaching your audience more directly is invaluable. It used to be a treat to get an email, but these days it’s so common that getting a physical letter stands out much more. Most often used outdoors, OOH is found to be particularly effective for brand building and long-term sales growth.
Earlier this year, Thomas Orbos of the Metropolitan Manila Development Authority told The Manila Times that “traffic [in the Philippines] cannot be resolved.” Roads are only getting busier, and although that’s unfortunate in many ways, it also presents an opportunity to reach your audience. With 68 percent of the worlds’ population expected to be living in urban areas by 2050, outdoor advertising in busy towns and cities remains one of the most successful and effective ways to reach a targeted customer base.
As new technology is integrated into traditional OOH advertising, now is the time to take another look at offline marketing and how it can help your business grow.
6 offline marketing ideas for the Philippines
Beginning with the most traditional of outdoor marketing, there is a reason why this tried and tested method remains popular – it works! Billboard advertising is particularly useful for local market saturation and brand familiarity.
Attaining a premium, town-center billboard location can prove expensive. However, businesses can maximize exposure to their target audience by choosing a billboard location more strategically relevant to their market.
For example, if your customers tend to live and work in the business district, aim for billboards in Makati and Bonifacio Global City.
Modern digital billboards display programmed electronic images, often presenting multiple static advertisements on a rotating basis. This digitalized method allows businesses to more easily prepare and display their advertisements, with no printing costs.
Whilst digital billboards can prove more expensive than standard billboards initially, they have been found to be more effective than their static counterparts in the long run.
These high-traffic areas are excellent places to reach the highest number of passers-by as possible. Billboards and banners designed for this specific type of OHH marketing are often made using tarpaulin, making them a portable and reusable option for businesses on a strict advertising budget.
It is no surprise that busy roads and highways can regularly see traffic counts in the hundreds of thousands per day. This kind of exposure can prove invaluable when driving customers to your business.
Lamp Post Banners
Similar to other styles of roadside marketing, lamp post banners also capitalize on the road networks and commuter routes of built-up regions.
However, unlike large billboards and bridgeway signage, adverts created for lamp posts tend to be smaller, and therefore, more affordable.
The great advantage of this method of offline marketing is that businesses can use a series of lamp post banners to lead the way to their physical location. Also, if you don’t manage to capture interest at first, you can try again with different messaging in the same vicinity.
Seen often at bus stops, pedestrian areas and in shopping malls, these illuminated cases hold multiple ads, which are scrolled through on a timed rotation. They allow for geographic and demographic targeting of potential customers. Bus stops offer advertisers excellent exposure to pedestrians, as well as vehicular traffic, on specific routes.
Shopping malls utilize lightboxes to enhance their open spaces and, for this reason, are often placed in areas designed to stimulate an emotional response from shoppers. Well-placed advertisements can connect with potential customers at eye-level. Many companies have used this to their advantage when designing ad campaigns, for example, using life-sized images and drawing on people’s love of photo taking.
Using LED video screens, this style of offline marketing is an eye-catching way to attract the gaze of potential customers. Due to their adaptability, LED displays can be used for large outdoor corporate billboards or small indoor exhibits. With vivid colors and striking brightness, LED signs ensure the maximum visual impact of advertisers’ messages.
LED displays also offer advertisers greater flexibility over static advertising options, enabling on-the-spot updates with a few mouse-clicks. This simple detail allows businesses to remain competitive in their market.
Of course, the selection of OOH marketing options is not limited to those discussed above. But rest assured that no matter the size of your business, or your desired target audience, offline marketing can offer the perfect solution to your advertising needs. So take advantage, and get creative with your offline marketing ideas.