Outdoor advertising, in general, has always been difficult to identify and monitor those leads that have come to you based on that advertising. Truck advertising has some additional hurdles; namely, it’s moving so its audience doesn't have the time/can’t get close enough to use a QR code. Also in an age of instant information, it’s really easy to Google “Company” then type www.company.co.uk/truck for example.

These are some of the best ways to track leads, but it's important to note, it varies based on the industry you work in the type of campaign your running and the audience you want to reach. For instance, your far more likely to have engagement over Twitter from students than you are grannies!

Discount codes

There's no greater incentive for someone to buy from you than a money-off offer. 

You know they have to have seen your advert as they know the discount code, so it works both over the phone and through e-commerce. Perfect for products harder to use for service offerings.

Even if people have forgotten the code they will normally let you know that they’ve seen your advert in an attempt to get the discount, you just need a back office system to capture and record this data, if you don’t already.

Specific search term

The University of Derby “Derby Uni Lorries” campaign leveraged this really well, the search term is so simple, easy to remember and online is really easy to capture because of this. A PPC campaign was set up to direct people to my story and further information about the College of businesses' courses. The downside is you need some extra budget in order to capture those, either through PPC as above or through SEO to make that search term be the first result when searched.

Again people can still Google “Derby Uni” and miss the landing campaign, but your web developer will have a few tricks to help get people back on track back to the landing page though a pop-up etc.

#Hashtag

In the age of social media especially when targeting the younger generation ins important to engage customers both online and offline. What more reason does someone need to take a picture of your campaign and share this online than; to seen cool with their friends, to potentially win something or even just be mentioned by a brand. Social sharing if you will.

This doesn’t require much extra work at all, depending on the intensity of your campaign you could be looking at five minutes a week to half and hour a day. But think how many extra people know about you or your offer because “Billy” from Kent has spotted your campaign on the M25 on the way to work and shared it with his friends.

All these require a little effort on top of your campaign, but they drastically increase the return on investment. The trick (if you will) with this, is simplicity. If it’s too complicated your audience won’t remember it or be able to read it in time. As long as it’s different from what you normally see on the road graphically people are going to spot it and will begin to tell you about it.

 

By Ed Hollands, founder at Driven Media

 

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