CONSTRUCTION

Target audience
Is represented by persons or companies who may be most interested in your product or service. Usually, these target groups can be categorized according to a set of criteria such as: age, gender, location, education, socio-economic status, needs. Identifying the target group for your product is necessary regardless of the advertising channel you choose.

For the construction market, the potential clients are divided in two big categories: private persons and companies. Even the way you communicate with these two groups must be different precisely because the needs and expectations of the two groups are different.

In addition to identifying the type of your customers, you must also identify the locations, the areas where you are most likely to find them. How do you do that? Identify the needs, interests, areas in which they spend their free time or, in the case of legal entities, the fairs, events or exhibitions in which they participate.

Examples of target advertising

1st case – Design or construction company that implements smaller projects.
In order to find your target audience which are persons and companies that need implementing smaller projects, your outdoor campaign should be displayed on billboards in residential areas, at the city entrances, in the smaller cities and villages around. Given that the addressability is to a very large number of potential customers, the very crowded areas must be targeted, namely the areas of shopping centers, central areas, nurseries, schools, big intersections.

2nd case – Design or construction company for industrial halls or residential complexes
The outdoor campaign should focus on the centers of cities in expansion, developing industrial areas and very important, in the area of DIY stores. Other cities in the area are of interest because clients can choose a company not necessary from their city.

Understanding competition is an essential factor in marketing and advertising strategy for any type of business. Positioning your company in a crowded market can only be done by what differentiates you from other companies. Are you really different? Are your products or services slightly better than those offered by the competition? Anecdotally we can say that most of us think about our business that it stands out from the competition and that we have something special to offer customers, but maybe less than 10% we actually look and measure at what extent is this validated in the market.

Try to interact from the customer position with your competition, see if you have something to learn from the way they approach their customers.
Talk with their customers, but also with yours.It's interesting to find out what they like and don't like about your business and what you can improve.
In the digital age, the easiest way to research and know the competition is the Internet, where you have to do a thorough search, both related to products or services and customer opinions.

Examples of campaign preparation taking the competition into account:

1st case – Design company

Your campaign should have information about what is the thing that sets you apart from the other similar companies in the market, e.g. the experience in a certain type of construction plans, modern ideas, 3D simulations offered to clients, the complexity of your portfolio or collaborations with architects or designers. The campaign can be built for a certain type of client that you aim to address or for all clients that can need your services.

2nd case – Construction company

The company can approach the entire campaign from the perspective of the constructions they build, the experience they accumulated, their ability to analyze the project and offer the best solution for the client. The displayed billboards should be around big DIY stores, residential areas and smaller cities around.

In the case of an outdoor advertising campaign, but not only, the establishment of your strengths starts from the study of the competition and from the real identification of your customers' needs.

In the case of a design company, the strengths can be: the experience in a certain area of design, modern ideas, the complexity of the projects they usually approach, the collaboration with other specialized professionals.

In the case of a construction company, the strengths can be the use of quality materials and the work they provide, the cutting-edge technology used, compliance with environment regulations, short terms that are always respected, building turnkey constructions which implies involving other professionals in different fields. In presenting the portfolio, use photos and films that depict the constructions stages, the way of implementation so the client can imagine how the collaboration can flow.

• Make it clear who your target audience is.
• Display your outdoor campaign on billboards close to areas in development and industrial zones.
• Display your campaign on billboards at entrances to the city where a lot of people are passig by coming from other cities.
  
• Target competition by exhibiting on billboards in their areas of interest.
  
• Use outdoor advertising together with social media tools, in the graphic design of your outdoor campaign, insert your social media addresses. Online, use the adapted graphic design made for the billboards, so that the two displays can be easily associated, thus increasing your notoriety. 
  
• Outdoor advertising goes hand in hand with online. Avoid displaying phone numbers on billboards, rather insert a site address to direct your audience to it. It must be easy to use and have a modern and airy look. The public will remember the name of the company or the name of the residential complex and will later search for them online, reaching your website, and if it is well done, there are great chances for them to contact you. 

It is important to have a discussion with us, in order for you to be sure that the promotion solution will meet your expectations.

We know that your ideas and vision are important and we always try to implement them as faithfully as possible in the campaign.

At the same time, it's important to trust the advertising agency who's goal is also to get the best results from your campaign. Sometimes, we will suggest you to give up ideas, images or colors that - although, at first glance, they seem fine - for outdoor advertising they don't work.

Think that you only have 5 seconds to impress the customer with a billboard. You can find out more in the #How the graphic design should look.

It would be ideal for you to establish a budget that you want to allocate to the campaign, at least for the next 6 months, and then, depending on the response you have following this promotion, to supplement it.

The implementation of the advertising campaign is designed to work as easily as possible for you. We take care of everything.

After establishing together the areas of interest, the target audience and the campaign budget, we select, also together, those advertising spaces that best value your business. You will be able to view the proposed advertising supports, interactively, on a map with GPS positions, pictures and information about the audience and points of interest in the vicinity of that billboard.

We establish together the promotion strategy, the campaign interval and the graphic design. Through simulations actually placed over a picture of a billboard similar to the one you choose for promotion, you will be able to figure out what the implemented campaign will look like #how the graphic design should look like.

Afterwards, we take care of the #printing of the advertising materials for the billboard. We can also offer you free print samples. The next step is to install the printed materials on the billboards. After the campaign is implemented, you will receive an installation report, which also contains photos of the ready installed banners on the billboards.

We suggest you follow the results of your campaign in order to quantify the return on investment in the outdoor advertising. How can you do this? Simple, when you interact by email or phone with a new customer, you always ask them how they came to contact you..

It is also important to pay attention to the overlapping or intersecting effect of different promotion methods, as many customers will be inclined to say that they found out about you from the online environment, even if the decision to contact you or find out more about you came after viewing an outdoor campaign.

Online is complementary to outdoor: the customer can retain your brand or product on the billboard and act later, looking for information online about your company.