Outdoor Advertising is “outstanding” only with innovation in execution

As I walked past the busy Swanston street this evening, the interesting billboards got me thinking.

As we move into becoming closer communities with everyone connecting far more than ever, the challenge for big brands still remains on how to catch the consumer’s eye and remain local. One of the medium, though traditional, has evolved with it’s dynamism as the choice of brand advertisers with an opportunity to tell it’s story to passer byes.

So many lives touched and still standing tall is the outstanding is the power of outdoor!

Touching many lives as they happen in their language and icons is the unlimited possibility of using Billboards, kiosks, Building wraps, bus , Train and tram branding ,water floaters and more.

Out of home, is a medium,which people unconsciously connect to as they pace towards their destinations. They unknowingly have friendly encounters leading to familiarity and engagement with interesting messages on outdoors. Little do they realize that these infact become intrinsic to their journey of life on their route to destination. One can reach a person near his home or his office, by virtue of an outdoor kiosk or a billboard. The visual used in the creative and the message crispness actually determines how much impact it has made on the passer by, who is our audience. The creative needs to shout out aloud rather than a catch me if you can story. With the consumer being showered with multiple messaging, it is important to bring in innovation in execution. Can we bring in a fragrance experience of a perfume or a deo through an innovative outdoor? May be yes and the chances are that people will take this message with them. Have we looked at delivering a cooling experience of a brand of Aircon through a cool air providing hoarding with an aircon fitted on it. Each time a person passes the billboard he/she gets a blast of cool air from the hoarding. How can he/she not experience the brand! Making the outdoor piece multimedia lends it a far- reaching impact with the brand jingles/film also interspersed in it. A buzzer attached to a billboard running a live quiz can deliver immediate consumer engagement for new launches.

My sense is that there is unlimited opportunity to tap this cost effective and impactful medium to reach our audience.

Who says that outdoor is out! It is “out” standing if executed innovatively!

Google Alert : Social Media , A tool to retain customers

I have subscribed to a Google Alert on Social Media for which I received the following link of Forbes news article http://www.forbes.com/sites/jaysondemers/2014/08/12/7-reasons-you-need-to-be-using-social-media-as-your-customer-service-portal/

Summation of this Forbes Article: How Social media can be used to retain customers.

Social Media can be leveraged by companies to retain customers due to the following benefits:

Social Media makes Communication almost immediate with no time lag.In situations where customers are having an issue with the services of a brand,they expect an immediate addressal and certainly do not have the patience to wait over a phone call for their issue to be resolved.In case of social media, by posting an issue ,the post reaches the admin immediately for their response.Hence expediting resolutions with immediacy.The service industry is benefitted most from this medium.

Personal response to a query: This ensures that there are no automated replies to the customer query but a personalized answer to the customer.

Encourages transparancy in customer relationships: All interactions are posted on the public domain which reflect transparancy, both ways,for a customer and the related brand/organisation.This sets an example for other customers to realise the seriousness and commitment of the organisation or brand in question towards it’s customers.

More social means more mentions: With more interactions on Social Media,there is increased visibility of the brand or service,which helps scale up the rankings in search.Hence ,bringing the customer closer to the said brand.

Customer follow up is easy: As issues are clearly stated,they can be addressed quickly. Just one post addresses the query in entirety.This reflects positively on the aspect of customer management.

More Social,More Experience sharing: The customer today is posting regularly on social media as they exchange ideas amongst others on what is new and happening along with their own experiences.If we treat them well and engage with them positively,they will extend a positive experience of the brand to the entire social network.

Keep communication clear of funnels: If customers pose their queries on social media,responses to them must be in the same medium to keep the personalised feeling.Never make the mistake of bringing in a phone call as this will make them feel alienated.

This was a part of the CMWP Assignment of Post Grad of Media.