How to make the most out of Out-of-Home (OOH) marketing

As a business owner, how you promote your brand can massively impact the number of customers you attract and how many of them buy from you. You want to try different marketing methods to find your perfect combination.

Out-of-home marketing (OOH) can be highly effective when done right. But what is OOH, and how do you use it for your business?

This guide will cover everything you need to know about out-of-home marketing and share our best tips to help you make the most out of it. 

We will cover:

• What out-of-home marketing means
• Reasons to use out-of-home marketing
• Making the most of out-of-home marketing

Out-of-home marketing (often also called out-of-home advertising) refers to marketing that reaches customers while they are –– you guessed it! –– out of their homes. 

Living in the digital world we do, you might think all marketing should be done online. But complimenting your online marketing efforts with some out-of-home advertising could give your strategy the boost it needs. 

Ok, but what are some examples of OOH?

Glad you asked. The best out-of-home marketing methods for small businesses include:

You could put them up around your area.

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These can go outside your business to draw people in.

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Like branded cups, keychains, etc. at events.

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Put one up at the pay point to promote a special offer or new product.

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You might think OOH seems a little old school, that doesn’t mean it’s outdated. In fact, it’s more effective than any other offline marketing method for driving people to online sources (like your website). 

According to a study, OOH is 382% more effective than TV ads, 200% more effective than print, and 63% more effective than radio in driving consumers online.

And this form of advertising doesn’t have to be complicated or cost a fortune. According to HelloPrint, here’s what you can expect to pay for:

• Posters – £35 for 100 copies.
• Panels and signs – cheaper ones cost around £12.
• Pavement signs – can be as low as £65.

OOH is a tried and tested marketing method that’s been around for generations, and if you get it right, it can provide a great boost to your business.

Still not convinced OOH is for you? We hear you, which is why we’ve also listed some of the main benefits you can experience by using out-of-home marketing.

• Connect with your audience – one of the perks of outdoor advertising is that it connects with potential customers by placing unmistakable messages in their path. It also gives you a chance to reach people that might not spend as much time online, such as older generations. 
• Reach people in the active space – out-of-home ads also reach people in the active space, at times when they’re more alert and receptacle to your message. People on the move can often be more open to stimuli than those lying at home in bed scrolling through their phones. 
• Leave impressions – if you do it well, our OOH ads can leave a mark in peoples’ minds that stay there for years. Out-of-home advertising demands its own unique form of attention and has one of the biggest word-of-mouth effects.
• Join the innovation – OOH ads have the power to change urban landscapes and transform the look of cities, allowing brands to reach audiences in new and impactful ways. You can be part of that transformation!

So, you’ve decided to give OOH marketing a go? Here are some tips to help you create powerful ads that leave a lasting impression and increase sales. 

As you step into the world of out-of-home advertising, you want to follow the same steps of any marketing campaign. 

Every successful marketing campaign has clear goals and a plan for achieving them. So begin by determining your OOH marketing goals.

Do you want to:

• Reach a new demographic?
• Increase brand awareness?
• Market a new product line?
• Deliver on a call to action?
• Share knowledge with your audience?

An effective way to set your goals is to turn them into SMART goals, meaning they are:

• Specific.
• Measurable.
• Attainable.
• Relevant.
• Time-bound.

Doing this makes it easier to achieve the goals you set. You can learn more about effective goal setting in this guide. 

Regardless of your campaign goals, it’s crucial to research the location you plan to advertise in. Different things work in different areas. 

Looking into the area will inform the size and limitations of your ad. In addition, this information will help you decide which locations are worth your budget.

Imagine you run a food truck in a local pedestrian area. Advertising your lunch specials on a chalkboard with a clever slogan will be much more effective than, say, a billboard with the same message. 

In terms of your location, ask yourself:

• Is this ad visible?
• Who travels through this area?
• What do passers-by want or need?
• How can my product(s) solve this need?

After you’ve answered these questions, you can start building your strategy around those answers.

Another important step is to look into what your competitors do for their OOH marketing campaigns. Doing so will help you:

• Determine what works well in their ads and what doesn’t
• Spot any gaps you can fill with your campaigns.
• Find inspiration in terms of design, messaging, ad size, etc.

The key is to find a way to make your out-of-home marketing ads unique and better than your competitors’. 

For example, you could:

• Offer lower prices.
• Highlight better quality.
• Promote a product or service your competitors don’t.

Like with digital marketing, your OOH campaigns need to stand out and attract attention. So you want to apply the same principles as you would for your online marketing campaigns. 

For example:

• Use bright colours to elicit a reaction from those who see it.
• Count down to an event, end of sale or product launch to drive viewers to take action.
• Use contrasting colours so people can see your ad from far away.

Tip: Keep it short and sweet. You want your ad to be brief but also direct. So avoid cramming in multiple messages in the same ad. Stick to one concept for the most effect.

The true test of a successful marketing campaign is action. If your OOH ad drives people to talk about or share your message, they’re more likely to remember you. 

So when you brainstorm ideas for your out of house marketing, think about what you can do to create a buzz.

While you’re planning your out-of-home marketing campaigns, also consider how you can manage any costs or income you generate from them. 

For example, you could use a combined business account and accounting app like Countingup. It has a ton of features that help you budget for any costs and track the campaign’s financial success. 

Countingup can save you hours of accounting admin so you can focus on creating winning OOH campaigns and grow your business.

Get started for free.