In the age of eCommerce and digital marketing, it’s tempting to disregard the power of out-of-home advertising (OOH). However, billboards, branded vehicles, and hand-painted murals remain visually striking advertising tools for generating new leads and increasing sales. Nowhere is this more evident than in populous cities with heavy foot and vehicular traffic.
Portland, for example, is Oregon’s bustling metropolis and travel hotspot. With over 600,000 people calling it home, businesses of all sizes can make the most of public transit, wallscapes, parks, and tourist attractions to increase brand recognition during daily commutes or exciting vacations.
Portland billboards are excellent opportunities to make meaningful connections with your target market. While out-of-home advertising is a good practice in general, you can boost its success by appealing to popular Oregonian interests.
Appeal To Nature’s Beauty
Oregon is well-known for its extraordinary landscape and vast array of outdoor excursions. Including state landmarks in your photography or using phrases that conjure images of adventure, peace, and community can help build an emotional connection with your target audience. You can also demonstrate your commitment to sustainability and environmental consciousness.
Oregon has been a leader in implementing positive environmental innovations for decades by reducing greenhouse gas emissions through enforceable limits and moving to electric vehicles. Oregon’s Department of Environmental Equality has committed to building sustainable housing, prioritizing waste prevention, and improving water and air quality.
If your company has environmental initiatives in your mission, advertising is the perfect opportunity to communicate them to an audience that shares your values.
In your online and OOH advertising, you can include statistics and goals to show how you reduce your carbon footprint or partner with nonprofit organizations that support the environment or fight climate change.
If you and your team volunteer, you can share updates of your activities on social media. You can post symbols of your awards and certificates on your websites and billboards to build trust.
In Oregon, people take the phrase “Shop Local” seriously. There are over 300,000 small businesses listed in the state, and that number is only growing. You can generate a lot of interest and loyalty in your business by advertising your local appeal.
If you started your business in Oregon, reference your company story. If you’re not technically local, connect to your niche market by mentioning specific landmarks and cities or demonstrating your impact on and care for the community.
Know Your Numbers
Advertising without budgeting is like trying to land a plane without wheels. You can make the journey successfully. You can design a beautiful billboard, post it in a prime location, and reap the benefits of increased sales and conversions. But if you didn’t set a budget beforehand, you might find yourself in a money pit, unable to allocate funds for other necessary resources.
Researching the average costs of OOH advertisements and online marketing tactics will help you determine the best allocation of your time and money. For example, say you’re targeting commuters on public transportation in Portland.
The project can cost anywhere from $900 to $18,000 for a four-week campaign. Establishing your campaign goals and working with an advertising agency to optimize your budget will be essential in reaching your target audience while maximizing your return on investment.
Research Makes Perfect
Businesses and ad agencies will tell you that running a successful campaign depends on your market research and willingness to adapt to customer feedback. Consider your competition. What direct competitors do you have in Oregon that offer similar products and target your audience?
How do they advertise their brand, and what is the response from customers? These answers will help you determine what platforms to use for your advertisements and what to include in your content.
Research keeps your advertisements from becoming repetitious and ineffective. You can play to your competitors’ strengths while avoiding their pitfalls and adding unique value to your market. You can maintain consistency in your campaigns’ aesthetics and tone without copying and pasting old material.
An advertisement loses its power the more viewers see it, leading to a drop in conversions. It’s critical to rotate your content and improve it according to consumer behavior.
Oregon’s commitment to supporting small businesses provides a wide range of advertising opportunities to boost your company’s success. Intentionally allocate your resources between digital and OOH advertisements, appeal to the Oregonian commitment to protecting nature and shopping local, and adapt to consumers’ needs.
With these advertising techniques, you’ll solidify your brand presence in Oregon, increase conversion rates, and reap the benefits of informed marketing.