Consumer spending in bricks-and-mortar and online stores is forecast to increase by 4.5% during the 2023/24 festive period. However, with news of economic uncertainty, inflation and rising interest rates, consumers are likely to take a more conscious approach to their shopping - meaning that if you're looking to boost seasonal sales figures, you'll need to be much more strategic and forward-thinking in your marketing activities.
DOOH advertising provides an effective and proven way to reach consumers in a contextual environment, on the path to purchase and at the point of purchase. With complete flexibility, dynamic creative options, advanced location-based audience targeting, DOOH offers all the tools you need to gain market share and influence buying behavior during the busiest time of the year.
Here are 3 ways you can leverage DOOH to achieve your sales goals during the holidays:
- Quick activation: be ahead of the game
One of the biggest advantages of DOOH is the speed and flexibility with which you can launch and optimize your campaigns. In an environment of ever-changing economic and consumer trends, the need for an agile media plan has never been more important. DOOH provides the ability to control media power, change messages, creative and visuals, add specific media types or locations.
Whether you want to run a targeted campaign just a few days before a holiday like Black Friday or Christmas, DOOH will allow you to launch campaigns in record time while also allowing you to control the strength of your deployments with select formats.
Pro tip: yes, you can even change creatives on the fly based on different sales events: for example, if you're a local retailer looking to boost sales during the winter holidays, you can quickly plan and execute a campaign that directs shoppers within a busy mall or shopping centre to the nearest store, promote time-sensitive offers as they evolve, or even swap creatives to work with a countdown/countdown to key holidays to create a sense of urgency.
2. DOOH is for reaching customers at key moments!
DOOH areas are located in places where there is a high frequency of people moving around and going shopping, LEDs at intersections, post offices, and places where people are resting or waiting to see a doctor. So you have endless possibilities to reach your target audience at multiple points along their daily journey. Whether your audience is commuting to and from work, running errands, working out at the gym, shopping for groceries, stopping at the gas station - DOOH allows you to reach consumers throughout their day where and when they are most likely to be.
3. Extend your marketing to online + offline channels
Cross-screen marketing has proven to be one of the most effective ways to reach consumers. Research has shown that it can increase conversion rates by up to 70% - so it's vital to build a consistent brand message and engage consumers across multiple touchpoints both online and offline to ensure consistency for an effective reach.
By retargeting an audience that has already seen your ad, you can re-engage them. This allows you to create consistent stories that follow the consumer journey even with the help of flexible DOOH. Vary the creative, shift and evolve the messaging, play with your potential customer and offer them more.
The Christmas season presents a great opportunity to stand out in an ever-changing shopping environment and influence purchasing decisions literally in real time. With complete flexibility, dynamic creative options, advanced location-based audience targeting, DOOH allows you to reach consumers at different points in their shopping journey and on their journey to you.
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