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Comparing different types of out of home advertisements

Score for each
Cost
1 – Less than $10,000
2 – $10,000 to $100,000
3 – Over $100,000

Reach
1 – Local
2 – Statewide or equivalent
3 – Nationwide to worldwide

Quality
1 – Everyone
2 – Location-based
3 – Niche-based or interest-based

These scores take a broad overview of each marketing channel.

Strategy Cost Reach Reach Quality
Sponsoring a sports team [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Sponsoring a sporting event [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Billboards [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Attending trade shows [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”star”] [x_icon type=”star”] [x_icon type=”star”]
Sponsoring a trade show or conference [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”star”] [x_icon type=”star”] [x_icon type=”star”]
Street flags [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Bus shelters [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Outdoor company signage [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Flyers and brochures [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”star”] [x_icon type=”star”]
Bus, train and car wraps [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
TV advertisements [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Radio advertisements [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
POS displays [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”star”] [x_icon type=”star”] [x_icon type=”star”]

All costs can fluctuate. For example, sponsoring Real Madrid will cost a fortune while sponsoring your local football team will cost much less.

Examples of offline advertisements

Sponsoring a sporting event
Trade shows and exhibitions
Fence wraps for outdoor events or construction sites
Street banners
Outdoor portable displays
Large company signage
Company signage with corporate flags

Offline vs Online

The table below shows the advantage offline ads have over online ads.

Attribute Offline Online
Relevancy Y
Reach Y
Review time – How much time a customer spends with an ad Y
Stimulation – An emotional reaction to an ad Y
Memory – Quickly and confidently remembering an ad source and content Y
Desirability – A subconscious desire for the product or service Y
Valuation – The subconscious value a customer places on the product or service Y

Source: Postal Service Office of Inspector General (OIG)

With offline ads:

  1. A customer spends more time viewing the ad.
  2. They remember the ad better.
  3. It improves their desirability for a product or service more than online ads.
  4. The product or service is perceived to be of higher value.
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Rebranding Using Digital Display Solutions: 7 Useful Tips

As time goes by, so does your brand identity tend to stay exactly where you left it 10-years ago. However, as any good business owner would know, it’s important to evolve with the times, even when it comes to bringing your brand identity into the current century.

Thus, as with any advertising campaign, various methods may be used in order to rebrand your business identity; including social media platforms and digital display solutions in the form of LED video walls and animated displays.

Which leads to figuring out how to rebrand your identity using digital display solutions the correct way – ensuring that you’re able to leave a lasting impression by bringing in the correct technology to do the job.

1.       Go big or go home.

When rebranding your business identity, you simply can’t afford not to put as much effort into your campaigns as you possibly can. You have to go big by incorporating digital display solutions worth your while in order to even be noticed. Stay clear of small efforts as they’ll only seem a bit confusing to the recipient – struggling to see the larger picture behind your new look.

2.       Follow through on all platforms.

Rebranding involves large-scale advertising in order to reach your audience on all platforms, thus you need to ensure that your message is thoroughly and effectively followed through on all platforms; from social media to print and digital display solutions. If not, it’ll seem like one big advertising mess without a clear goal or message.

3.       Incorporate motion.

If you’re thinking of adding digital displays to your rebranding campaign, why not add as many perks as you possibly can in order to make it interesting? Using motion in moderation is advised; ensuring that you keep certain elements such as your logo or call to action always present on the screen. Be sure to allow enough time for viewers to read your message properly before moving onto the next motion, otherwise, your costly efforts may go to waste.

4.       Choose the right location.

Location is critical when adding outdoor/indoor digital display solutions to your rebranding campaign – being aware of the habits of the individuals who pay pass by your sign. Is it located in a busy urban area or close to a relaxed dining area when individuals may have more time to appreciate your rebranding efforts? Thus, choosing the right content for the right location will make or break your rebranding campaign faster than you think.

5.       Know your target market.

Not only is it crucial to know your target market inside out for content purposes, you also need to know whether a digital display solution will even work for those who need to see your message. You need to be fully aware of your target market’s buying habits, their ‘language’ and how they tend to interact with your brand, who they are and what they want, as well as the most effective way of reaching them. Is an LED video wall the right choice for your target market?

6.       Remember your core values.

At the end of the day regardless of whether you’re rebranding or staying as is, it’s important to remember your core values in order to identify your story. Every brand has a story to tell which will be able to connect who you are with your customers. Your core values will set the tone of your rebranding campaign – allowing you to maintain your voice without staying in the dark ages.

7.       Don’t be afraid of creativity.

Most importantly, it’s crucial to use as much creativity and uniqueness when incorporating digital display solutions in order to fulfil your goal, otherwise, what’s the point? You want to be able to stand out and make it interesting to look at, right? You also want to be remembered by the hundreds of individuals who will walk past your LED video wall. Thus, creativity is a must, not only for rebranding purposes, but for those who need to be able to enjoy what you have to say.

When it comes to rebranding your business identity, it’s important to make use of the latest technology in order to reach a brand new audience and expand your sales possibilities – not to mention the lasting impression you’ll leave simply by going the extra mile to include digital display solutions.

Remember, when incorporating LED video walls, animated displays, and various other digital display solutions to attract new and existing customers, it’s important to stay true to who you are, only adding a slight revamp to your existing message in order to keep up with the ever-changing times.

“Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character.” – Richard Branson.

Author Bio

Mark Bourke is the Managing Director of Concept Displays, a signage company based in Melbourne Australia. When he isn’t working, you can find him enjoying life by the beach, park or near a BBQ.

Source:

https://www.sensis.com.au/learn/4-rebranding-lessons

https://www.retailcustomerexperience.com/articles/four-common-retail-rebranding-mistakes-to-avoid/

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How Big Should Your Signage Be

Signs are a brilliant way to add curb appeal to a business property, attract customer attention and promote a new product.

With a stylish, well-designed sign you might even be able to steal customers away from a nearby competition. Of course, this will only happen if the sign is clearly visible and readable by members of the general public who might see it. That’s why you need to understand the connection readability has to the distance of a sign.

Distance And Readability

When we think about distance and readability for the sign, it’s important to realise that we’re not really thinking about how large the sign is. It’s more important to look at how large the lettering or graphic that you’re using is. Although ultimately, the size of your lettering will determine the size of your sign. After all, you don’t want a tiny piece of text, and a massive blank space for the rest of your sign do you?

Thus, you need to think about three factors here. These are:

  1. The length of the lettering used
  2. The optimum distance
  3. The max distance that the sign will be viewable

You could choose a sign with lettering that is approximately three inches in height. To put that in perspective, that’s roughly half the length of the average smartphone. The optimum use of a sign with lettering this size would be to attract people roughly 9 meters away. You have probably ascertained that this wouldn’t be that far.

Remember, we’re not looking at ten meters away from your business, though. We would be thinking about ten meters from where the sign is positioned. Thus it would be the diagonal distance from the sign to people on the ground that you would need to measure. So, the higher your sign is, the closer people would need to be to get the full effect.

Don’t forget that the distance we just mentioned is the optimum. The max would be closer to thirty meters which is far more beneficial. You can see this shown more clearly in the table below.

Letter Height (Inches) Distance For Best Impact (Meters) Max Distance Of Sign For Viewability (Meters)
3 9 30
4 12 45
6 18 60
8 24 106
9 27 122
10 30 137
12 36 160
15 45 192
18 54 228

It’s useful for to give these numbers a little context. So, in one instance you might be displaying a sign inside your shop to advertise your product, in this case you can have lettering that is 2 inches or lower.

If you are advertising to people outside your business, a sign should have lettering 3 inches +.

If you want to attractive customers that are roughly a football field length away, the lettering needs to be at least 8 inches.

It’s also worth thinking about speed if you’re advertising to cars passing by on the road outside your business. So, let’s say that the average speed since you’re near the main road is 80KPH. At that speed there will only be a view seconds of visibility for your sign. So lettering will need to be at least 22 inches high for maximum readability! On the other hand if the speed is 77MPH it would only need to 13 inches.

Other Considerations

Don’t forget that there are other ways to make your sign more visible. It’s common knowledge that we print black text on white paper because it is the simplest style to process. However, colorful signs can be more attractive and draw customers closer.

But do be aware that different colour variations can impact readability by roughly 10 percent. Some businesses also have backlit signs which are perfect to give your sign a little more impact.

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How Tall Should Your Advertising Flag Be

Flags can be a brilliant way to promote your business or event, and they can even add a little curb appeal to your office, building or any other commercial property.

Flags are useful as marketing displays because they are great at catching attention. Their erratic movements as they blow in the wind draw the eyes of passersby on the road and on the street. If you want a steady stream of foot traffic for your business or event put up some flags. You’ll soon see an increase in demand. But before you do, you need to think about their height and visibility because they won’t be useful at all if your prospects can’t see them.

1. Distance At Which A Flag Is Viewable

The good news is that the human eye is quite remarkable. With an undisturbed view, you can see the surface of the earth for 5 km. That essentially, means that someone would need to be over 5 km not to see your flag. However, people-scale objects are recognisable from a distance of roughly 3.2 km. This means that if the object was over 3.2 km away, humans would see the flag but they wouldn’t know what it was. They also would certainly not be able to ready any text on the flag.

2. Optimum Flag Pole Height For Viewability

If your flagpole is two metres high, which is short, it can be seen by individuals approximately 1 km away if the ground between them and the flag is flat. Most commercial flags are put on flag poles that are roughly 12 metres high. Usually, this is because they want to attract roader users or passers by that could be anything up to a couple of miles away. But the optimum height for visibility would be a little different.

Looking at it simplistically, we could say that the optimum height of a flag for a customer ten metres away would about 3 metres. At this height it would virtually be directly in front of them. This is why at an event, flags tend to be quite close to ground height with teardrop designs or banners within the venue. Outside the venue, the optimum height would likely be 12 to 14 feet. With this height, people would be able to see the flag 3.2 km away.

3. Flag Size

The flag size will actually be determined by the height of your pole. For 6m flag poles, the recommended flag size is 90cm by 150cm. For 7m to 10m flag pole, the recommended size is 150cm x 240cm. A good rule of thumb is the length of the flag should be a quarter of the flag pole.

4. Other Considerations

There are a few other considerations to make when choosing the height of your flag pole to maximise visibility. The first is any obtrusions. For instance, there might be trees around your location. So, you’ll need to ensure your flagpole is higher than the tree line for customers to see it.

Wind is an issue too. The higher up your flag, the more at risk it is of being damaged. But if it’s too low, it won’t blow at all. This is another reason why most businesses opt for a height of 12m.

Finally, consider the matter of readability. If you want people to be able to read what’s on the flag, the max distance they can be for a flag that has 3 inch lettering is 100 feet.

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Which Self Adhesive Vinyl Should You Choose

When you are choosing a sign for your business or commercial property, you will need to think about the different self adhesive vinyls available. The main types to choose from are clear focus, removable, permanent, blockout, and translucent. We can look at the different features of each of these SAVs and ensure you choose the right one for your marketing purposes.

Clear Focus

Clear Focus SAV is brilliant because it allows you to create a marketing material with a crystal clear image. It is sure to give your business some curb appeal and attract the interest of people passing by. However, clear focus SAV is not intended for long term use. Instead, it is designed to last a maximum of two years.

That said it is suitable for outdoor use and is perfect for styling your windows or walls. Depending on the surface, you can remove the sign with no issues for roughly six months. After that, you may find it more difficult and it may cause damage to the surface.

Removable

The benefit of removable vinyl is that it is a tad more economical. You will usually find that these vinyl SAVs are lower in price compared with some of the self adhesive vinyls.

The vinyl can be purchased with a gloss or matte finish. The choice here will depend on whether you want the sign to still be clear under different lighting. Obviously, the main advantage with this type of signage is that you will be able to remove it easily. So, it’s perfect if you think you will be changing your sign frequently or you will be using it more than once in a different location.

Permanent

Permanent SAV can be used in environments where you want the vinyl sign to have a little more protection. As such, permanent SAV is perfect for outdoor use because the vinyl will be able to withstand the elements. It also won’t be at risk of wear and tear because the material is strong and sturdy.

Obviously, a key disadvantage is that the sign is not intended to be removed. Thus, you should be using an SAV like this if you want a permanent marketing material for your business. As an example, a permanent SAV would be perfect for the main sign on your building.

Blockout

Blockout vinyl can be used when a stronger, sturdier material is needed. Typically, blockout SAVs are used for banners or marketing materials that are being put up outside a building.

The disadvantage of this SAV is that it doesn’t let any light to shine through it. Thus if you put it up over the window it will completely block any light from coming into the building outside. This is why it is usually used on signs that are put up on walls instead.

Blockout SAV is durable and will last for years without any sign of wear and tear.

Translucent

Translucent SAV can be used as an external or internal signage. As the name suggests, translucent SAV will let some light through. For this reason, it is commonly used on signs that are either backlit or being displayed on a glass window. This SAV will give your sign a long lasting life of up to eight years.

However, you might find compatibility is an issue over certain contours. Thus, this would be more suitable for a sign with a smooth surface.