How to Do Street Furniture Advertising (The Right Way)
1. START WITH A STRATEGY (AND STICK TO IT)
Bus shelters, benches and recycling kiosks are just a few examples of street furniture that provide uniquely valuable advertising real estate. The widespread coverage and market penetration make street furniture an interesting option for all sorts of advertisers, but what’s right for one brand isn’t right for all. For example, bigger brands can utilize placements like solar recycling kiosks to inexpensively canvas a large metro area, reaching a massive audience. While even small retail businesses can benefit from buying targeted benches or bus shelters around their storefront.
A well-planned media strategy can help determine exactly what’s right for you. Deciding the appropriate scope, placements and locations helps avoid any wasted coverage in your market. And developing communication with a tailored media strategy in mind leads to more impactful messaging that fits right into your customers’ daily routine. It’s a lot to handle, but you don’t have to do it alone. Companies like Vector are experts in getting you the most out of your media spend.
2. CAPTURE ATTENTION (AND KEEP IT)
Street furniture advertising allows you to get up close and personal with a captive audience. Placing bold installations at eye level results in tens of thousands of daily impressions. But as streets get more crowded, your brand has to stand out somehow. Luckily, street furniture is more creatively capable than ever before.
Signage extensions, 3D printed elements and LED illumination turn heads. Customers are now able to interact with voice and facial recognition, digital touch screens and dynamic smart city displays that update in real time. It’s even possible to process payment directly from a digital display. In an industry that’s innovating by the day, there are countless new ways to boost engagement, build buzz and stand out amongst the crowd.
3. CREATE A CAMPAIGN (AND MAKE IT COUNT)
One-off ads can be easily forgotten. The best way to leave a lasting impression is by reinforcing your message at multiple touchpoints with a cohesive campaign. Due to its cost, scalability and market penetration, street-level media is a great choice for doing just that.
Consecutive kiosk placements keep your brand top of mind, while bus shelters and bus benches are a natural fit to augment pre-existing transit campaigns. The rise of interactive digital screens also makes it possible to incorporate social media into street furniture. Your customers can easily create, post and share social content directly from an advertising display. Of course, in any campaign, consistency is key. Give your audience a simple, memorable message that will stick with them every time they see it.
4. TRUST THE DATA (AND THE EXPERTS)
Believe it or not, street-level media can be as targeted as any other type of ad. With the amount of consumer data available, you can make smart, informed decisions to maximize the value of your media dollar.
Heat maps and surveys are just a couple examples of the data-driven planning tools that can help pinpoint your target audience and paint a better picture of who they are, where they are, and what they care about. Analyzing and applying this information goes a long way toward planning a successful street furniture placement. Consider partnering with an experienced media agency, like Vector, as they can offer the expertise to help you make wise choices and maximize your return.
Street furniture offers a variety of ways to tell your story. Scalable, customizable and infinitely adaptable, street-level advertising can be a clever investment (if you know how to use it).
Reach out to the Vector Team today.