Thola ukwazi okuningi mayelana nezindlela zokukhangisa zangaphandle
Eyaziwa nangokuthi ngaphandle kwekhaya (OOH) ukukhangisa, ukukhangisa kwangaphandle yisikhathi esibanzi esichaza noma yiluphi uhlobo lokukhangisa olufika kumthengi lapho engaphandle kwekhaya.
Kuyinto leyo elula ngempela. Ingahlukaniswa zibe izingxenye ezincane (kuchazwe ngezansi), kodwa uma ifika kuyo, uma ingaphandle kwekhaya, ukukhangisa ngaphandle.
Ukukhangisa kwangaphandle kuthathwa njengendawo yokuthengisa emakethe, njengokusakazwa, umsakazo , i- TV , nokukhangisa kwe-cinema. Ngenxa yalesi sizathu, kusetshenziswe kangcono imilayezo ebanzi, imikhankaso yokushayela kanye nokusekela.
Uma ubheka ukwenza isikhangiso sangaphandle, kungakhathaliseki ukuthi i-ejensi noma umkhiqizo wakho, khumbula ukuthi ngeke ukwazi ukuphakamisa okunzima. Noma yimiphi imizamo yokwenza kanjalo iyoholela ekuthumeleni umlayezo ohlangene kakhulu futhi odidekile, futhi ngesikhathi esincane kakhulu sokuthatha isikhangiso, kuzosulwa imali. Uma usuqala ukubeka amagama angaphezulu kuka-10 wekhophi ebhilikisini, isibonelo, ubuza umthengi omningi. Abaningi bayishayela ngejubane eliphezulu. Abaningi basuke bahlala nedivayisi yabo yeselula. Ngakho-ke, kufanele ukhethe ngokuhlakanipha, futhi ucabangele i-digital yami engakwazi ukuhambisana nomyalezo ongaphandle.
Izinhlobo Zokukhangisa Ngaphandle
Mhlawumbe umgomo omkhulu kunoma yiliphi i-youth agency creative ukubona umsebenzi wabo othunyelwe emigwaqweni yezwe abasebenza kuwo. Futhi enye yezindlela ezivame kakhulu ukufeza lokho kuwukukhangisa kwangaphandle. I-Outdoor yisisekelo esikhulu sokuxuba imidiya, njengoba sifinyelela amakhulu ezinkulungwane zabantu, ngezinyawo, ukuhamba okukhulu, noma imoto, futhi kuvame ukushesha futhi kuthinteke.
Izinhlobo ezivame kakhulu zokukhangisa ngaphandle zihlanganisa:
- Ukukhangisa kwe-Billboard
- Izibonisi zokuthengisa
- Ifenisha yesitaladi (izindawo zokuhlala zamabhasi, izikhumbi, amadokodo ocingweni, njll)
- Ukukhangisa nokuthuthwa kwe-Transit (amatekisi, amabhasi, imigwaqo engaphansi komhlaba, izitimela, njll)
- Amabhodi amabhodi weselula
- Ukukhangisa kwe-guerrilla (ama-media ambient)
Esikhathini esedlule, ibhodi lokukhangisa noma isikhangiso sangaphandle kwakuyindlela nje yokwenza ukwaziswa komkhiqizo. Akunakwenzeka ukudlulisela umlayezo oyinkimbinkimbi emphakathini abantu ababonayo imizuzwana embalwa, noma imizuzu engcono kakhulu, ngakho kubonakala njengesekelo lwe-TV, i-imeyili eqondile, umsakazo, nokuphrinta. Ngamafuphi, gcina umkhiqizo noma insizakalo engaphezulu kwengqondo, kodwa vumela ezinye izinhlobo zokukhangisa ziphakamise kakhulu.
Kodwa-ke, ngokufika kobuchwepheshe beselula, namawebhusayithi, ngaphandle kungakwazi ukushayela abantu into ethile ngokushesha. Kusukela kumakhodi we-QR kuya kumakheli ewebhu alula, noma ngisho nezinhlelo zokusebenza ezinjenge-Snapchat no-Instagram, ngaphandle kungaba yindlela yokuqala ingxoxo nomthengi, noma ukugqugquzela umkhankaso ongaphandle wokuhamba ngegciwane.
Okunye ukukhangisa kwangaphandle kungaba yikhankaso yomkhankaso wonke, ikakhulukazi uma ihlanganisa isitatimende, noma iqhuba ukusebenzisana nabasebenzisi namaselula abo. Izibonelo zakamuva zibandakanya izikhangiso ze-TNT "Push To Add Drama", ezikhangayo zeColor State State Patrol, kanye nendawo yokubhasela ibhasi lePepsi Max Unbelievable.
Izindleko Ezihlobene Nokukhangisa Ngaphandle
Njengamanye amafomu okukhulumisana emakethe, ukufinyelela amakhulu ezinkulungwane zabathengi akusho eshibhile. Futhi njengoba umncintiswano wezikhala zebhodibhodi ukwanda, kanjalo nezindleko ezihambisanayo.
Ukuqonda izindleko ezihilelekile, kubalulekile ukwazi ukuthi zibalwa kanjani. Isekelwe ohlelweni olubizwa ngokuthi Amaphuzu Okulinganisa Okukhulu (GRP), okubhekisela ekuvezweni okunikezwa isimiso semidiya yendawo yangaphandle. Lokhu kubizwa ngokuthi i-DEC, noma i-Daily Effective Circulation, futhi uyaziwa nangokuthi "ukubonisa." Iphuzu elilodwa lokulinganisa lilingana no-1% labantu abaningi emakethe.
Kunezici eziningi ezihilelekile kulokhu, okusekelwe emotweni, ukubonakala, indawo, ubukhulu njalonjalo. Lesi silinganiso sinikeza amaphuzu akho konke okuvela ku-1% kuya ku-100%. 50% kusho ukuthi okungenani ama-50% wabantu kule ndawo bazobona elinye lamabhodi wakho okungenani kanye ngosuku.
Ungalindela ukukhokha amashumi ezinkulungwane zamaRandi ukuze u-50 ubonise inyanga eyodwa. Endaweni enkulu efana neNew York, eChicago noma eLos Angeles, kulindeleke ukuthi intengo ibe khona. Uthola ngempela lokho okukhokhayo.
Amathiphu Omkhankaso Wokukhangisa Ngaphandle Wempumelelo
Ukuze uqinisekise ukuthi uthola i-best kangcono ibhakede lakho, udinga ukufinyelela isu lakho langaphandle ngokuhlela ngokucophelela nangokucophelela. Siphila ezweni elilawulwa yi-smartphone, namanye amadivayisi aphathekayo. Ukunakwa komthengi ojwayelekile kufakwe esikrinini esincane phambi kwabo, hhayi izibopho zemali kanye nezintambo zokuthutha. Ngakho-ke, ukuze ungene kuleso sikhathi sokubaluleka, landela lesi seluleko:
Yenza amaqhinga akho angaphandle ahlukaniswe
Yini ephawulekayo ngemibono yangaphandle ofuna ukuyenza? Ingabe bangenele? Ingabe banezinhlangothi ze-3D noma ukuxhumana kwabantu? Ingabe benza isitatimende noma bashushe abantu? Ufuna ukungena ngaphandle ongakwenza njengento eyobangela ukuqhuma; ngokwanele ukuthi abantu bazoyikhipha ifilimu futhi babelane ngayo emithonjeni yezokuxhumana. Uma ingenayo leyo mfanelo, akuyona ukusetshenziswa kahle kwesikhathi sakho nemali yakho.
Sebenzisa imali kumasayithi aphezulu-Traffic
Ungase ulingeke ukuba uthole ama-unit angabizi futhi eziningi zazo. Kuyinto yokuchitha imali. Isihluthulelo sempumelelo sithola ama-eyeball amaningi amaningi emkhankasweni wakho ongaphandle ngangokunokwenzeka. Kungcono kakhulu ukwenza isayithi elilodwa elizobona ukubukwa kwezigidi, kunezindawo ezinhlanu ezothola 800,000.
Bheka uMncintiswano
Mhlawumbe isibonelo esihle kakhulu salokhu sivela ebhodini le-Audi. Ngamane wathi "ukuhamba kwakho BMW." Ngemva kwesonto, i-BMW yabeka i-billboard kuyo yonke indawo yathi "Hlola." Awufuni ukushiya uvulekile ukuhlekwa usulu noma ubheke sengathi uyithulu isithulu. Ngakho, funda indawo, bese ukhetha amasayithi angeke abe nenkinga.
Okuncane okuningi
Ngaphandle kubhekwa okwesibili noma ezimbili uma unenhlanhla. Awufuni ukugcwalisa isikhangiso ngemilayezo kanye namakholi esenzweni. Yigcine ilula, futhi uvumele amagama ambalwa nezibonisi ezimangalisa athathe ukunakwa. Cabanga ngaphandle njengokuqala kokuxoxa kuphela. Akukhona lapho ukukwazisa, kodwa nje ukuzibuza.