Campaign Planning
Planning your outdoor campaign
Want to advertise but don't know where to start?
The first step is to ask yourself some basic questions and create an advertising brief.
Four main planning questions:
- What do I want my advertising to accomplish?
- Who should my advertising speak to?
- What should my advertising say?
- What are my success factors?
Other Considerations:
- What's my Budget?
- When do I want this campaign to happen?
- How long do I want the campaign to run?
The Poster
So you've decided to run a poster campaign but now need decide how your poster will look.
Some guidelines for creating the perfect poster:
- Have a clear message - keep it simple for people to understand
- Use good colours - choose colours with high contrast and that can be viewed from a distance
- People may only have a short time to absorb your message. Try and keep the advertisement simple, use clear images and as few words as possible - a strong illustration is worth 1,000 words
- Make sure your audience can understand your ad from distances of up to 25m
- Make your company name noticeable - logo & lettering should be clear to see
- Have simple clear directions and contact details of your company
- Humour or wordplay can increase impact by creating a high level of involvement, but keep it simple
The Audience
So you know what you want to achieve and you've come up with your poster ideas, now who do you want to see your campaign?
Deciding on your audience will have a key impact on the style and delivery of your campaign. Think about who they are, where they are, how they live, how they consumer your product and service and what they like and dislike. Once you have mapped out this information check your poster suits your audience and think about where to deliver your campaign.
Location/Route
Once you have identified your audience you need to determine where you are going to communicate with them. Traditional advertising mediums are static, giving you the opportunity to communicate in once place and relying on the audience to pass or interact with you activity. The Clear Message Media vans are fully mobile and can be driven direct to your target location, or along a pre-determine route giving maximum 'Opportunities To See' for your chosen audience.
Measurement & Review
It is important to monitor the success of your poster campaign against your original objectives. The simplest way to measure the effectiveness of your campaign is to add a specific response mechanism or code to the poster campaign and then track feedback against these codes. Where this is not possible you need to consider Pre and Post campaign analysis, measuring key performance indicators (such as brand awareness or visitor numbers) before, during and after a campaign. These measures work best when the campaign is run in isolation, or where you can measure against a control area or region where the poster campaign is not taking place.
We provide all our clients with useable campaign data. This data includes information about the amount of time each vehicle has been on the road each day, how many miles the vehicle has travelled in total and where the vehicle has visited that day. The information is aggregated over the period of the campaign and the Vehicle Tracking Report (VTR) is forwarded to our clients at the end of each campaign or when requested.
In addition we will provide all clients with a selection of digital photographs of their campaign showing their Poster on the CMM Vans at key locations throughout the campaign period. Specific PR photo shoots can also be arranged if required
