As advertisers change their marketing strategies, why are they always inseparable from outdoor advertising tents?

Why Outdoor Advertising Tents are Indispensable for Brands’ Marketing Strategies

Recent brand updates in visual styles and promotions by renowned companies like Burger King, Zhihu, and Gome highlight the evolving marketing strategies adopted by advertisers. As brands focus on rebranding, they also adjust their marketing approaches, often incorporating outdoor advertising tents as a crucial component.

Outdoor Advertising Tents: Emphasizing Brand Differentiation

Standing Out in the Attention Economy

In today’s attention-scarce environment, brand marketing has become increasingly challenging. With a deluge of indistinguishable information online and product homogeneity, consumers struggle to access relevant brand information promptly. Amidst the ubiquity of advertisements in the mobile new media era, outdoor advertising tents emerge as the preferred choice for brand promotion, offering a direct connection with consumers’ daily lives.

Brands leverage outdoor advertising tents to establish a strong presence in consumers’ minds. For instance, during the COVID-19 pandemic, when people were forced to work or study from home, numerous online collaboration and learning tools flooded the market. Amidst this crowded “online tools” landscape, DingTalk, a popular app for online teaching and office collaboration, adeptly capitalized on internet memes through self-deprecating marketing, winning brand recognition. Their “In 2020, I’m DingTalk Online” slogan, complemented by eye-catching outdoor advertising tents, resonated with users’ experiences during the pandemic and successfully reshaped the app’s public perception.

Differentiating Through Brand Identity

When products and services become highly commoditized, consumers often base their purchasing decisions on brand information rather than the products themselves. To stand out among competitors, brands must differentiate themselves. Utilizing outdoor advertising tents can reinforce brand recognition and leave a lasting impression on consumers.

Take Quark Browser, a provider of ad-free browsing experiences, as an example. They strategically deployed various outdoor advertising tents across subway stations, airports, shopping malls, and communities, coupled with a clever “anti-advertising” tagline that effectively communicated their brand’s core value proposition – a differentiated experience free from intrusive ads.

Catering to Individualistic Consumers

Today’s younger generation of consumers values individuality and self-expression. Brand positioning reflects these consumers’ personal identities. Successful marketing campaigns not only convey brand values but also resonate with consumers’ emotions, fostering a stronger connection.

NetEase Strict Selection (Yáng Xiùquán) exemplifies this approach. During the COVID-19 pandemic, their “Don’t Look at This Ad” campaign and their “Against Consumerism” advertisement during Double 11 (Singles’ Day) shopping festival spoke directly to consumers’ lifestyles, creating a relatable and understated brand image.

### Amplifying Brand Reach Through Outdoor Advertising Tents

Leveraging Cross-Channel Synergies

To increase brand exposure, establish strong brand recognition, and foster long-lasting brand awareness, brands must leverage different channels to expand their influence. In this context, outdoor advertising tents have become increasingly valuable.

During the Double 11 shopping festival, emerging brands on Tmall experienced phenomenal sales growth, with new cosmetic labels like Flower Mate, Perfect Diary, and Little Ondine achieving record-breaking transactions. The rapid rise of these up-and-coming brands can be attributed to their strategic marketing approach, which combined content seeding, brand building, and outdoor advertising tent deployments to expand brand awareness and drive conversions.

Leveraging Online and Offline Synergies

In recent years, the integration of online and offline marketing through outdoor advertising tents has gained popularity. Brands increasingly employ multiple media formats simultaneously during their campaigns to amplify their reach.

According to data from Qunyi, in 2016, 14% of brands solely relied on outdoor advertising tents without utilizing other advertising formats. By 2019, this figure dropped to 8%, and it is expected to decline further in 2020. Consequently, achieving synergy between outdoor advertising tents and other media formats has become a critical challenge for brands.

Engaging Audiences Through Creative Outdoor Advertising

Numerous successful outdoor advertising campaigns have leveraged creative tactics to facilitate direct interactions between brands and consumers. For instance, during the launch of the Honor V30 smartphone, the brand created an interactive outdoor advertising tent utilizing the device’s AI facial recognition and heart rate sensing capabilities. Over two weeks, the installation attracted numerous fans eager to experience the technology firsthand, while also piquing the interest of passersby.

Online, the #SummonHonorAmbassador hashtag further amplified the campaign’s reach, as fans shared their interactive experiences, generating secondary dissemination and enhancing the overall impact.

As more brands prioritize return on investment and short-term sales goals, they increasingly seek efficient media placements. Outdoor advertising tents can leverage technology and digitalization to enable more efficient and impactful communication for advertisers.

### Diversifying Outdoor Advertising Tents to Meet Varied Marketing Needs

Tailoring Tent Formats to Brand Positioning

The diversity of outdoor advertising tents is one of their most notable characteristics, offering advertisers a wide range of options across various formats and locations. Different tent types cater to different roles in brand communication, necessitating a strategic selection aligned with each brand’s positioning.

For instance, Pop Up Tents, Inflatable Canopies, and Star Canopies serve distinct purposes within the communication matrix. Alcohol brands often choose airport and high-speed rail advertising, as these media channels effectively target their desired consumer demographics through concentrated exposure.

Leveraging Multi-Channel Integration

As outdoor advertising tents excel in localized reach, enabling comprehensive coverage across geographic areas, consumer types, and consumption scenarios, multi-channel integration has become a popular approach for many brands.

Xiaodu, an intelligent speaker brand, executed a “Fragrant” outdoor advertising campaign across multiple channels, including subways and commercial districts. Capitalizing on the trend of users playfully requesting Xiaodu to “fart” during the pandemic, the brand responded with a series of humorous outdoor advertisements featuring the “farting” theme. This approach not only demonstrated the brand’s personality through public service reminders about wearing masks and maintaining social distancing but also fostered audience engagement by integrating offline outdoor advertising tents with online social media interactions, generating secondary dissemination.

Leveraging Innovative Technologies

Without creativity, outdoor advertising loses its soul. As consumers increasingly value and appreciate creative outdoor advertising, brands are incorporating cutting-edge technologies and thoughtful designs into their outdoor tent deployments to achieve more impactful communication.

Coca-Cola’s interactive outdoor advertising tent campaign in shopping districts during the Super Bowl’s “Make It Happy” promotion serves as an excellent example. The brand erected simple yet endearing tent displays featuring a smiling emoticon. As curious consumers approached and made various expressions, the display would mimic their facial expressions, creating an engaging and uplifting experience.

In the fiercely competitive brand landscape, maintaining long-term growth has become a critical challenge for advertisers. In the multi-media era, the value of outdoor advertising tents as a means to occupy consumer mindshare has become increasingly evident, making it an essential component of brand marketing strategies. Simultaneously, leveraging the advantages of the internet and integrating online and offline marketing efforts represents the winning strategy for brands.

Key Takeaways

• Outdoor advertising tents help brands stand out and differentiate in the attention economy.
• Deploying tents across channels amplifies brand reach and awareness.
• Creative outdoor tent advertising facilitates direct consumer engagement.
• Diversified tent formats cater to varied brand positioning and marketing objectives.
• Integrating online and offline strategies through outdoor tents optimizes marketing impact.