Would like to hear your views on new concept in outdoor advertising

Viewed 415 times

Original Message Added : 23 Jun 2012

Our idea is to offer advertisers and land owners a new media format which will produce revenue for both our web site will better explain the concept and any help and advice with pushing this forward would be greatly recieved contacts included http://parkingspaceadvertising.co.uk/index.html

Useful?

	Adrian Stockil from Twisted Monkey Ltd
Location :	Sutton Coldfield
Joined :	28 October 2009
About :	Company Director Advertising Business.
Contact :	Send Private Message
Posts :	18 ( 3)

Reply : 24 Jun 2012 - (Edited : 24 Jun 2012)

I currently have control of a £250k advertising budget belonging to one of my clients and I have cut out all outdoor advertising as no one could demonstrate that it worked.In contrast we have increased online ads as we can see exactly how many people respond by clicking on the ads, coming to our website and buying products and services.I'm not saying you will not be able to sell this advertising concept; people are always willing to try somethinig new .. especially when they are desperate. But his isn't new ... although you have made it a bit more saleable with your website. So why wouldn't I buy it. Apart from being difficult to measure the Return on investment my expereince tells me parkeing spaces are narrow, people park badly, car parks ar ebadly lit .. and now one is likely to look at these ads. I'd accept that there will be some subliminal effect ... but how many people will see an ad per day and what will be the ROI. Compare that with online ads and you see the problem.Good luck though .. just because I will not buy it it doesn't mean no one will.

Useful? (1)

	Stefan Drew from Stefan Drew Associates
Location :	Rugby
Joined :	13 November 2006
About :	Public Relations Expert
Contact :	Send Private Message
Posts :	142 ( 77)

Reply : 25 Jun 2012

Adrian,

Test it to check it.

One way of tracking outdoor advertising is to include a promotion code. When they come to you and purchase give a discount for use of the promotion code.

Another way is to set-up a specific telephone number for the advertisement. You will be able to track responses through the number. Go to www.flextel.co.uk for this service (free and paid for).

Regards

Andrew

Useful? (1)

	Andrew Tomkinson from Website Leasing
Location :	Bicester
Joined :	15 May 2012
About :	Website Leasing will design, host, maintain and optimise your website with no minimum contract and no cancellation charges.
Contact :	Send Private Message
Posts :	39 ( 15)

Reply : 25 Jun 2012 - (Edited : 25 Jun 2012)

Hi Stefan,I do take onboard what you have said. However Outdoor/OOH is often about brand awareness, point of sale, and can be very well targeted for clients more so if the consumer is not necessarily looking for a particular brand store or information that is displayed The effect we are trying to achieve is to influence in all of these areas for the advertiser.Using a method that is unusual is key with outdoor, impressions count, we believe we have hit upon a concept that will gain a few more than the norm and because of the format we are employing to relay that message at point of purchase we believe sales for the advertiser will increase and offer a good R.O.I.However as Andrew rightly pointed out ( thanks for your input Andrew ) being able to track and quantify would be an added bonus which is something we will be looking to do via QR codes and offers however this will depend on the client and what is advertised. And the results from these as well as feedback from advertisers I’m sure will help.There are also off shoots to the concept too with things like branding of private car parks (Welcome to!”£$%^&* Ltd) or even as a welcome to clients at a business conference to designate their own private parking areas etc (Roll out the red carpet so to speak)I would be pleased fo hear any other thoughts and thank you both again for your Help

Useful?

	Adrian Stockil from Twisted Monkey Ltd
Location :	Sutton Coldfield
Joined :	28 October 2009
About :	Company Director Advertising Business.
Contact :	Send Private Message
Posts :	18 ( 3)

Reply : 26 Jun 2012

The reason I've stopped outdoor ads is because of the difficulty in measuring response (which experience tells me is pretty low anyway)where clients are looking for measurable ROI.With, for example Facebook,I can see metrics down to 3 decimal places and more importantly measure the conversion rate online vioa Google Analytics and get a price per sale. Outdoor doesn't offer this.Q codes will provide some limited measure but will fail to capture the full effect and hence underreport.However there wil be a brand exposure effect and certainly brands like Coca Cola depend on this at Xmas with their TV advertsising so it cannot be discounted.So would I use it? The only way I could convince my clients is to demonstrate success .. so a free trail would be looked on favourably. Would I be convinced by word of Mouth? No. I'm always being told that copmpteitors do x,y or z and they wouldn't do it if it didn't work .. the relity is they haven't tested it.So I would reinforce the advice you've already been given ie Test it. Some organisations will certainly try it.Interestingly I did a series of BBC interviews on the interactive ads recently placed in Oxford St ... they got massive coverage in the national press and radio .. so if you can hit an angle like that you could get massive publicity Seee http://www.stefandrew.com/stefan-drew/2012/02/free-marketing-as-the-magician-said-to-the-magicians-assistant-.html

Useful? (1)

	Stefan Drew from Stefan Drew Associates
Location :	Rugby
Joined :	13 November 2006
About :	Public Relations Expert
Contact :	Send Private Message
Posts :	142 ( 77)

Reply : 25 Jul 2012

Hi Adrian

Not sure if this concept is suitable for website broadcasting.

It may need to be sold direct, by contacting car park owners.

Personally I find advertising 'offensive', and ignore most signs, even to the point where I can't remember what parking level I have parked my car.

I also get 'tunnel-vision' in car parks, as there are so many opportunities to be involved in an accident.

Car park owners may be reluctant to distract drivers with certain advertising.

Hope this helps.

Rgds

Gil

Useful? (1)

	Mr Gil Sluis from Business Website SEO
Location :	Hull
Joined :	21 February 2010
About :	Google SEO Services, Website Promotions, Website Content Advice
Contact :	Send Private Message
Posts :	321 ( 126)

POST A REPLY

Also See...

I Desperatly Need More Sales, Any Suggestions??

Feedback wanted for recently updated website

Website Enquiries & General Help wanted

What are your thoughts and comments, like or dislike, of my website?

Jewellery website feedback required