Construction sites are a paradise for creative outdoor advertising. No other place would provide such spaces, would offer such exclusiveness of media. Be it a hoarding of 100-meter or a high-rise scaffolding: When imagery and message go together, it is virtually impossible not to be intrigued by such advertising. Construction site advertising, therefore, is paradigmatic for Valdivia’s series on types of marketing and advertising specifically for construction and real estate.
Opportunities on Site
Self-marketing suggests itself as the most convenient way. You promote your project in your own surroundings, draw your buyers’ or tenants’ attention to said project as well as to your company’s other ones. Renting advertising space to third parties is a little bit more difficult. Obviously, your users want to be sure that their advertising will be noticed. And the authorities will have their say as well:
- Advertising space needs to be easy-to-see and should not be covered by trees or parts of buildings. A well-frequented location is to be preferred, such as intersections, tram routes or pedestrian areas.
- Commercial advertisements will only be permitted on construction sites in mixed developments with both residential and commercial buildings. Purely residential areas will be excluded from commercial advertising and so will public sector projects. Restrictions also apply if the object itself or its immediate surroundings are listed as protected heritage.
This sounds like a lot of effort but it is worth it: depending on the size of space and the location, renting can yield a handsome sum. Standard banners on scaffoldings or hoardings are most commonly rented out for 28-day intervals; special formats and permanent installations, conversely, have to be arranged individually.
Being Creative Is Being Attractive
Stretched over 6 or 8 storeys of height, even a standard poster will leave an enormous impression. This is even more true of the new trend called high-impact advertising. True to the motto ’less is more’, high-impact formats are aimed at reaching high levels of attention through large spaces and creative designs.
In order to fully exploit the specific opportunities of construction site advertising, press for creative solutions matching the given context. A long stretch of hoarding, for instance, is ideal for storytelling or for presenting the consecutive steps in a development – and why not as a cartoon? Megaposters on scaffoldings, by contrast, work effectively both at close range and from a considerable distance. For this reason, images and texts have to come in striking and simple design.
Construction panels do not allow for that much variety, with their contents being subject to legal requirements. And yet, even they can display an attractive 3D image of the object, a short message in the subline, and a URL for further information.
From Gate Signs to Paintings of Light
Apart from that, numerous other elements at a construction site can serve as a temporary or permanent advertising medium:
- With a cover in matching colours, containers can be turned into a ‘design sample’ for the building to be completed.
- Consistent signage for orientation and safety highlight the characteristics and unity of larger projects.
- Hoardings can be equipped with attachments containing novel and unusual messages.
- Even machinery can be incorporated in the general idea: After all, who has never been fascinated by construction sites at night with their cranes’ lights painting colourful lines in the otherwise pitchdark sky?
Especially in self-marketing, however, consistency is key: Efficacy in the real world relies on clear and consistent messages. And then there is this one popular and inexpensive ‘advertising space’ at constructions sites: the peephole in the fence for curious passers-by.