Marketing is one of the most important elements of running a business. Without an effective marketing strategy, a product or service may struggle to become known to potential customers. One strategy that has proven effective is the 4P concept: Product, Price, Place and Promotion. In this article, we look at how to apply the 4P marketing strategy using out-of-home (OOH) advertising.
1. Product
A quality product that fits market needs is the key to any marketing strategy. Before starting a campaign with OOH advertising, make sure the product offers added value and advantages that set it apart from competitors.
In OOH advertising, the product must be understood quickly and clearly by the target market. The ad design should reflect the product's unique characteristics and strengths. For example, Grab used a billboard to promote Grab Mart. Measuring 8 x 16 metres, the billboard carried the message that shopping during Ramadan is easier with Grab Mart.
The Pusat Grosir Cililitan (PGC) area was chosen for the Grab Mart billboard. PGC offers high visibility: at least 667,721 impressions, with 33,871 vehicles passing every day. This clearly increased the effectiveness of Grab's promotion and ensured the product got plenty of attention from passers-by.
2. Price
Setting the right price is an important part of a marketing strategy. With OOH advertising, advertisers can bring price into play by showing special offers or limited-time discounts in the ad. For example, they can include a promo code that only people who saw the ad at a certain location can use, or show a special price for a limited period.
One example is the Mitsubishi XForce billboard, which showed a range of special offers for car purchases during a certain period. Offers like these can make an OOH ad more attractive and drive conversions.
3. Place
In OOH advertising, placement is crucial to reaching the right audience. Strategic locations such as major intersections, shopping centres or areas with heavy foot traffic are ideal for OOH ads. By choosing the right location, you make sure the message reaches a target market that matches your customer profile.
One strategic location in Jakarta is the TB Simatupang area. Statistically, more than 53,226 vehicles pass by and more than 1,126,819 impressions can be achieved every day. A billboard in the TB Simatupang area can therefore effectively capture the attention of drivers and pedestrians passing through.
4. Promotion
Promotion is an integral part of a marketing strategy, and OOH advertising can be an effective tool for raising brand awareness and promoting products or services. Creative elements such as striking images, short memorable messages and well-chosen words help an OOH ad stand out from the crowd and influence consumer behaviour. Integrating it with other promotional activity, such as social media campaigns or direct marketing, can also make OOH advertising more effective.
Decolgen ran a distinctive promotion with on-ground creative branding at the FX Sudirman bus shelter. The shelter was transformed to look like an umbrella to reinforce the message that Decolgen helps protect us from the flu. The shelter was also fitted with a charging station and a mini game so commuters could stay productive while waiting for the bus.
By applying the 4P marketing strategy with out-of-home (OOH) advertising, you can reach your audience effectively, increase brand awareness and drive conversions. It is important, though, to keep measuring and evaluating campaign performance to make sure the strategy delivers the expected results, so you can keep optimising your marketing and reach your business goals.
If you have further questions about applying a marketing strategy to OOH advertising, contact our Sales Expert at +62 822-8810-8888. Discover the #InfinitePossibilities that can boost your brand exposure with 8Infini.
