19 Sep 2019

Outdoor Advertising is Silent but Deadly According to New Research

6-Sheet Poster

The latest research conducted by Acacia Avenue and commissioned by Clear Channel Outdoor UK - Sign of the Times - reveals how outdoor advertising can be used by advertisers to build trust and influence audiences in the current climate. The results were unveiled by Caroline Hayter, Co-founder and Strategist at Acacia Avenue, at Clear Channel Outdoor’s Ideas Seminar, held at the London Transport Museum and attended by more than 100 agency and client guests.

In the context of what’s going on in the world, Acacia Avenue has identified five major themes impacting consumer behaviour:

  • Erratic decision-making behaviour - can be explained by the phenomena of ‘choking’ and ‘perceptual narrowing’. People are either losing faith in their own intuition or relying too much on it.
  • Reappraisal of entrenched habits – has led to people trading down and trimming expenditure wherever they can, or trading up to little indulgences instead of big ones.
  • Behaving in step with popular culture – people are feeling a need, whether or not they’ve been directly affected by the recession, to behave in a more modest way.
  • A time of nostalgia – people are looking backwards rather than forwards, giving themselves a sense of stability.
  • The issue of trust - people are on the look out for brands that offer them reliability, consistency, knowledge and professionalism and are quite apt at reading signals of desperation or lack of transparency when it comes to decoding every day brands.



So what does this mean for brands? According to the respondents, brands should:

1. Give me confidence. One of the worst things that a brand can do at this point in time is to go silent – just as nature hates a vacuum, in a climate like this, brands going mute are likely to have their relationships with customers severely compromised. Out-of-home’s stature gives it credibility and newsworthiness that punches well above its weight in today’s environment. Frequency of both message and touchpoint is an important part of projecting a brand’s confidence.

2. Tell me a story. Story-telling is an implicit way of gaining people’s trust as the brand is giving something to its customers – any intrigue gains attention, it engages the viewer and enhances talkability. Because outdoor is so public, more people are likely to be part of the storytelling and subsequent word-of-mouth activity. Multiple sites and messages can also be used to dimensionalise a story and maintain momentum.

3. What’s the catch? Press ads with a heavy amount of copy were criticized by the respondents, with small print in particular being found to have the potential to undermine an entire ad. Consumers are calling on brands not to overstate or say too much – simplicity is king as it communicates confidence and transparency. This is where outdoor comes into its own.

4. Make it easy for me. Ads that direct people to instant call-to-actions were praised as the decision could be made before they knew it. Outdoor was heralded in particular for being able to democratically plant an idea in people’s minds, particularly at point-of-sale.

5. Take me away from it all. Pyschology reveals that for the human mind, bad is stronger than good. People want to be lifted from the doom and gloom around them, and the more lifts they get, the better. Entertainment is more important than ever, and outdoor is a medium that people turn to for entertainment when they are out and about, particularly when driving or waiting.

6. Let me decide. People resent being second-guessed by a brand, they want to decide what is worthy of their attention. Consumers recognise that outdoor may have a subconscious effect on them. For example, one respondent said: “It gets inside people’s minds, it is silent but deadly.”

7. Urban colour. Whether consciously or not, people use outdoor as a means of day to day navigation – ads act as signposts that people look out for, and they miss them when they’re not there. Long-term ownership of an outdoor site has particular relevance for this theme as it makes the brand a daily presence and expected part of a journey. It also demonstrates that a brand is stable, committed and reliable.

8. Standing alone. Independent messages that are not fighting clutter deliver messages and provide newsworthiness. The surrounding context and nature of outdoor advertising give brand messages strength and help them to be perceived as clear and independent. Isolated sites in particular punch well above their weight.

 

According to Pip Hainsworth, Marketing Director at Clear Channel Outdoor UK: “This study reveals essential insights into how outdoor is perceived in the context of trust and will enable us to better inform current and prospective advertisers about how outdoor can build brand influence and engage audiences.

“Clear Channel Outdoor’s investment in research is the largest in our industry and this latest study, in conjunction with our work in the area of econometrics, will continue to push outdoor as a vital, and increasingly important, part of the media mix.”

96-Sheet Billboard

Methodology

The research project recruited ABC1 consumers aged 18 to 34 years and tasked them with following a number of brands over a 10 day period. Respondents were invited to blog about every interaction they had with these brands – from above the line advertising, to shop-fronts, to people using the product/service, to word of mouth. Over the fieldwork period, respondents captured photos of ads, noted down what caught their eye, what mood they were in, and how they felt about the ads they saw. The blogs formed the basis for discussion during eight individual face to face depth interviews, to enable a better understanding of the role of outdoor within the media mix.

Two mini focus groups were also carried out, acting as a forum for a dynamic conversation with consumers around trust and the role of outdoor. Prior to attending the focus groups, participants assembled a collage about what trust meant to them, and also wrote a story about trusting a brand.


About Acacia Avenue

Acacia Avenue is a research and strategy consultancy, specialising in a multi-strand qualitative technique. Their toolkit encompasses a full range of consumer interviewing, observation, ethnography, workshops, desk research such as semiotics and cultural analysis.

Image Monster Make Waves with their Boat Wrap

Quad Zeus Boat

The world’s first quadruple Zeus®-powered vessel is making its public debut this week in Fort Lauderdale, sporting the wildest look ever seen on a sportfish boat.

QuadZeus.com is a 60-foot convertible, powered by four Cummins MerCruiser Diesel QSC8.3-liter 600-hp engine/pod units, giving it joystick maneuverability and outstanding speed + range. This boat was on display Oct. 29 though Nov. 1 at the Bahia Mar in Fort Lauderdale, Florida, in conjunction with the Fort Lauderdale International Boat Show.  And it was hard to miss: It was wrapped with a mural painted by renowned marine artist Steve Goione.  Design, layout, and printing was the responsibility of Image Monster’s own head designer Zach Schaeffer.  A boat wrap of this proportion required the assistance of some of the nation’s most experienced installers.

Steve & Zach worked hand in hand to create a stunning design that would bring people closer to see what really makes QuadZeus.com special: its state-of-the-art marine propulsion system.   The result of 15 years of research and testing, Zeus pod propulsion delivers a whole new level of performance, fuel efficiency, protection and vessel control.

Quad Zeus Application


Since its doors first opened in 1999, Image Monster has prided itself on being a creative and effective answer in the large format digital printing industry. With abilities too numerous to mention, their skilled team educates their clients in small business visual marketing, fine art reproduction, vehicle wraps, custom artwork, etc.

Jed and Karen McDonough started www.ImageMonster.com as a home-based business with a single printer. Today, the business is housed in a 4,000 square foot retail facility that boasts one of the largest photo-quality printers on the East Coast. The New Centre Drive retail location is complemented by an installation facility available for larger jobs. Despite such success, Jed and Karen’s young company continues to take pride in helping small businesses like their own gain maximum exposure by utilizing better and newer technologies and by developing cutting-edge marketing concepts for all price ranges. As a result, Image Monster’s services have expanded from printing to include intensive graphic design, full vehicle wraps, fine art reproductions, and a variety of trade show graphics. If you can imagine it, www.ImageMonster.com can print it, BIG!

Production companies join forces to launch new Concept & Build service

1 lump or 2?

Event production specialist GTMS and large-scale prop maker Model-Tec Studio are combining expertise to offer clients in a range of industry sectors a new Concept & Build service thanks to the launch of a one-stop-shop website.

The joint venture between the companies is set to benefit both new and existing clients. The new site www.concept-build.co.uk is now live and clients can now source one-off bespoke props and themed displays to large European experiential touring kits from the Concept & Build service.

The new Concept & Build team comprises multi-skilled, experienced artisans with the capability and resource to fulfill any project - from conception through manufacture to installation.

Both GTMS and Model-Tec Studio bring a proven track record across a wide range of industries from fine art and interior, technology and international motorsport to experiential and architectural.

GTMS’ Director, Dominik Short said, “Combining our efforts with Model-Tec Studio will give us the tools to deliver even greater projects with ease and confidence. This new service is a designer's dream and we will provide tailor made solutions for artists, creative directors and engineers alike.”

The joint venture is borne out of numerous successful, high-profile projects the companies have undertaken together in the past including the creation of giant coffee jar for a leading brand so large it required a 7.5t truck to transport it.

Hampshire based GTMS is one of the UK’s leading event production and high impact branding companies and has 25 years of experience under its belt. Sussex-based Model-Tec Studio was established a decade ago and comprises a team of multi-skilled and experienced artisans.

GTMS’ and Model-Tec Studio’s combined client portfolio includes Fat Face, Goodwood, Allen Jones, Bacardi and an array of experiential, marketing and PR agencies. GTMS also offers large format print services for large-scale and complex projects. www.print-large.co.uk.

Andy Dance Director of Model-Tec Studio said: “We have worked with GTMS on a number of projects to date and we share their passion and dedication. The Model-Tec Studio team has a great deal to offer in terms of experience and complimentary expertise and Concept & Build will ensure greater exposure and open new doors.”

Dominik Short said, “Launching the Concept & Build website is an exciting step forward for GTMS and will dramatically increase our position in the market to undertake those larger projects. Because we have everything under one roof we are able to add value to everything we do and work closely with our clients to deliver far greater results and save them money!”

GTMS’ forward-thinking team of 23 employees operates from under one roof – a 38,000 sq. ft purpose-built site complete with offices, print house, build workshops and warehouse.

About Megaprint Inc - Large Format Printing Specialists

 

Megaprint Hq

MegaPrint operates out of Plymouth, NH., a small college town of 4000 in the Lakes Region, close by the skiing and hiking of the White Mountains. Lots of rock climbers, skiers, and hikers work here! It's a really happy place, too. We've been in business for 15 years.

The movie "On Golden Pond" was filmed just a few miles from our shop. We think we're very fortunate to live in such beautiful surroundings. Our company employs 16 people, four have been here for 10 years or more. We have a 17,500 square foot facility designed specifically for wide format printing. It's all we do, and we are really good at it.

This is our third building, and we've added on three times since we built it in 1998. Having a specific purpose, climate controlled facility allows us to produce your job beautifully, quickly, and efficiently.

What makes us really special is our people. Our output team of eight graphic designers has a combined 58 years in the business. The four people in our finishing department have 32 years! We have the experience to do your work on time, affordable, and beautifully.

Try us once - we'll make you happy! We guarantee your satisfaction, and our promise is to tear up the bill if we don't.

 

Call Megaprint on Tel: 800-590-7850, (603) 536-2900, email This email address is being protected from spambots. You need JavaScript enabled to view it. or visit their website at www.megaprint.com - Megaprint also maintain an excellent Blog which you can read at blog.megaprint.com

Megaprint Team

 

Exhibitors and Sponsors Flock to FESPA 2010 as Market-leading Imaging Event

FESPA 2010

FESPA 2010 on track to be the largest ever industry event with a host of debut exhibitors and companies committing to their biggest ever stands

Exhibitor bookings for FESPA 2010 (22 – 26 June, Messe Munich), FESPA’s flagship global event for screen, digital and textile printing, continue to build momentum with 25,000 square metres of exhibition space already contracted. More than eight months before the show, over three quarters of the total exhibition area is now committed.

Expected to be the largest event for the image makers, FESPA 2010 has halls dedicated to screen printing, garment decoration and digital printing technologies. The exhibitor list includes a raft of first-time exhibitors, particularly amongst finishing and display companies including Elitron, Expo Concepts, McDisplay, Promic, Schilder, Showshop Display, VHF and Zemat.

The digital area at FESPA 2010 is on track to be the biggest digital exhibition in Europe, already greater in size than FESPA Digital 2009. The space allocated to digital exhibitors is already 80% contracted, with companies such as 3M, Durst, EFI, Epson, Fujifilm Sericol, HP, IGEPA, INX Digital, Mimaki, Orafol, Roland, and WP Digital, taking their biggest stands ever.

FESPA Fabric will be a specific event within FESPA 2010 focussing on garment decoration in particular. The event is rapidly gaining momentum and has spurred interest from associated decoration disciplines such as embroidery, laser-cutting, and rhinestone applications. FESPA Fabric exhibitors include first-time participants such as Anvil, E-nygma, Magna Colours, QCM, Secabo, and Stamion, as well as established FESPA exhibitors which have taken their biggest stands to date: Kornit; Falk & Ross; Polyone Wilflex, San Roque and Sawgrass. Screen printing guru Charlie Taublieb and Scott Fresener, owner of T-Biz Network International have confirmed key showcase sessions at FESPA Fabric.

FESPA 2010 sponsors renew support

Past sponsors of FESPA, including HP, EFI and Kiian have renewed their support for FESPA 2010 as Corporate and Platinum Sponsors respectively. Xaar will continue its relationship with FESPA as its Global Technology Partner for the event, and Durst will be FESPA’s first ever Innovation Sponsor. FESPA Fabric will enjoy the sponsorship of Kornit and Falk & Ross.

Frazer Chesterman, Managing Director FESPA, comments: “In this challenging climate, the fact that we are 25% up on bookings compared with the same period ahead of FESPA 2007 in Berlin is testament to FESPA’s market-leading position and indisputable reputation as a world-class exhibition organiser. With each show, FESPA attracts new exhibitors and visitor audiences and FESPA 2010 is on track to be the most important and largest global event the industry has seen.”

“FESPA continues to grow in importance, which is why, for the fourth year running we are supporting the event as Corporate Sponsor,” said François Martin, marketing director, Graphics Solutions Business EMEA, HP. “It is an ideal place for sign and display print service providers and suppliers to do business, network with their peers and attend informative seminars and conferences. We are looking forward to another successful FESPA and to sharing HP’s latest technology with the visitors to the show.”

Paul Cripps, Managing Director EFI Europe, comments: “Following a very impactful launch of our new VUTEk GS super wide format printers at FESPA 2009 in Amsterdam, EFI is really looking forward to FESPA 2010 in Munich. EFI has once more decided to extend its Platinum Sponsorship of FESPA, which remains one of the world’s most powerful marketing and sales events in the industry. The team at FESPA works with us closely to give us the best possible return on our investment. The innovations we launched this year at FESPA Digital used the best possible marketing platform available. At the tail end of the economic downturn, hopefully by June next year, we are confident that we will once more see a big return on investment in terms of sales at FESPA’s main event.”

Mark Alexander, Director of Marketing, Xaar, comments: “We’re thrilled to continue our relationship with FESPA as its Global Technology Partner for the third year running at FESPA 2010. FESPA’s events always provide us with the strongest platform to engage with existing and potential OEM partners and to speak to the industry’s movers and shakers to find out first-hand about the market’s inkjet technology needs and how Xaar can most effectively meet them.”

Cancer charity event beats the banner thieves thanks to GTMS

GTMS logo

A leading branding and event company has stepped in at the eleventh hour to help a cancer support group after thieves stole its banners on two occasions.

Hampshire firm GTMS designed, printed and installed a new banner for the Ovarian Cancer Support Group in Portsmouth which had teamed up with a local pub to hold a fundraising week for the Eve appeal in Partnership with Ovacome – a gynaecology and cancer research fund.

But two banners outside the pub promoting the event were both stolen and when Dominik Short, GTMS’ Director of GTMS read about the theft in the local newspaper, he acted immediately.

“We wanted to help despite time being tight so we offered to design and print a new banner free of charge,” said Dominik.

The new 3m x1.5m banner was ready and in place the day before the final event, a fundraising swinging 60s party, took place raising £2,000 for the charity.

“We are very used to working to very tight timescales – but at less than 12 hours this was probably the tightest yet!” said Dominik. 

Ovarian Cancer survivor Dorothy Petty, who set up the local support group earlier this year, was delighted to receive GTMS’ offer.

“When GTMS called and said they could print a new banner, I was thrilled. We were shocked and disappointed when the original banners were stolen but GTMS’ generosity has really made up for it. It shows that there are people out there willing to help,” said Dorothy.

GTMS provides exceptional print services for large scale and complex projects, in addition to offering branding and event production. With 25 years’ experience under its belt and a wealth of prestigious clients – including the BBC, e-on, Bacardi, Marks & Spencer and Fat Face, GTMS takes care of every aspect from the initial design through to the production and installation by its expert team.

The forward-thinking team of 22 employees operates from under one roof – a 38,000 sq. ft purpose-built site complete with offices, workshops and warehouse.