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Marketing Gyaan #1

You know how smart people say that you learn more while on the job than you do in the classroom? They are absolutely correct. (Read carefully you MBA-crazed robots.) I figured this out for the first time in my first year at Facebook and this week once again I realized that my decision to work instead of jumping into an MBA immediately after college was a really good decision I made. Anyway, I thought that I would share some of the marketing gyaan a.k.a knowledge that I receive from various avenues.

The first gyaan that I want to share is about hoardings. In my current job as the marketing head, I have to consider multiple things such as media channels, investment in each channel, ROI, schedule, etc. My company is launching a new property and this month onwards we will start a marketing campaign. And I had to look for hoardings in key locations for this. So the other day I took the car and driver and drove all around the property noting down hoardings that I liked and taking photos of them. This is the first time I’ve ever had to do this so obviously I didn’t know how to do it and what factors to consider. So I called my Marketing Director a.k.a my father and got some valuable gyaan on this topic from him. Here’s a list of factors to consider when choosing a hoarding:

  • The obvious factor to consider is the eyeballs that it can gather. It has to be in a prime location, some place that has  mid to heavy traffic.
  • Hoardings should ideally be on the left side of the road (For countries where it’s right-side steering). Because you drive on the left side it’s easier to view. Also in case there’s a high divider or trees or a flyover in between the two sides, hoarding on the right side will be hidden.
  • The elevation (height) of the hoardings should neither be too low nor too high. If it’s too low, you can view it only from a few feet away. If it’s too high, your info needs to be in massive letters which means you are left with little space for other info. It should be in the middle- it should be visible from a distance and have just the right amount of info.
  • If you can place a hoarding at a signal, there’s nothing like it. When people are driving, they have barely a second to look at a hoarding. But when they’re waiting at a signal, they have enough time to take in the info.
  • The orientation- horizontal or vertical -also is a thing to consider. If you already have an ad creative then your choice of hoardings becomes limited due to the orientation. In my case we decided to pick the hoardings first and design the creative later.
  • Illumination is a relatively recent addition to outdoor media. While hoardings with illumination are generally more expensive, it’s worth it because it’s visible even at night so you don’t miss out on the rush hour traffic post sun down.
  • And finally, it’s not wise to fill the hoarding with content. Like I mentioned above, people can barely focus on a hoarding for a second while driving so filling it with too much content will put them off. The ad has to be succinct, visually attractive and easy to recall.

I’m sure there are marketing folks out there who are more knowledgeable than me about this so would love to hear your thoughts on this. Keep those comments coming!

 

P.S.: I’ve included a couple of examples of good and bad hoarding I came across.

There's way too much information on this hoarding and not enough time to take it all in.

There’s way too much information on this hoarding and not enough time to take it all in.

While I hate that I chose a TRS hoarding, this is an example of a good hoarding - good height, illuminated, simple and to the point.

While I hate that I chose a TRS hoarding, this is an example of a good hoarding – good height, illuminated, simple and to the point.