When we imagine how outdoor has suffered in these years because of the communication investment crisis brought about by the world economic recession, then I’d like to consider my thought that “Out should be in”.
The broad definition of outdoor advertising capture under the relatively new terminology, out-of-home helps to explain why “out should be in” as poster get increasingly placed within Malls, outlets and fairs. A market that is evolving but also is increasing, and is a destination place for many visionary brands that has until now disdained to see their esteemed brands in/on the windows of a shopping mall.
A look at the numbers of this rapidly developing and evolving market can help establish my thought that “out should be in”. Each Shopping Center in Italy – just an example – has an annual average of 4,368,000 visitors and 641 shopping centers make each year 2.8 billion visits only in Italy! A similar trend can be found in major European and non-European countries. The average time spent in a shopping mall is 2 hours. This makes the shopping mall visitors a huge target for any brand owner, world over.
The malls comes with diverse opportunities of out being in with opportunity of Xm (experiential marketing) winning more and more space and consideration because the brand should be considered as experience provider, focused on creating experiences, that do not merely entertain, but are also able to educate, engage and enthrill the consumer in order to exploit every moment of contact of communication with him, before, during and after the act of purchasing.
The Mall is without any doubt one of the best places where the consumers needs rise and where the purchase intentions are reinforced: which communication affects the consumer best before, during and after the act of buying more than when poster finds its way inside the Malls? Which media affects every part of the shopping mall visitor, if not the outdoor?
As the Nigeria outdoor industry gradually witness the development of shopping malls in major cities, the evolution is finally a reality in our market. Unfortunately, major brand owners are yet to identify the enormous potentials available when out is put in through the shopping mall. Perhaps, the market gap of absence of audience measurement can be best showcased through footfall count in the few malls in our market.
By BABS Fagade
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