Eight golden tips for an effective outdoor campaign
1. A CLEAR SENDER
Ensure that brand and logo are clearly visible. Who the sender is must be instantly seen.
2. LESS IS MORE
The contact moment is relatively short, so ensure the message is clear and easy to understand.
3. USE AN IMAGE
An image says more than a thousand words and a good image will be remembered long after text is forgotten. Use high quality imagery and ensure that image and text support and lend strength to each other. For example, always include a pack shot in product campaigns.
4. SHOW PEOPLE
People make a message or brand more personal. A target group will always find it easier to identify with a person. Images of celebs will grab attention and enhance the status of a brand.
5. CREATE SYNERGY
Integrated communication across a range of media platforms ensures synergy. This will reinforce the recognition factor and visibility of your campaign.
6. WHAT’S IN IT FOR ME?
Prioritise the target group’s invested interest. Answer the prospective customer’s question of ‘What’s in it for me?’ as rapidly as possible.
7. TAKE CARE WITH READABILITY
Select a font that is easy to read and make sure its size and scale are appropriate. Also use contrasting colours, as this enhances the readability and ensures it can be seen and read from greater distances.
8. BE CREATIVE
Use images and texts that surprise. Be original. Make a splash!