‘Tis the Season for Holiday Ad Spend – Get Ready!
It’s that time of year again… Businesses are planning their holiday advertising budgets and getting their sales ready. Historically, retailers spend around 3 billion dollars during Q4, which includes Labor Day, Halloween, Veteran’s Day, Thanksgiving, Black Friday, Christmas, and part of New Year. It’s the busiest time of year for sales and promotions for both brick-and-mortar and online. This is great news for out of home and billboard companies.
How can we, as billboard owners and account reps, ensure we are making our inventory available to all of these holiday advertisers? Below are a few suggestions…
Show your potential holiday advertisers the capabilities of OOH
This includes dynamic capabilities of digital billboards and other DOOH media. For example, show your potential holiday advertisers you can do countdowns, display multiple ads/products, etc.
Along with promotions, the advertiser can run Happy Holiday, Happy Thanksgiving, Merry Christmas, etc. ads.
Browse your potential advertiser’s social media for upcoming holiday sales and promotions
Research is key to any successful sales pitch. Knowing what sales your advertiser has coming up and even showing them spec ads of their sales on billboards is a great way for them to see the value in what you are selling.
See related article: The Ultimate Guide to Creating Spec Art for Potential Billboard Advertisers
Turn around RFPs quickly
You may undoubtedly get requests for proposals from agencies for holiday ad promotions. As the old saying goes: The early bird gets the worm. Staying on top of your RFPs will help give you a lead in obtaining new holiday advertisers. Especially when they are time-sensitive.
Have professional-looking marketing and promotional materials for your billboard locations
This goes for year-round sales, not just the holiday season. Your billboard spec sheets should be clean and easy to follow with all of the pertinent information. Your website should be up-to-date as well. Having presentation folders to leave with potential advertisers with flyers and spec sheets is a great way to show the benefits of OOH as well as your professionalism.
Offer your advertisers targeted locations for their holiday ad campaigns
Knowing the demographics of your billboard and OOH locations is essential for those advertisers who have a specific audience in mind. Do you have locations that have a lot of family traffic? Are they trying to pull in foot traffic from the interstate? Do they want to advertise near a competitor’s location? Is their target senior citizens or a younger crowd? There are many demographics to keep in mind. Having a list of targeted demographics for each of your locations at hand can give you a leg up.