How to Connect with DC Consumers in 2017 - Part 2
As mentioned in part 1, the buyer’s journey to purchase is an omni-channel process. The campaigns that will perform the best in 2017 will go beyond web platforms. They will feature offline components that compliment online messages by sharing the same tone and design. Why are offline tactics essential? In an inherent way, offline mediums are location-specific, age-specific, and gender-specific.
“To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.”
Brian Halligan, co-author of Inbound Marketing, CEO of Hubspot
The District of Columbia is a commuter city. According to District Mobility, “660,000 residents are joined by approximately 600,000 commuters and as many as 125,000 visitors entering the District every day.” Those figures indicate promising opportunities to make impressions offline. Impressions are valuable because they reaffirm, redirect, or introduce the targeted consumer to your brand. Let’s take a look at a few ways you can reach your audience offline.
- Mobile billboard (truck-mounted) displays are poster panels affixed to aerodynamically-designed vehicles (generally poster size). Specifically outfitted mobile units with electronic or video screen displays are available.
Primary Uses: Mobile billboards are used to reach motorists and pedestrians in virtually any locale in metropolitan markets. Mobility enables exposure at any time or place the advertiser may choose. Ideal uses are as part of a major media mix for national exposure, event marketing (conventions, concerts, sports, special sales/introductions), and as vehicles for sample distribution at stores or other locales. (source: OAAA)
Fact: D.C. auto commuters spend an additional 82 hours a year in gridlock traffic.
- Metro Rail Transit Ads offer a variety of advertising opportunities. They include printed and backlit posters on platforms and walkways, entrance displays, station clocks, and special in-car signage.
Primary Uses:Transit ads are used to reach commuters in major markets. These ads get high frequency exposure due to daily passenger use. Some displays, such as urban panels, have exposure to street traffic as well. Subways and rapid transit rail displays can be employed for their target ability and used in conjunction with other out of home formats. (source: OAAA)
Fact: Metro riders spend an average of almost 40 minutes commuting to work.
- Projection media presents enormous displays outside or inside commercial venues. Projection requires no physical structure or production other than the static artwork or video content. It is ideal for reaching large groups that congregate in entertainment or shopping areas. Theoretically, any surface can accommodate projection media.
- Primary Uses: Projection media is used to reach broad audiences and is often employed by local as well as national advertisers
In conclusion, Washingtonians’ lifestyle offers an opportunity for marketers to present a mix of online and offline tactics that seamlessly intertwine to reach their audience. This approach entails making the online shopping experience a fluid process while being ready to capitalize on the “I-want-to- buy” moment, in addition to taking advantage of downtime during commutes and using other offline options to amplify your campaign. Considering the District’s on-the-go culture, you have to find creative ways of being visual without digital media.
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