“My OOH didn’t work.” Here are Some Reasons Why Your Advertising Tanked
The Objection
The most disheartening phrase an out-of-home (OOH) sales rep can hear from a potential new client is, “My previous OOH didn’t work.” It’s a sentiment we encounter too often. Before dismissing OOH advertising entirely, it’s essential to understand the potential pitfalls that can hinder its effectiveness.
Here are some common reasons why your OOH campaign might not have delivered the desired results, and why it’s worth giving it another shot – with us, Good Hustle Media.
Know Thyself – and the Bigger Picture
Professional self-awareness is a gift – know your strengths and weaknesses around OOH advertising. Know where it fits into your overall marketing plan, what the goal is for the particular campaign, and how you’ll measure its success.
For example, you won’t get stellar results buying one billboard for four weeks for a large-purchase offer or something that’s not essential to everyone all the time. A solid Out of Home agency will make sure you understand that before setting up your next campaign.
No, You Can’t Have It All … in One Campaign
Unless you have unlimited budget and audience, you can’t have it all: max reach, max frequency, high impact and low CPMs – all in one campaign. It’s key to understand the goals of your campaign and prioritize the OOH strategy to build the plan from there.
You Weren’t Vendor Agnostic
As many clients do, you went to only one vendor. It made perfect sense, at the time. You drive by the same handful of familiar billboards each day, so you call what you know. But, most likely, you are not your target market. By only calling a Clear Channel Outdoor or a Lamar, you could be missing some other options better suited to your plan.
Pulling inventory across all media vendors in the area is core to building a plan that delivers on your goals and keeps pricing competitive. Good Hustle Media built a custom OOH media management system to ensure we can efficiently and effectively pull in all vendor options for each of your campaigns.
Lack of Integration with Other Media
OOH works best when integrated with other marketing channels. Combining OOH with other channels, such as online, will amplify your campaign’s effectiveness and drive consumers to take action. Studies show that 46% of U.S. adults have searched for a brand, product or service online after seeing an OOH ad, and 66% of smartphone users have taken some kind of online action after exposure to OOH. (OAAA)
Your Jam-Packed Creative Sucked. Less is More.
It’s a no brainer. Bland or generic designs fail to capture attention and, thus, action. The same goes for overloaded boards with too much information. Trust us, you don’t need a phone number, website, call to action, and photo of your dog or baby or grandma on your OOH!
Instead, kick it old school. Take a page out of Apple’s book and keep it to seven words or less. You want to pique curiosity so folks will Google or use ChatGPT to learn more about your business. Less is always more in the OOH space and there are helpful tools to reference such as the OAAA Creative Best Practice Doc.
Good Hustle Media Does OOH Right
When done right, OOH is one of the most powerful tools in your marketing mix. It can drive awareness, engagement and action, all while people are doing their daily things. Instead of writing it off, take the time to optimize your strategy.
Partnering with Good Hustle Media and leveraging the right tools, like Good Hustle Systems, will help you seamlessly integrate OOH with your other channels. When you do, you’ll see that OOH does work.
It just has to be done the right way.