Update from ICON regarding COVID-19

In an increasingly digital world, it’s easy to forget about real life and the day to day interactions and transactions that people make. The rise of social media and new technology has led many companies to increasingly rely on digital marketing campaigns, however in many industries, especially in the hotly contended Australian property development market, traditional strategies like outdoor media shouldn’t be discounted.

In an article focusing on property development marketing, Marketing Magazine, highlighted the way property marketing has adapted to new digital channels while still maintaining that traditional media still has a role.

There wouldn’t be a property in Sydney that wouldn’t be online, the channels we’re using to reach people are changing. Traditional media still has a role – a lot of property is bought by people in the local market, so direct mail flyers, billboards and print advertising in relevant media are still effective – but are increasingly viewed as supplementary to digital marketing.

Billboard marketing is a highly effective form of marketing for property developments, where it is often the challenge of the marketing team to sell a vision and a lifestyle that are little more than a promise that this is what will be delivered.

On average, passers-by have just six seconds to read a billboard, so the creative execution, along with placement, are a major factor in their effectiveness. The 6 Basic Rules of Effective Billboard Advertising recommends that billboards use six words or less to convey their message and that the message be presented in a concise and simple manner and supported with strong and powerful visuals.

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Billboards are not a call to action medium, they are there as a supporting medium to build brand awareness and increase brand recognition. A billboard strategy should support your other marketing campaigns, of which digital can be a major factor.

The massive shift toward online and social media marketing does not mean more traditional forms of advertising, such as billboards, are dead. Rather it gives property developers more opportunity to build their brand story, and tell it across a range of marketing platforms.