Hoarding is a highly effective but often overlooked channel to engage and interact with your target. Think of it as an inexpensive billboard with an extended viewing period and a highly captive audience—ideal for building message frequency and break-through impact.
The first question is to determine the objective for the hoarding. For instance, is the goal to provide information, directions, build anticipation or encourage engagement—these are just some considerations. The location and size of the hoarding opportunity may affect your objective.
Here are some considerations when planning your hoarding program.
- Hoarding that communicates a pending new store opening can be used to create interest in a number of ways. At first, it could include a teaser campaign to generate buzz and get people talking; it could include interactivity by sharing clues about what’s coming and asking people to submit their ideas to guest services or on social media for a chance to win fabulous prizes; and as the opening date draws nearer it could reveal the brand name and opening details.
- During a renovation, some stores move, some leave and new stores open—mall navigation can be a challenge for customers. Hoarding with a directional message and maps can help alleviate the confusion. They can also be updated relatively inexpensively if needed as the redevelopment progresses. Sometimes hoarding is supported with posters and floor decals to make sure navigational messages are as clear as possible.
- Hoarding without a new store opening or navigational objective is sometimes used to promote mall gift cards and services, a pending special event, and or a call for support in terms of a community initiative. It could also be used to reinforce your overarching brand message. Again, what is your objective and how can hoarding contribute to success?
- Depending on your objective, hoarding doesn’t need to be static. It could be multidimensional, varied in terms of its tactile features, and even interactive. Is there a place for new technology on your hoarding? Add a touch screen, sound, 3D graphics, augmented reality? Could you transform your hoarding from a static placeholder into an entertainment experience? I spoke with a client recently that wanted to have a green hoarding with lots of greenery and flowers growing from and within it. The possibilities are endless.
- Finally, there are times when you know that your centre will have a blank hoarding space for an indefinite period of time. Hoarding can be an expensive addition to your marketing budget, especially if a retailer vacates unexpectedly. One idea to offset the costs of producing your own hoarding graphics is to strike up a deal with a business that is not part of your centre. Car dealerships, real estate developers, movie theatres, fitness chains and even popular online companies would most likely love exposure to your target, and you will love the revenue from leasing the hoarding.
If you’re interested in seeing more ideas when it comes to hoarding, 3D applications and large scale installations, be sure to visit our site. There really is no limit as to what is possible in terms of ideas and results.