Get people off their phones and engaged with your brand…a marketer’s challenge is to get consumers to pay attention to them without sticking an ad in the middle of their mobile screens that might turn them off. Take a walk in any neighbourhood and you’ll see why. People are wandering about, heads down, eyes glued to their phones. Even when they’re outside, they’ve battened down their attention to focus on the rush of their digitally curated world, to the exclusion of everything else. Breaking through the digital cacophony to capture customers’ imaginations when they’re out of their homes is a fierce fight.
The way to get consumers to stop what they’re doing and pay attention to you is a lot simpler than you think. If that is your goal, out-of-home (OOH) media is one of the most impactful mediums to do so. However, like most mediums, the ability to tell a story matters more than anything, with one crucial twist: an added dash of stimulant (in the way of incentives) thrown in.
But let’s start with a definition: OOH media is way more than just a digital billboard; OOH can offer experiences and platforms that touch, talk and inspire consumers. Many brands are now making clever use of public spaces, stunts and technology to engage consumers. The most innovative brands are redefining OOH media and getting consumers’ heads out of their phones. Here are a few ways to keep your audience engaged.
- Don’t make it hard to love you
Build a memorable, positive experience that provides value without asking for much in return. Don’t create barriers to entry. People don’t want to give you their email, phone number or other personal information. Give them free food, an experience that they can’t get at home or a chance to do something they’ve never done before, preferably for free!
- Give something away
Offer an incentive like exclusive access or the opportunity to win a trip or something of value that a consumer can’t get, or purchase, in traditional places.
- Make your story fit the space
Creative works best when it’s integrated into the environment or is so out of place that it stands out in the best possible way. And make it unique and way different from what people are seeing on their mobile screens.
- Pick the right location
This is a no-brainer. Make sure your customers are where you’re placing your story – such as City Walk! And make sure you’ve got lots of them – eyeballs alone don’t equal success.
- Keep it simple
Some of the best, most engaging experiences are the simplest. A creative way to use a space or an element of surprise can draw the most attention.
- Don’t rely too heavily on tech
Use the technology to help tell the brand story. Figure out what the brand wants to say, first and foremost, and then find the right technology to tell that story. While technology can enhance, don’t make the experience about the technology. Focus on the brand story.
- Think beyond the phone
Many OOH campaigns feel like a cheap repurpose of an existing mobile experience. Bring something new to the table and scale the experiences outside the scope of a phone screen. Tell a story in a larger than life fashion that simply can’t be experienced in the palm of your hand.
Aligning the story with the right place, the right tech and the right creative equals a memorable experience that will get consumers to stop, take their eyes off their phone, pay attention to your brand and share.