How do you align outdoor advertising with hotel branding and positioning?

1 Know your audience

Before you design and launch your outdoor ads, you need to understand who you are targeting and what they are looking for. Research your market segments, their preferences, needs, motivations, and behaviors. Identify their pain points, aspirations, and triggers. Use this data to create customer personas and map their journey from awareness to booking. This will help you choose the right locations, formats, messages, and offers for your outdoor ads.

2 Define your value proposition

Your value proposition is the core of your hotel branding and positioning. It is the unique benefit that you offer to your customers that sets you apart from your competitors. Your value proposition should be clear, concise, and compelling. It should answer the question: why should someone choose your hotel over others? Your outdoor ads should communicate your value proposition effectively and consistently. Use catchy headlines, strong visuals, and clear calls to action that highlight your value proposition.

3 Align with your other channels

Your outdoor ads should not work in isolation, but as part of a holistic marketing strategy that integrates your other channels. Your outdoor ads should complement and reinforce your online and offline presence, such as your website, social media, email, print, and radio. Make sure your outdoor ads use the same tone, style, logo, colors, fonts, and images as your other channels. Create a seamless and coherent customer experience across all touchpoints.

4 Measure and optimize

To align your outdoor ads with your hotel branding and positioning, you need to measure and optimize their performance. Use tools and methods such as QR codes, promo codes, surveys, or attribution models to track how your outdoor ads drive traffic, conversions, and revenue. Analyze the data and identify what works and what doesn't. Test different variables such as location, format, message, and offer. Optimize your outdoor ads based on the results and feedback.

5 Be creative and memorable

One of the challenges of outdoor advertising is to stand out from the clutter and noise of the urban environment. To align your outdoor ads with your hotel branding and positioning, you need to be creative and memorable. Use humor, emotion, storytelling, or interactivity to capture attention and engage your audience. Use formats and techniques such as digital, 3D, or experiential to create impact and differentiation. Make your outdoor ads memorable and shareable.

6 Be consistent and authentic

Finally, to align your outdoor ads with your hotel branding and positioning, you need to be consistent and authentic. Don't make promises or claims that you can't deliver or that contradict your hotel values and vision. Don't copy or imitate your competitors or trends that don't fit your hotel identity and goals. Be true to yourself and your customers. Build trust and loyalty with your outdoor ads.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?