Why Backpack Billboard Is Ideal For Grassroots Advertising
Backpack billboards: explore this creative advertising concept.
The shift in the Advertising Industry
The use of OOH and billboards will most likely experience more decline in the coming weeks, given the growing number of cases of infection in the United States. Businesses that dearly need to get the word out about their enterprise will have to embrace new-age advertising to stay in business. This means more customers will abandon billboard advertising to adopt indoor ads; a strategy which brands trying to avoid the cut-throat cost of sign advertising have happily been using to market themselves in recent times.
The New York Times aptly described the effect of the pandemic on outdoor advertising as a ‘seismic shock’. Even Coca-Cola is among the companies that have limited their ad campaigns during the coronavirus crisis, the New York Times report says. Long story cut short; a lot of companies are hitting the brakes on billboard ads and other forms of OOH advertising and are also pulling back until the coast clears.
Have you ever wondered why some companies can spend billions of dollars on advertising campaigns only to get a few hundreds of customers? Well, the conversion rate has a lot to with the impact of the message on the target audience. It is why unconventional tactics like backpack billboards could be the answer.
Creative OOH with mobile billboards
Globally, the amount of money going to advertising campaigns is expected to breach the half-a-trillion dollar mark in 2019. In particular, the internet is increasingly becoming pivotal in ad campaigns. eMarketer expects digital platforms to account for more than half of the total ad spend in 2019 in the US. Traditional media like TV and radio will account for less than half of the total ad spend. It has happened for the first time in the history of the industry. Comparably, digital platforms like Facebook, Google, and Amazon will account for 54.2% of the market share.
From the preceding, the need for brand visibility is more urgent today than ever before. Competition is getting tougher hence the need for brands to grow their presence through creating awareness. However, the enormous sums of money that go to advertising budgets do not always achieve the objectives. As such, there is a need for more innovative means of selling the brand to the target audience.
Stay-at-Home Ads with Door Hangers
During this crisis marketers will have to adapt and to stay on top of the latest trends. Its critical to improve type of advertising message shifting it to more sensitive perspective. The business of marketing is changing in the age of COVID-19. Whether its effects are brief or prolonged, marketers need to be nimble in these challenging times, and pivot when needed while optimizing performance throughout the crisis.
A noticeable new normal in consumer behaviour is the increased demand for food delivery services. According to NPD, 48.5% of all restaurant spending was for off-premise orders in the past 12 months and this is expected to accelerate during the lockdown.
Adzze has been working with its clients to adapt to a more sensitive message. The team has been extending the capabilities to offer advertising options that can reach the consumers at their safest place: at home.
Your advertisement is printed on door hangers and distributed to the households in the zip code or areas that were selected according to the marketing campaign. Adzze technology solutions are used to target demographic profiles such as income, age, ethnicity, marital status, so that we hit your exact target-market ensuring the door hanger delivery. In addition, the segmentation method enables to evaluate annual spend criteria so that you have a better insight into the spend behavior of the target audience. The consumers will be positively surprised if the door hanger brings them value as coupons or discounts. The advertiser must partner with the capable door hanger distributors to ensure to track the door hanger delivery to the targeted addresses. Typically, the return of the Door Hanger Advertising investment is 3x, this means for every $1 invested, the advertiser receives $3 back (you can see more details on the ROI calculation at the end of this article).
Backpack billboard offers a simple yet powerful ad avenue
Consumers are sophisticated people, and sometimes it takes the most straightforward move to capture their imagination. It takes the most daring advertiser to reach the most customers. Before the digital advertisement revolution, billboards and other out-of-home (OOH) avenues were the most preferred for ad campaigns. In the US alone, there are more than 1 million OOH displays targeting consumers. Billboards alone were 342,000 as of August 2019.
Yet businesses are still struggling with conversion rates and a poor return on investment. It is where the backpack billboard comes in. In all the traditional and digital ad platforms, the missing link is the human connection. Drivers on the highway cannot interact with billboards beyond the fact that they are objects selling a particular brand. Hence, the effectiveness of the platform is greatly hampered.
On the contrary, human or backpack billboards are unconventional. They allow the target audience to interact with the message on a human level. Additionally, the grassroots nature of the campaign delivers the message in an ambient atmosphere. Besides carrying the billboard from one point to the next, the human porter sells the brand as an ambassador. Ultimately, business spends less on ad campaigns but can record ridiculously high conversion rates.
In-the-hand marketing is doubly unconventional
To be sure, using backpack billboards to advertise is unconventional but in-the-hand marketing is twice that. Particularly, the latter is hard to ignore and it enables the advertiser to reach the precise target audience. Consider a placemat in a restaurant within a college campus. If you wanted to display your brand to college going kids, advertising on such a placemat is ideal. What you need to do is to print the message as well as your business logo on the placemat. As such, the ad will be on display for every college student that drops in for a meal.