What should a marketer consider or do when creating or executing outdoor advertising?
By Gabrielle DeTora As seen in the HealthLeaders Media publication Healthcare Marketing Advisor. The simplicity it takes for outdoor communications to be successful makes it one of the most difficult mediums to work in. There are many items to consider when using outdoor. First and foremost, always ensure that your strategy is on target. What are your business and marketing goals? Are you trying to build awareness, preference, market share, or income? Be specific. The strategy is different for building awareness or preference of a healthcare brand than for driving business to a service line. Does your call-to-action reflect your goal? What will drive positive lasting impressions and the “buzz” to get the most ROI? How will we track results? Next, consider how your outdoor mix will work in conjunction with the rest of the campaign’s media mix in order to achieve your goals. Make sure the outdoor execution is part of an integrated campaign. Unless outdoor is your overwhelmingly dominant
