Thanks to Out-of-Home advertising, fashion and beauty brands are able to plan their campaigns using increasingly smart methods for reaching target audiences. Below are the select few of such methods.
1. Use data
In 2016, Timberland launched a data-based digital OOH campaign that was targeted across the entire United Kingdom. The digital campaign, which employed screens installed in public transportation and high-traffic retail outlets, displayed how dynamically renewable creatives deliver relevant targeted content. The campaign not only helped define the most suitable locations for advertisements, but also estimated the distance in steps and meters, the supposed travel time and even the number of burnt calories.
Timberland used the data cleverly to communicate the OOH message to the consumers at the locations where the former can and will be reached.
2. Use dynamic targeting
New technology and digitization of data in OOH bring forth plenty of opportunity for innovative campaigns. Last year the skin care manufacturer Elizabeth Arden held a campaign at Oxford Circus, a London tube station. A digital panel that was installed there, displayed real-time local air pollution data. This information, supported by the displayed evidence, motivated the pedestrians to use Elizabeth Arden products to “cheat the city”.
3. Keep a marketing calendar
Paying special attention to seasons, holidays, customs and traditions can go a long way toward getting through to the target audience with the relevant message. The Internet statistics show that buyers aged 16-24 actively purchase new make-up and beauty care products. Meanwhile, 57% of the audience admitted to usually spending more on clothes right around their payday. Thus, advertisers in the fashion and beauty industry get a chance to take advantage of that tendency and even influence the purchase decision within the week prior to the payday.
4. Know your audience through insight
Having delved deep into the target audience’s needs and knowing how they spend on clothing, accessories and beauty care products, brands can profit off some of the current key market tendencies.
Urbanites make use of many instruments to help them keep up with the latest trends. What they see, including on the street, is what mainly inspires them while searching for what’s currently in vogue. Brands must make sure their presence is felt and acknowledged in public spaces, in particular because purchasing decisions are often made on the go. It is most important in large cities, where it is harder to attract audience attention.
