North uses tiny billboards to urge Portland to shop local | Flowery billboard changes message based on air quality | N.C. county looks to expand bilingual COVID-19 awareness
North is supporting Bricks Need Mortar's "PDXSOS (Save Our Shops)" campaign in Portland with tiny billboards created pro bono that carry messaging urging people to shop locally. "We take pride in things like having the smallest public park in America," says North CEO Rebecca Armstrong, adding, "So it seemed native to the city and a different way to bring attention to a very important issue."
The charity Global Action Plan has launched a "breathable billboard" in London that depicts colorful flowers in the shape of lungs that become wilted or brown in response to data about local air quality. The billboard's message also changes to encourage viewers to do their part to fight air pollution.
Mecklenburg County in North Carolina is extending its bilingual coronavirus prevention and awareness campaign with agencies Wray Ward and AC&M Group targeting Hispanic and Black communities. The campaign already includes social media, TV streaming, radio, billboards and print ads.
Marketers must pay attention to audience personas when considering adjustments to digital signage content, otherwise the messaging could be lost, advises Steve Glancey of Screenfeed Content. Marcos Terenzio of iGotcha Media notes that his company has found consumer behavior changing rapidly, while Bryan Meszaros adds that OpenEye has advised clients on challenges unique to their industries.
A four-week review by AdQuick of common national out of home advertising media shows pricing ranging from $675 for street furniture ads to $12,450 for wallscapes. The review also found the average price for multiple posters known as wild postings was $5,437.60 and billboards were $900.
Gartner's latest Annual CMO Spend Survey indicates chief marketing officers don't expect the business climate to return to "business as usual" for at least 18 months. While 45% of CMOs surveyed expect the their budgets to "moderately" or "significantly" decrease, 34% expect their budgets to increase.
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Inviting input from direct reports is good for them and for the business, writes Ken Blanchard. "The positive results are two-fold: The employee has more job satisfaction and the organization benefits from the employee's knowledge," he writes.
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