Based on the assumption that we can't manage what we can't measure, marketers are faced with the reality of the providing an accurate and credible audience measuring mechanism before they embark on a campaign. Unlike online advertising where you can follow your banner from mere view to its click to its abandonment stage and in most cases right up to purchase and even the customer experience, the outdoor media has always presented measurement challenges and hence marketers would rather skip it from their plans than try to jump the hoop of providing proof of its effectiveness.

But we all know that those screaming billboards splashed in our faces trigger some reaction in us. But how do you measure the success of the outdoor world? Well, you could use assumptions. For example feet through the door - if you have an increase in sales from the time of an outdoor campaign then you can assume it is a direct result of the campaign. But as with the dangerous nature of assumptions the rise in sales could be a result of other factors coincidental to your outdoor campaign. Also the success of a campaign is not only measured through conversion. Views are just as important because they help in building brand awareness.

When you mention Outdoor Advertising people immediately think of billboards. The often colourful billboard is attention grabbing and holds the absolute power in promoting brands by using alluring graphics, attractive design and catchy phrases.

But the billboard is not the only effective outdoor advertising tool. Also under the “outdoor” umbrella are posters, banners, signage, mobile advertising and vehicle wraps. All these share similar advertising methods.          

Why Outdoor?

Many would argue that the effectiveness of outdoor advertising is difficult to measure but lately push mechanisms to measure advertising effectiveness are in abundance. Measuring success is a debate for another day - Let’s look at what benefits your business can enjoy through outdoor advertising.

Below are just some of the outdoor advertising advantages:

• Enforced Reach – exposure to Outdoor Advertising is not optional for the targeted audience. Unlike radio or television you cannot “switch off” a billboard, banner, signage etc. It is there and it captures your attention.

• Static uninterrupted messaging - Since most messages stay in the same place for a period of a month or more, people who drive by or walk past see the same message a number of times.

• Particular locations can be acquired for certain purposes. A billboard located a block in front of your business can direct people to your showroom.

• Easier to reach rural areas efficiently because there is no need for exposure to specific newspapers, televisions and radios.

• Outdoor advertising is an excellent adjunct to other types of advertising you are doing. In fact, it is most effective when coupled with other media.

• Ads are not lost in the mix of competitors and editorials

• Messages are delivered continuously and frequently

Outdoor Advertising Cons

Our analysis would be unfair if we did not look at the cons of outdoor advertising. Although very few, here are some outdoor advertising challenges: 

• Outdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a reader's time.

• Messages must be brief to fit in that 2-3 second time frame. Ninety-five percent of the time, either the message or the audience is in motion.

• The nature of the way you have to buy outdoor advertising (usually a three month commitment) is not conducive to a very short, week-long campaign unless in cases where the short campaigns were arranged long in advance of the actual campaign.

Click here to see some of Flash Digital flagship outdoor advertising

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 Majority of companies trade in a highly competitive environment. Therefore, in order to succeed, a business must be able to communicate with their customers about the services or products that they provide. Signage comes in various shapes and forms, and commercial signs are there to identify or attract business for the shop, building or vehicle displaying the sign.

Nothing compliments your business image more than high quality signage outside your premises. With everybody attempting to compete for new customers, it is crucial that you stand out from everyone else. Shop signage, window graphics, vehicle signs, car wraps or internal signs should be designed and produced to suit the individual requirements of each business.

Internal signage is often overlooked when people assess their signage requirements. Whilst concentrating on external signs to create the desired impression to attract customers, they forget the advantages that internal signage can give. Whether used for promotion, displays, directions or general information, internal signage can assist you and your customers find what they need, when they need it.

Vehicle graphics and wraps are a cost effective form of advertising with a potentially large return. Any business that does not utilise its vehicles is missing out on a superb way to reach new clients. An advert in any online or telephone directory only reaches the people that are specifically searching for your product, but a company car or bakkie is seen by hundreds and possibly thousands of people every single day. So just think how many potential new customers would see your ‘advert’ over the course of a year.

Promotional signage including indoor/outdoor banners, swing signs, window graphics and floor graphics are also a very effective way to get your business noticed. This type of signage is ideal in situations when attempting to attract passing trade from the general public. Many estate agents, travel agents, and shops use pavement signs to show their latest offers or best deals.

So, ask yourself, does your company have sufficient signage?  Visit www.flashdigital.co.za for cost effective ways to brand your company today!

Tips to consider when you require your company signage to be made and installed  

1.       Gather together the main elements of your company image – company name, logo, slogan, colours and fonts used. Decide on a uniform look across all marketing and promotional items. Any elements that can be saved to disk or sent via email will save money on design charges.

2.       Decide on what signage is required. Outside premises may require fascia signs, directional signs, parking signs, information signs, ‘a’ boards, banners and/or flags. Is there anything there already, e.g. light boxes or posts? Do the signs need to be lit?

3.       Internal signs can include health and safety signs, information boards, reception branding, corporate images in meeting or conference rooms, posters, window displays and/or promotional signage, point of sale graphics.

4.       Company vehicles are a valuable marketing device that will get your company noticed. Vehicle graphics can be as bright and vibrant as required and can include photographic images as large as needed.

5.       Exhibitions, networking events and meetings are all excellent opportunities to put your company’s image in front of people. Portable exhibition systems such as banner stands and pop ups are very cost effective marketing tools. When they are not in use at these events consider using them in your reception area or meeting room.

6.       Size matters. Signs and graphics are usually custom made to your requirements so it is important to know your sizes.

7.       Do you know what the sign should be made of? Giving full details of size, location and purpose of the sign will ensure you get the right product for the job and your sign supplier can provide an accurate spec in the quote.

8.        Installation is your next consideration. Where and how will the sign be fixed? Is this something you would do yourself or would you require an installation?

9.       Choose a local, reputable company who will work with you on ideas, helping you with the specification, if necessary, provide a prompt and friendly service, give you a competitive quote and manufacture your signage to your requirements on time.

10.   Review your quote, give a clear brief for the content of the signs, provide good, usable artwork and don’t approve any layouts until you are happy. Once everything is fixed!

The Psychology of Colour

Whether we consciously think of it or not, the psychology of colour drives the way a corporate logo looks or the way a fast-food restaurant is designed. Used correctly, colour can influence the way an audience perceives a product, a company, or the services an establishment offers.

How? Notice how effective the colour blue is when dealing with business. Make no mistake why navy suits and blue insignias permeate the corporate world. This colour elicits reliability and trust. It has a calming effect as well.

Now take a look at the warmer colours of yellow and orange. Since they are common food colours they are used lavishly by many fast-food restaurants. There’s a reason for this. Colours like this evoke a hunger response.

So, determine your use of colour carefully. It means much to the response you wish to receive. There really is something to the psychology of colour!

 What does RGB stand for?

RGB stands for red, green and blue. This colour model stands for what you would see either on your television screen or computer monitor. Achieving the necessary colours in web design is different than achieving it on a printed medium. There is virtually no cost limit. Just remember that trying to represent a printed colour accurately on the web is difficult. Printed media and web colour are two different models.

 What does CMYK stand for?

CMYK stands for cyan, magenta, yellow and black. These colours are used in the four-colour process of printing which is the most common. It is the model used for most printing. Items printed this way will use one or more of these colours.

Flash Digital has launched a brand new and exciting website that is both interactive and informative. The website is laid out in a simple yet unique manner that makes it very easy to navigate. It is also the best platform to engage with the company, its products and fellow users.

Visitors to the site can enjoy reading about the latest Flash Digital specific news and news global to the industry. Those interested in interacting with other professionals in the business can post their own blogs and share thoughts on some thirst-quenching topics of relevance and value. For those who would want to receive even more regular updates there is a section on the site to register for Flash Digital’s mouth watering newsletter. Once registered, the sizzling newsletter, Flash Pulse, will be delivered to your mailbox on a regular basis.  We promise though not to overdo it!

The website is also a hub around which many Flash Digital products and services are displayed. Under the products and services tabs is detail of a wide variety of products and services that are housed within the Flash Digital brand. These are details of the company’s wide format printing range which includes pull up banners, graphic wall banners, flag banners, car branding, buntings, hanging banners and more. There is also the easy to use and assemble banners such as the L, X, Tri and many other banners.

Other sections of the new website include testimonials from some of Flash Digital’s leading clients, a quick links section that takes the visitor to the company’s list of partners and contacts.

Visit the company’s website on http://www.flashdigital.co.za and enjoy the unique and well packaged online interaction.