When it comes to reaching the wealthy, luxury brands are often careful about who is seeing their message. Because of this, print tends to be a very significant part of a luxury brand’s media buy, due to the ability to target niches and groups of especially wealthy people. And while many affluent brands are taking advantage of the targeting capabilities of email and online marketing, one medium that often gets overlooked is out-of-home.
Now outdoor is generally known for excellent geographic flexibility, low CPMs and high reach. The weakness of outdoor: Ability to target.
So why should brands targeting the wealthy consider outdoor? Luxury Daily spoke with experts about making out-of-home effective for luxury brands, and the overall answer was simple — you can’t miss outdoor. By putting your brand in a medium that is unavoidable, you effectively reach that on-the-move, hard-to-reach consumer.
But what about all the waste? With a carefully constructed outdoor buy, you can significantly cut down on waste. It goes without saying but I’m saying it anyway: Location, Location, Location. Have boards in the wealthiest zip codes of core markets. Target businesspeople on trains and planes. Or wealthy travelers on roadways near major resort areas.
And now, there’s ratings too. Thanks To TAB’s Eyes On, you can now effectively measure the reach and frequency of your demo in an outdoor buy. Demographics measured by TAB include include age, sex, race, ethnicity, and income.
So at the end of the day if you’re a luxury brand looking for individuals with HHI $1M+, then even highly targeted out-of-home is probably not for you. But if you’re looking to reach lower income affluents or the aspiring affluent, Outdoor might be the boost your media mix needs.