DIY

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.

In the field of DIY, your customers are divided into three main categories: individuals, small builders and large construction companies. Each DIY store usually has a specific way of approaching each category of customers. For example, a local store can offer small builders the opportunity to negotiate the price according to the desired quantities, can offer all customers free shipping in a certain area, or the possibility of placing orders by phone, maybe even free advice. On the other hand, stores that are part of national chains are usually built on a large area and thus can exhibit a greater variety of products and have a higher turnover of goods, will be able to offer lower prices for some products.

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 – Local building materials store

For local shops, some of the most important customers are individuals who start building a house, small builders and construction companies in the city. These customers usually want personalized offers and to be able to negotiate their prices. This is the great advantage of local stores, as they can focus more on projects and the personalized needs of the customer. These stores must be promoted throughout the city, in its surrounding areas but also in the area of construction sites where construction is carried out there is a much higher probability of causing the customer to choose your products and make an immediate purchase. Displaying the campaign at city entrances or even in other smaller cities in the area, will help increase your company's notoriety. 

2nd case – DIY store that is part of a national network

Marketers should focus on city entrances for traffic transiting the city, in the industrial and central areas of the city for product campaigns. Product campaigns are important because most national store chains have a well-built and well-known brand, and can drive additional in-store traffic only through new promotions or products. Promotions from a certain period can be displayed either outdoors on advertising stands or through the distribution of leaflets or magazines.

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.

In the case of an outdoor or any other advertising campaign, the establishment of your strengths starts from the study of the competition and from the real identification of your customers' needs. You don't just have to differentiate yourself from the competition, but you have to come up with solutions and products that help the evolution of the market and the satisfaction of your customers' needs.

In the case of a local DIY store, your strengths can be: easy interaction with the customer, knowledge of the local market and builders/developers, flexibility for the services and offers to customers. You will need to establish a specific way to interact with each of these customers and decide after you find out all about them, what are the most important features of your interaction with them and what old customers bring to your store repeatedly. Whether it's the discounts you make based on the quantity you buy, the free shipping you offer, the fact that prices are negotiable, or the fact that you offer flexible services, this should be the starting point for your advertising campaign.

In the case of a large DIY store that is part of a national chain, the main advantage is the large variety of products, the low price for some of them and the offers. Also, the working hours are usually longer, the shops are open on Saturdays and Sundays, which makes customers happy. In the case of these large stores, studies show that they use mixed advertising campaigns. Usually, the budget for outdoor advertising is about 3 times lower than the budget for TV advertising, although the effectiveness of the two is comparable in terms of profit generated, which means that if the budget for outdoor advertising were doubled and the budget for TV advertising would be halved, the end result would be about the same and substantial savings would result.

• 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 passing 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, 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.