There exists a saying in the world of real estate: location, location, location. It’s used to explain why certain properties are more valuable than others, usually due to factors such as a nice view or close proximity to great schools. Location, however, is also the key factor in advertising: if a business fails to target the key customer base in their local area, then they have missed out on a golden opportunity.
Before the iPhone was commonplace and talking computers weren’t available to the common consumer, billboards and standard methods of out of home advertising were commonplace. Creative professionals were forced to work within an incredibly short engagement constraint: people are driving past their work. The visuals had to be simple, the message had to grab consumers, and they had to successfully convey their message in nanoseconds. But over time, out of home ads have graduated to a much higher level of engagement, with thanks in large part owed to the Digital Age.
In the less-socially-connected era of outdoor advertising, campaigns certainly faced a different set of challenges. Advertising in alcohol, for example, has had fine lines to tread and laws to abide, forcing campaigns to creatively imbue products with feelings or motifs rather than effect.
Their promotional material, whether video or billboard, carries an air of sophistication and royalty (unless they went for the college demographic). The tone of campaigns such as Absolut and Dos Equis suggest the consumer is choosing their brand because of the aristocratic qualities, and the garish displays of their ads often reflect this sensibility, sometimes ironically. An Absolut campaign from a few years ago even utilized WhatsApp to get fans interested in an exclusive party that they would themselves have to talk their way into.
Across the aisle from alcohol producers, soft drink manufacturers (who often find themselves in marketing wars with each other, not unlike the alcohol producers) are not bound by the same legal restrictions as alcohol: they can boast about their similarities or superiorities with little restraint, often leveraging popular celebrities. Consequently, their ads reflect that sensibility.
Perhaps most creative of all, the fast food companies so maligned by health food advocate groups produce truly incredible advertisements with a plethora of examples. From Chik-fil-A’s endless series of commercials and billboards on bovine antics to usage of the social media account itself, customer engagement is the motif. What wacky hijinks will the cows get up to this time? What pop culture phenom will Wendy’s Twitter account reference next? Direct engagement with customers in entertaining ways generates its own highly effective word of mouth publicity.
My company, Adder Mobile, offers its own unique kind of local advertising: the kind that lets average consumers make money while driving their car. Never before has there been such an excellent way for a business to spread the word whilst simultaneously supporting and helping to uplift the same customer base that frequents their shops and services. By getting their car wrapped, an Adder driver effectively becomes a freelance brand ambassador for a business running an ad campaign, and wherever they drive, that business will be receiving exposure. To learn more about Adder Mobile, visit us here.