If you’re a marketer you may have already planned your Christmas strategy to maximise sales and brand exposure this year. Big brands invest heavily to ensure their ads are seen across multiple formats. If your aim this Christmas is to target a fresh audience, Ticketmedia have plenty of ideas on how to get the most from your campaign over this period.
Understand your target segment
Getting to know your target audience requires social intelligence that veers towards marketing psychology. To find out which of our formats will work best your service or product, you’ll need to step into the shoes of your ideal customer: how they travel, where they go, levels of disposable income and their preferences.
The reason why we’ve begun at this point is because we know that placing your message into the right hands can be executed through a number of formats. Here are just some facts that will help identify the best match for you:
- Bus tickets – Ticketmedia advertising covers 98% of the UK’s ticketed bus network, and 52% of bus users always use money off vouchers when they are available.
- Oyster Ticket Stop receipts – 61% of the audience are aged 16-44. This format has coverage of London zones 1-6 and research has shown that 96% of people take a receipt.
- Petrol forecourt receipts – 56% fall into the ABC1 demographic with a higher than average disposable income. They use the petrol forecourt as a local convenience solution and are willing to pay premium prices for food on the go.
Advertise directly to customers while they’re alert and aware
It’s no secret that e-commerce is now disrupting the sales of traditional high street outlets. The UK is now third biggest consumer of online supermarket services, while UK women are the biggest users of mobile shopping portals. However, Christmas is a special time when old-age traditions prove that they are still alive and well. As the busiest shopping event of the year, we can still expect vibrant and lively high street scenes in the run-up to Christmas, with plenty of outdoor advertising spaces to take advantage of.
In fact, people generally spend around 70% of their time out of their homes and are 33% more alert while they’re out and about. 71% people use printed vouchers as opposed to 41% that use website vouchers and with ticket and receipt advertising, you’re reaching consumers in the last window of influence.
Stay relevant
You’ll need a product or service that appeals to your new market segment, but also content – either visual or verbal – which speaks to potential customers. Christmas marketing is often based on visual aesthetics: bells, trees, snowmen, gold, green, red. However, some of the most effective campaigns are able to promote a message quickly and effectively through a few words alone. Think of this as posting relevant content, like you would with a blog. New customers need to know what your message is, what you provide and why it is useful for them.
Focus on creating measurable and accountable campaigns
Black Friday and Christmas can quickly become a logistical nightmare if your business is unprepared for the extra attention. After peak Black Friday sales in 2014, many UK retailers now have a better understanding of the infrastructure requirements and how to track success in the midst of a buying frenzy. If you do not provide a consistent service, you may lose the trust of a new target segment quite quickly.
One of the main benefits of ticket and point of sale receipt advertising is that it is one of the most measurable and accountable forms of marketing today. Businesses know how many advertisements have been distributed and where and how long a campaign will run for. Media owners which offer a full circle service, from an idea and implementation to delivery and campaign analysis, will provide the resources you need to build upon your successes year on year.
Stay merry! Christmas is a time when marketers can put on their creative hats, indulge in a bit of nostalgia, and engage with customers on a human level.
Trying something new can be daunting, but it can also become a really exciting, growth strategy for your business. If you want to explore a whole new way of advertising to an entirely different audience, call the Ticketmedia team on 0800 028 6778 to find out more.
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