Vehicle Recognition Billboards

Vehicle Recognition Billboards

Do you notice billboards on the side of the road when you’re driving? Most people do, but they’re far more effective if they’re something you can relate to instead of a generic ad. However, this can be quite a challenge for advertisers because of the diverse backgrounds of drivers going past the signs. There’s no way that they can make a billboard that will speak specifically to each driver and blast the right message.

Or, is there?

Yes, there have been a few different times that billboards got a little bit personal with the drivers looking at them!

The Chevy Malibu Is Better Than Your Car

Vehicle Recognition Billboards

This campaign was one that advertised the Chevy Malibu automobile, but it didn’t simply stop at showing a nice message with an image. Instead, the digital billboard had special technology to register who was watching it, and then it responded in a way that would speak specifically to that audience. So in place of the generic ad, it would directly compare the Chevy to the type of car that the person was driving. For example, it would tell drivers who have a Ford Fusion, Nissan Altima, Toyota Camry, or Hyundai Sonata what better gas mileage (or other benefits) they would have in a Malibu.

Billboards Recognize Vehicles

The campaign was put together as a joint effort between Posterscope USA (an out-of-home communications agency) and Lamar Advertising Company (an outdoor advertising company). It was placed in New Jersey, Dallas, and Chicago, and the timing of the display was key to the whole process. It would change the display with adequate time for the driver to see it as they passed, and then it would change back to the original image.

Also, it’s important to know that the system didn’t save any information about the drivers!

It’s Not Always about Cars

Billboard Vehicle Recognition

This type of technology can target drivers, but it doesn’t necessarily have to talk about cars. There’s another similar example that was used in London, but it dove more into the interests of the drivers. In this case, there were three digital billboards placed right next to each other, and the whole thing was positioned next to a roundabout. This allowed for more space to deliver a single message, and it was an easier opportunity to mix images with text and logos.

This sign was developed by Ocean, a British advertising agency, and it builds a profile of a driver based on the type of car they’re in. Then it can advertise luxury goods, clothing, newer models of the same car, and other products and services that the particular group might be interested in.

Again, they made a point of saying that it didn’t store any personal information.

These Signs Can Boost Egos

There was an electronic billboard outside of an airport in Melbourne, Australia that liked to help a certain type of customer brag more than usual. Whenever a Porsche was about to cruise by, they would be greeted with the message that “It’s so easy to pick you out in a crowd,” and the Porsche logo. This one was put together by oOH! Media, and it was a great way to make a luxury brand feel even more luxurious.

Education is Necessary to Prevent Fear

One problem with campaigns like these is that people will start to be concerned about their privacy. Because of the fact that the sign is reading them, they’ll be worried that it’s using their image or license plate to store and use data about them. Since having a Big Brother feeling associated with your brand isn’t very desirable, we advise you to educate the public about the workings of any similar projects you do.

However, that can be a great opportunity for a little extra publicity. It’s fairly likely that journalists will be interested in this type of campaign, and they can help spread the message that it isn’t storing data or invading privacy in any way.

Technology is Only Increasing

Billboards like this were technologically impossible just a few years ago, but all of these campaigns managed to do it in different ways. And as the technology improves, it also becomes more affordable. Don’t rule out any sort of advertising ideas as being too expensive until you actually check the prices.

Are Vehicle Recognition Billboards the Future?

These vehicle recognition billboards are pretty incredible, so it’s pretty easy to think that they could be the future of outdoor advertising. That could very well be true, but it’s also very difficult to tell. One of the biggest problems is that a busy road probably doesn’t allow time for every driver to get a customized message, but it still can be really noticeable for the others to see multiple signs in the same place while in their cars.

Use Only What you Need

Using Outdoor Media to Save the Planet

If you’ve ever visited the state of Colorado, you’ll know that it’s an extremely beautiful place. Unfortunately, if you were there in the summer, there’s a good chance that you encountered how dry it is. It may seem like lack of water is something that couldn’t be helped with billboards, but Denver Water has gone above and beyond to prove that wrong. They’ve been so successful that they’ve actually made people excited to talk about watering grass and fixing toilets.

So, how did they manage that?

Use Only What you Need

Lack of Water in Colorado

It does go back and forth over time, but quite a few recent years in Colorado have been spent in drought conditions. Unfortunately, this has caused many devastating wildfires and other environmental impacts. It’s something that residents of the state are having to get used to, but the water companies are realizing the problem of not having enough supply to serve their customers. They knew it wasn’t an option to just walk into houses and turn off taps, so they decided it was time to get creative.

The Use Only What You Need Campaign

It’s not very easy to convince people to give up on something that they’re used to always having, but this campaign did a great job of pointing out that people are using far more than they need. Often companies go the angle of talking about how much money the customers will save, but this plan managed to avoid that completely, and it kept things fun. The whole theme was to “Use Only What You Need,” and it generally had two comical ways of showing that people were using too much.

The first method was to show to objects, such as fire hydrants or newspaper boxes, and one would be much larger than the other. The big one would say something like “How much you water your lawn,” and the little would state “This is how much it really needs.” The bright orange installations were such a different way of looking at everyday objects that people loved interacting with them.

The second method was to take an advertising medium, often a billboard, and show that it isn’t necessary to use the whole thing. The majority of the sign would be empty, and there would just be a little spot left with the “Use Only What You Need” message.

Denver Water Outdoor Media

Everything is a Canvas

This campaign has been running for quite some time, and it has successfully shown that anything can be a starting point for an ad. It’s already been mentioned that they used fun objects of everyday life, but they also got people excited to see billboards and posters at bus stops. Let this campaign serve as a reminder that any part of your sign can be integrated into your campaign.

For example, if you’re making a campaign about not using too much water in your grass, why not change the pole that holds the billboard into a giant garden hose? Making your ads burst out of their normal constraints and into the lives of consumers is a great way to get the reaction you’re hoping for.

Denver What Use What you Need

Surprise Your Customers

Having a shocking advertisement can many times (but not always) be a very successful strategy. However, it will have even better results if you manage to break a few of the traditional barriers. This campaign used a lot of similar tactics to guerrilla marketing campaigns. One of the main characteristics of that form of advertising is to break the rules, and it also makes sure to get onto the same level as the customers (making them feel like it was created by their peers – even when it wasn’t). So we advise taking a page out of the playbook of this campaign, and give this sort of feeling to your ads in the future.

Ethical Advertising

This campaign also helps to shed a different light on advertising as a whole. It’s an area of business that’s often viewed as evil and manipulative, and this generally causes people to resist the messages that are given to them in ads. However, this campaign was all about helping the environment (commonly believed to be a worthy cause), and one of the results is that it convinced people to be more open minded towards the ads they encounter every day.

Use Only What You Need When Advertising

After seeing how successful and interesting this campaign was, you should realize how good of an idea it is to apply to your own campaigns. Use only what you need to get your message across, and do it in a way that will get your target group involved and interested. If it’s fun and creative, they’ll create the buzz around it naturally, and your business will get the boost it’s hoping for.

Have a creative idea you’re not sure about? Run it by us, we’d love to help you turn it into a great reality.

Mónica: Bringing Together an Island with Billboards

Si Se Puede

What an incredible week for Puerto Rico! Mónica Puig’s victory over Angelique Kerber in the women’s single tournament in Rio was the first Olympic gold medal for the island of Puerto Rico!!! We are so incredibly proud of Mónica and every Puerto Rican is holding their heads a little higher this week.

Attracting More Interest in the Olympics

At bMedia Group we tried to do our best to add to this incredibly special and emotional moment by using what we have to show support, our billboards! Our mission was to grow excitement for the Olympics so we started by using our billboards to show medal counts and various statistics about what was currently happening in the Rio Olympics.

Rio Olympic Medals bMedia

Keeping People Up to Date

Next, we wanted to make it easy for Puerto Ricans to quickly tune in to the score of Mónica Puig during her matches. We updated our billboards with live scoring so drivers could easily be up to date with her progress as she progressed in the tournament.

bMedia Group Tenis Score

Creating a Sense of Pride

Mónica Puig’s unbelievable performance at the tournament had many people tuning in to watch her final match. To show our support at 9am before this final game we uploaded Mónica artwork to all 80 of our billboards across the island. We wanted to create a sense of pride among Puerto Ricans and show our support for Monica during this monumentally important match.

bMedia Monica Billboards

The Final Result

SI SE PUEDE! We still cannot believe that Mónica brought the gold home to our beautiful island and we are so incredibly proud to be a part of this special community. Our last move was to change all 80 of our billboards to our congratulations artwork to show what everyone was feeling after this historic moment.

Thank you Mónica!

bMedia Monica Olympics

Mixing Advertising Mediums

Relate to your Audience – Classic Puerto Rican Commercials

How successful is your advertising? Do you even have a strategy?

Most companies do, but there are quite a few who don’t do it correctly. And the truth is, a little mistake can put you out of business, but a minor correction can drive your sales through the roof. It all comes down to relating to your audience so you can give them what they want. Do you feel confident that your company does that?

Advertising Strategy Puerto Rico

The Point of Advertising

There are many different reasons for advertising, but the ultimate goal of doing it is to increase the amount of money that your company makes. However, there are a lot of different ways to go about it. The simplest example is trying to convince customers to stop what they’re doing and go pay for your product or service. A more complex idea is building up a specific image around your brand that will influence the decisions potential customers will make in the future, and this often is done in a way that patiently waits until they are ready to get out their wallets – then it swoops in and makes the sale.

The thing to know is that you can try as many of these different types of strategies as you want, but they are only going to work if you remember to do the most important thing:  get the attention of specific customers.

Picking a Target Audience

Before being able to relate to your audience, you have to decide who they are. You can narrow them down by age, income level, interests, or a number of other factors. One of the best ways of doing it is to really think about the product or service that you are offering. Who does it solve a problem for? Once you know the answer to that question, try to figure out more about these people. It helps to know where and when they shop, how much money they make, whether your offering is a necessity or a luxury item, and other similar concepts.

Once you’ve figured this out, you’re ready to make your advertisement. You know who your customers are, why they need your product, and where and when they’ll give you their money. Now, it’s as simple as making sure that your ad speaks their language.

Puerto Rico Advertising

Risks of Not Choosing the Correct Audience

Unfortunately, narrowing it down to the exact type of customer can be difficult. Also, many managers are afraid of excluding larger groups because they think it will lose overall sales. But, advertising to smaller groups almost always leads to larger profits! This is because generic advertisements that are aimed at getting the attention of everyone tend to backfire. They ultimately get ignored by all the different groups, and their money ends up going to other companies. However, targeting a specific group means it will be more noticed and the message will get across more successfully.

What Does This Have to Do with Puerto Rico?

Most of this is known by successful business managers, but what does it have to do with Puerto Rico? Well, a lot. If you’re operating your business on the island, you will have to decide who your market is.  If you’re part of a big international brand, it can sometimes be enough to simply localize the advertising strategy in a way that pulls in Puerto Rican culture. In this case, basically the target audience is the locals, and that has narrowed it down from everyone else on the planet. The overall strategy will have already figured out how to position itself for the right types of people. Use the local lingo, show Puerto Ricans, and mix the music.

On the other hand, if you’re simply a local company, you might have to distinguish between yourself and other similar businesses on the island. This is where it helps to have a small and defined target audience.

Mixing Advertising Mediums

Mixing Types of Advertising

Another important thing to note is that it’s important to mix different types of advertising. You want to reach your targets where they are, so you can target teenagers on Facebook, but probably not their grandparents. But, it usually works best to use a few different channels. An online video can educate them about your product, a billboard can remind them every day on their way to work, and a sale can get them through the door.

Classic Puerto Rican Commercials

If you want more examples of what the purpose of this is all about, just think about some of your favorite ads that you’ve seen. There are plenty of classic commercials that have done well over time. Here are a few examples of favorites from the past, do you remember them?

Who Is Your Audience?

So, do you know who your audience is? Are you ready to reach them? Give us a call, and we’ll make sure your billboard becomes a valuable part of influencing your customers.

XBOX Survival Billboard

Survival Billboard

Video games are a fun concept for advertisers because of all the options they offer, and they often have some pretty high-tech solutions to get the attention of potential customers. But, they have started to stray away from simply advertising the graphics, and they’re trying to tap into the interests of those who would like a particular game. For the release of the new Tomb Raider game, the advertisers used a billboard to really push the limits of anything done before. And, it really got the world’s attention.

Survival Billboard

Live Survivors

Since the game follows the heroine through quite a few intense situations, they decided to have some people compete to see who was as tough as Lara Croft. Eight contestants stood on platforms on the side of a billboard, and they had to see who could last the longest. But, that would be too simple, so they spiced it up a bit – they hit them with bad weather: rain, snow, heat, cold, and many other things. To keep the audience involved, the whole thing was streaming live on the internet, and the audience could vote on the weather patterns.

Was It Real?

One of the first things that many people wonder is if this was actually a real project. The fun answer is that it was. It was tricky to pull off, but none of it was faked. The McCann London team that made it worked really hard to make it happen, and the contestants fought impressively with each other. One contestant even had to be removed and treated for hypothermia. If that doesn’t prove its legitimacy to you, then nothing will!

XBOX Survival Billboard

Full of Challenges

Building the actual billboard was a challenge because they had to meet a lot of requirements. They wanted to do it in London (the home location of the video game), but they had to work to find a location which would be noticeable without bothering normal city traffic. Also, they had to install the weather machines, as well as make sure the live streaming options were all going to function correctly. They even needed a special team of seamstresses to make sure that the letters on the contestant’s shirts perfectly lined up with the message on the billboard.

Another major obstacle was not knowing what would happen. This was essentially a reality show, so they had to plan for any different scenario to make sure the outcome was exciting. It was a lot of work, but they really seemed prepared.

The Advertisements of Putting It Together

This was a nice case in the advertising world, because the planning stages also worked to advertise the game. In order to find the contestants, they followed a similar strategy to what producers do when casting a television show. They used posters, social media ads, radio spots, and other forms of media to let potential contestants (and customers) know the whole event would take place. This alone carried the spirit of the campaign and the game around, so people were already excited about the billboard by the time it was put up. Can you imagine if your customers were excited for the day that your sign would appear?

Survival of the Grittest Billboard

Was It Successful?

Yes, it was a tremendous success. Video games are an extremely competitive industry, and this one was being released at the same time as some of its top competitors. However, this really rebranded the game and its main character, and it actively engaged potential players in a way that none of the others were able to do.

The Advertising World Loved It

It’s not a surprise to learn that even in the world of advertising, this whole show really stood out. It managed to win 17 Cannes Lions, making it one of the most awarded campaigns of the year, plus many other awards and recognitions. That doesn’t normally happen with a billboard, but it’s proof that anything can be great if done correctly.

Was it Dangerous?

One of the reasons that this was so successful was because of the fact that it was dangerous. That’s something that always gets people’s attention. However, it doesn’t look very good for your brand if someone actually gets hurt. Doctors performed a very strict evaluation of each contestant to make sure that they would be able to compete, and they closely monitored them during the event to keep them safe.

Would This Work for You?

Xbox and Tomb Raider really hit the jackpot with this billboard. It’s just another example of how successful this advertising medium can be – if used correctly. Would doing something similar like this work for your brand? We’d love to hear any crazy ideas that you’d like to make a reality!

Billboards of Snow

Billboards of Snow

Have you ever been stuck in a snowstorm and started dreaming of warmer climates?  You surely have if you’ve ever spent any significant amount of time in a colder area, as it’s a common problem that everyone complains about.  Even though many people seek out tanning beds and other temporary solutions, they always daydream of warm sun and sandy beaches.

But, have you ever considered that this might just be a great way to get the attention of your customers?  You might not have the budget to send them all to a beach, but what about planting the idea in their heads?

Billboards of Snow

Cold Campaigns Can Be Cool

Mexico’s Board of Tourism was trying to attract cold people from their urban homes, and they wanted to motivate them to hop on a plane and come support the Mexican economy.  They found quite the opportunity in the third most populated city in the US, and they took advantage of the fact that citizens of Chicago hate the long and cold winters.

During a spring snowstorm, some artists took to the streets of the city with the goal of using frozen water to spread warm thoughts.  They either packed the snow on to surfaces, or they shoveled it off.  In both cases, they made it into a message of words that were easily read by viewers.  They all discussed how warm it is in Mexico to try and inspire people to book a beach vacation to warm up their bones.

Four Noticeable Slogans

It was mostly text (not images), and the words weren’t random.  They used four specific slogans:

1) “Take your clothes off.”

2) “Beaches with sand this white.”

3) “Mexico: Always a warm Welcome.”

4) “Come melt under the sun.”

Snow Graffiti for Attention

One thing that makes this campaign stand out is how simple it is when compared to many of the high-tech ads that have been turning heads lately.  All it really took was a few guys with snow, shovels, and ladders.  They needed something to put it on (or take it off of) and plenty of creativity.  It didn’t need virtual reality, artificial intelligence, or any other technology that seems to belong in a science fiction story.

Billboard Snow Campaign

Playing to What People Want

Chicago is famous as being a place with cold and bitter winters, and that fact was absolutely necessary to this campaign.  There are many cities that occasionally see snow, but a lot of them generally have temperatures that are much more comfortable.  This could have physically been done in warmer places, but it wouldn’t have been as noticeable to the residents because they wouldn’t be bordering on the feelings of desperation for anything hot.

The Results Were Hot

This whole stunt was put on by Lapiz, which is a branch of the Leo Burnett Group.  They were working with an area artist, NosE Lanariz, to actually create the messages, and this helped them connect with the local scene.  It’s been viewed as a great use of outdoor media in an innovative fashion, and it’s a nice example of how a low-budget campaign can still have very successful results.

Taking Advantage of Other Ads

There have been plenty of ads talking about the nice weather of Mexico.  For an example, just think about any commercial for Corona that you’ve ever seen.  That means this campaign was benefitting from all of those.  The image that the tourism board wanted to convey was already in the minds of customers, so it wasn’t really necessary to show it to them.  All they had to do was trigger those thoughts, and once they were pulled out of the depths of frozen minds, they were now associated with the idea of taking a trip to Mexico.

Breaking Out of Standard Media

Trying to get away from using standard media channels can be very challenging, but it can sometimes be far more successful than sticking to the same methods being used by everyone else – so it’s always worth thinking about.  This strategy can have amazing results when you have such an opportunity as they did in Chicago.

Even if you don’t have an idea this great, you can still think of innovative ways to use establish forms of media.  For example, billboards can take advantage of 3D solutions, or they can integrate some sort of technology.

Have You Made It Snow on Your Customers?

Being different and unique is a great way to get customer’s attention.  It’s made even better when it plays upon their desires to solve a problem, as it did in this case.  However, don’t make it snow just because you can.  If all you are doing is trying to be creative, you might attract attention, but it won’t necessarily increase your sales.  So make sure that when you bring the snow, you drop it on the people who are actually ready to book a flight.  If you want some feedback on your ideas, reach out to us.  We love hearing your creative plans, and we’re happy to give advice!

Litter Hong Kong

A Billboard that Identifies People Who Litter

Do you have an opinion on people who litter?  Almost everyone does. Unfortunately, for those living in crowded urban areas, it’s really just a fact of life. Governments and societies try to crack down on it, but many people just don’t listen.

One anti-litter group decided that enough was enough, and they took a fairly radical step to fight the problem.  But, did they cross any ethical lines themselves?  That’s up to you to decide.

The Faces of Litter

The Problem

Hong Kong is a city full of people.  As a matter of fact, the more than 7 million inhabitants crammed into such a small place ranks it as the fourth most densely populated region on the planet.

That many people always adds up to a logistical nightmare when it comes to waste disposal, but it doesn’t help that littering seems to be the official sport.  Every day, there is more than 16,000 tons of waste dumped in the city, and this has given life to the Hong Kong Cleanup Initiative.  The organization’s name is pretty straightforward about what they do, but you might be surprised to learn that they literally launched an in-your-face campaign to combat the problem.

Litter Hong Kong

Basics of the Campaign

The government has already tried many methods of going after this problem, so the campaign had to find a unique way of getting to people.  There are pretty hefty fines given to anyone caught littering, but that just wasn’t motivational enough.  This led the environmental group to team up with Ogilvy & Mather Hong Kong to try and put together something that would really get people listening.  So, the strategy decided on for this campaign was to do a bit of shaming for the litterbugs in society.

They Even Found the Perfect Day to Do It

This whole project was called the Face of Litter Campaign, and they had the perfect day to launch it:  Earth Day.  Leading up to it, teams had worked to collect garbage, and they managed to pick up more than 4,000 tons from the streets.  Then, they gave it to some scientists to work their magic.

What Tech Did They Need to Do It?

Scientists at Parabon NanoLabs used Snapshot™ DNA phenotyping to analyze who had touched the various garbage samples, and this allowed them to make a digital drawing of the litterbug responsible for each individual piece.  They tended to focus on bits of garbage that would have physical bits of people left behind, and some of the favorites were coffee cups, cigarette butts, and condoms.  This technology has the ability to predict eye color, hair color, skin color, freckling, shape of the face, and a lot more about people just from a tiny amount of their DNA.  It may sound like something out of science fiction, but that’s the world we live in today.

Do Not Litter Outdoor Media

What Did It Accomplish?

The Hong Kong Cleanup Initiative has some great programs in place to clean up the trash.  Unfortunately, they were really stuck in the pattern of cleaning up after people, and they weren’t having much success in preventing littering in the first place.  That’s where this campaign really helped out – it got people talking.  In only two weeks, it managed to get 3.9 million engagements on social media, and $5 million in earned media coverage.

Advertising vs. Activism

This campaign was very successful by many measurements, but it does raise some ethical questions.  The pictures that were shown were generated drawings of theoretical people, but is it appropriate to publicly shame people?  Even if it works to solve a problem, it can cause harm to people who may or may not deserve it.  We don’t have the answer to this, it’s really up to you and your own personal beliefs.

Science!

A major takeaway from this campaign is how science can be used in advertising.  It’s likely that this whole project would have been far less interesting if they had simply taken photographs of people caught in the act of littering.  It really stands out because of the amazing science that many people didn’t realize was possible, but then it was the perfect chance to convey the message once it had everyone’s attention.

How far will your advertising go?

Have you ever done anything similar to get your message across?  You don’t necessarily have to be so aggressive with your advertising tactics, but this doesn’t change the fact that pulling stunts like this will get you talked about.  So, don’t be afraid to push the limits, but make sure you’re thinking about your image as a whole before you do anything too crazy.

If you’re not sure how to do this on your own, just give us a call.  We’re ready to hear your ideas!

Puerto Rico Business

How to Promote Your Business in Puerto Rico

If you own or run a business in Puerto Rico, there are many different ways that you can promote it and try to gain a larger customer base.  The entire advertising industry has changed a lot because of the advances in technology, but that doesn’t mean the traditional methods are simply things of the past.  In today’s world, you can put signs on the side of the road, print ads in the hands of customers, or blast them with digital pixels on electronic devices.  All of these methods can work to accomplish different goals and reach different people.

Here, we’ll focus on three of the most successful strategies to use in Puerto Rico.  If you use a mixture of these methods in your business, you should see some pretty strong results.

Puerto Rico Business

1.  Billboards

Puerto Rico is densely populated, and everyone here knows that.  With more than 3.5 million individuals living together in 3,515 square miles, the island has more than 1000 people per square mile.  Mixed in with all these potential customers is about 3 million registered vehicles, so that works out to being a lot of people sitting in traffic with eyes ready to see your billboard.  Also, studies have found that more than half of people discuss interesting messages they see on billboards, and a quarter of people go to a store because of what they read.

Many of these people are already in the car and ready to go shopping, and those are pretty good odds for any marketer.

Billboards should be primarily used to target a very general audience.  There’s no way to change the sign for each customer, so a wide message about your brand is the most helpful.  Electronic signs give the possibility for quick successions of ads, but they still get blasted across the population.

Outdoor advertising like this is a great way to remind people that your company still exists.  Overall, they’re a great way to increase brand recognition.  This can really be the difference between consumers choosing your brand from a competitor’s product when they’re sitting next to each other on a shelf.

Social Media Puerto Rico

2. Social Media

There are a ton of social media platforms already, and new ones are being launched every day.  Many of these have possibilities to advertise inside of them, and they can be useful because they’ve already convinced users to give them treasure trove of personal data.  In other words, the networks know what people are interested in, so you can make sure to only pay for showing your product to consumers who are likely to buy it.

But, out of all the choices you have, Facebook is your best bet in Puerto Rico.  The amount of users on the island has been steadily increasing, and it was nearly 90% during 2015.  That means that nearly everyone has an account, and many of them use the social network on a regular basis.

You should plan on using Facebook to advertise when you have some unique and interesting content to draw people in.  There is a lot of clutter, so words alone probably won’t be noticed.  However, if you have a video or an interesting blog post to attract user’s busy eyes, you might just get a click.  If they really like what they see, they’ll share your post.  And a recommendation from a friend is something that money can’t buy!

3. Google Strategy

Don’t forget that the internet is a big place, and social media is only a small part of it.  Getting noticed in the top few results of a Google search for a broad term can be quite tough.  But, you can get pushed even higher on the list with a relatively small investment.  Using Google AdWords, you can pay to have your result pop up (with a notification that it’s a paid ad).

However, you need to make sure that you use some search engine optimization (SEO) strategies before doing this.  This is another chance to really narrow the viewers of your ad to a specific target group, so make sure you learn what people will be searching for before you write your ad – and only include the best terms.  This option should be used when you have a very specific message for a very specific group of people.

Promote Business Puerto Rico

Strategic Combination

You’ll benefit from using one of these methods, but the real power is in using all of them.  However, you don’t need to just start throwing money.  Make sure you have an overall strategy to see how they can all work together, and be careful to let them each take advantage of their specific strengths.  Don’t necessarily split your marketing budget evenly – think of it as one big number that’s going to increase your bottom line!

Advertising with Billboards

Creating an Effective Billboard

Billboards are a great medium to use when you really want to get your message to your customers.  Some people think they’re outdated in an increasingly digital world, but there’s a reason they’re still going strong everywhere from Times Square to Puerto Rico, they work!

Advertising with Billboards

Define a Target

The first important aspect of creating an effective billboard is making sure that it’s targeting a specific group of viewers.  Since such a wide variety of people will be exposed to it, it’s very tempting to try to advertise to everyone.  Studies have shown that targeting a specific demographic using your billboard can often get the message across far more clearly than going after a broader group.  Instead of a lot of people getting your message, it generally turns into no one hearing it.

When you decide on a target group, you’ll know who you’re talking to.  Once you know exactly who’s going to be listening, you know how to craft your message in a way that they’ll hear it.

Keep It Simple

Too many words end up being too much information to remember. Don’t forget that people often see billboards when they’re driving or busy doing something else, so they don’t always have the chance to stop and read – even if they want to. Make sure you get your point across as quickly as possible.

A good general rule is to use a maximum of six words on your billboard, as this is about the most that people can quickly take in. But, just because you can use six doesn’t mean that you have to. Using only one word can be great. Zero words can be amazing.

Billboard Outdoor Media

Make Sure People Understand You

The next step is to keep your billboard understandable.  When you’re trying to sell something, you don’t want to show off in a way that strains the brain of your customer.  If someone really has to stretch to understand what you’re saying, they might start feeling stupid.  Once they associate your brand with that feeling, people aren’t really going to have a lot of motivation to give you their money.

But, if you make your billboard easy to understand, your customers will start to feel good about themselves.  Suddenly, you’re the brand that they relate to, and that’s who they want to have in their life.

Make Sure People Can Read It

We’ve already covered why your billboard should only have a few words and why it should be easy to understand, but it’s also extremely important to make sure people can read it.  By this, we mean to make sure the actual design can be taken in by the eyes of your customers.

Don’t use elaborate fonts that are difficult to make out.  Don’t use colors that are so similar that they’re hard to tell apart.  Make sure the billboard has lots of contrast between the different elements, but also make sure they’re colors that go well together.

Set a Goal

This is near the bottom of the list, but it’s still one of the most necessary parts of creating an effective billboard.  It really should be done at the same time that you define your target. Make sure that you have a specific result that you hope for the sign to accomplish, or you’re just going to be creating a colorful banner.

It doesn’t need to be a complicated or difficult goal.  Do you want to get more people in your store?  That’s a great goal.  Do you want to make sure potential customers learn about a promotion?  That’s another.  What about just making people interested in of your brand?  That’s one of the most common reasons for creating a billboard.

Billboard Advertising

Go With Brand Building

Now that we’re talking about your brand, that brings up a really good piece of advice.  Think about using the billboard mostly to keep your brand in the eyes of your consumers.  They’ll see your message every day on their way to work, but they don’t always have the chance to stop and read it.  Or, they may not even have a need for your products or services at the moment – but the sign will still be there.

If your name has been melted into their brains during a morning commute every single day, they’ll take that into consideration when they encounter you in a shop.  You’ll feel like a trusted friend who has always been there for them.

Let’s Get Building

Now that you have all this new knowledge about billboards, why not put it to the test?  Give us a call, we are the largest provider of outdoor media in Puerto Rico and can help you get started creating an effective billboard advertisement.

Billboard Reads Emotions

A Billboard that Reads your Emotions

You’re being watched…

We all know that the day would come that robots would invade our world, but it looks like science fiction was being overly dramatic in a lot of the horror stories.  They never mentioned how profitable the robots would be.

That’s right, we live in a world where billboards are thinking.  They can read you, decide what you’re thinking, and give you the best possible ad.  From there, all you can do is grab your credit card.

Did you know this was an option for your business?

Billboard Reads Emotions

So, What is This Intelligent Billboard?

Billboards were installed in London last year as a test of the technology to see if it was possible for a computer to successfully design the perfect ad – on its own.  They had a digital display, and they had a camera inside to read the people looking at them.  The first step was to decide what sort of mood the person was in.  Then, depending on whether the viewer was happy, sad, or neutral, it would display a different version of the ad.  Afterward, it analyzed the responses to measure how successful the ad was.  Finally, it repeated the good ads and trashed the bad ones.

The Technology Inside

You might imagine that they developed some sort of incredibly advanced technology to make this happen, but that actually wasn’t the case.  This was put together by the M&C Saatchi Advertising Agency, and they were working with Clear Channel and Posterscope to make it happen.  The billboards just had a Microsoft Kinect camera inside, so they were really just using technology that had already been developed for playing video games.  Kinect is able to read people’s reactions, so it gets the job done.

Bahia:  The Coffee of the Future

Unfortunately, this whole campaign probably created a lot of angry customers.  For the experiment, the advertising agency decided against using a real brand, so they simply made one up.  The product was an instant coffee called Bahia, and it’s not the type of thing that usually draws a lot of attention.

The Evolution of the Ad

The billboard was only advertising the one brand, so it was fairly limited in what it showed.  It didn’t promote sports cars to one person, laundry detergent to the next, and allergy medicine to a third.  Instead, it was programmed to use a series of different fonts, colors, and styles to see how different people reacted to the plea to buy coffee.

Why Spying on Your Customers Works

While the first instinct of many is that this whole idea is kind of creepy, it can actually work to improve everyone’s life.  If you remember that the main goal of advertising is to let people know about products or services they want, then this just helps eliminate all the noise on the street.  Instead of wasting your time, these smart billboards were able to show people what they wanted to see.  Also, since it measured reactions to see what people liked and didn’t like, and it can help make higher quality advertising in the future.  It’s basically like having a focus group that’s composed of, well, everyone.

Why the Internet Isn’t As Important as We Think

The internet has become a great place for businesses because it makes it possible to measure things in a way that has never even been remotely possible.  A lot of companies have been using it as an excuse to steer away from more traditional forms of advertising media, but this could put a stop to that pattern.  Internet browsing history is a great way to build a profile of your customer, but nothing beats walking around town with them and asking them their opinions.  If this technology can be in a few bus stops in London, it might not be long before it’s all over the globe.

This Campaign Doesn’t Invade Your Privacy

One nice feature about this little experiment is that it was designed in a way that wouldn’t let it cause any invasion of privacy.  It didn’t follow the standard internet strategy of storing all your information.  Even if it did, it wouldn’t make a huge difference because it never actually knew who it was looking at.

Time for You to Do the Same

Do you use similar techniques in your business?  Even if you don’t want to go to such extreme measures as this campaign did, are you taking advantage of modern advertising strategies? The marriage of technology and traditional advertising is a key relationship in influencing consumers.