Offline Media Services

It is and will always be the case that offline media formats are amongst the most powerful channels in the marketing space, and nothing quite conveys a brand’s message like seeing a physical advertisement in person.

The extent of the role this channel plays in a customer’s purchasing journey varies based on the product in question, but for the majority of businesses, there’s a wealth of value to be gained from offline media activity.

Our services cover the whole spectrum of opportunities including print, radio, out of home and the programmatic formats of audio, display and digital out of home.

About Our Offline Media Services

Some of the specific benefits offline advertising could unlock for your brand include:

• Proper recognition that goes a step beyond online visibility; making a ‘real’, concrete connection with your brand in the physical world.
• Achieve true brand fame – placing your brand at the front of consumers’ minds when considering products and services within its category.
• Create meaningful sensory touchpoints for your audience via, for example, a catchy radio jingle.
• Master local marketing by putting your brand at the heart of a community with real-world out of home ads.

Despite the wonders of digital, you simply cannot achieve the effects described above without offline marketing, people will always love a paper copy – and an effective, holistic marketing strategy should lean into this.

What Defines Success in Offline Media?

At their heart, offline channels provide quality formats for advertisements. Whilst we enjoy how traceable and data-rich digital formats are, the sheer volume of impressions that can be generated to a local audience via offline is immense. Beyond this, KPIs for an offline campaign include coverage and frequency statistics, and we can help you set up advanced tracking techniques to monitor sales – such as in-store coupons and QR codes.

A good offline strategy blends into your current technology stack and enables you to blur the lines between traditional and digital, knowing that you’re covering every single element of your customer’s journey.

Driving strong campaign performance in the modern day is achieved through synchronizing your strategy across all channels, offline to online, deploying a multi-touchpoint approach and strategy – because if you create enough opportunities for customers to engage with the brand, then you’ll become truly memorably. What’s more, this is key for brands looking to break into the evoked set of consumers.

Why Trust Fusion With Your Offline Media?

At Fusion we work with leading brands on the planning, buying & deployment of online & offline media strategies & campaigns, including:

• Bewonder* – for over 30 of the nationwide shopping centres they manage, promoting seasonal fashion, in-centre events & footfall generating offers
• Savills – generating awareness of events, promotions & tenants within Thistles shopping centre
• Miniso – Helping to generate awareness of the brand, ahead of their local store openings nationwide

Consequently, we’re well versed in creating bespoke strategies & tailoring our approach for advertisers in a range of locations, with varied target audiences, individual budgets and unique objectives.

We work to our clients briefs & requirements, creating the perfect blend of channels & formats to achieve success.

Out of Home Focus: What Tactics Do We Use?

With 20+ years of buying experience, we have an extremely strong understanding of which tactics work – and more importantly, where they work! Our out of home media services include:

• Digital billboards – the perfect way to announce a new product launch or upcoming event to drivers and footfall alike. Always situated in quality, high traffic zones – these sites tend to be unmissable. Rotunda, Kingston achieves huge awareness for in-centre events by booking space on the Digital 48 sheet situated outside of Kingston Station, catching the eye of passing traffic, commuters and visitors to the area. With 280,000 impressions per two weeks, this screen is the perfect channel to announce the latest events at Rotunda.
• Six sheets – often on the side of bus-shelters or situated on the high street / in malls / in service stations are ideal for targeting people in proximity to shopping centres. Caledonia Park shopping centre booked a campaign specifically targeting day trippers and holiday makers on route to the local area by placing ads in local service stations – targeting a captive tourist audience on quality, high footfall, high dwell time screens.
• Phone kiosk ads – this hyper local format is fantastic at achieving local coverage and frequency for advertisers looking to reach local communities. Thistles and Friars Walk shopping centres have both used this format to announce events to their local communities. Wastage is limited due to the high street and locality of the kiosks – they stand out against the clutter and really catch the eye when bright colours are used. This format is a cost efficient way to put brands at the heart of local communities.
• Bus Ads – driving campaign messaging around their routes in local cities, towns and villages. Bus formats command attention from motorists and pedestrians going about their day, standing out and creating impact for brands. The use of bright colours and bold imagery really catches the eye and puts brands at the forefront of mind – creative is key here! Caledonia Park really created a splash with their recent tenant awareness campaign.
• Ticket gates – advertisers with a physical store in a town or city with a large train station can benefit from advertising on the station ticket gateways, this unmissable format is seen by all station users arriving into the location as they pass through the gates. Ticket gateway advertising can be directional and invite visitors to the store, raising awareness and generating consideration. A number of our clients regularly book this format due to the high footfall and number of impressions achieved during campaigns.

Need help with your offline media? Contact us for an obligation-free chat so we can help you get a realistic picture of the value offline channels could be adding to your marketing mix.