12 Tips To Local Advertising With Social Media

Local Advertising

Local advertising with social media means promoting a local business with social tools like Facebook, Twitter, Blogs, YouTube, Instagram. In addition, you will also need photographs, videos and local SEO optimization to always following a precise social media marketing strategy.

This article is a first approach to the world of social media and internet marketing aimed at anyone who manages a local business but cannot expand their business with traditional media (print or flyers), or not yet obtained good results by investing in social media.

What you need to local advertising with social media?

  • A website made respecting the local SEO
  • A section “Blog” or Web pages to insert useful content for its customers
  • A Facebook page
  • A profile Instagram
  • A Twitter Profile
  • A list of useful contacts who report their events
  • Establish a budget for Facebook Ads and Google AdWords

Why invest in a website and social media?

A website is like your business card, and if its not optimize with local SEO, your potential customers will never find you. If you do not have a site council to evaluate WordPress, a simple to use platform full of very useful for the internet marketing functions.

Having a blog or to submit content with ease is crucial to create local advertising campaigns to promote certain initiatives such as private parties. Many local businesses still use a “Facebook Profile” to advertise, knowing that they can effectively promote their business on Facebook only using a “Fan Page”. Twitter is a social network underestimated by many people, even though they can reach users who can give a lot of visibility to events or news. The best local advertising is certainly at the time that offered by Google, but for search only; using Facebook Ads can be even more beneficial.

You may also like to read: Local SEO: The guide for those who do business in the city

After this introduction, it is finally time to read our 12 tips to local advertising with social media …

1) Create a website with a blog section

Local Advertising

The site must have at least the following pages: Events, Photo, Video, Contacts. It is very useful to include other sections like “artists” present where DJ’s and musicians who perform in the room, and “private parties” which illustrate the packages available to reserve to customers who want to celebrate birthdays, graduations and anniversaries.

2) Local SEO: Search the best keywords for your business

Local Advertising

Using the tool for search of keywords Google AdWords, you’ll find the best keywords for your business, for example: “Disco Miami”, “Live music Toronto,” “Private parties New York” and so on. Of course local SEO is a topic much wider and you should therefore read the Google Help, or contact a digital marketing consultant. Once you find the most useful keywords for your business, you can write the contents of your site.

You may also like to read: Local SEO: 5 SEO Optimization Tips For Local Business

3) Create a Facebook page

Local Advertising

Many people do not even know the difference between a “personal profile” and “one page”, but only the Fan Page can be considered a professional tool for internet marketing campaign. If you want to create a personal profile related to the room must be something like “Stefano Local Name”. People do not like talking to “abstract entities”, they prefer real people. The page Facebook needs to be update regularly by posting the events of local, involving customers and friends and sharing useful content for their community.

4) Facebook Ads

Local Advertising

Local advertising services provided by Facebook are very useful for a local business. With Facebook Ads can promote a post, page or an event with a high level of “target marketing”, choosing age, interests and location of your potential customers. Having so many “like” is not the most important thing; it is so much more to have a community of users who have a real interest in your services.

You may also like to read: The use of display advertising in the local marketing

5) Take advantage of “Micro-Communities”

Local Advertising

Very often local clubs organize theme nights such as a party-based theme or a concert-tribute to a particular artist. To promote this type of events social media is a great tool because it is very easy to identify their target within groups, Facebook pages, blogs or forums dedicated, also when an event has a very specific topic, Facebook campaigns are more effective because it can place inside the “interests” very useful tag to increase the effectiveness of the promotion of a post. If for example you have to promote a concert-tribute band dedicated to “specific artist”, it will be very useful to include in the “interests”, within a sponsored post with Facebook Ads.

6) Google AdWords

Local Advertising

As I said earlier, local advertising offered by Google is the best in the world both in terms of cost and in terms of yield. Google AdWords is very useful to promote a restaurant or in a city than in a district, as well as can be very effective in promoting the opportunity to rent their room for a private party. I do not consider very effective instead to promote a concert (for this kind of events is better Facebook), in the evening unless that does not include a host of national and international importance and the opportunity to buy the ticket online also.

You may also like to read: 9 Ways to increase the rating of your business in local search 

7) Mobile Marketing

Local Advertising

There are millions of mobile phones user and now people when looking for a local option rely very often to the App as Trip Advisor, Forsquare or the same Google. The geolocation apps are many and should in any case be present and monitor the comments and photos you share your customers, because competition is often release negative feedback that can deter customers. Mobile marketing is a very powerful tool to be found because it often, especially in big cities, to seek such an Asian restaurant, or a room with good live music where to take a girl, turning to their smartphones. However, my advice is not to take it too much if you leave a few negative comments because there are many suspicious of this kind of activity, so that also intervened Anti-Trust on TripAdvisor.

8) Photos and Video

Local Advertising

It is very helpful to take photos and videos in the evenings and publish the day after the page Facebook stimulating views, shares, and comments. Nowadays just a next generation mobile phone to get good results. Your photos on Facebook are usually get a lot more views than a normal post.

You may also like to read: Top 10 Tips To Promote Yourself and Make Local Advertising Success

9) Press Online

Local Advertising

The least of your local events on the 10 largest portals of local and national events should be reported. When an event is very important it is useful to publish more than a statement about it, to have a better ranking on Google is better to have communication. If you do not have an online press office, you should use Google to search for sites that talk about events in your city. You can also use Twitter or email to report your events to webzine, journalists and bloggers.

10) Create a weekly newsletter

Local Advertising

Each week send a newsletter with all the main events that will be held at the venue. You can retrieve the emails of your customers with a free enrollment or by entering a specific form within your site.

You may also like to read: Newspaper Advertising: Tips For A Successful Campaign

11) Create an Internet Marketing Strategy

Local Advertising

To better optimize your local advertising expenses, board of realizing a real annual internet marketing strategy, planning activities and costs. By taking into account the occasions such as Halloween, Carnival or Festival of Women, for example.

12) Include your business on Google Maps

Local Advertising

Enter your business on Google Maps is free and simple. You just need to create a Google Plus page. Then enter the appropriate badge within your local site and request verification of your business to Google. Appearing on Google Maps can help you find new customers.

In the end, thanks for reading the article, you can now choose whether to try to put into practice our advice alone or if you want to learn more about it ask a digital marketing consultancy.

Local SEO: 5 SEO Optimization Tips For Local Business

Local SEO

Welcome back to the Local Advertising Journal! If you own or manage a local business such as a shop, a restaurant or a farm you are aware of the competition in which you have to cope every day to catch the attention of customers. More and more determined to find convenience and quality in a few clicks and that, before taking decisions, require to obtain assurances on the quality of the exercises to turn. You’ll be interested to know that there are simple steps to optimize Local SEO and the reasoning behind the creation of contents that allow you to increase – in some cases considerably – the scope of the promotion of your business.

The Local SEO, in particular, is the branch of activities aimed at improving the ranking on search engines and more generally to enhance accounts of local activities “be found” – as they say – results in further opportunities for revenue, to say nothing of the possibility of getting positive reviews useful in turn to entice potential contacts to turn to activities recognized as authoritative by other users.

1) Local SEO: Include any information in your Google My Business page

Google My Business is the full and free tool at your disposal to create a full record of all information related to your business (address, hours, phone number, photos, any reviews), and managing the complex of Big G instruments targeting managers of activities, from updates on Google+ introduction of information to show on Google Maps.

You’ve surely noticed that, when you search on Google Maps, you are also reported receptive and restorative facilities near a resort with the chance to see any reviews and deepen through its websites.

To claim your listing in Google Maps through the relevant page Google My Business is the first step to do to take control of the most authoritative – and free – available to showcase and give potential customers an impression of care and attention to the visibility.

Local SEO

Google Maps, for example, offers its users a tool to express restaurant reviews in the form of a comprehensive questionnaire that allows you to highlight features, services and local advantages : who will be interested in eating in the area and will have to choose between alternatives will way to verify all aspects that can make a real difference.

You have already tried to set up a profile on Google My Business, but have not found any tangible results? In all likelihood you’ve overlooked some essential aspect of your target audience definition, or you have committed one of the frequent local SEO Optimization Mistakes – by the lack of contact information for inclusion in incorrect categories (which leads away really interested) – that, fortunately, they are easily correctable.

You may also like to read: Local SEO: 7 Tips To Improve Your Local Positioning

2) Local SEO: Choose your niche (thematic and geographic)

Starting from the research made by “keyword + location” Google offers considered relevant results regarding the entered destination as well (watch!) Simply based on the location from which you type the search.

With local SEO, the owners of assets located in the territory can intercept visits related to specific geographic areas and deliver content most relevant to specific needs.

Applying a geographic determination of content profiling can more effectively your target to increase the profitability of your marketing campaigns.

Local SEO

Crucial will be, first of all, choose your keywords best for your business, namely …

  • Those designed to achieve reasonable results in terms of conversion to competitive parity
  • Those defining with relevance a niche of overriding public for our activities

Once you have selected keywords of interest, you will need to use them in the most significant fields of each item – Title, Description, Tags <H>, as well as in the definition of the images – you’ll want to make it traceable for certain search queries geolocated.

If you are a restaurant owner and in your menu plan homemade pasta, can be a good strategy to integrate articles on news of themed pasta territory (festivals or pageants) and report the value given by the quality of your homemade product (uniqueness) and that contributes concurrently with a defined event in time (limited).

A call to action effectively introduced similar items conveys a sense of value (a benefit in the eyes of the law, such as the ability to solve a problem, to obtain a playful advantage and / or emotional) and suggests a sense of urgency or limited availability to call for action in the short term (as indeed book a dinner on the occasion of an event).

You may also like to read: Local SEO: The guide for those who do business in the city

3) Local SEO: Create specific and relevant content

Restaurants, food shops and activities that revolve around the world of food can trigger a company blog in which to publish special recipes, tips to create phenomenal meals, contained in support of an inbound marketing plan designed both to intercept long key lookups that generate buzz on social media through themed shares in the community and among the lovers of good food.

A good assumption to convert your visitors is to decide very carefully the niche to which you want to address: a general approach on the dishes to be served at the table is likely to qualify as yet another portal that talks about cooking in general terms, while only approach a circle of admirers of a certain type of dish (e.g. vegan cuisine, regional dishes, homemade desserts etc.) increases our chances of appearing authoritative for a certain part of the audience.

Local SEO

A confirmation of the value covering the contents (and maybe even the passion with which they are written) will point out an example of how it is possible, almost exclusively by optimizing on page and working for quality content and relevant to a given search query, get in the first position on Google for a culinary research.

Found that your portal has to offer enjoyable and relevant browsing experience to research intentions, you can proceed to generate valuable content (that is able to responder to specific research needs) that will be the basis of a link building value thematic portals (e.g. the organizers of local events that you cite in your turn to updates on local news).

Remember that the official ranking of local signals include relevance (relevance between typed request and the response offered), the distance between your position and that of the writer and the importance (the authority that you can get through mentions found the net in the form of links and citations) in addition to CTR.

Result? Driving online reviews of your business does well, create content that encourage readers to click is good, pushing over insights pertaining to specific needs is just fine!

You may also like to read: The use of display advertising in the local marketing

4) Local SEO: Consolidate your presence on the network via forums and social networks

We have already spoken of the Local SEO benefits for SMEs focusing on the importance of content within their portal, but we cannot help but remember how much backlinks are important and, in general, the importance of receiving good references from thematic sites and online community.

In the case of the local structures, the bond with the land can be turned into an added value that can attract the attention of potential visitors: the experience maybe many years, perpetrated by convincing practices of storytelling that marry the values and aspect of the target. If the towns evoke the rediscovery of nature sensations you can lever a narration by the sense of adventure and discovery of their origins, farms could instead

Local SEO

Platforms like Instagram or Pinterest allow you to share intriguing visual material on restorative qualities and collect with appropriate hashtag testimonials from guests and patrons to bring to the attention of a wider audience the aesthetic qualities of your business.

The forum are another channel where you can avail yourself to expand your brand awareness: participating in discussions and naturally relying on your experience you will be taken to increase your brand visibility.

You may also like to read: Local Advertising: How Internet Changes The Investment

5) Local SEO: Optimize your website for Mobile devices

With the boom of mobile search (and about 30% of them have a local purposes) provide fast and convenient navigation experience has become absolutely essential not to lose precious visits: smartphones and tablets are the ultimate tools for searching local, and thanks to the handy Google tool you can check if your portal also optimized for viewing on small devices.

Local SEO

In the end, I hope these tips – although certainly not exhaustive on the subject – have provided you with useful tips on actions to be implemented to improve your visibility for local searches. What do you think? Comment on this article to tell us your opinion!

Local SEO: 7 Tips To Improve Your Local Positioning

Local SEO

Do you have a local business but your potential customers cannot find you on the search engines?

In Local Advertising Journal, we have collected few tips from SEO experts worldwide. All you need to do is just put into practice these 7 tips to climb the rankings of the search engines and surpass your competitors.

Local SEO

What is Local SEO?

First of all, perhaps you’re wondering “What is Local SEO?”

The Local SEO stands for measures series of optimization activities carried out on the web in order to improve the visibility and the ranking of a website, and therefore it’s ranking on Google and other search engines, so geo or for keyword searches that contain the names of location.

An example? Search Keyword: “Toronto” Mexican restaurant. Or “Websites development Toronto”, “Construction Company Building in New York”.

How many times have you happened to do a search of this type on Google? I guess at least once. Indeed more than once. It is a kind of very common research that users make to find businesses, restaurants, hotels, places of interest close to where they live.

You may also like to read: Local SEO: The guide for those who do business in the city

If you have an activity of local type this article could be your local business solution …

Follow these 7 tips to optimize your website for local searches on Google and other search engines. With Local SEO you will increase your visibility and surpass some competitors!

1) Realize your Google My Business page

Local SEO

Create your page, Google My Business. It is very important, it’s a free service of Google. But above all is the page that displays the results on maps. It must contain the correct and updated information of your business.

Sign in “Google My Business” and make your business card, add a text description of your company and you can add photos or videos.

If your business is already on Google My Business checks that the information is complete, correct and current. Otherwise Provide immediately to update.

2) Use a unique code NAP

Local SEO

The acronym NAP indicates Name, Address and Phone number or name (corporate name), physical address and telephone number.

It is very important that this information is available on the footer of all pages of your website and must be identical to those present in your business card from Google My Business.

You may also like to read: 9 Ways to increase the rating of your business in local search

3) Connect Google My Business to Google Plus

Local SEO

Assume you end up with more cards Google My Business and Google Plus profiles disconnected with each other. Make sure you have only one listing Google My Business and make sure it’s connected to your Google Plus profile.

You may also like to read: Top 10 Tips To Promote Yourself and Make Local Advertising Success

4) Optimize the Meta tags of your website

Local SEO

The meta tags, i.e. the “Title” and “Description”, must be optimized. They represent one of the most important parameters to optimize when you ranking on search engines, not even local.

Keep in mind that each page on your site has a unique Meta Title and Meta Description, do not use duplicated on different pages. Each page will have its own unique Title and Description and identification. Optimize for inserting in them the keywords with which you want to place on search engines like Google. And do not forget to also put the name of your location.

5) Add to your website pages specific geolocated

Local SEO

Your website must contain pages that describe what you do, what you offer on the market to your customers, or pages related to your products or services, all optimized geolocated.

I’ll try to explain …

Take the case of a construction company in Toronto, Canada. Within their website, there are pages dedicated to the description of each service …

  • New civil construction Toronto;
  • New industrial buildings Toronto;
  • Building Renovation Toronto;
  • Green Building Toronto;
  • Demolition Toronto;
  • Renovation roofs Toronto.

I repeat what I said earlier: there must be a page dedicated to the presentation of each service, not just write some lines on a single page where you group and briefly describe all services.

If inside your website does not have a descriptive text optimized for search engines people will not find you! It will end instead of your competitor’s site.

You may also like to read: Location Advertising Will Move Million Dollar Amounts In The Immediate Future

6) Create social profiles of your business

Local SEO

Build a social profile for each of the major social networks …

  • Facebook;
  • Twitter;
  • Google Plus;

If your business lends itself well to being told and described through images even consider Pinterest and Instagram, two social networks based on the visual. Keep in mind that there is also YouTube if you have video and you have the desire and passion for realizing them.

When you create these profiles, very careful in using your business information (NAP) just and equal to the web site.

Once created, these profiles will have to commit to keeping them updated. It happens too often see social profiles created and then left to itself. Might as well help but create them. It does not take some kind of effort; just share a couple of news per week. So busy and try to do your best.

You may also like to read: The use of display advertising in the local marketing

7) Enter your website in the local directory

Local SEO

In Local SEO subscribe to directories is an activity that is still worthwhile to do while in the non-localized SEO is a practice now discouraged and avoided. The directories are simply portals there is possible to report its website and add it to the vast collection of the portal.

The most important directories within which you absolutely need to enter your website are as follows …

  • Yelp: Local the most important directory in the world;
  • Bing Places: Similar to Google My Business;
  • TripAdvisor: Essential if your business is a restaurant or a hotel.

Conclusions

Now that you’ve seen a number of “tricks” to optimize your placement on the web locally and overcome competitors; try to put them into practice immediately. Many of these tips offered are not technically difficult, and you can then try to make do and check later the improvements.

Local SEO: The guide for those who do business in the city

Local SEO

What is Local SEO?

The SEO Local or Local SEO is a very important visibility factor for companies and professionals that offer goods and services in a certain city or a certain range of action. In the design of a Local SEO plan, maximum customer cooperation is necessary in order to evaluate (precisely) what the target zone and the main service sought by the clients.

Only 19% of companies, to date, has made the optimization of their websites while maintaining a local approach. Keep in mind that the benefits derived from this, are really very high.

Generally, when we seek services, we are led to do this by entering the search engine a certain keywords. This keywords will give us different types of results, starting with the most relevant.

Local SEO Factor

Local SEOThere are many search terms made by our potential customers. Citing the example above, you could search for “Dentist Toronto”, “New York lawyer” etc. … The search engine in 99% of cases will return a set of navigation tabs, card local activities, maps, phone numbers and organic results (or the list of results usually appear in the advertising or cards).

You may also like to read: The use of display advertising in the local marketing

What benefits can bring to your business by operations Local SEO?

Local SEO

Easy to say, but not so to do!

The main benefit is to be present locally to one (or more) keywords (geographical). The relevance of the results, so staying on the first pages, depends on several factors of the website, including …

  • The length of the domain
  • The domain authority
  • The verification activity by the search engines and social channels
  • The inclusion of Rich Snippets (geographical information to be applied to the source site)
  • Entering Markup geographical segments in line with the directives Schema.org (address, phone number, zip code)
  • The site update frequency
  • Verify your ownership and location
  • Other key factors of SEO (currently over 200)

In addition, Digital Marketing Service provider CYONWO is able to optimize your site in the most appropriate manner possible, based on your business needs.

It’s very useful to know that you can also develop some campaigns online marketing locally, by selecting the geographic area, the province and the city that you want to use as “Target”.

You may also like to read: Location Advertising Will Move Million Dollar Amounts In The Immediate Future

How to do Local SEO on a website?

Local SEO

In most cases, the Local SEO optimization is carried out and side by side code structure. It’s not about tricks and magic, but only and exclusively optimization! Every experienced webmaster knows how to include the site of their client optimizations for Local SEO, by making sure that they can be particularly useful for the user, and also for the search engine.

Basically, as I said just now, only 19% of companies felt that the Internet, or rather the Web, is a resource to be exploited. In the course right way. When the site appears in the top positions for a local search specific key win in 3: the user, the operator and the search engine.

1) The user will find exact, accurate, useful, fast and relevant.

2) The Manager will receive qualified traffic, looking for his product or his service.

3) The search engine, has done its best (through an increasingly complex and severe algorithm) by offering the best possible results.

How to do Local SEO? Simple, starting to make concrete analyzes on the research of your users at a local level. The support of an SEO firm or an SEO guide can certainly simplify this operation. You should follow the checklist for SEO Local from Moz.

Think factors Local SEO (SEO or Local) are currently more than 70! Do not keep them in the considerations is to be out of business. On this there is little to discuss.

The Local SEO is performed through your website, to be built based on a regional communication and not global. This is the first point to consider.

The SEO optimization is not a simple job. It requires effort, knowledge, expertise and time.

You may also like to read: 9 Ways to increase the rating of your business in local search

“Google My Business” helps your business in the search

local search

It’s fantastic to implement. With some purely technical measures, you can place your company or your study in a feature-rich card, which can give you many benefits.

Your online business is decided by the research carried out by your potential clients. When looking for a service in a specific city, Google could bring up your business card, getting many benefits.

First can be contacted immediately on the phone, without forgetting that you can navigate with a smartphone in front of your office, to your hotel or to your store. Lately it has also implemented the “send button contact on the phone.” All data will be immediately stored in the mobile device. A step forward not just!

Google My Business must always be combined with a professional page Google+. This service allows users to be able to review your company, your hotel or your studio, making clear to your prospects a strong “confidence signal.”

The Trust should never miss such a serious company!

Google My Business is a secure tool that help you set the best, making you achieve better local visibility possible.

You may also like to read: Top 10 Tips To Promote Yourself and Make Local Advertising Success

How to implement a strategy of Local SEO?

Local SEO

The first step, priority, is to precisely analyze these factors …

  1. Localization of your services in a particular city or province
  2. The “request” made effective by your potential customers online, through search engines

Without this, it is absolutely necessary to focus all efforts on a solid plan of Local Marketing through a solid and reliable online presence.

Tangible results you can then obtain …

  1. In the immediate future: through a paid campaign variable amount. The budget may be decided from time to time, based on the results obtained.
  2. In the medium term (3-6 months) through continuous action optimization, monitoring and updating of your website.
  3. In the long term (1 year / 1 year and a half) through constant updates, shares, and organic marketing campaigns.

It is very useful to know that it is not enough to enter the code, do magic or use unfair practices, as these actions only would get little results (if not all nulled).

Every Local SEO operation, online marketing and optimization, must be consistently followed in perfect symbiosis with the customer. Your philosophy should focuses mainly on the reliability and trust, obtained by continuous efforts and updates.

Conclusion

A good local presence is sure help for your business. It is therefore necessary that you perceive your online presence through your website, as an investment for the future. Creating an effective website, perform local SEO optimization and Local Marketing can revolutionize the way you do business.

9 Ways to increase the rating of your business in local search

local search

If you own a physical business, you can gain an advantage in the local search engine marketing. Local search is becoming fashionable, but still a lot of companies do not use this opportunity.

What is a local search?

Local search engines take into account the user’s location and geographical inquiry. For example, the query “The best restaurant in Toronto” provides results restaurants in Toronto.

This blended search results. The user has the opportunity to go to the company website, find it on map.

1. Get a Google My Business Page

local search

The Google My Business is a directory of Google. If you have a business (you are in the phone book), it is probably already in the directory.

  • Go to Google My Business and click “Start Now”. Enter the phone number to see if your page exists. If so, you can edit it and request a confirmation from Google. If not, create one from a template.
  • To get a step by step guide, watch a video on how to add a Google business listing.
  • Finished with Google My Business, please create a page on Bing and Yahoo!

2. The region code for the primary phone

local search

  • Make sure that the code corresponds to the address of the enterprise phone.
  • Do not use the toll free number or a country as a major in the Google My Business and other search directories. You can specify them as secondary.

You may also like to read: The use of display advertising in the local marketing

3. Consistency

local search

  • Google and other search engines – just the program. Do not obstruct their work.
  • Create a list that contains all the information: company name, address, telephone number, description of the site. This information must be consistent in the network.
  • Information on your site should match the information Google My Business and other systems.

4. Address and phone number given on the website

local search

  • It is imperative to indicate your address and phone number on your site. This will not only increase the credibility of the site and its practicality, but also increase the ranking of the local search.
  • Put the address and telephone number in the felling site, make sure that they are available on each page.

5. Create pages for each location

local search

If your business several branches, make sure that each of them has its own page.

You may also like to read: Location Advertising Will Move Million Dollar Amounts In The Immediate Future

6. Optimize your Website by location

local search

It is important to optimize the site in view of the plant site.

For example, restaurant “Salad king” has the following site headline: “Salad King | Thai restaurant in Toronto.”

7. Online reviews

local search

  • Reviews have become the most reliable source of data for buyers.
  • Reviews can also boost your ranking in local search.
  • If someone from buyers have Gmail, ask them to share their impressions on Google My Business.

You may also like to read: Top 10 Tips To Promote Yourself and Make Local Advertising Success

8. Use the canonical URL

local search

When you add your business listing in Google My Business, Bing, Yahoo!, make sure you use the canonical URL. If your main domain www.localadvertisingjournal.com, so you and should be written. However, if your primary domain localadvertisingjournal.com (without the www), and so you have to write.

If you do not have canonical URL will take care of this first!

9. Join the directories

local marketing

There are hundreds of directories. The more entries, the better. You can start with a list of free listings, a tool to see where your business is already listed, and what are the opportunities and receive additional entries.

The use of display advertising in the local marketing

local marketing

As a rule, small companies do not have enough money for a full marketing campaign, and they are forced to adhere to the following four local marketing principles:

1) Create a website (for landing pages, SEO, etc.);

2) Use social networks pages (Facebook, Twitter, Instagram);

3) Create a YouTube channel to upload videos to the website;

4) Optimize listings places on Yelp, Google+, Google Places, etc.

Suppose that you have done all this … What next? How to make local marketing work smarter?

local marketing

The display advertising in the local marketing

In the traditional search marketing (SEO and PPC), a user enters a search query “pizza” and sees a number of local restaurants page issue. Prototyping allows advertising to attract customers when search is not performed.

For example, a user can type a search term “pizza” before and prototyping networks noted that he/she was looking for restaurants with a pizza in the region. Therefore, the potential customer can watch videos online or to seek weather forecast and your display advertising will attract it.

The following strategies will help you to include display advertising into an existing local marketing strategy.

You may also like to read: Location Advertising Will Move Million Dollar Amounts In The Immediate Future

1. Show display advertising when a user is reading relevant content online

local marketing

When a potential customer is reading restaurant reviews on Yelp or Zagat, your ads will come in handy. To do this, buy keywords on the “Google Display Network” or “Bing Content Network”. These keywords are different from those used for SEO: they should not be long. For example, a “fashionable hairstyles,” would be a great keyword for the beauty salon. Prototyping keywords are not expensive, but be careful: You should look for keywords and understand what effect they will give. Use Google manuals for proper use of keywords. It is also important to start small: not seize large regions, and focus on the campaign in the social networks.

You may also like to read: Top 10 Tips To Promote Yourself and Make Local Advertising Success

2. Targeting websites and landing pages

local marketing

Select the number of sites that need to target advertising banners. For example, for a restaurant to be the best site Zagat.com and for B2B business Manta.com. List of sites for targeting submitted to the “Google Display Network”. For the successful targeting, you will need several series of banner ads. Although targeting banners more expensive than the usual placement of advertisements, it is more efficient and faster return on investment. Keep in mind that targeting relevant channel on YouTube is beneficial as well as the targeting of relevant pages on the target site.

You may also like to read: Newspaper Advertising: Tips For A Successful Campaign

3. The use of behavioral targeting

local marketing

Prototyping networks collect information about users (searches, geo, time of request, etc.). Most search engine users do not realize that advertising banners and displays them based on their search behavior. Also, they do not know what its characteristics can be changed on the page “Ads Preferences”. Obviously, you can use display advertising based on interests and demographics of potential clients. Such targeting is quite expensive, but effective. Use geographical data in a banner.

You may also like to read: Local Advertising: How Internet Changes The Investment

Conclusion

Prototyping advertising is indispensable in the local marketing, as it allows you to attract more customers and to use advertising effectively. Prototyping advertising associated with additional costs, which, however, quickly recovered.

Print Advertising: All You Need To Know About Print Advertising

Print Advertising

This article will provide a description of the print advertising, information on advertising media, their purpose, functions and features, as well as detailed descriptions and sample images.

Print advertising, printing or advertising are a set of media made on specially prepared for advertising printed products, non-periodical publications. It refers to the form of advertising and is one of the most common in the advertising of goods and services.

Print advertising includes various advertising materials, placed on different types of print media advertising information. Number of print advertising formats and the corresponding types of print media is very large. The main types of printed products, which are currently, most widely as advertising media …

Print Advertising

Print Advertising – Advertising Directory

Whether or twisted multi-page print edition, which contains a systematic list of a large number of goods or services with pictures and detailed description, as well as other supporting information. It has a high-quality decoration and printing performance, designed for long-term use. Circulation usually a few thousand, sometimes – tens of thousands of copies.

Print Advertising

Print Advertising – Leaflet

Stitched multi-page print edition, which contains advertising information about the goods or services with pictures and detailed description. It could also be devoted to a group of similar goods or services. According to the embodiment resembles the directory, but less volume. It has a high-quality decoration and printing performance. The publication can wear pronounced prestigious character. Circulation usually a few thousand, sometimes tens of thousands of copies.

Print Advertising

Print Advertising – Advertising Booklet

In contrast to the catalog and prospectus are not stitched and folded several times (in other words, folded in an accordion) edition, which contains advertising information about the goods or services with pictures and detailed description. It could also be devoted to a group of similar goods or services. May have different dimensions, volume and folding embodiments, but in the unfolded state it cannot exceed the size of the standard typographic printing sheet. Is inexpensive and economical edition, to produce large print runs and are designed for short-term use and, in most cases, on a single reading.

Print Advertising

Print Advertising – Flyer

Pocketbook or single-fold the print edition, which contains one-sided or two-sided image of the advertised goods or services with a detailed description. Usually dedicated to one product, in rare cases, several similar goods. Designed for rapid distribution in conjunction with a wide coverage. More often than not, because of its efficiency, it is available in large quantities, so among the least expensive media print advertising. Circulation usually dozens, sometimes hundreds of thousands of copies.

Print Advertising

Print Advertising – Poster

Large format edition printed on one side designed to be placed inside the premises. Usually dedicated to one product, in rare cases, several similar goods. It contains advertising information provided in the form of eye-catching combination of one or more images and concise accompanying text, which in brief figurative form displays basic feature of the advertised goods or services. To improve the functionality of the poster is sometimes combined with the calendar grid. Circulation from a few thousand to hundreds of thousands of copies.

By the distribution of printed media, advertising information also includes products such as calendars, greeting cards, envelopes, coupons, stickers, various promotional print ads.

Advertising Media:

Television Advertising: All You Need To Know About TV Advertising

Radio Advertising: All You Need To Know About Radio Advertising

Press Advertising: All You Need To Know About Print Media

Internet Advertising: All You Need To Know About Online Advertising

Outdoor Advertising: All You Need To Know About Outdoor Advertising

Transit Advertising: All You Need To Know About Transit Advertising

Print Advertising: All You Need To Know About Print Advertising

Transit Advertising: All You Need To Know About Transit Advertising

Transit Advertising

This article will provide a description of transit advertising or advertising on transport, information on advertising media, their purpose, functions, and features, as well as detailed descriptions and sample images.

Transit advertising or advertising on transport is a text, graphics, or other visual information of advertising character, which is located inside or outside the vehicle, as well as special permanent or temporary structures located on the transport infrastructure and adjacent territories. It represents advertising information delivery channel with advantageously low selectivity acting on the various types of mass audience. It characterized by a wide coverage, mobility, relatively high levels of exposure.

Transport advertising is carried out on the basis of contracts with the owners of vehicles or persons having property rights on vehicles. In this case, the advertiser, as a rule, does not communicate with the owners of vehicles directly and with agencies operators or companies owners of contracts for the placement of transit advertising, which have special rights on the implementation of specific advertising media or bound by the ad space owners. Agency operators also carry out servicing and disposal of promotional materials.

It should be noted that in the segment of transit advertising placed directly on the vehicles used somewhat more complicated than in the advertising industry as a whole, an administrative regulation by government agencies. Placement of outdoor advertising is regulated not only by the federal law “On Advertising”, but also by the individual decisions of the regional and municipal authorities. Cases of advertising restrictions on vehicles to ensure road safety are determined by the authorized authorities entrusted with the control of traffic safety.

Transit Advertising

Features Of Transit Advertising As A Channel For The Delivery Of Advertising Information

The efficiency of transit advertising is a result of many factors, so the planning and implementation of advertising campaigns require the advertiser knowledge of its individual features. Similarly, selected transit advertising format guarantees the attention of the target audience to its content, and a considerable variety of advertising media can form an advertising placement program so as to ensure the greatest number of contacts with the advertising message, and therefore the greater memorability.

However, the presence of a variety of different types of advertising media, including transit advertising, leads to the “advertising noise”, especially in big cities: the user can “get lost” in the huge advertising and information flow and miss advertising. However, advertising is placed in the salons of public transport, can long hold the attention of the recipient because of the absence of other stimuli.

There are five of the most important requirements for transit advertising …

  1. Provide coverage of the modes of transport used by the target audience the advertiser.
  2. Often out of sight.
  3. To attract attention.
  4. Be concise and easily perceived in the process of movement.
  5. Be understandable to a mass audience.

Due to these requirements and relatively low selectivity of transit advertising is used primarily as an aid in the framework of integrated advertising campaigns to support and advertising supplements placed in other media. Such a complex effect can significantly increase the performance efficiency of an advertising campaign.

Advantages and Disadvantages Of Transit Advertising

Transit Advertising

ADVANTAGES

DISADVANTAGES

Wide coverage. Public transport has traditionally been the most popular means of transportation, so has a well-developed infrastructure. The lack of selectivity. Transit advertising is almost does not reach a certain audience segments, that is, it can not be aimed at customers of a particular gender, age, occupation, education, and so on.
Coverage of local markets in combination with a high frequency of advertising impressions. Transit advertising is used as an effective means of influencing the mass audience of the local markets, where selectivity does not play a significant role. In conjunction with the outdoor advertising it provides wide coverage of the mobile population in the local markets in a relatively short period of time. In this case, transit advertising provides a high level of frequency with mobile coverage of the population. Transience, brevity of the message. Transit advertising is used to transfer simple and short messages as complex or long messages will not be received by the audience.
Flexibility. An advertiser can choose to advertise the vehicles used by the representatives of its target audience, which results in partial selectivity and significantly increase the effectiveness of advertising. Reaching only the specific audience for advertisements placed in public means of transport (e.g. working women and men who use public transport).
High exposure. Advertisements placed in the salons of public transport, can long hold the attention of the recipient. Limited advertising space. Size is a key means of attracting attention, however, transit advertising, except for some formats cannot provide advertisers large size media advertising information.
The low cost of advertising exposure. At a cost of advertising exposure transit advertising refers to the least expensive channel of distribution of advertising. Thus, in the public transport enjoys a significant number of people, it provides a low cost of advertising per customer. The need for frequent monitoring. Despite the relatively low cost of advertising exposure, the use of transit advertising is often associated with relatively high maintenance costs of promotional materials due to the need for continued monitoring and replacement of ads that are spoiled, erased or damaged in any other way. The cost of this service is usually included in the total advertising budget.

The Main Means Of Transit Advertising

Transit Advertising

Transit advertising is divided, two main groups …

1) Outer transit advertising: Located on the outer surfaces of vehicles, and on special permanent or temporary structures, located outside the transport infrastructure.

2) Internal transit advertising: Placed inside the vehicle, as well as special permanent or temporary structures disposed within transport infrastructure.

Transit Advertising

Vehicles

Vehicles used for advertising, divided into the following main groups …

  • Public land.
  • Metro.
  • Aviation.
  • Railway.
  • Water.
  • Commercial.
  • Taxi.
  • Private.

In use the outer surface of the vehicle, and its inner space as an advertising medium.

Advertising, placed on the outer surface of the vehicle exterior is advertising plates and is subdivided into two main groups …

1) Roof advertisements: It is placed on the roof of the vehicle.

2) Onboard advertising: It is located on the sides of the vehicle (on the back, front and lateral sides).

Advertisements placed inside the vehicle is divided into three main groups, according to the channel of transmission of the advertising message …

1) Video advertising in the vehicle cabin – advertisements on the video screens and displays in various formats.

2) Audio advertising in the transport cabin – audio advertisements.

3) Static advertising in transport salon – advertising boards, posters, leaflets, stickers of various formats.

Transit Advertising

Transport infrastructure

Transport infrastructure used for advertising, divided into the following main groups …

  • Railway stations.
  • Metropolitan.
  • Airports.
  • Bus terminals.
  • Fuel stations.

By advertising space of the transport infrastructure include buildings, premises and adjacent territory of the said facilities. Advertising outside the building and in the surrounding areas of these enterprises are located in special permanent or temporary structures, and, as a rule, does not differ from outdoor advertising in other areas. Advertising within the transport infrastructure, as a rule, is generally consistent format outdoor advertising, placed in other locations.

Advertising Media:

Television Advertising: All You Need To Know About TV Advertising

Radio Advertising: All You Need To Know About Radio Advertising

Press Advertising: All You Need To Know About Print Media

Internet Advertising: All You Need To Know About Online Advertising

Outdoor Advertising: All You Need To Know About Outdoor Advertising

Transit Advertising: All You Need To Know About Transit Advertising

Print Advertising: All You Need To Know About Print Advertising

Outdoor Advertising: All You Need To Know About Outdoor Advertising

Outdoor Advertising

This article will provide a description of the outdoor advertising, information on advertising media, their purpose, functions and features, as well as detailed descriptions and sample images.

Outdoor advertising is a text, graphics, or other visual information is advertising that is placed on the special permanent or temporary structures located in the open space, the external surfaces of buildings, street elements equipment above the roadway of streets and roads. It is a delivery channel of advertising information with a low selectivity acting on the various types of mass audience.

Outdoor advertising refers to the oldest form of advertising and currently remains one of the most common in the advertising of goods and services. In recent years, the advertising industry is actively developed, offering advertisers increasingly complex and technologically advanced solutions, such as innovative advertising platform integration in the urban space, new interactive formats of communication with the customer, improving the planning models and measure the effectiveness of outdoor advertising projects, and so on.

The structure of the outdoor advertising industry consists of the following basic forms of organization of the enterprises, which usually interacts advertiser …

  1. Owners, contractors – Owners of advertising constructions and carriers or holders of contracts for outdoor advertising.
  2. Agency dealers – Companies that have special rights on the implementation of specific advertising media or narrow concrete proposals contractors.
  3. Agency brokers – Companies that specialize in outdoor advertising purchases for advertisers and are bound by the owners of advertising carriers.
  4. Manufacturers of advertising – The company who specialize in the works for the production of outdoor advertising.

It should be noted that in the outdoor advertising segment is used more complex than in the advertising industry as a whole, the administrative regulation on the part of government agencies. Outdoor advertising is regulated not only by the federal law “On Advertising”, but also by the individual decisions of the regional and municipal authorities, as well as due to the various restrictions and bureaucratic procedures.

Outdoor Advertising

Features Of Outdoor Advertising As A Channel For The Delivery Of Advertising Information

Outdoor advertising stand somewhat apart relative to other advertising media. This is due, primarily, to the fact that the main purpose of the majority of media to be used as advertising media is not publication of advertising: newspapers advertising, television advertising and radio advertising are created and function as socially significant sources of public non-commercial information, for which advertising is element important, but not the main one. In turn, the means of outdoor advertising are intended solely for the delivery of commercial advertising information that cannot but affect the attitude towards them audience, according to many studies, most people think of outdoor advertising (especially outdoor) irritant, significantly worsening the urban landscape.

Such an attitude in no small measure contributes to the fact that outdoor advertising cannot “turn off” or ignore the other in this way that is contact with the inevitable. Given the similar reaction to the ubiquitous outdoor advertising, advertising concepts developers sometimes advise advertisers to resort to special, nonstandard creative strategies during campaigns.

The effectiveness of outdoor advertising is a result of many factors, so the planning and implementation of advertising campaigns require the advertiser knowledge of its individual features. Similarly, the selected outdoor advertising format guarantees the attention of the target audience to its content, and a considerable variety of advertising media can form an advertising placement program so as to ensure the greatest number of contacts with the advertising message, and therefore the greater memorability. At the same time, a wide variety of advertising media leads to “advertising noise”, especially in big cities: the user can “get lost” in the huge advertising and information flow and miss advertising.

Therefore, in order to be effective outdoor advertising, the advertiser is necessary not only to resort to the eye-catching creative solutions, but also to carefully choose the right means of advertising and placements. So, sometimes even local accommodation creates an impression of massive campaigns and is remembered for a long time consumers. Additionally, outdoor advertising can be targeted: the precise placement of it is not only able to reach the target audience, but also to direct its flows in the right direction.

There are five of the most important requirements for outdoor advertising …

  1. Often out of sight
  2. To attract attention
  3. Be concise
  4. It is readily perceived on the go
  5. Be understandable to a mass audience

Because of these requirements outdoor advertising, is used primarily as an aid in the framework of integrated advertising campaigns to support and advertising supplements placed in other media. Such a complex effect can significantly increase the performance efficiency of an advertising campaign. At the same time, the most effective advertising for its use of those goods and services that can be represented by a laconic images and brief text. Additionally, outdoor advertising is often used for fashion, as well as for the audience reminders of the virtues already known her goods and services and how to buy them.

Advantages and Disadvantages OF Outdoor Advertising

Outdoor Advertising

ADVANTAGES

DISADVANTAGES

The inevitability of advertising contact. Outdoor advertising can not “turn off” or ignore the other in this way, that is contact with the inevitable. The lack of selectivity. Outdoor advertising is almost does not reach certain segments of the audience, that is, it cannot be aimed at customers of a particular gender, age, occupation, income level or education.
To read the advertisements do not need additional devices. Transience, a short time of perception of advertising messages as compared to other advertising distribution channels, the low concentration of consumers of advertising.
Wide coverage of local markets combined with a high frequency of ad impressions. Outdoor advertising is used as an effective means of influencing the mass audience of the local markets, where selectivity does not play a significant role. It provides a broad coverage of the mobile population in the local markets in a relatively short period of time (an average of 30 days). In this case, the outdoor advertising provides a high level of frequency with mobile coverage of the population. High coverage of the audience does not guarantee memorizing advertising. Outdoor advertising provides a sufficiently high level of coverage, and sometimes good memorization of advertising messages. But the high level of exposure does not mean a high level of memorization. Originality and entertainment advertising messages are important criteria in determining the ability of the audience for his memorization, but in practice, people often are not able to remember what they saw.
Variability in accordance with the needs of individual markets. Outdoor advertising can be used in the local markets, regionally and nationally. However, even within a single market, as a rule, it is possible to set accents exactly where it is needed, which leads to a partial selective audience. Concise messages. Outdoor advertising is used to transfer simple and short messages as complex or long messages will not be received by the audience.
Most of the possible advertising space. Size – a key means of attracting attention. Outdoor advertising provides advertisers the largest size of the available media advertising information. The use of color printing advertising with bright lights, and sometimes in conjunction with the dynamic elements, allowing advertisers to attract the maximum attention of the audience. Steadily negative attitude. Most people consider outdoor advertising (especially outdoor) irritant significantly detract from the appearance of individual buildings and the urban landscape as a whole.
Easy identification of the appearance of the advertised offer (goods or services) or brand. If the advertising message is relatively succinct and imaginative, and the overall design of a distinct, urban street can be an excellent means of raising awareness of the new brand at the highest level frequency of ad impressions. This form of advertising is especially well established it upon reading potential customers with new offers or trademarks. Complex administrative regulations, restrictions and bureaucratic procedures for advertising. Outdoor advertising is regulated not only by federal law, but also by the individual decisions of the regional and municipal authorities, as well as due to the various restrictions.
The low cost of advertising exposure. At a cost of advertising exposure outdoor advertising refers to the least expensive channel of distribution of advertising. The high cost of advertising. Despite the relatively low cost of advertising exposure, the use of outdoor advertising is often associated with relatively high costs of production and placement of advertising materials. To this it is also added the need for constant monitoring of the state of advertising media and structures. These costs can be prohibitive for many advertisers.

Features Of Perception Of Outdoor Advertising

Outdoor Advertising

When placing the outdoor advertising are critical parameters such as means of advertising and placement. The greater the distance from which clearly and accurately perceived image and the lower the rate of movement of people in this place, the better the impact of advertising. The vast majority of consumers of outdoor advertising time eye contact necessary for reading text and viewing images, not more than a few seconds. Studies show that using a static image rendering advertising appeal should be concise and catchy, contain one illustration, and not more than seven words. Nuances of design of advertising appeal, such as fonts, colors, graphics and three-dimensional objects, visual, dynamic, and lighting effects, should be focused on a particular customer segment the offer advertised. Therefore, the development stage of the design project of outdoor advertising requires a certain knowledge of consumer psychology and characteristics of visual perception.

For outdoor advertising are critical parameters such as viewpoint and angle of view. Viewpoints to consider when choosing the location of advertising. The best is a placement with a maximum of viewpoints. The angle of the vehicle driver and a pedestrian are different, the angle of view of pedestrian walking in a crowd, and a single pedestrian will also be different due to the characteristics displacement and the angle of view of the driver and passenger will be different due to the difference of their location in the car.

Perception of outdoor advertising not only depends on viewpoint and angle of view, but also from its location in the surrounding area. Advertising medium is perceived not only in itself, but also with a portion adjacent territory and surrounding objects. Related to this is one of the famous paradoxes of outdoor advertising, which is that it must at the same time and combined with the surrounding environment, and stand out from it.

In the experiments to study the visual perception revealed the following …

  • Attract human attention, as a rule, place a dense cluster elements to create the impression of mass;
  • In the early stages of perception clearly distinguished coupling points forming regular geometric figures or fragments thereof;
  • Focuses on close and thereby affecting the elements to each other;
  • In the case of the predominance of amorphous placement of elements, attention is drawn first of all space allocated points, for example separated from the other by small gaps;
  • Using points easily created dynamic and static composition, wherein the first of them lead to both eyes of the observer in the intended direction of movement.

Of course, these general principles work differently in specific circumstances. So, the perception of outdoor advertising has a different psychological specificity for drivers of cars and pedestrians, so advertising aimed at drivers who runs a little differently than for pedestrians. In all cases, the amount of information on advertising media should take into account the cognitive abilities of a person.

Fixed Assets Of The Outdoor Advertising

Outdoor Advertising

Outdoor advertising is a great variety, so the advertising message that the advertiser intends to convey to the target audience, can be represented in different ways. In outdoor advertising, there are a variety of advertising media and formats, and the amount of media and formats is constantly growing.

All means of outdoor advertising are divided into two main groups …

1) Stationary advertising media: For stationary advertising media are advertising media with a permanent placement. Stationary advertising media are divided into detached and placed on buildings and structures. Freestanding advertising media, as opposed to mounted on buildings, have an independent foundation or accommodating portion.

2) Temporary advertising media: By the time advertising media are advertising media which do not have permanent placement and placed within a certain period of time.

All means of outdoor advertising are divided into certain formats. Outdoor advertising format is determined by the size of the advertising surface, i.e. the height and length of advertising images. To date, the most widely used these advertising media formats (height × width, m)

  • Billboard: Billboard 6 × 3.
  • Super board: Billboard 3 × 12 × 12 4.
  • Supersite: Billboard 10 × 5 × 12 5 × 15 5.
  • City board: Billboard 3.7 × 2.7.
  • City format: Advertising structure 1.2 × 1.8 internally illuminated.
  • Pillar: Triangular pedestal 1.4 × 3 with internal illumination.
  • Panel-mount bracket: Advertising structure 1.2 × 1.8 internally illuminated.
  • Banner-hauling: Advertising banner 1 × 12.
  • Poster: Poster 1.75 × 1.85.

These formats are considered standard, and now make up the vast majority of advertising media in the advertising market of outdoor advertising. Despite the fact that the search for new formats of advertising media is being constantly tested and traditional advertising formats occupy a leading position among the most popular. The operators of outdoor advertising networks and companies offering services on its placement continue to actively improve both network and advertising means inventing new ways to enhance their effectiveness.

Main Place Of Outdoor Advertising Location

Outdoor Advertising

Designated outdoor advertising locations are divided into the following main areas …

1) Municipal and private territory, infrastructure:

  • Strips road drainage, roadside zone dividing strips;
  • Open space;
  • Sidewalks, pedestrian areas;
  • Parks, gardens, recreational facilities;
  • Outdoor furniture;
  • Enclosures for permanent and temporary.

2) Real estate, including residential, public and other buildings and facilities …

  • Walls of buildings and structures;
  • Roofs of buildings and structures.

All advertising objects of the outdoor advertising, regardless of their type, size and location, are subject to mandatory registration with the regional and municipal authorities. At the same time in different regions of the rules of outdoor advertising, differ markedly. Rules are governed by special provisions on the procedure for the placement and operation of outdoor advertising. The basis for the placement of outdoor advertising is the so-called approvals, of which, as a rule, include permission for the right of distribution of outdoor advertising, the passport of advertising space, the approved project and the contract with the owner or other person has the right to place advertising.

Definition of places of outdoor advertising is based on the urban zoning, existing in a particular city. Traditionally, the area of a major city is divided into three zones, within which there are different requirements for placement of outdoor advertising …

1) Heritage area: It includes areas adjacent to the monuments of architecture and culture, monuments and places of worship; monuments of architecture and culture; nature reserves, monuments of nature and landscape art. Placement of outdoor advertising in the area of heritage, as a rule, is not carried out and only permitted on the temporary fencing reconstructed buildings.

2) Special zone of the city of destination: It includes the central line; areas in the central and important streets and avenues; square near the railway stations; the area around the government buildings. The urban area of special purpose high requirements for the appearance of outdoor advertising and set a ban on the placement of certain types of advertising violating the architectural and spatial environment of the city.

3) General purpose urban area: It includes the rest of the city: visits, entrances to the city, a typical residential development, landscaped areas, and so on.

The cost of outdoor advertising depends on the zone in which it is located. Accordingly, the principle of advertising media are divided into categories (first, second, third and so on).

Outdoor advertising can be one of the following models of outdoor advertising locations that maximize coverage of the target audience …

1) Gossamer: A model in which all advertising media are located in close proximity to the advertised object (e.g. commercial enterprises, service, office advertiser), penetrating the surrounding urban infrastructure. Generally, the closer is the advertised object, the “heap” and “thick” carriers are placed. Sometimes outdoor advertising media are used as pointers to the advertised object.

2) Backbone: A model in which all advertising carriers are arranged along the major (most lively) city highway. Location can be of two types: one-way (all carriers are rotated in one direction of motion) and bilateral (carriers turned in the direction of any of the parties to the motion).

3) Breeding: A model in which advertising media are located around the city, “heaps” of several pieces (i.e. sockets). Typically, the carriers are placed in places of the greatest congestion of pedestrian and traffic flows: at junctions and intersections of roads, near the area, markets and so on.

4) Expert: Model in which advertising carriers in different locations according to the subjective preferences advertiser or service agency it (e.g., selected from the best of unoccupied seats). It characterized as the most chaotic and the least effective of all the above, but the preparations for the advertising campaign for this model requires much less time.

Features of the application of these models depends on the tasks advertiser, its financial capacity, and the specifics of the advertised goods or services.

Evaluation Of The Effectiveness Of Outdoor Advertising

Outdoor Advertising

In general, the effectiveness of outdoor advertising can be no doubt, however, a qualitative assessment of its effectiveness is often very difficult, as the use of standard methods of media planning is impossible. This is due to the following reasons …

1) For outdoor advertising is characterized by great diversity: Advertising media are very different from one another format, location, location, materials used in the manufacture of advertising, image transfer technology and many other features. Therefore, to compare the effect produced by contact with such different advertising appeals problematic.

2) The effectiveness of outdoor advertising: Perception significantly affected by weather conditions, time of day, season, location and many other factors.

3) Outdoor advertising: In fact the only advertising channel in which there is a movement of the advertising message and its recipient with respect to each other. This situation raises many questions regarding the measurement of advertising exposure parameters.

4) Outdoor advertising by the absence of selectivity and a large rotation of auditors: Despite the difficulties, there are certain techniques that allow an advertiser on the probability level to evaluate the advantages and disadvantages of a particular deployment model. The basis for these calculations is the determination of the total size of the potential target audience of advertising, which is made through the evaluation of the volume of the total audience of a particular advertising media location.

The main indicator of the size of the audience is the number of potential advertising contacts (number of people with a practical opportunity to see this in the outdoor advertising unit of time – day, week or month). In the calculation using the data, based on the study of traffic routes, frequency of occurrence of individuals at certain nodal points, the number of vehicles drivers and pedestrians in a unit of time, the probability of visual contact, distance visibility, viewing obstructions, and so on. Additional measurements for different days of the week and month allow output coefficients, which are calculated on the basis of the total audience of outdoor advertising.

Advertising Media:

Television Advertising: All You Need To Know About TV Advertising

Radio Advertising: All You Need To Know About Radio Advertising

Press Advertising: All You Need To Know About Print Media

Internet Advertising: All You Need To Know About Online Advertising

Outdoor Advertising: All You Need To Know About Outdoor Advertising

Transit Advertising: All You Need To Know About Transit Advertising

Print Advertising: All You Need To Know About Print Advertising

Creative Advertising: Ideas For A Creative Approach To Marketing

Creative Advertising

Today, our consumer market is full of the same type of proposals, as well as ways to advertise. The only thing that can “catch” the buyer is creative advertising moves. That is why creativity in advertising directly affects the indicators of marketing effectiveness and profitability of entrepreneurial activity. The conclusion is one: creative advertising is one of the main elements of the entire marketing program.

Creative advertising is a term in modern marketing, consisting of two concepts …

  • Advertising: These are various forms of dissemination of non-personalized information with the use of any means and techniques aimed at increasing the attracted interest in a particular object, as well as maintaining attention from the target audience.
  • Creative: A term widely used by advertisers in the 90s of last century. It is based on the creation. In fact, the creative is an idea in the broadest sense of the word.

Proceeding from this, creative advertising is creativity used to promote an object in the consumer market and maintain a loyal attitude towards it with the use of unique methods, unconventional concepts and non-template models.

Encouraging consumers to consciously or unconsciously choose the advertised offer is the main objective of creative advertising.

Creative Advertising

The concept of “creativity” has a framework that distinguishes it from the definition of “creation” …

1) Creativity does not mean creativity, inspired by the writer’s inspiration; it corresponds to a clear direction to the goal advertised by the advertiser. Creative activity in marketing is always guided by knowledge, for whom, for what and why this advertising product is created.

2) Creativity in advertising is based on the conscious receipt of any effect using the techniques of contemporary art, giving the advertised object the desired character.

3) Creative advertising affects the choice of the consumer through the use of memorable, non-standard, unique, non-template ideas.

4) The main task, which is solved by the use of creative advertising in the marketing program, is the formation in the subconscious of the consumer of the bright image with which the advertised product or service is associated. This method is carried out by using non-standard texts, slogans and unusual media elements in the advertising product.

“Pseudo-Creativity”

On such creative advertising the look always stops, it is remembered and often becomes the subject of discussions. Sometimes it even shocks! The distinctive feature of such pseudo-creative advertising moves is that they do not cause associations with any product, in other words, a person does not remember what exactly they offered in this advertisement. These decisions do not affect the effectiveness of the marketing strategy and do not contribute to the profit of the company-advertiser.

A pseudo-creative advertising product exists separately from the proposed facility. Often the authors of such products “advertise” their own creativity at the expense of the advertiser.

Creative Advertising

Types Of Creative Advertising: From Online Games To Public Toilets

Stand out in the general advertising flow, break through the “advertising noise” and increase the effectiveness of the campaign at the lowest cost will help the application of achievements in the field of non-traditional advertising approaches.

The following creative types of advertising are divided …

  • Standard
  • Non-standard

There is a classification of creative advertising by type of promotion …

  • Outdoor
  • Interactive
  • Interior
  • TV advertising

By type of advertising objects is divided into …

  • Advertising of goods
  • Advertising services

Creativity can be traced in the following types of advertising

1) Creative advertising on the subjects of the street landscape (benches, lanterns, urns, garbage cans, asphalt)

Creative Advertising

A vivid example of this approach is the image on the asphalt of footprints going to the advertised object. This method is relevant for shops, service centers, cafes and other places and is not costly.

2) Creative advertising on fences

Creative Advertising

Large and memorable images in inaccessible places (for example, on a fence along the railway tracks) attract special attention. They are aimed not so much at the attention of urban residents, but rather at the views of hundreds of travelers who remember such a picture.

3) Creative outdoor advertising on balloons and airplanes

Creative Advertising

Such creative advertising of services and goods is gaining increasing popularity at mass events. Advertising images can be in the form of a logotype placed on the surface of the unit, “fly” on tapes with inscriptions attached to an air vehicle. Especially memorable is the moment when a crowd admiring the balloon from the top pours a lot of colored flyers with advertisements.

4) Advertising on / in public toilets

Creative Advertising

Creative outdoor advertising on the doors of this public place not only surprises, but also for a long time is remembered. Place the emblem and the slogan of your company on the public toilet door, and people who are standing in line or inside this room will always have something to read.

5) Creative advertising in retail places

Creative Advertising

Points of trade – the very place for creative advertising. Use bright images of celebrities or popular songs that sound in the sales area. There is no doubt that this will attract the precious attention of people.

6) Advertising on the body of a person with a creative approach

Creative Advertising

An example of this kind of advertising are people, “live mannequins”, standing in glass cases and dressed in clothes with a logo or company name.

7) BTL shares

Creative Advertising

Particularly effective in promoting a product or service are BTL-actions. One of the options for holding a BTL-action is a sociological survey, during which several times the advertised product is mentioned and its main consumer characteristics are spoken out. Another creative idea of advertising is the free distribution of related products (for example, 3D glasses, if the company sells modern TVs with a 3D image function).

8) The use of incompatible in one advertising product

Creative Advertising

Such an advertising move, as the distribution of leaflets in crowded places, is familiar to many entrepreneurs: people are not very willing to take advertising materials. But if you approach this from the other side and give the leaflet strongly recommend not to take them, the majority of people will be interested to take into consideration all the information stated on the advertising medium.

9) Creative advertising on pets

Creative Advertising

So, to one souvenir shop in Jaipur (India) customers are called to look at a trained goat with an unusual coat color. No tourist can pass by the amusing “seller”. Yes, this store is always ahead of the sales of its competitors!

10) Using the 25th frame

Creative Advertising

For effective advertising, even prohibited practices are not a verdict. Everyone knows the 25th frame, which affects the human subconscious, is still used by some companies. Do not forget that the use of subliminal impact is prohibited in many countries.

11) Non-standard creative advertising in the media

Creative Advertising

Examples of non-standard approach in advertising: the product is advertised on a special additional cover of the magazine or on a separate insert, with the liner differing in the quality of the paper, due to which the magazine opens exactly in the place of the liner. A sample of the product passed into the printed edition (smashed with a cream, a bag of coffee, a discount card, CD-disk, etc.)

Non-standard approach in advertising is visible on non-native media …

  • Disks (computer, music, etc.)
  • Calendars
  • Thermometers
  • Wall posters in doctors’ offices, in hairdressing salons, in service centers)
  • Free magazines in waiting areas
  • Posters attached to airplanes, helicopters, airships
  • Aroma marketing
  • Laser inscriptions and drawings in the sky and on buildings

12) Creative advertising in the Internet space

Creative Advertising

To date, this type of advertising outperforms many traditional methods of promoting goods and services in terms of efficiency. For its short existence, advertising on the Internet has acquired various forms and types and continues to develop rapidly. Examples of Internet marketing are: blogs, online diaries, splogs (site-blog, created to promote third-party sites, the place of redirection of visitors traffic), advertising in social networks, teaser advertising, etc.

13) Cross advertising

Creative Advertising

Promoting your offer through the banner networks, you have a high probability that the advertised product will simply be lost in the flow of information laid out by competing companies. Specialists of the advertising agency that proposed this approach noticed that the conversion of unique cross-banner ads is significantly higher than the same indicator for promotion through advertising sites.

14) Viral advertising

Creative Advertising

 

 

Viral marketing is gaining increasing popularity among advertising techniques in the Internet space. This type of advertising is all known in everyday life “word of mouth”: the information sent in view of its interest extends from one Internet user to another. The wider the circle of distribution of the advertising module, the more effective the advertising campaign will be.

15) Creative Advertising with videos

Creative Advertising

Short video files with ridiculous or shocking content that contain advertising information are increasingly being used as a tool for viral marketing. Here the main thing is not to overdo it and not to become a “pseudo-creative”.

16) Creative advertising through the services of search engines

Creative Advertising

Interesting creative advertising from one of the search engines: the media-context network Google offers everyone to use the service ClicktoCall, which allows you to contact customers with organizations in the absence of the latter’s own site. To call a company, a person will simply need to click the link.

17) Online games

Creative Advertising

Advantages of this type of advertising are the unobtrusive promotion of goods during a computer game. The enthusiastic player does not notice how well-known brands are accompanied by the entire gameplay. An example of such effective advertising is the interpenetration of the real life of the player and its virtual actions: to restore the vital forces of the hero you need to “eat” a hamburger or to empty a soda can of a well-known brand, while the hero of the game moves on a car of a popular brand,

18) Direct mailing

Creative Advertising

Today, the Internet is full of services offering to send out a commercial offer on personal e-mail mailboxes. When using this type of advertising, do not forget that the distribution by the subscribers who agree to it is much more effective than spam. The subscription can be collected by any method (attraction to an interesting information resource, application of the landing page, questioning, etc.). Having disclosed the information on the company’s pricing policy, one can get an additional item in the buyer’s loyalty, because it will not need to spend time searching for the value of the interest Product or service.

In the end, creative advertising is creativity used to promote an object in the consumer market and maintain a loyal attitude towards it with the use of unique methods, unconventional concepts and non-template models.

Advertising Industry Content Table:

The Definition of Advertising Exposure

The Functions of Advertising

The Advertising Objectives

The Types Of Advertising

The Advertising Industry

The Concept and Basic Information about The Advertising Market

The Development Of The Advertising Market

The Interaction Of The Main Subjects Of Advertising Market

Creative Advertising: Ideas For A Creative Approach To Marketing

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