Advertising is a common practice of brand promotion widely adopted by brand owners and advertisers to popularise their brand image. Advertising is of various types and means. Depending upon the tools used, advertising is classified as television ads, radio ads, print ads, outdoor ads, internet ads, mobile ads etc. In this article, let us exclusively discuss about the significances of OOH advertising and how it leverages robust business for various brand owners.OOH Advertising plays a significant role in contemporary brand advertising by topping the chart of advertising mediums. The launch of various rich tools and applications, the ready availability of brand message for customers when they move out of home to work, shop or whine away, the changing consumer behaviorism all these create more opportunities for outdoor advertisers to launch unique promotion campaigns for their brands.How OOH media leverage robust business for brand owners?Its time to say bye to television & print ads and switch to OOH media for brand advertising. Ensuring effective brand communication to brand owners, OOH media has leveraged robust business for a wide range of brand owners and advertisers. Though OOH Advertising is the oldest means of brand promotion, the pendulum of brand advertising opportunity still swings towards OOH ads. Small and big advertisers both invest in this means of advertising to promote their brand business in the market place.Why OOH ads have to pass the crucial creative test?An OOH Advertising campaign has the potential to provide proven brand communication solution. However, any OOH ad has to pass the supreme creative test before it finally gets live through a particular OOH media. Outdoor ads stand out from other modes of advertising because of its originality and creativity. With technological tools and applications, OOH Advertising is presently creating a huge upsurge in brand promotion activities.How OOH Advertising emerged as the ultimate means of brand advertising?Some marketers consider OOH advertising as an afterthought means which is precisely true. Television ads were considered as dull adaptations from radio and print ads and that was how television advertising became an effective means of brand promotion. However, in today’s world, people do not have much time to watch television or read newspapers to stay informed about what is new in brand advertising. Print ads take 10 minutes to comprehend the brand message while people usually reach home late (post office) and usually don’t have time to switch on the television to watch ads. Such hectic lifestyles of people further encourage outdoor advertisers to indulge in more OOH advertising campaigns so that their customers stay informed about various brand messages through OOH ads.Do OOH ads assure successful brand message?Yes with no ifs and buts. However, as mentioned earlier, OOH ads have to pass the supreme creative test in order to provide the targeted impact on the customers. The creative stream in any OOH ad should keep flowing so that customers find it alluring and pay attention to the brand message.
The truth is most Kitchen & Bath business doesn’t even have a detailed business plan, yet alone a marketing plan. When I had my business, I had a “Business Plan”, but it was incomplete and I found out later was really a Marketing Plan. I thought I would spell out the difference between Marketing & Branding. 90% of Kitchen & Bath Businesses go about this completely blind or worse use an “Advertising Marketing Executive” to help them. This article should point you in the right direction of establishing your overall strategy for 2008/2009. Now is the time to be smart with your dollars, not waste them on Advertising without a purpose.Phil Zaleon and his book the A is for Advertising and B is for Branding describe Marketing and Branding in a concise and easy to understand format. I recommend this book highly.Marketing is defined as: The act of buying and selling in a market.Branding is defined as: A Trademark or Distinctive name or kind of product or service.NOW I know what you’re saying, “I am a small Kitchen and Bath Dealer, I don’t have the budget to do marketing and branding plan. It doesn’t matter what your budget is, it matters that you’re doing it. In some small way we are marketing and branding every day. Let me break it down simply.
You are at social function and you meet someone new, and they ask “What do you do”. You should have a 2 to 3 minute simple statement of purpose that expresses your business goals. For example: “I really love providing people innovative kitchen design and products that fit the homes they live it” -Marketing.You have a prospect that comes into your business and states “Your Company is known to be the most expensive yet quality firm in this town”-Branding
Now there is allot more to the story, I simply wanted to try and point out the difference simply.
Of course you should have a percentage budget for marketing. The consensus is: New business 7-8%
2-3 Year old business is 5-7% and an established business is 3- 5 %. Phil says to ad 2-4% for brand development if you’re a new business.”I DON’T HAVE THAT KIND OF MONEY”, then cut back on your other expenses and overhead. Put more capital in your business and stick to your plan. The Marketing and Branding of your business is like the maintenance on your car. If you don’t maintain your business (car) it does what. Works fine for a while, but then any change in the market. (Slowdown or Increase) you’re not prepared to handle the change correctly and you will overreact because you don’t have a plan that includes flexibility.Your overall marketing plan will brand your business if it is planned correctly. No excuses, get started now, it is never too late. I am happy to help you.