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  With the craze for online advertising, not much attention is paid to outdoor/offline advertising these days. Many startups are of the opinion that outdoor ad campaigns are exclusive reserves of big companies. But this is false. The few startups that have engaged in outdoor ads have recorded tremendous results from their campaigns. Sometimes, the first interaction your prospects will have with your business is an offline campaign. This means that there should also be considerations for outdoor ads in your marketing plan. 
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Many a time, the problem is that you might be afraid of testing the waters of outdoor advertising. I understand, that it could seem daunting. But it doesn’t mean you shouldn’t give it a chance. Another challenge could be that you do not know how to run effective outdoor advertising campaigns. The good news is that in this article, I try to help you with some of your concerns. Here are steps to running an effective outdoor advertising campaign.
  • Set your campaign goals

When the purpose of a thing is not known, what does it do again? It makes the action useless. That’s right. You need to have a clear direction of what you want to achieve from your campaign and how you will go about it. Whether your campaign is to make more sales, generate leads or just gain brand awareness, it is important you indicate it.
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Just like in Facebook ads where you have to indicate the purpose of your ad, you should define your campaign goals so as to achieve the desired results.
  • Identify your audience

You don’t expect to get positive feedback from your advertising when you advertise amiss. You should know your audience and where they are located. This is similar to digital advertising where an audience with a specific behavioural pattern, interests and search results are targeted. Your outdoor advertising should be centred on areas where your prospects are.
  • Choose a medium

After you must have determined your campaign goals, the next thing is to choose an advertising medium. Here, you will decide on which particular outdoor advertising campaign you want to use.
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It could be a billboard, handbills, banners, roadshows, etc. Just be sure it aligns with your campaign goals.
  • Plan a budget

It is important you set aside a budget for your campaign. Your knowledge of your campaign goals and the advertising channel will help you in determining your budget. It is at this stage you decide if you will be employing the services of a professional advertising agency or if you could make use of your in-house professionals. At the core of your advertising should be a splash of creativity. No one wants to see overused models. Brainstorm creative ways to push your message. When you must have done these, you can launch your advertising plans. Similar to online advertising where you have to monitor the metrics to know how well or poorly your campaign is performing, you must do the same in this case. Do well to gather relevant data on your outdoor advertising channels, know the ones to pull out and the ones to reinforce.  Featured Image Source: Movia Media
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This article was first published on 5th August 2022


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

Comments (1)

One thought on “Steps To Running An Outdoor Advertising Campaign”

  • Perfectly composed content, Really enjoyed looking through.

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