#Brandspeak-Lamp Post advertising-The Hit that marketers Miss!

Lamp posts can make quite an impact for brands-when used appropriately. It is a good support for a brand’s marketing activities especially with the OOH restrictions in Lagos state. In recent times, I have felt physical  pain watching its misuse especially along the longest stretch of road in Lagos with the greatest OTS – Third Mainland Bridge. Too much info crammed in that space with no way to read as you whiz past. Even when in traffic! In my opinion, it’s a waste of marketing funds!

To start with- this media is especially useful if you have the following brand objectives:

  • Brand awareness
  • Event Promotions
  • Sales Lead generation
  • Brand building
  • Teasers and other announcements

Not for

  • Details of Promotions & contests
  • ‘How to’ messages

To help marketers who desire to use this medium, here are a few simple tips to guide messaging for Lamp Post Banners:

  • The Banner should have at least 30-40% images -if necessary.
  • Use simple ‘easy- to- read’ font
  • Keep text to a maximum  of 3 lines
  • The colour of your message is also very important.  The higher the contrast between font and background, the better.
    • Some great “standards” are black on yellow or black on white, red on yellow, or  dark blue on white.
    • Note: Stay away from light blues on dark blues, reds on browns, or purple on black.  Your message will literally disappear from a short distance.
  • Have a Call to Action(CTA) to give your audience direction

Hope this helps someone out there!

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