Outdoor advertising lightbox delivery elements
1. Determine the position from the movement of the target group.
It is necessary to determine the location of outdoor advertising from studying the path and sight habits of consumers to purchase products in the building materials market. The most important location is in the building materials market and the newly built community. These location-related rules include near the high-speed exits of the building materials market, market entrances, subway entrances, parking lots/seats, bus platforms, and more market vacancies, etc., as well as anti-aircraft artillery, elevator advertisements, and surrounding road signs near the newly built residential area during the renovation Wait.
According to the habits of people passing by, the best position is to be in front and the angle of view is 30° down and 30° up. It is unrealistic to ask consumers to look up to see your advertising screen exclusively.
Of course, some floor stickers are also effective. This kind of position is best when there are a few steps, and then the market entrance of a platform is the best. Due to the impact of steps, consumers will pay more attention to the ground. If it’s a Pingchuan road, consumers are often stepped on, and they don’t get much attention. There is also a psychological shadow of the brand being stepped on.
2. Determine the form from the interest of the target population.
Imagine in the traditional building materials market, the colorful doors and billboards, how many consumers will wait patiently and slowly finish reading them. Basically, their eyes are swept away, and sometimes they are too lazy to even sweep them. So how to attract consumers at this moment is a big issue. According to consumer interest, unconventional attraction is necessary.
(1) Breaking the conventional form
According to the survey, there are twice as many people looking at triangles than squares. This reminds us that when making billboards, we must break the tradition and break the routine. This form can more attract the interest of consumers. The special-shaped splicing of outdoor LCD screens is the reason.
(2) Outstanding: "Unconventional" picture
Driving on the highway, it is not surprising that the more rectangular antiaircraft artillery picture is now, but if the product picture highlights the rectangular picture, it looks more three-dimensional, these "unconventional" pictures will be particularly attractive. Of course, if everything is prominent or irregular, then a regular shape will also attract consumers.
(3) Repeat the same advertisement content
Row ads, that is, an ad screen is repeated 2-3 as a group, which has a strong visual impact. The row advertising should be derived from the row posting of FMCG posters. The row posting has been evaluated to have a good effect and is gradually adopted by enterprises. It is in response to the saying: The more you invest, the more you get. And the effect of this type of row advertising is many times beyond its number. We often see the line-up advertisement screen made by the LCD screen in the subway track. Within 5-10 seconds after the vehicle is started, the screen is constantly beating in front of our eyes, and the advertisement is instantly put into the brain.
3. Determine the content from the memory characteristics of the target population.
Advertising content can include brand image, product selling points, promotional activities, etc., and the content should be determined according to the consumer's interest based on the location. Generally speaking:
A. The far-located and large-area ones are suitable for brand image.
B. The contact distance of consumers can be within a few meters, which is suitable for explaining the selling point of the product, but it is important to choose high-end image products or mass-market products.
C. If consumers can touch the screen, they can do some promotional activities, which will also facilitate consumers to remember the time, place and phone number, etc., to achieve the benefits of large spreads in a small area.
D. Concise content is essential. But what we see on the contrary is that a considerable amount of outdoor advertisements contains too much information and is dazzling. Even some outdoor advertisements are printed with densely packed activities, addresses, telephones, etc., in fact, the fonts cannot be seen from a distance. , 1.5 eyesight at close range can distinguish fonts. The reason is that they did not think from the perspective of consumers, but were completely considered from their own perspective.
E. Focus more on the ad headline. The reading power of the ad headline is 5 times that of the content, so you can understand the importance of the ad theme and how to attract potential consumers. In the era of information explosion, too much information coverage cannot attract consumers' attention. We always want to tell consumers too many ideas, but consumers may not have the energy to understand in a short time.
F. What can be expressed in numbers should be expressed in Arabic numerals as much as possible. In words, people generally pay more attention to numbers. Let's imagine the TV screens that can leave us deep memories: "3 boxes of treatment", "1 capsule per day", "1:1:1".
G. Pay attention to the fair use of advertising images. Seeing advertisement images is 20% more than text, which is also the result of a survey. The purpose of advertising is to generate attraction. The main purpose of regional outdoor advertising is to "attract", and the purpose of terminal advertising is to "lead". Through the two-word strategy of "attracting" and "leading", the implementation of advertising around terminal stores is implemented to improve Number of people entering the store.
The elements of outdoor advertising lightboxes have the above points, you can understand.