Visibility in marketing: What does it actually mean? It actually means the extent to which a brand, its product or service is seen and recognised by its audience. And well-designed advertisements can reinforce this visibility without people even realising you're doing it.
But it's one thing to create marketing campaigns that work towards this goal, but it's putting the campaigns in "visible" places that increase exposure, because this is where your marketing really boosts ROI and delivers results.
Let's take a look at a few quick wins to boost exposure and deliver a highly visible and effective marketing campaign.
Advertise in Busy Commuter Locations
Commuter environments are one of the best places to advertise to increase visibility and exposure. This is because people pass through these spaces with increasing frequency and will be seeing the marketing materials multiple times, thus reinforcing visibility and increasing exposure with ease.
Train stations, for example, and underground platforms see thousands of people pass through each day, making tube adverts extremely lucrative options.
And a well-created advert repeated at different points throughout the station or along walkways or on points people look at as they get to where they're going means the message is reinforced without it being overly obvious.
Place Campaigns Where People Wait
This is really important. You do not want your adverts to be placed where people don't stop. While it might seem like a good idea, people moving through spaces won't stop to read something or pay too much attention to the environment. They'll be focused on getting to where they need to be.
Let's say you have the choice of placing an ad on a busy street or at a bus stop. Where will people pay more attention? When they're waiting at a bus stop. It's these small tweaks that are subtle that create the biggest difference to ROI and visibility.
Keep It Simple
The key to increased visibility and exposure is not to overcomplicate anything. If you're focusing on busy environments, people rarely stop to read something they see. You're working with quick glances in passing or people staring at something but not really registering it fully.
And this means you have clear visuals, strong headlines and a focused message. You don't want complicated, you don't want hard-to-read fonts or anything that looks clever but takes more than a second to absorb. Simple, straight to the point, easily identifiable. This is who the message sticks to, i.e. your marketing goal.
Run the Same Campaign in Multiple Locations
Let's set the scene here. You decided to run your campaign in tube stations. Limiting your tube adverts to one station can have somewhat of an impact, but rolling it out over multiple stations, especially on popular routes or stations where people frequently change over, will have more of an impact. For example, if someone gets on at one tube station, then swaps at another one before leaving at the third station, if your advert is in each station, you're increasing your visit easily. They'll see this twice in one day as they go to and from work, and then even daily for however many days that week they take that route.
