Targeted advertising means getting your brand in front of consumers that are most likely to need your product or service. Knowing where to place your business ads is just as important as knowing your consumer demographics, behaviors, and previous buying history. Outdoor advertising (or out-of-home) OOH marketing uses digital signage in specific commercial locations and public places that will benefit the local community.
When businesses include informative content alongside targeted promotions, they experience significantly more engagement and consumer recall. Alpine Media Technology is one of those companies who’s displays strategically integrate both the content and the brand messaging for their advertising partners.
In essence, the best advertising marries corporate branding and geo-targeting with the right demographics – and that means putting the right signage, in the right places, to catch the attention of the right people.
Ski resorts and ski lift riders are an overlooked community when it comes to targeted advertising, but there are several reasons why you should be increasing your brand recognition within this affluent and active demographic. Consider these top 5 reason why you should have your brand in front of visitors and lift riders at ski resorts.
1. This Demographic is Paying Attention
Adults ages 16–34 is the demographic most engaged with OOH advertising, which is one of the fastest-growing, non-internet advertising mediums available. When reaching out to Gen Y and Gen Z audiences, you’re targeting the largest consumer group in history. These bright and enthusiast adventurers have high incomes because they are on the frontline of technology – but they may also have a shortened attention span.
OOH advertising is effective advertising that only takes 3 seconds or less to present a captivating message. This demographic is paying attention! Just make sure you include a stroke of creativity and engaging graphics when you target this demographic that is very likely to be found spending leisure hours on a ski lift.
2. Travelers are a Major Audience
When you consider that 90% of travelers have noticed OOH in the past month, you’ll understand the impact of targeting the ski resort community that originates from across the country. Tourism and traveling are time-sensitive events that encourage instant purchases to document the unique experience or fulfill an unexpected need. And when that product or service is part of a deal or a package, consumers feel they’re getting more bang for their buck.
The type of traveler is an important key to purchasing behaviors while away from home. Those that frequent ski resorts take enjoyment from travel and leisure. They also put more emphasis on the quality of products or services over the price tag. Use your out-of-home advertising dollars to target this group of travelers that value physical fitness, luxury amenities, or access to exclusive opportunities.
3. A Demographic That Follows Through Online
OOH advertising is an attention-getter that will have the best results with those consumers that are known to follow through the buyer’s journey. More than 40% of skiers and resort visitors have searched for a brand online after seeing an OOH ad. These are powerful numbers and indicate ski resort visitors that enter at the top of the marketing funnel are more likely to make a purchase decision after researching online.
This after all is the goal of your outdoor advertising. You want to engage the consumer to either search for more information or include your business as they evaluate their options. If ecommerce is the holy grail for your company, leveraging OOH signage can be the tool to getting more conversions.
4. Targeting Groups With Discretionary Income
It’s no secret that skiing is a hobby that demands a certain amount of discretionary income. When you target groups at this level of income, it may interest you to know that 20% of those who saw a directional OOH sign that pointed the way to a business location immediately visited the advertised business. Skiers are an affluent demographic and according to the U.S. Census Bureau 19 percent of skiers have incomes of over $200,000 per year.
These are individuals that are loyal to their sport and can become loyal customers for your business. Don’t neglect the fact that 46 percent of skiers are female, so you have a wide opportunity at one location to use OOH advertising to engage both consumer genders that have the income to make spur of the moment purchases.
5. A Group That is More Likely to Visit In-person
When you grab the attention of travelers that are ‘in the moment’ with directional OOH, you can expect marketing results that outperform traditional advertising methods. Consider the 74% of consumers who visited a business after seeing a directional OOH ad – and they made a purchase. Ski resorts are filled with travelers who have a need to know – where to go, what to expect, and how to get there. Directional OOH is the answer for ski lodge visitors that are more likely to visit in-person after learning about your business in an out-of-home advertising campaign.
Discover what Alpine Media Technology can do for your ad agency portfolio when you offer your clients a digital out of home (DOOH) platform like no other. Check here for availability and available DMAs.