Advertising with high conversion rates all have these characteristics!

Five years ago, a trend emerged - traditional enterprises transformed into the Internet.

Today, most companies are based on mature online operations and are looking for new traffic entrances offline. The combination of online and offline operations is slowly becoming the basic operating framework for traditional companies.

So in the current booming Internet environment, is it still necessary to invest in offline advertising based mainly on pictures and posters?

The answer is: Yes (I am not in advertising sales, nor do I work in an advertising company, this only comes from market experience)!

1. Concerns about offline advertising

1. Regardless of the form of advertising, data can give people a sense of security

Because we have been in the Internet environment for a long time, everyone is more sensitive to data. In the past, offline advertising could not generate accurate data, and the effect of the advertising could not be guaranteed. It was more of a pure brand display, which made advertisers lack a sense of security.

With the rise of AI technology, a new form of offline advertising that can evaluate data has emerged. For example, an AI camera is installed on an LED screen. When your advertising poster is uploaded, users who are a certain distance away from the screen will be recognized by the camera, which is considered an exposure.

But personally, I think the existence of cameras is to give advertisers a sense of security. As long as there is data, there is a sense of security. Everything else is no different from regular offline advertising.

For online advertising, we can continuously optimize the landing page and conduct A/B testing on the copy and outer images. The entire process relies on data. For offline advertising, A/B testing and data monitoring can also be performed on poster design, delivery scenarios and time.

1. Offline advertising has its unique advantages

According to the "China Integrated Marketing Services Industry Market Research" report issued by Sullivan, the size of the offline media market increased from 54.99 billion yuan in 2015 to 76.80 billion yuan in 2017, with a compound growth rate of 18.20%. Existence is reasonable, and growth is reasonable.

Offline advertising has the following characteristics:

1. High user reach and real traffic;
2. Strong experience and a sense of immersion in the scene;
3. After being bombarded with Internet ads for so long, seeing it with my own eyes made me more convinced.

In this era of data-driven marketing, any advertising must focus on the integration of brand and effect, and offline advertising must find a point of convergence with online advertising.

2. Scenario-based design should consider four elements

As the title says, I read about 1,000 posters in a week, mainly by searching keywords on Baidu and other image websites, as well as subway and bus advertisements, building billboards, community advertisements, etc. on my way to and from get off work;

It was found that offline advertising is not only related to the materials, but also to specific scenarios.

1. Most offline posters are purely brand-based

Among these 1,000 posters, at least half are based on pure brand exposure. Pure brand here refers to those that are not oriented towards actual real output. They have one thing in common, they all contain two elements: logo and landline.

Not to mention whether there are incoming calls, just the fact that the phone is placed here, how do we evaluate whether this channel, this billboard, and this scene are valuable?

If the evaluation is not effect-oriented, it always feels like the budget is wasted. Please block it if you have a large budget.

1. The advertising scenarios are not fully considered

According to experience, offline advertising should at least take into account the following four points:

(1) Line of sight

Viewing distance determines the reach of the advertisement. For example, for a billboard on one side of the road, after measuring its size, estimate the maximum reach distance from the billboard based on the range of crowd activities (the maximum distance is the maximum distance from the side of the road on one side of the billboard to the billboard);

Then when designing the poster, you must ensure that the key advertising information can be clearly seen at this maximum viewing distance.

Of course, the billboard is very small and the visual distance is very long. Here we just share the impact of visual distance on reach rate.

(2) Viewing range

View width determines the completeness of ad reach. For example, in the light box advertisements on both sides of the subway track, the size of the advertising poster is consistent with the size of the light box, but the size of the subway window is smaller than the light box, and the user's line of sight in the subway car is limited;

And when I saw posters of an educational institution on the subway, I could never see them completely, as I had to move a few steps in the car to get the key information.

Therefore, in poster design, when displaying key information points, we must consider the field of vision and show key elements such as core selling points to as many people as possible who have the right perspective.

(3) Color difference

Color difference determines the attention of the advertisement. In offline user scenarios, strong visual contrast is definitely a means to attract attention.

For example, on highways, there are usually green plants on both sides. If the main color of the billboard is still green, it will have no meaning.

On the premise of ensuring the main color tone of the brand, we can combine it with the current marketing scenario, make certain adjustments, and fit in with the surrounding environment to gain the greatest attention.

(4) Interaction

In offline advertising interactions, there are two roles: people and media. There are three forms of interaction between people and media. Only when there is an interactive relationship between media and people can there be a touch:

1. Mobile media and static people: For example, when you order takeout in the office, the merchant puts a small card in the package. The person is static, and the card is dynamic.
2. Static media and moving people: For example, when passing by a billboard on a building, the person is moving, but the billboard is stationary;
3. Mobile media and mobile people: for example, car body advertisements coming and going on the streets, and pedestrians passing by in a hurry, people and media are all moving.

3. Posters with high conversion rates are supported by data

Technology acquires data, and data drives marketing. After analyzing several offline posters, we summarized the following four essential elements of posters, three of which can be quantified through data.

Of course, these four points are just elements. The core content is still the product selling points and advertising creativity, which are the key to user decision-making.

1. logo

Offline advertising is generally hard advertising and straightforward.

A logo is a symbol used to indicate the characteristics of a brand, so it must be one of the four elements.

1. Parameter QR code

QR codes are standard on today’s posters, whether online or offline, but they are generally universal QR codes that do not have parameter recognition.

When we placed elevator advertisements in a high-end residential area in Shenzhen, we set up parameter QR codes for each poster of each building in the community, so as to obtain the number of scans within a certain period of time and evaluate the necessity and traffic-generating value of this advertising element.

1. Dedicated telephone

This will incur certain costs, as it requires setting up a separate phone number for each channel, and obtaining incoming calls under the premise of being results-oriented.

1. Guide search box

The guiding search box on the poster is often overlooked in many poster designs.

For a completely new user, the content on the poster alone is not enough for him to understand you. Trust is the key, and today's users believe what they see with their own eyes, even if it is not necessarily true.

Add a search box element to the poster, add keywords in the box, and guide users to search for this word on the search engine, provided that the search engine can find some information on the company's official website or sub-website through this word.

Just imagine that the time a person stays in front of the media is limited. You can't let him scan the code or call in, but at least you can give a user the opportunity to understand the product.

By analyzing the website’s backend data, we can determine how many people have visited which pages through this keyword, and evaluate how much traffic was obtained in this campaign, whether it is UV or PV.

1. A/B Testing

A/B testing is generally used in online advertising. Similarly, testing can also be conducted during the offline advertising cycle. While retaining the above four elements, the advertising creativity, element position and size, selling point information position and size, basic color tone, poster composition, etc. are continuously optimized based on the incoming call volume, code scan volume, and search volume.

With data, we have courage, and with courage and motivation, we will do better and better.

4. Online + offline = maximum effect

A combination of promotions maximizes the effect. The cost of single network operation is getting higher and higher; the effect of single offline advertising is difficult to control, so the concept of private domain traffic has become popular.

Private domain traffic is accurate, highly sticky, has low post-production costs, and strong brand extensibility, but the development of private domain traffic is a long-term process of refined operations. With data as support, online operations are combined with offline promotion to form a closed loop of traffic to maximize the effect.

Author: Lei Lei's Operation View

Source: Lei Lei's Operation View