According to a recent survey conducted by Firstboard, a notable trend among SMEs reveals a reluctance or disinterest in embracing OOH advertising, driven by various concerns. Key apprehensions include cost considerations, the surge in technology, maintenance challenges, and navigating the legal processes involved. If you find yourself resonating with these concerns in the field, this article seeks to alleviate your worries.

By addressing these concerns systematically, the goal is to empower SMEs in making informed decisions about OOH advertising.

1. Cost

If cost is a primary consideration, there are strategic steps you can take to manage expenses effectively. Rather than allocating your entire budget to a single endeavour, begin with a modest approach. Specifically, focus on establishing a presence within your local community. By engaging with local residents, you can gain valuable insights into prevailing trends and consumer perceptions.

Additionally, consider initiating short-term campaigns initially. Assess the feedback garnered during this initial phase to gauge the effectiveness of your efforts. If the response is favourable, you can then contemplate expanding your initiatives or prolonging the duration of your campaigns. Furthermore, it may be prudent to strategically time the promotion of your brand. Perhaps, you can align them with significant events such as product launches or festive seasons for maximum impact.

2. Rise Of Technology

In light of rapidly advancing technology, it’s understandable to feel pressured to keep pace with emerging trends. However, it’s essential for all SMEs to recognise the enduring value of Out-of-Home (OOH) advertising in fostering brand recognition. OOH advertising plays a pivotal role in etching your brand into the collective consciousness of your target audience, ensuring its lasting presence. Establishing a prominent outdoor presence is crucial for leaving a favorable impression on the public.

Take, for instance, the example of Siti Khadijah, which consistently employs innovative outdoor advertising strategies to firmly embed its brand in the minds and hearts of Malaysians. Moreover, the inherent visibility of outdoor billboards in high-traffic areas compels individuals to pause and engage with your brand. Through compelling copywriting, your brand has the potential to gain viral traction, saving you the time and resources typically invested in online avenues.

3. Maintenance

Certainly, the proactive management of billboard placements is an insightful strategy. It’s important for businesses to be aware that, within the realm of legal billboards, there is often an avenue for requesting specific maintenance or improvements to enhance the presentation of their brand. Adhering to legal and licensed billboard spaces in Malaysia is paramount for ensuring that the structures are properly maintained and in compliance with regulations.

By choosing legitimate locations, businesses can typically expect a higher standard of upkeep. While it may be a relatively rare case to request specific changes, knowing that the option is available underscores the importance of selecting legal and authorised billboard spaces for optimal visibility and positive brand representation.

4. Legal Process

Achieving effective billboard advertising demands patience and a thorough understanding of the process involved. To ensure a smooth journey, it’s essential to grasp the intricacies of each step. Firstly, the creation of a visually appealing design coupled with appropriate wording is crucial. These materials must meet the standards set by Dewan Bahasa Dan Pustaka (DBP) and gain their approval, a process typically completed within 1-2 days if requirements are met. Subsequently, the focus shifts to the actual installation of the brand on the targeted billboard. This phase generally requires around one week to finalise.

It’s important to note that adherence to local authority regulations is paramount throughout this process, particularly within the Kuala Lumpur area. By diligently following these guidelines, businesses can anticipate a reasonable timeframe for the completion of their billboard advertising endeavours.

In conclusion, while SMEs may initially face apprehensions and challenges regarding outdoor advertising, it’s essential to recognise the valuable opportunities it presents for brand visibility and recognition. By addressing concerns such as cost, technological advancements, maintenance, and legal processes with strategic planning and expert guidance, businesses can leverage the power of Out-of-Home advertising effectively. Ultimately, we hope this article helps!