Dodging raindrops and sailing quite peacefully on our ’69 Triton sailboat outside of Hempstead Harbor on the Long Island Sound last night, the light to moderate breeze was just right. It was a great start to the Memorial Day weekend. We were finally starting to relax. About half way through the evening, the beautiful star lit sky was interrupted by a huge bright blue alien looking craft. It was the Direct TV Blimp speeding along the dark night and headed towards the Hampton’s with what we believe to be the start of a summer ad campaign.
Now, after a glass or two of Cupcake wine, we were really trying to unwind for the long weekend by unplugging and “getting away from it all”. We even accidently? forgot to bring our cell phones on the boat. It has been a very busy last few months. We had been on the phone with ad reps from Dr. Phillips, Florida (a pretty affluent community outside of Orlando) all day long, tweaking the perfect media mix for pre and grand opening marketing for a franchise client who will be opening four stores in the Orlando area. We targeted the right digital billboard, radio, TV, web directories and magazines, but our heads are still in the clouds about aerial and outdoor.
The big question for this Orlando project has been – do we spend some of our budget on outdoor/aerial advertising for this business? Will it work in this area? Will potential customers even take notice? We’re still debating – what forms of air ads could we afford? Logo? Letter Banners? Hot air balloon? Sky writing or Sky “typing”? Many marketing pros believe that aerial advertising completes the total media mix and can ensure greater synergy and results.
High Exposure, Inc. and Lightships are two of the nation’s leading aerial advertising companies flying some of the largest billboards and brands in the country. They claim this advertising medium has low out-of-pocket benefits, larger than life presence, a big blue sky as a backdrop, targeted coverage and creative versatility. Many companies like Direct TV offset costs by selling ad space on their 2100sf LED screen. The goal – to use this form of advertising for local marketing events.
Although it certainly can not be measured like other methods of advertising and it should be considered more of a “branding tool” as opposed to a call to action, in some markets and during high-profile events, this form of advertising makes total economic sense.