You’re probably wondering what a Visual Hammer is. Well, the idea of a visual hammer is a visual that reinforces a positioning concept. Al Ries introduced us to the concept in a 2008 Ad Age article, and Laura Ries went in-depth on the topic in her 2015 book Visual Hammer.
When your business creates a positioning concept, the objective is to put a word or verbal idea into the mind of the consumer. But, a verbal concept doesn’t contain the emotion that appeals and ultimately sticks with the consumer. What a positioning concept or statement needs, is a visual to hammer home the message, a visual that creates an emotional tie to your brand and its message. It’s a graphic, picture or logo that instantly enables anyone to recall your brand. No words are necessary if you remain consistent and consumers see the visual repeatedly over time.
When looking for a visual hammer, simplicity is key. Uniqueness is also important, but be sure you understand the message your visual hammer communicates to customers and prospects because you want it to sear a word in their mind. It must have a positive emotional appeal.
Why is Out-of-Home transit advertising the perfect medium to deliver your brand’s visual hammer?
If you already have a visual hammer that’s tied to your TV or digital campaigns, creating that same image on a large-scale bus format will extend your top-of-mind awareness into a bigger than life visual. If you don’t already have a visual hammer, our team of expert designers will work with you to create one. Either way, transit ads surprise viewers because they constantly move all around the city. Consumers won’t tire of seeing them or dismiss them as part of the landscape because they’re often seen in different places around the city. Did I also mention that they’re BIG? 40 feet of in-your-face visual hammer is much more impactful than a few square inches of pixels!
Transit bus ads reach drivers and passengers in cars passing by or sitting in traffic. They also reach the people on the streets walking by or riding their bikes and folks in offices or storefronts. Transit ads can’t be avoided like TV and radio. You can’t skip over or completely ignore those big, bold bus ads passing you in traffic or sitting right in front of you in a traffic jam or at a stop light.
Transit advertising also has extensive reach, and is one of the lowest costs per impression in media. Buses run approximately 18 hours a day, 365 days a year so your message will get hundreds of thousands of eyeballs on it in a short period, and will reach all demographics where they live, work and play.
Put your visual hammer to work with Adsposure and the power of transit advertising.