Adverts based on location main drivers of brand sales

Billboard being set up in Nairobi. FILE PHOTO | NMG
Billboard being set up in Nairobi. FILE PHOTO | NMG 

The luxury car companies, Bentley and Porsche, last week unveiled billboard advertisements strategically locating them along Westlands and Parklands, in an effort to reach its target market and increase sales.

The Bentley billboard is advertising its latest model in the Kenyan market, Bentayga V8. It showcases the red version of the car cruising along the road and its written in white, “BENTAYGA V8 IS HERE.”

The Porsche billboard promotes its Porsche Cayenne Platinum Edition model showcasing the car in its black version.

In choosing to promote its latest offering in the market by use of billboards, the company is employing location-based marketing by targeting consumers in relevant areas in a bid to expand its products’ awareness and thus it is likely to generate interests from them and trigger sales.

“Parklands and Westlands, are prime locations for the Porsche brand and due to demographic alignment with our target market, there is resonance,” said Roy Kyalo, Porsche Kenya brand manager.

The areas are some of the upmarket locations in Nairobi where the wealthy reside or frequent for shopping and dining.

It is, therefore, an ideal location for the car brands, which command a hefty price tag of Sh10 million to Sh40 million, in targeting a niche consumer base.

“Our key strength lies in digital and niche pull initiatives. The use of billboards is part of these initiatives and the main focus is on a critical product that is competitively priced when compared to the competition,” said Kyalo.

“Since we unveiled the billboards, the response from consumers has been positive and we expect to close quarter one of 2018 with increased volume both in terms of order intake and retail.”

Brands nowadays attempt to increase awareness among consumers by displaying the appropriate messaging to people in each location. This also helps in brand recognition and reduces the chance of wasted advertising on consumers that have no interest or are unable to purchase the product.

In fact, research has found that when an advertisement is strategically located in an area where consumers have an interest in the brand, it increases its product awareness by 63 per cent and subsequently leads to an increase in sales.

This is because consumers are able to recognize the product and will, therefore, be on top of their mind when making a purchase, according to the research published in the Journal of Business Studies Quarterly on how brand awareness is influenced by the content, location and size of a billboard.

“Billboards are an essential part of out-of-home advertising and it is important for marketers to consider the size of billboard according to the brand, as they are able to increase awareness among consumers when they select the best location and relevant content. Brand awareness increases the popularity of brand and sales accordingly,” read the report.

“They help in constructing brands and strengthening their images in the mind of the prospective consumer. Brand awareness is based on two factors, brand recall and brand recognition, both of these factors affect the perceived value and buying decision of product.”

The onset of GPS-enabled mobile phones has made location-based advertisements commonplace in today’s marketplace. Consumers are willing to share their data via mobile phones, therefore, brands are able to know their consumers’ preferences.

In fact, a study titled, The Consumer Data Value Exchange conducted by Microsoft it found that consumers will share their data in exchange for cash rewards, discounts, and other perceived benefits that brands can offer.

“With targeted advertisements, brands can engage with consumers, keeping them updated on their latest product launches and offerings in order to influence purchase and stay competitive in a market where brand awareness plays a crucial role in generating sales,” said Stella Kimani, a brand strategist.

“It also serves as a research tool for marketers as they are able to assess in which locations trigger the most feedback from consumers when they place an advertisement. This information is helpful when launching another marketing campaign.”

-African Laughter