How Brands Can Grow Using OOH
Refining your reach campaigns to target light buyers
We’ve regularly talked about how advertising is incredibly important for brand building due to its ability to prime people and increase awareness, and how Reach allows you to do this at scale. But the one area that is often forgotten, is how Reach is essential for targeting light buyers.
In this piece of insight by our Research & Insight Director, Lindsay Rapacchi, he asks brands to rethink the purpose of their advertising strategy. Using three marketing laws of growth developed by the Bass Institute, he explores the importance of reaching light buyers and why Out of Home is the right media choice for brands to do just that.
Double Jeopardy Law
Double Jeopardy Law demonstrates that it’s customer penetration, not brand loyalty, that drives market share growth. This insight reveals how brands can increase their penetration by reaching light category buyers, on mass, using OOH.
User bases seldom vary
The second law of growth focuses on the fact that users bases seldom vary. Using recent examples, this insight shows that the customer base of a successful brands tends to mirror that of the wider category. It looks at how you can analyse the extent to which your brand adheres to this rule, as well as how to address any shortfalls by refining your ad reach.
Duplication of purchase
The third law of growth covers market penetration and where there are opportunities to target light buyers from your competitors using Out of Home.
Meet Lindsay Rapacchi
Lindsay is our Director of Research and Insight and has over 20 years of media experience, many of which has been within the Out of Home industry.
Starting his career in media sales he was quick to recognise a disconnect between the outputs of media owner insight teams and the type of insights clients and planners actually needed to confidently buy media. As such, he started making the move over to research and insight and has been designing and producing impactful research projects ever since.
As an advocate of strong, brand-led marketing strategies and the marketing theories that underpin them, Lindsay is an expert at interrogating fact over fiction.
Want to find out more?
Drop us a line and we will be in touch to talk about how you can plan your Out of Home campaign to reach light buyers.