Got your attention yet? Just what is off-the-beaten-path advertising? In the advertising world, we call it nontraditional or out-of-home. It is advertising that just does not fit under the heading of TV, radio, print, or online. Almost anything and everything that is not on TV, radio, print, or online falls into this category. Here are a few examples:
• Taxicab tops
• Gas pump toppers
• Window clings (typically transparent signage)
• Movie theaters: posters, displays, popcorn bags, drink cups, in-theater ads
• Bar/restaurant: tent displays, restroom advertising, coasters, menus
Almost anything can fall into this category. And, yes, it can assist your business in generating ROI (return on investment). These off-the-beaten-path methods are useful tools to intercept the consumer while they are engaged in some lifestyle activity. But be conscious of this when purchasing ads in this category—production cost will tend to be higher than most other advertising choices you consider. Therefore, ensure you can afford to purchase multiple months in order to efficiently spend your money. If you have limited budget, this should not be your first choice given the production cost to produce the ads.
These off-the-beaten-path advertising mechanisms are an option that can be used to capture hard to reach consumers such as males, teens, or young adults. Literally, using one of these advertising choices can narrowly focus on higher concentration of a potential customer. In essence, your advertising dollars are working harder here than if you ran your message three times on TV for the same amount of money because there is less waste of reaching people you are not interested in.
If you have the funds and want to be creative, don’t be shy when considering an off-the-beaten-path choice. In many cases, it can be a very creative and effective means to attract the consumer you seek. Always do your homework to ensure that this is an advertising choice that your potential consumer is using. These varied methods are good for generating awareness and even evoking action if your message has a call to action, such as a telephone number to call or Web site address.
But be careful—if you use an off-the-beaten-path method to evoke action and provide a telephone number, make sure someone is there to answer the call. Nothing is worse than to have a consumer place a call at midnight and there is no one available to answer the call. Yes, a small detail like this can jeopardize success and cost you money.
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and soon to be published author of “Elements of Buying: An Advertising Reference Guide for Business Owners”. Contact: lassere@bellsouth.net
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