Marketing Ecosystem: Defining Out of Home

- September 18, 2012

Strategic Tuesday/Promotion

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing.  Today is Strategic Tuesday and we’re continuing our series on marketing ecosystems with the fourth component, OOH or Out of Home.

I also call this node “out and about” and it refers to people when they are on the move.  A marketing strategist tries to place advertising and promotions so they will be seen when people are out of their homes.

One of the segments that comprise out of home advertising is traditional billboards.  In New Mexico, for instance, with long stretches of open road, there are numerous billboards on the side of the freeway sharing a message.

Non-traditional static advertising may include an ad on a pizza box or on the back of a receipt when you checkout at the grocery store.

Transit is another opportunity for advertising.  Buses and taxis often have advertising on-board the vehicles.

Mobile advertising is an interesting tool.  A mobile billboard may literally be on a trailer pulled down the road.  Vehicle wrap is also widely used.  There are amazing things being done with wraps around the entire vehicle using vans or buses transforming them into a rolling billboard.

Digital video technology continues to evolve.  In New York City, for example, the entire outside of a building may act as one large video display.  It could also be something as simple as monitor on a gas pump or perhaps a video inside an elevator.

The Out of Home component is yet another possible tool for your marketing portfolio.  Strategically, consider where your potential customers may congregate and determine if you can devise a clever way get exposure for your brand, company and product when your potential customers are out and about.

That concludes Recon Thursday.  Join us tomorrow for Digital Friday.  To discuss an online or face-to-face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or  I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and we’ll see you next time.

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