Question

Topic: Strategy

Objectives For Outdoor Media Which Is Measurable.

Posted by Anonymous on 1/23/2007 at 8:05 AM ET 250 Points
We have established a new function within our marketing department for managing only the outdoor media.

The main aim for the set-up is to effectively source the best outdoors sign(s) location available, negotiate, monitor and the maintenance of outdoor signs.

I need an advice on how to sub-define the objectives for meeting the above, which is also measurable.

Thanks in advance for your input.
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RESPONSES

  • Posted by Chris Blackman on 1/23/2007 at 8:17 AM Member
    Shahzad.ali:

    Define each objective in terms of Who, What, Where, When, How, Why.

    Write down for each objective what "success" looks like. How many units, at what traffic levels, prices, margins, whatever parameters are important to you.

    Now review each numeric target and decide what is the worst that number can become before it is unacceptable or "bad". That represents your lower level of "success".

    Repeat the process this time adjusting the number for a very good or "Stretch target" - this represents an upper level of acceptability - beyond which anything is out of this world (unbelievably good!)

    Hope that helps.
  • Posted by charles.stannard on 1/23/2007 at 11:45 PM Accepted
    When I was buying Outdoor for awareness, I wanted to know the following:

    1. Are the traffic #'s reported accurate?
    2. What percent of that traffic sees my board?
    3. How long do they see it?
    4. What size did I need to make my message to be visible?
    5. What are the demographics of the viewers?
    6. Did they remember it? If so, after how many impressions?
    7. If my board is damaged, how will I know, and how long will it take to repair?
    8. Exactly how long is my board up, and when is it rotated?
    9. Could the outdoor company help with coming up with memorable, smart messaging / creative?

    A focus group with a regular viewer of the board, and the amount of recall would have been nice.

    Not sure if that helps with your question...
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