Our recent work for Solicitors Mosshaselhurst included a mixture
of offline and online. The offline comprising direct marketing and
Out of home advertising (OOH), which is basically, as it says, any
medium that reaches the target market out of their home.
For us it was the obvious route for such a specialist industry,
using online for specific or related searches and consumer
engagement, but using offline to reach potential customers in
transit. Just look at the research telling us the huge relevance of
OOH, media transformed by digital technology.
Campaign, for instance, reports that Out-of-home is reaching its
'big bang' moment as technology, data and infrastructure are now
seamlessly coming together.
Les Binet and Peter Field’s recent IPA study, Marketing
Effectiveness in the Digital Era, again draws attention to the
importance of reach and time spent with a medium as key drivers of
effectiveness. The fact that out-of-home, in its entirety,
continues to deliver more than 90% reach and three hours spent in
its company every day, underlines its importance and resilience in
a transforming media landscape.
OOH has been transformed by digitisation over the past few years
and that aggressive digital focus
will continue in 2018. Fifty per cent of OOH revenue will be
digital, and digital alone will be able to reach 50% of the
population.
A significant development will be the delivery of more scaled
automated trading. We’ve seen lots of column inches and many
promises, but we’re starting to see the full delivery of automated
booking across the industry, albeit at varied pace. For
advertisers, the key benefit is speed.
Powered by more prolific, accessible and usable data, digital
OOH will be used in more dynamic ways and deliver a growing array
of benefits to advertisers.
Media owners’ tireless and relentless pursuit of a better
product will bring an incredible line-up of new offerings in 2018
as digital technology continues to evolve, ensuring that OOH will
be an integral part of the media mix.
Of course, with this mass digitisation of OOH, it also presents
a new creative palette and we’ve seen only a fraction of what’s
possible as frank virtual starts to embrace the new
opportunity.
Exciting times ahead.
2018
Mosshaselhurst 6 sheet poster campaign by frank virtual
Out of home advertisingsee’s massive growth in
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So hopefully this newsletter will give you some insight into the
way we work and what we are about.
We have been around quite a while, looking after and developing
clients large and small. Our portfolio is impressive stretching
from The London Eye, British Airways, Madame Tussauds and The Army,
through to a range of SME’s.
We will over the next few issues focus on some of those more
recognisable and classic pieces of work as well as the more
regionally focussed campaigns, demonstrating that both thoughtful
branding and considered strategy works, no matter the size of
company involved.
For instance, in this issue, we’ve included some thoughts on Out
of Home media, as it impacted directly on our recent work with
Mosshaselhurst solicitors.
Of course, it isn’t just the right strategy that makes a
successful campaign, creative thinking is of equal importance,
after all it’s no good appearing in the right media, if your
message doesn’t cut through.
With the legal profession, getting the initial briefing right is
even more imperative, as it dictates the way forward. Solicitors
need to appear professional of course, but that cannot mean stiff
and starchy, after all that is how they might well
be seen by the outside world, but, in reality they are all human
beings and should always come across as real, approachable
people.
The tone-of-voice we used, both visually and written, reflected
the human side of the solicitors involved, making them real people
with the same frailties and emotions as their prospective
clientele, but obviously endowing them with the skills to help you
through your difficulties.
The simple proposition ‘reliably thorough’ underpinned the
campaign, creating a platform for the visual work to stand apart
from the competition.
It’s all down to making your brand talk to the right market
place in the right tone-of-voice and engage with them in the right
manner – something that can only come from working hand-in-hand
with a trusting and considered client. Successful marketing is
always a two-way street – client and agency working together to
produce the right result.
For further info contact Richard Forman on 07803 796422
or [email protected]
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Mosshaselhurst Brochure by frank virtual
You may not know too much about frank virtual
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