Tag: Retail Advertising

  • Out-Of-Home Advertising: Marketing Strategy and Its Benefits

    Advertisement is a way to communicate with your customers and potential customers, this shows the world that your products or services exist and informs the customers about your brands and their usefulness. In a free-market economy, effective advertisement is imperative to a company’s continuance. Outdoor advertising serves well for promoting your product in specific geographic regions. Outdoor advertising is a method of advertising devised to reach a wide customer base when they are out of their homes.

    It is a highly effective method of marketing because consumers spend most of their day outside their homes. Out-of-home advertising publicizes a business’s products as well as its services. The purpose of advertising is to attract new customers by reaching out to them with an effective ad strategy. In this article, we will talk about types of Outdoor advertising and the benefits of outdoor marketing. So, without any further ado, let’s get started.

    Types of Effective Outdoor Advertising
    Benefits of Outdoor Marketing
    Steps to Create an Impactful Outdoor Campaign
    COVID-19 Impacts on Outdoor Advertising Market

    Types of Effective Outdoor Advertising

    Outdoor advertising is not just confined to flashy billboards. If you are looking to invest in outdoor advertising, then here are numerous outdoor advertisements to invest in to reach customers.

    Billboard Advertising

    A billboard is a large advertising structure found in high traffic areas. Billboards are also known as hoardings in most parts of the world. Billboards are a popular choice for advertisers because of their wide availability.

    Static Billboard

    Static billboards are seen mostly on the roadside. With about 68% of consumers making their purchasing decisions while in the car, a well-designed roadside billboard can be a vital part of any brand’s sales funnel. This form of marketing is not meant to be intrusive and direct. It is subtle and more welcoming to consumers.

    Mobile billboards

    Mobile billboards are becoming a popular type of outdoor advertising, mainly in crowded cities. They are usually seen on the side of buses or wrapped in automobiles, unlike static display billboards that can not move. Mobile billboards have the privilege of being able to go where the crowd is.

    Digital Billboards

    Digital billboards have the advantage of being able to illustrate videos and animations, making them significantly more eye-catching. They are about 3-4 times more expensive than traditional billboards.

    Augmented Reality Billboards

    Augmented reality is one of the progressive technological improvements that is now used in marketing.

    Primary Purpose:  It is beneficial for promoting awareness of a brand, product, or promotion – and their everywhere presence and cost-efficiency means they can be used as a galvanizing force in all sorts of campaigns.

    Point Of Sale Advertising

    Point of sale advertising involves an advert placed in proximity of sale, such as the checkout section of a supermarket or near the queue in a shoe store, to promote a product to consumers right as they are about to make a purchase.

    Primary Purpose: The purpose of point of sale campaigns is especially beneficial to brands or marketers promoting a product that is currently in discount, or that is a limited edition. The products, brands, and promoted objects are chosen to be of interest to the specific buyer – for example, shoe polish and laces at the checkout of a bootmaker.

    Retail Advertising

    Another immensely prevailing and successful form of out-of-home marketing is where retail advertising takes place specifically in or around retail environments, such as stores and shopping plazas. Types of retail advertising include:

    • Lift Graphics
    • Floor Graphics
    • Mall Media

    Primary Purpose: The main purpose of retail advertising is to lure buyers into visiting a store or acquiring a product that is relatively close to where they saw the advertisement.

    Transit Advertising

    Vehicle advertising sponsors an on-the-go advertisement in the form of a printed graphic either placed on the side of the vehicle in question or as a vinyl wrap covering its body. This increases brand awareness on a much larger scale and can provide a reliable source of exposure to nationwide businesses or those with multiple locations. Types of vehicle advertising are

    • Truck Liveries
    • Taxi Wraps
    • Bus Adverts

    Primary Purpose: The main purpose of a vehicle publication is usually to increase brand awareness, but it can also work as an integrated part of a specific campaign.

    Share of Ad Spend in 2021
    Share of Ad Spend in 2021

    Benefits of Outdoor Marketing

    Today, outdoor advertising has become a global marketing strategy, with the ads being presented in numerous forms, shapes, and sizes. From the narrowest streets to the widest roadways, advertisements can be found in every corner of the world. No matter how large or small your business may be, it will still get the advantages of outdoor advertising.

    Outdoor Advertising is Cost-Effective

    With regards to CPM(Cost Per Thousand), outdoor advertising awards one of the most cost-effective mediums for advertising available. This is because outdoor advertising and billboard advertising produce many added impressions per ad placement. This allows marketers to expand their advertisement money further, which only increases the value of outdoor advertising as ad budgets seem to be continuously shrinking.

    Outdoor advertising can boost sales

    Those who have viewed a product advertisement multiple times may likely buy the product; Outdoor advertising helps influence the interest of new customers. It also reminds present customers that the product is still accessible in the market. In both ways, outdoor advertising creates a continuous invitation to make a purchase.

    Outdoor advertising provides maximum publicity

    Hundreds of people pass through the streets daily, they get to see the advertisement daily. This is the reason why roads and highways are filled with all kinds of outdoor advertisements.

    Helps in building the brand

    Outdoor advertising helps consumers remember the product information conveyed in the signage with its repeated exposure the more time they get to see the advertisements, the more impact it has on them and an image of the brand is built.

    Steps to Create an Impactful Outdoor Campaign

    1. Define KPIs with Quantifiable Goals.
    2. Establish Data Points for Your Target Audience and Activation Markets.
    3. Communication and Collaboration Still Reign.
    4. Optimize Your OOH Campaign, Like Every Other Channel.
    5. Evaluate Campaign Success Including Measurement & Attribution for Real-World Outcomes.

    COVID-19 Impacts on Outdoor Advertising Market

    • COVID has put on hold nearly all forms of outdoor advertising because of the limitations on travel and work from home emerging as the new norm.
    • The outdoor advertising market will decelerate at a CAGR of over 4% through 2020-2024.
    • Most industry leaders believe it is the time for OOH to embrace its digital department as brands that were allies of OOH agencies are realizing the potential of DOOH systems. With the lockdown in place in most parts of the country, industry experts say it is time to re-evaluate the OOH medium.
    • From mall booths to airport Televisions to Uber cab tops and billboards, the industry is leveraging its vast networks to help lessen the extent of the virus. The advertising giants like Lintas, Ogilvy, and JWT – are all focusing efforts on their outdoor advertising arm to bring more awareness to the public on COVID-19.

    Conclusion

    Outdoor advertising has been here since 1850 and its demand and effect have not died down. Brands are aware that most people spend 70% of their time outside so they often take this opportunity and make it their advantage by advertising their products or services outdoor. As the visibility increase so does the sales. Although Covid-19 created a challenge in the outdoor advertising sector, gradually it is making a comeback.

    FAQs

    What is meant by Outdoor Advertising?

    Outdoor Advertising or Out-of-home advertising means advertisements that reach customers even when they are outside their house.

    What are the 4 types of advertising?

    The 4 types of advertising are:

    • Display Advertising
    • Video Advertising
    • Native Advertising
    • Mobile Advertising

    Which companies use Outdoor advertising the most?

    The companies that use outdoor advertising the most are:

    • Apple
    • McDonald’s
    • GEICO
    • Amazon
    • HBO
  • World’s Largest Retailer Walmart Plans To Grow Sales

    Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by the organization it is based on.

    Walmart Inc. is an American multinational retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores, headquartered in Bentonville, Arkansas.

    The company was founded by Sam Walton in 1962 and incorporated on October 31, 1969. It also owns and operates Sam’s Club retail warehouses. As of October 31, 2020, Walmart has 11,510 stores and clubs in 27countries, operating under 56 different names.

    Walmart – Company Highlights

    Startup Name Walmart Inc.
    Headquarters Bentonville, Arkansas, U.S
    Industry Retail
    Founded July 2, 1962
    Founder Sam Walton
    CEO Doug McMillon
    Areas Served Worldwide
    Website www.walmart.com

    Walmart – About and How it Works?
    Walmart – Logo and its Meaning
    Walmart – Founder and History
    Walmart – Mission
    Walmart – Business Model
    Walmart – Revenue and Growth
    Walmart – Investments
    Walmart – Acquisitions
    Walmart – Competitors
    Walmart – Challenges Faced
    Walmart – Future Plans

    Walmart – About and How it Works?

    Wal-Mart was founded by Sam Walton in Rogers, Arkansas, in 1962 and focused its early growth in rural areas, thereby avoiding direct competition with retailing giants such as Sears and Kmart.

    Walmart, Inc. engages in retail and wholesale business. The Company offers an assortment of merchandise and services at everyday low prices. It operates through the following business segments: Walmart U.S., Walmart International, and Sam’s Club. The Walmart U.S. segment operates as a merchandiser of consumer products, operating under the Walmart, Wal-Mart, and Walmart Neighbourhood Market brands, as well as walmart.com and other e-commerce brands. The Walmart International segment manages supercentre, supermarkets, hypermarkets, warehouse clubs, and cash & carry outside the United States.

    Walmart is the world’s largest retailer company by revenue, with US $514.405 billion, according to the Fortune Global 500 list in 2019. It is also the largest private employer in the world with 2.2million employees. It is a publicly traded family-owned business, as the company is controlled by the Walton family. Sam Walton’s heirs own over 50 percent of Walmart through both their holding company Walton Enterprises and their individual holdings.

    Walmart – Logo and its Meaning

    As for the hidden message of Walmart logo, it considered that it symbolizes 6 sparks. And each spark, in turn, symbolizes ideas, which are making the company successful. They also remind of Sam Walton, who believed in himself and his success.

    Logo of Walmart
    Logo of Walmart

    Walmart Investment In Tata Group For ‘Super App’: $25 Bn
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    Walmart – Founder and History

    Samuel Moore Walton, an American businessman and entrepreneurs is the founder of Walmart.

    Founder of Walmart

    The history of Walmart, an American discount department store chain, began in 1950 when businessman Sam Walton purchased a store from Luther E. Harrison in Bentonville, Arkansas, and opened Walton’s 5 & 10. The Walmart chain proper was founded in 1962 with a single store in Rogers, expanding outside Arkansas by 1968 and throughout the rest of the Southern United States by the 1980s, ultimately operating a store in every state of the United States, plus its first stores in Canada, by 1995. The expansion was largely fuelled by new store construction, although the chains Mohr-Value and Kuhn’s Big K were also acquired. The company introduced its warehouse club chain Sam’s Club in 1983 and its first Supercentre stores in 1988. By the second decade of the 21st century, the chain had grown to over 11,000 stores in 27 countries.

    Walmart – Mission

    Walmart’s mission statement says, “We feature a great selection of high-quality merchandise, friendly service and, of course, Every Day Low Prices. We also have another goal: to bring you the best shopping experience on the Internet.

    Walmart – Business Model

    Walmart can develop, open, and operate units at the right locations and to deliver a customer-centric omnichannel experience. That largely determines its competitive position within the retail industry. Walmart employs many programs designed to meet competitive pressures within its industry.

    These programs include the following:

    • EDLP (everyday low price): items priced at a low price every day so Walmart customers trust that its prices will not change under frequent promotional activity;
    • EDLC (everyday low cost): effort to control expenses so that savings can be passed along to customers;
    • Rollbacks: pass cost savings on to the customer by lowering prices on selected goods;
    • Savings Catcher, Save Even More and Ad Match: strategies to meet or be below a competitor’s advertised price;
    • Walmart Pickup: customer places order online and pick up for free from a store. The merchandise is fulfilled through Walmart distribution facilities;
    • Pickup Today: a customer places order online and can pick it up at a store within four hours for free. The order is fulfilled through existing store inventory;
    • Online Grocery: a customer places grocery order online and has it delivered to home or picks it up at one of Walmart participating stores or remote locations; and
    • Money-Back Guarantee: ensure the quality and freshness of the fruits and vegetables in Walmart stores by offering customers a 100 percent money-back guarantee if they are not satisfied.

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    Walmart – Revenue and Growth

    Walmart annual revenue for 2020 was $523.964B, a 1.86% increase from 2019

    Year Annual Revenue Percentage change
    2019 $514.405B +2.81%
    2018 $500.343B +2.98%

    Walmart – Investments

    Walmart has made 12 investments. Their most recent investment was on Oct 12, 2020, when Ninjacart raised $30M.

    Date Organization Name Round Amount
    Oct 12, 2020 Ninjacart Corporate Round $30M
    Jul 14, 2020 Flipkart Corporate Round $1.2B
    Dec 11, 2019 Ninjacart Series C $10M
    Oct 15, 2019 Level Home Corporate Round $71M
    Mar 9, 2019 Girls Who Code Grant $3M
    Nov 6, 2018 WalMart India Venture Round $37.7M
    Oct 25, 2018 FreshMart Series B
    Aug 8, 2018 Dada-JD Daojia Corporate Round $500M
    Oct 20, 2016 Dada-JD Daojia Funding Round $50M
    Apr 1, 2015 Triad Workforce Solutions Grant $320K

    Walmart – Acquisitions

    Walmart has acquired 24 organizations. Their most recent acquisition was JoyRun on Nov 23, 2020.

    Acquiree Name Date Amount About Acquiree
    JoyRun Nov 23, 2020 JoyRun is a community based delivery company
    CareZone Jun 15, 2020 CareZone makes it easy to manage multiple medications, organize health information, and access health services from your smartphone
    Polymorph Apr 11, 2019 Polymorph is a white-label SaaS monetization platform for publishers to maximize revenue, reduce costs and deliver better ad experiences
    Aspectiva Feb 25, 2019 Turn Product Reviews into a Smarter Shopping Experience
    Art.com Nov 20, 2018 Art.com is an online platform designed to sell wall art and decorative items
    Bare Necessities Oct 13, 2018 Independent boutique retailers of luxury lingerie, swimwear and accessories
    Eloquii Oct 2, 2018 $100M Eloquii offers an online plus size clothing store featuring women’s plus size fashion, clothes, and accessories
    Flipkart May 9, 2018 $16B Flipkart is an e-commerce marketplace that offers over 30 million products cross 70+ categories
    Wim Yogurt Jan 1, 2018 Wim Yogurt is a modern cooking appliances for healthy homes
    Parcel Oct 3, 2017 Parcel is the same-day / last-mile delivery company built for the age of e-commerce

    Walmart – Competitors

    The top 10 competitors in Walmart‘s competitive set are Amazon, Target, Costco, Kmart, Kroger, ALDI, Walgreens, Tesco, Carrefour, and Best Buy.

    Walmart – Challenges Faced

    Walmart has faced issues with its employees involving low wages, poor working conditions and inadequate health care. Approximately 70% of its employees left within the first year.

    Walmart has been criticized by many groups and individuals, such as labour unions and small-town advocates, for its policies and business practices, and their effects. Criticisms include charges of racial and gender discrimination, foreign product sourcing, anti-competitive practices, treatment of product suppliers, environmental practices, the use of public subsidies, and its surveillance of its employees. The corporation denies any wrongdoing and says that low prices are the result of efficiency.

    In 2005, labour unions created new organizations and websites to criticize the company, including Wake Up Walmart (United Food and Commercial Workers) and Walmart Watch (Service Employees International Union). By the end of 2005, Walmart had launched Working Families for Walmart to counter those groups.  Efforts to counter criticism include a public relations campaign in 2005, which included several television commercials. The company retained the public relations firm Edelman to interact with the press and respond to negative media reports, and has started working with bloggers by sending them news, suggesting topics for postings, and inviting them to visit Walmart’s corporate headquarters.


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    Walmart – Future Plans

    The world’s largest retailer plans to grow sales by $45 billion to $60 billion in the next three years and spend $20 billion buying back its own shares.

    The growth targets, stock buyback program and an $11 billion capital expenditure program, down from $12.4 billion this year, were announced Wednesday morning in New York at the retailer’s annual fall investor conference.

    “We are uniquely positioned to win with the future of retail,” Wal-Mart Stores, Inc., president and CEO Doug McMillon told attendees, echoing what has been a familiar omnichannel theme for the company in recent years. “We will be the first to deliver a seamless shopping experience at scale.”

    Achieving that goal is key to the company’s long term growth, but to get there the company disclosed the significant investments it has made in technology, wages, pricing and a weak dollar will pressure profits. Walmart CFO Charles Holley said the company’s earnings per share, which are projected to decline this year compared to last year, will fall another 6% to 12% next year as investments in the business peak. However, within three years, profits are forecast to rebound and grow between 5% and 10%.

    Investors were looking for a faster growth trajectory which explains why following the release of the three-year profit forecast shares dropped roughly $5 to hit a new 52-week low near $60. Anticipating such a negative reaction, Holley announced Walmart had authorized a new $20 billion share repurchase program and committed to spend those dollars within two years even though it had $8.6 billion in authorization remaining under the existing program.