Brand Awareness and Brand Building
The Right People in the Right Places.
Marketing has always been a process of finding where your target audience is and then providing those individuals with the right messages at the right times.
Did you know that there are roughly 115 million vehicles commuting to work each day in the United States? And the average commute one way is nearly a half-hour? That’s a lot of people spending a significant amount of time out on the road listening to the radio, their favorite audiobook, or just focusing on their route.
Given the high number of daily commuters, it’s obvious the power that billboards can have for your brand. In this section, we’re going to discuss specific ways billboards (if done correctly) can generate more brand awareness for your company.
What is Branding?
Branding is defined generally as the promotion of a particular product or company by means of advertising and distinctive design. This practice helps people distinguish your design, look, feel, and sound from other companies products or services. Branding is important for many reasons. It helps you build recognition, increases your business value, helps you get new customers, and maintain life-long loyal customers.
What is Brand Awareness?
Brand awareness is defined as the extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services. Put another way, are you creating marketing materials that help people remember who you are?
While many other marketing tactics are specific to a particular position in the marketing funnel, billboards have the unique advantage of being more flexible. Billboards are great for getting people’s attention for the first time about your product or service, and they are also strong for the 2nd, 3rd, and interactions beyond that point with your brand. It’s the ability to be diverse makes it a strong part of your holistic marketing approach.
Also, keep in mind the emotional benefits your prospects can have by engaging with your billboard advertising. For example, say you are a brand that has humorous videos throughout your site and on YouTube. Making a simple, funny billboard that aligns marketing materials is a great way to engage current customers and make them even more loyal with this kind of an emotional ad. It also has the ability to help people who have never heard of you want to learn more.