5 Reasons Pumpkin Spice Became a Cultural Phenom

Pumpkin spice marketing and the success it’s seen over the years can be explained by nostalgia, broad cultural appeal, and even the way human brains work.

Anybody can visit a local grocery store to buy a jar of pumpkin spice for a few dollars. Generally, the blend contains a mix of cloves, nutmeg, and cinnamon, and sometimes, ginger and allspice. Stores have sold these traditional spice mixes for generations. For most of that time, shoppers would pick up a jar as a convenient way to season pumpkin pie, a traditional autumn treat.

How did pumpkin spice become incredibly popular as a fancy coffee flavor? Obviously, anybody could have added a pinch of this blend, milk, and sweetener to their coffee mug for a few cents a serving. Until about a decade ago, few people thought of it.

According to a recent estimate from Forbes, Starbucks has managed to turn this common mix of seasonal spices into a popular phenom that helps them sell about 20 million cups of pumpkin spice latte each year. Even more, they reserve their pumpkin spice for the holiday season, so it’s not even available all year. Later, plenty of other businesses caught on and flavored or scented their products in an effort to profit from the trend.

Obviously, lots of marketers would like to understand how Starbucks managed to turn a seasonal drink into extra revenue and even a cultural phenomenon. Consider the popularity of pumpkin spice from the perspective of consumer insight marketing to understand why it grew so wildly popular and how to apply these lessons to other marketing efforts.

Five pumpkin spice consumer insights marketing perspectives

To spark some ideas for other potential products, start by understanding what makes pumpkin spice latte so great.

1. Pumpkin spice smells like nostalgia 

People may actually derive more satisfaction from the fragrance of a pumpkin spice latte than the flavor. According to Scientific American, the brain processes olfactory information differently from other senses. Scents travel more directly to centers of the brain associated with memory and emotion.

Thus, people may actually remember scent-associated memories faster than they can even recall the name of the scent. If somebody says that pumpkin spice smells like Christmas, they’re probably describing their first reaction to the smell pretty well. Very often, people lend weight to this idea by saying they enjoy pumpkin spice because it reminds them of holiday gatherings and other pleasant memories.

Anyway, a hot brew provides the perfect carrier for the scent of a fragrant blend of spices. If some people talk about needing their pumpkin spice fix, they’re offering clues to the appeal of this holiday drink. For a little while, just letting the scent waft into the air can help evoke the holiday spirit

2. People connect with others around their love of pumpkin spice

Of course, plenty of competitors and other companies have jumped onto the pumpkin spice bandwagon. Besides coffee, consumers can find everything from recipes for pumpkin spice granola to spice-scented soap. Lots of these products generate social groups and energetic follower bases.

As an example, Starbucks has a Facebook page dedicated to its pumpkin spice latte and thousands of followers. Yes, people join a Facebook group to show their support for this drink and ensure they stay updated with news about the coffee drink. On a related note, the Facebook Pumpkin Spice Festival group also has thousands of followers. That’s dedicated to all things pumpkin spiced and not just coffee. By picking up on a popular trend, plenty of marketers can find a thirsty market.

3. Pumpkin spice stirs up light-hearted controversy

Brands generally like to minimize controversy; however, measured differences of opinion can also attract attention. Reddit, for example, has multiple threads devoted to discussions of the relative merits or demerits of pumpkin spice.

Judging by some of these Reddit threads:

  • Some contributors admitted they loved the Starbucks latte but considered it a guilty pleasure.
  • Others argued that the flavor had grown so pervasive that the whole uproar ruined their enjoyment of a seasonal treat.
  • Of course, the purists objected to the fact that it tasted nothing like pumpkins. Pumpkin spice products only contain the spices used to flavor pumpkin pie and sweetener but not pumpkins.

Most posters just appeared to be having fun discussing a fairly harmless topic, and the thing is, nobody really said they disliked the flavor. In any case, lively discussions like that engage viewers. It’s fair to assume that more than a few readers stumbled on the discussion and decided they needed to try the drink to form their own opinion.

The idea of pumpkin spice has even generated memes. Funny, supportive, or even mildly disparaging, they get shared on social media and bring more attention.

4. Seasonality can generate a sense of scarcity

Some businesses only want to invest in products they can sell 12 months a year. At the same time, marketers should recognize the value of having seasonal items. According to Unamo, a provider of SEO and market research services, the seasonality of pumpkin spice products provides two powerful benefits:

  • A sense of scarcity: With some products, scarcity creates extra value value. Anybody can buy the spice blend in a grocery store 12 months a year. However, Starbucks and other companies tend to reserve their products for the holiday season, so customers have to wait to buy them.
  • Association with seasonal marketing: The product’s seasonality also makes it easy to incorporate pumpkin spice marketing with seasonal marketing. People tend to spend more during holidays, so they’re likely to indulge in fancy coffee when they’re out shopping, meeting friends, traveling, or even commuting.

5. Pumpkin spices span most U.S. cultures

A pumpkin spice latte serves as a new twist on something traditional for many people. Today, Thanksgiving feasts from Maine to California often include this traditional dessert. Similar scents emanated from George and Martha Washington’s kitchen hundreds of years ago. At the same time, such ethnic cuisines as Chinese, Middle Eastern, and African often use one or more of the spices in the blend.

Adding the spices to a coffee drink provides some novelty; however, the brand doesn’t need to introduce a totally new flavor to reach a wide base of potential customers. Even though pumpkin spice latte may have seemed novel when first introduced, people could already associate the scent and flavor with things they already liked.

How a consumer insights company can help other businesses spice up their marketing

Some businesses may want to include pumpkin spice in their own products to improve engagement and revenues by riding on a popular trend. Even though it’s already pervasive, the seasonality of pumpkin spice gives marketers a chance to make a fresh start every year.

A few companies may want to come up with their own ideas for a novel twist on something that’s already very familiar to their market. Bacon-flavored toothpaste checks some of the boxes but doesn’t appear to have quite the same appeal. Prudent businesses will want to engage market research services to test their ideas before releasing new items to the public.

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How a CPG Marketing Agency Makes Products Stand Out

Three ways the best CPG marketing agency can design packaging to reduce waste, improve brand reputation, and drive attention and sales. 

Of course, a CPG marketing agency frequently has to help promote products that people might think of as fairly interchangeable. Choosing between some jars of mayo, bottles of ketchup, or boxes of laundry detergent might not seem like a big decision for most consumers. Thus, people may tend to choose the brand they’ve always bought or maybe, what’s on sale. Find out how a good CPG advertising agency can make products stand out on the shelves, so customers will consider them anything but ordinary.

Three Ways a CPG marketing agency can differentiate products

First, it might help to work with a consumer package goods design agency. Besides having experience with developing outstanding packaging, these professionals can provide a different perspective to help come up with novel solutions that are sometimes easy to overlook by people who manage these products every day. Consider three tested suggestions that packaging professionals might offer.

1. Make packaging more useful

Making packaging more useful can provide a great way to differentiate a product from competitors. As just one example, Heinz simply flipped their bottle upside down in 2002, so it could rest on the lid instead of the base. Of course, most people find thick, rich ketchup challenging to get out of a typical bottle, especially when the container’s almost empty.

After 170 years of producing ketchup, the company — or their packaging design agency — came up with the genius idea of flipping the bottle to let gravity lend some assistance. Apparently, this change caught the eye of consumers. According to CNN Money, sales increased by six percent in a year when overall ketchup sales only rose by two percent.

2. Ensure customers know how to use the product to its best advantage

Is there something different about using a product that customers should know? Obviously, if consumers know how to make the best use of their purchase, they’re likely to return for more. As an example, Trader Joe’s sells a spice blend called, “Everything But the Elote.” Elote means corn in English, and the word suggests boiled, roasted, or steamed corn prepared in a particular way. Some people have figured out on their own that this blend can also spice up popcorn, all sorts of green vegetables, dips, French fries, and lots of other kinds of food.

If Trader Joe’s would include these tips on their packaging, they might sell even more of this popular product. Besides promoting the versatility of a product, marketers might also consider including directions to get the best results for its primary use. Not only will these suggestions help entice customers, they’ll also ensure customer satisfaction and repeat sales.

3. Consider seasonal packaging

Consumers tend to spend a bit more during certain times of the year, and a seasonally themed package can help get them to add certain kinds of products to their shopping cart.

According to Brand Experience: Packaging, shoppers tend to loosen up their pocketbooks at these times, ranked in order of how much spending increases:

  • Back-to-school, especially back-to-college
  • Winter holidays
  • Mother’s Day
  • Easter
  • Valentine’s Day
  • Father’s Day

As an example, let’s say Mom loves coffee. Loved ones may be more likely to add a bag or jar of coffee to a gift basket if it has attractive, themed packaging. Even better, add in a nice “World’s Greatest Mom” mug to provide extra value that can justify a higher price.

Touches like this can also encourage retailers to include the products in a special display that will give them more visibility. For online sales, it gives distributors a chance to tag the product with seasonal keywords.

Think about product and package size

Sometimes, companies think that offering a jumbo package for a cheaper price will encourage sales. With perishable products, this can backfire. For example, pet owners may not care to buy 30 pounds of dog food for their seven-pound Maltese. They would rather pay somewhat more for a smaller package to avoid the waste of having to dispose of stale products.

Also, some companies tend to package relatively large things in oversized packaging. Too much packaging wastes materials, generates excessive shipping charges, and may even annoy purchasers. These days, consumers have grown more concerned about the environment and frugality.  To promote the best brand image, a why a CPG advertising agency may advise their clients to right-size packages in order to save money and appeal to buyers.

Choose colors to create a quick, emotional impression

The University of California at Irvine published a fascinating paper on the ability of colors to effect human emotional responses. Nature may have coded some of this response in people’s genes, as humanity evolved to associate certain colors with their natural environment. Beyond that, people have their own specific responses to various color schemes, based upon culture or even personality.

As an example, many Americans might associate red and green with holidays. People don’t tend to react just to one color either. Instead, contrasting colors, image clarity, and even shades can make a big difference. Also, sometimes colors can even go out of style for a time. For instance, the 70s favored more earthy shades; however, brighter colors took over in the 80s.

The importance of packaging for product differentiation

Businesses invest a lot in developing their products. The right packaging can reduce costs, promote a positive brand image, and of course, increase sales. In contrast, poor packaging can waste money, hurts reputations, and turn off buyers.

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The Value of Podcast Advertising After the Decline of Radio

How effective podcast advertising can deliver a receptive audience to all kinds of businesses with podcast advertising and measurable returns.

Even though historians may refer to the 1930s as radio’s golden age, the audio device remained important through the rise of TV and even the introduction of the internet. Most recently though, radio use has declined into a media that many people only use in their cars or keep in their emergency kit in case of a storm.

Radio Ink cited one survey that found about 96 percent of Americans still had a radio at home in 2008 but only about two-thirds do today. Still, another form of audio media — the podcast — has grown rapidly in recent years and may provide an alternative source of advertising for savvy content marketers.

Does podcast advertising offer a good alternative to radio advertising?

Perhaps because of the decline of the overall radio audience, many marketers actually have explored podcast ads as an alternative to radio spots. They might consider podcasts as either a replacement for or supplement to radio ads.

According to Marketing Dive:

  • With over half-a-million podcasts to choose from, a podcast marketing agency should have no trouble finding the right topic and niche audience for almost any advertiser.
  • Over 70 million Americans say they regularly listen to podcasts, and industry watchers believe the audience will increase 81 percent within a couple of years.
  • During 2020, financial analysts expect podcast advertising budgets to top $650 million, representing a $250 million increase over 2018.

Can a podcast marketing agency use podcasts effectively?

Not matter how large and engaged the audience, marketing effectively still requires skill and familiarity with the medium. To understand how a content marketing agency can make the best use of their ad budget, it will help to understand why podcast advertising works well. And even though ads may help attract an audience, marketers still need to ensure they’re worth the investment by finding ways to track their returns.

On Bigeye’s podcast, In Clear Focus, we discuss podcast advertising with Stephen Pickens, Director of Sales for AdvertiseCase. “I like to think of podcast advertising as word-of-mouth marketing, but at scale. So if you have a friend that recommends you try a particular product or service, it comes with a level of authenticity because you trust them. And it’s really similar to podcast advertising in that way because the shows that I listen to, I really trust the hosts. When they take some time out of their show to explain a product to me and ultimately endorse it, it comes with a tremendous amount of weight.”

Why podcast advertising can work

For one thing, ads tend to annoy internet users and even radio listeners and TV watchers. Lots of people install ad blockers on their computer browsers and even buy TVs that have similar features built in. In contrast, CNBC found that 78 percent of podcast users don’t mind hearing ads from sponsors.

When it comes to their favorite podcasts, listeners appear to understand that the sponsors fund the content, which they’re less inclined to consider when their favorite programming gets interrupted by ads on other types of media. In fact, some studies found that over 60 percent of listeners not only remembered podcast sponsors but actually made purchases from them. That makes this medium look like a dream for a podcast marketing agency!

Measuring ROI for podcast marketing

Of course, podcast formats can vary. Typically, they have advertising slots at the beginning, middle, and end of the broadcast. Very often, the host will read the ads, which can help blend them very well with the rest of the program. On the other hand, simply having a marketing message read makes it tough for sponsors to determine exactly how the audience reacted.

These three tactics can help the advertisers measure the effectiveness and returns of their sponsorship:

  • Offer a special promo code for each ad. If a customer enters the promo code to make a purchase, the business can trace it back to a specific spot.
  • Businesses can create unique URLs for the advertisement, and if they sponsor one podcast often, they may even include the broadcaster’s name in the internet address to enhance the connection with customers.
  • A company might also provide customers with checkout surveys that ask how they learned about the business or the specific offer.

Traditional TV and radio advertisers use similar tactics to these to help measure returns from their marketing. None of them works as well as the sort of detailed analytics that purely digital advertising can produce, but they should offer enough information to give businesses a good idea of their campaign’s performance.

As a note, these ways to measure responses will mostly only work for direct response ads. Marketers may have other goals, such as improve brand awareness. Sponsors may get a rough idea of how much a spot improved brand awareness by measuring activity on their website or social sites.

In fact, Marketing Dive reported that direct response spots make up about two out of three podcast ads, with brand awareness efforts taking up about one out of four. This may say more about the difficulty of measuring returns than the effectiveness of brand awareness ads on podcasts.

Why should a content marketing agency consider podcast ads?

Lots of people say they enjoy podcasts because they can listen to a program while doing other things. Similar to radio, podcast fans can listen on their smart phones while they commute, cook dinner, or even work. Because the barrier to entry into podcast publishing is much lower than for producing radio shows, audiences also have a big variety of programs to choose from, so almost everybody can find something of interest. For a number of reasons, podcasts keep increasing in popularity and can provide a great form of media for marketing.

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10 Tips to Pick the Best Full Service Marketing Agency

Hiring the best full service marketing agency for a particular business presents challenges. Learn the in’s and out’s of finding the best marketing partner.

According to Statista, businesses can choose between over 13,000 marketing agencies in the U.S. All together, these advertising agencies help their clients invest billions in marketing. While having choices should benefit companies that need to find the best marketing partner, the number of marketing firms can make the selection process daunting.

10 suggestions to find the best full service marketing agency partner

To help find the best full service marketing agency, consider these tested tips from successful companies.

1. Define business goals and the company mission

Knowing what they need to accomplish and how they want people to see them provides a signpost that can help direct all kinds of decisions. Sadly, many companies get the idea they need to market online. Then they plunge into it without truly defining what they hope to accomplish with their investment.

Marketers need goals before they can develop metrics to measure success. Without them, they may simply judge progress by such fuzzy metrics as getting a lot of fans and followers on a social site. While inexperienced marketers may take that as a sign they’re attracting an audience, a large audience doesn’t always mean a company has achieved such essential goals as improving brand recognition or revenue.

Businesses don’t always have to know exactly which platforms or resources to use in order to accomplish their goals. A good marketing agency should take the time to understand their clients and provide direction. However, they need to communicate what they hope to achieve. So, a business not only needs to define their mission and goals; they also need to find a marketing partner that pays attention to them.

2. Decide between a local vs. national firm

Of course, the internet can open up national or even global marketplaces for businesses. In some cases, a national firm may have more resources and reach. Also, marketing firms don’t need to have their physical offices located near the business to communicate or collaborate.

On the other hand, a “Sunshine State” business may benefit by choosing a Florida advertising agency that already employs talent who really understands the community and even the geography. For instance, people in an Orlando marketing agency will know there’s more to the city than just Disney World.

In addition, companies with headquarters in other states or even countries might benefit from using local agencies in new markets when they hope to expand into that region. Even more than local knowledge, hometown marketing companies typically have local connections that can provide lots of value.

3. Consider the company’s personality, culture, and values

According to advice from the University of Southern California, establishing a brand personality lies at the core of generating brand loyalty. A description of the company’s character gives customers a reference that they can relate to on a personal and emotional level.

That’s why the best marketing campaigns don’t just sell services or products. They also reflect well upon a company’s overall image. It helps to work with a marketing partner that understands these important business characteristics and can align with them because they have similar values.

4. Look for firms with the right staff and resources

Businesses don’t just have a lot of choices when it comes to choosing a marketing agency. These days, marketers also need to decide between a large selection of promotional methods. These include digital and offline media, including paid ads, content marketing, social sites, podcasts, print, radio, TV, trade shows, sponsorships, and so on.

Moreover, marketing plans might include these steps and more:

  • Audience research
  • Creating and tracking metrics and analytics
  • SEO and web platform development
  • Content production and optimization for text, videos, audio, and graphics
  • Social media development and management
  • Influencer marketing
  • Email marketing
  • Loyalty and referral program development
  • Paid ads for a variety of online or offline platforms
  • Packaging design

Generally, marketers need to stay within budgets while selecting the right steps for their marketing plans, making certain every channel works together to support overall goals, and of course, tracking results. A full service marketing agency needs to understand all of the options, keep up with current trends, and of course, know how to demonstrate results. And they need to do that within their client’s budget.

Businesses also need to take care that they don’t choose a marketing firm that only has expertise in a few methods because those firms may have biases that won’t always produce the best returns. A full service marketing agency can deploy the right expertise and give suggestions based upon their client’s needs and not their own preferred niches.

5. Make sure the marketing firm keeps up with marketing trends 

While some old-school marketing tactics still work very well, others have declined in effectiveness either because the audience has declined or simply because the ad platform worked well and then grew very competitive. As an example, few advertisers can enjoy profiting off the penny clicks on Google that they could have found years ago. At the same time, new opportunities always arise, and it’s vitally important for marketing firms to keep up with innovation.

As an example, radio audiences have declined dramatically in the past decade; however, podcasts may provide a growing source of targeted and engaged listeners for audio ads. Businesses need to make sure they hire a marketing firm that understands both traditional media and keeps up with new ones.

6. Find a company that knows how to use marketing technology to work efficiently

Technology probably won’t replace creative people soon. At the same time, businesses can benefit by employing marketing technology that can help them perform a variety of jobs efficiently, such as research or performing tedious scheduling tasks. Companies should look for marketing firms that understand technology and know how to use it to keep costs down, reduce errors, and improve profits.

7. Investigate the marketing firm’s transparency

If the first encounter with the firm uncovers a website with no mailing address or phone number, consider that a big, red flag. During these times, lots of qualified professionals may work remotely from home; so it’s not that a company necessarily needs to have a fancy office downtown. At the same time, businesses have to avoid thinking they have, for instance, employed a local agency when they have really contracted with an overseas sweatshop.

Of course, transparency should extend to all aspects of business, including methods, reporting, and collaboration. It’s just that catching obvious red flags in the beginning can help companies save time as they search for the best marketing agency for their needs.

8. Research experience and ask for examples of past work

Most experienced marketing firms will take the trouble to promote past successes from a variety of clients, so it’s a good sign to see some case studies or even client logos on the marketing firm’s website. Even so, ask for references to ask past clients what parts of the process went well and which could have worked better. In addition to references the marketing agency supplies, search for reviews on third-party sites.

In the best case, a business should look for examples of clients with businesses that have qualities similar to their own company. For instance, the companies might work in the same kind of industry, have locations in the same geographical area, or simply have similar business goals.

9. Discuss budgets

Naturally, every business has a set budget for their marketing projects and campaigns. Bring this topic up early to ensure that the marketing agency can work with the size of budget allocated for their work. Remember that costs will include the marketing firm’s efforts and any expenses that various advertising platforms may generate for sponsorships, paid ads, and so on. Don’t be afraid to ask to run a test project before committing the entire budget.

10. Ensure the marketing firm displays commitment to their clients

Probably most important, the marketing agency should consider themselves partners to their clients. When their customers do well, so do they. Exploring this final step can also cover a lot of the other bases because committed marketing firms are most likely to avoid biases, try to work efficiently, and devote their attention both to innovative trends and their client’s business.

Why take the time to investigate a variety of marketing firms

A business should find nothing easier than coming up with a list of marketing firms that want to serve them. Even in some local areas, they may find dozens or even hundreds of listings. Judging by the number of businesses that switch marketing partners because of dissatisfaction over their experience, finding the best marketing partner presents more challenges. Businesses need to take time to vet any marketing partners they might consider.

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Does Social Influencer Marketing Actually Work?

By finding the right influencer, social influencer marketing can deliver authentic messaging, a targeted audience, and more profits to your business.

Almost everybody has made at least one purchase because somebody they knew — or at least, knew of — introduced them to a product or service. Today’s social media influencer marketing just takes old-fashioned word-of-mouth marketing online to active social platforms. After all, such social sites as Facebook, YouTube, and Instagram are one of the first places today’s consumers turn to look for advice about purchases. Learn more about potential benefits of developing an influencer marketing strategy and how to go about finding the right influencer for your brand.

How social media influencer marketing works

Traditionally, marketers might have found a celebrity or authority on a topic to mention or promote products. Today’s social platforms have given birth to an entire new industry filled with people who attract a large audience through their own content. Finding the right influencer means having a spokesperson who has already attracted an ideal audience for your brand.

For instance, sales of your exercise bike or nutritional shake mix might benefit from the exposure a popular online fitness guru could offer by reviewing it for an Instagram or YouTube video. Similarly, a beauty company might look for a popular model or beauty expert to demonstrate their products.

Since there are so many social sites and influencers online these days, you might also benefit by working with an influencer marketing agency instead of trying to handle everything on your own. These are some of the tasks that an influencer marketing agency can help with:

  • Understanding your brand and products to determine the ideal audience
  • Helping to develop an influencer marketing strategy, including the choice of goals and metrics
  • Selecting and vetting social influencers and negotiating terms and rates 
  • Running and monitoring campaigns
  • Reporting upon the outcome and suggesting the next steps

According to HubSpot, an overwhelming 94 percent of marketers had a positive opinion about influencer marketings. On the other hand, almost 80 percent admitted that determining the actual ROI of their campaigns has proven challenging. That’s why you should not skip the second step that includes setting goals and figuring out how to measure them.

Can influencers help drive sales?

Influencers don’t always need to have massive audiences to benefit your company. For instance, some businesses have enjoyed great success with so-called micro-influencers who have less than 10,000 followers. Most important, any representative for your brand should have a good reputation and a loyal and targeted audience. In addition, your small business or startup may find that influencers with smaller audiences will work within your budget, increasing the chance of earning a profit. In fact, HubSpot highlighted one study that found micro-influencers tend to command more engagment than big-name celebrities.

No matter how big of a following an influencer has, it’s important to make certain they’re credible, possess a positive reputation, and won’t engage in any tactics that can do more harm than good. According to Neil Patel, millenials still tend to trust influencers but less than they did a few years ago. He says that most campaigns tend to earn decent returns, but a little less than one in five make nothing at all or even lose money.

In particular, influencers with millions of fans may charge tens or even hundreds of thousands of dollars for just one post or video. This underscores the point that some businesses may want to begin by looking for microinfluencers who may lack massive reach but can deliver a good return for a few hundred dollars instead of several thousand per post. Once you’re certain you know how to use influencers to deliver your marketing message and make a profit, you can always scale up by either finding more small influencers or a big-name celebrity.

As a note, Patel also agreed that marketers he had spoken with said the biggest challenge was measuring ROI. Testing with a smaller, budget-friendly audience can give you the confidence you need to pursue bigger audiences.

Yes, social media influencer marketing still works

A thoughtful influencer marketing strategy can deliver many benefits to your business. Some examples include brand recognition, exposure to a targeted audience, an authentic delivery of your message, and valuable word-of-mouth advertising. If you’re new to influencer marketing, you should make sure you have clear, measurable goals and choose your influencers wisely.

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How Out of Home Advertising Complements Digital Marketing

Do I need a billboard for my business? Learn how out of home advertising and digital marketing work together for great results.

While scholars believe human societies were first introduced to oral advertising, it did not take long for those old-time marketers to discover the power of signs. At least, they’ve found papyrus advertising posters that date back to ancient Rome, Greece, and even Egypt. In societies with low literacy rates, they relied upon pictures.

In the Digital Age, you might wonder how an out of home advertising agency can possibly still help achieve your business goals. After all, isn’t everything online now? Actually, buying a billboard and working with an OOH advertising agency may serve as the perfect solution to some struggles you face attracting more attention to your social media, digital ads, and business site.

Is an outdoor advertising agency beneficial to digital businesses?

When you think of the largest players in online advertising, companies like Amazon, HBO, Apple, and Google probably come to mind. According to The Outdoor Advertising Association of America, these companies ranked in the top 10 for money spent on out-of-home ads. Netflix, the online streaming service, made it to the top 15. Just as surprising, the OAAA said that tech-related companies made up 25 percent of the biggest spenders.

Together, Facebook and Google will contribute to over one-quarter of the total spend. Not only that, outdoor advertising had experienced constant growth every quarter since the Great Recession, not counting the coronavirus outbreak. According to the president of OAAA, Nancy Fletcher, companies spend money on this kind of advertising because it provides the perfect complement to their social, mobile, and search tactics.

Of course, these days, an out of home advertising agency might suggest electronic billboards and not just static ones. In that way, you might think of them as giant monitors in very visible locations. These allow advertisers to display very slick, sophisticated ads that can cast a very wide net. In other cases, the old-fashioned, static kind may also serve your purposes.

How can a billboard advertising agency help your business?

To understand how an OOH advertising agency might help you find outdoor ad placements to help improve your overall marketing plan, it will help to consider an example. For instance, Apple solicited images from iPhone users to use on the digital billboards they used for their ads. The “Shot on an iPhone” campaign helped demonstrate the types of photos that people could capture with their phones. It also gave contributors and their own social circles plenty of incentive to share images on social sites.

In this case, the digital and outdoor advertising worked together to help Apple enjoy a sort of synergy that they could not have achieved with either one alone. People saw the billboards who might not have visited the company’s digital platforms. In turn, contributors were quick to share their own photos to have them displayed both online and outdoors.

In simpler cases, businesses can use a billboard at the top of their marketing funnel to help attract more attention. Interested people will return to their computers and phones to seek out more information about the quick message they saw while they were commuting or running errands.

Does outdoor advertising work?

Some outdoor advertisers have also used mobile phone data to detect when people pass near their outdoor signage. In that way, the physical and virtual world of advertising merge even more.

For some other examples:

  • A study from Ocean Neuroscience found that almost half of mobile users were more likely to click on an advertisement after first seeing the brand advertised on a billboard.
  • Another study found 46 percent of people said they’d searched for something after first seeing it mentioned on an outdoor advertisement.

Online advertising has grown increasingly competitive and expensive. Ad blockers or simple online ad blindness have also made attracting attention on the internet more challenging. Engaging billboards can help attract more visitors to your business site or social pages and serve as the perfect complement to digital marketing. If you’ve been considering ways to grow your audience, don’t overlook the power of signs.

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