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Monday, December 11, 2023

X Pros and Cons of Wild Posting Campaigns

We’ve all seen them (especially those of us who live or spend a significant amount of time in major cities) – those big edgy posters pasted on the side of buildings or train stations promoting a new movie, album or simply a new marketing campaign for a major brand. Wild postings are a surefire way to not only attract a certain audience, but turn your brand into a form of artistic expression that will help cement you into the landscape of a bustling city. 

The entertainment and fashion industries are two of the most popular employers of this advertising technique, but that doesn’t mean other types of brands can’t partake in this eye-catching trend. That said, it’s important to know your audience and your ideal market well before making this investment. As with any other major financial decision, it can be helpful to carefully weigh the pros and cons before opening up your figurative checkbook. With that in mind, here are a few important notes to get you started: 

Pro: Make Yourself Known In The Community

Putting up wild posting advertisements is an exciting way to cement yourself as a brand whose design is on the cutting edge – after all, wild postings are known to be extremely eye-catching and punchy. Now is your chance to show your chops to a community of people who will grow to associate you with a certain building or neighborhood (which is one of many reasons it’s important to take your time choosing a location). 

If your target audience is the type of person who’s likely to walk past your ads on their walk down the street, a wild posting is the way to do it. 

Con: There Are A Lot Of Legalities To Consider

Wild postings aren’t technically illegal in and of themselves, even though they’ve picked up that reputation over the decades. However, you’ll need to be very careful about where you place them and will most likely need a designated permit from the landlord of the building you’ll be using. You may also need to take into consideration city-wide laws that prohibit certain types of advertising in certain places.

Keep in mind that just because you see existing postings on a certain building, you shouldn’t assume they’re there legally. While securing a permit obviously costs money, in the end it’ll be much cheaper than undergoing the headache of a cease-and-desist order.

Pro: Saves Money

Permit costs aside, wild postings are still slightly less expensive than most other modes of outdoor advertising, like billboards or bus wraps. Wild postings are also known to catch more eyes than billboards, so you’re getting more bang for less buck. 

Con: It’s Hard To Control How Long They’ll Be Up

Whereas other types of outdoor advertising give you a bit of flexibility to decide how long they’ll be up based on how much you’re willing to pay, wild postings are pretty much up to the discrepancy of the landlord. In other words, the landlord of the building can remove or paint over your posting whenever they’d like. Campaigns that run with a permit will be pasted over as soon as a new advertising campaign begins.

That said, the good news is that wild postings stay up 24/7, versus digital billboards or outdoor ads that may turn off at night. 

Pro: Show Off Your Unique Design Approach

With wild postings being right out in the hustle and bustle of the big city, it’s important to really flex your team’s creative muscles and give everything you’ve got to your design strategy. After all, you still only have a few seconds to really grab your target audience’s attention – don’t you want to make the most of that?

Most people will advise to make your wild posting imagery-heavy and minimize text as much as possible – however, if you’ve got killer typography, stellar design and a few quippy words that really pack a punch, there’s nothing wrong with that. 

Another exciting aspect of wild posting to consider is its viral potential. With so many different types of people destined to walk across your sign, there are bound to be a few that are compelled enough to stop and snap a picture. This is why it’s even more important to push your normal boundaries when designing your wild advertisements – and don’t forget to slip in a discreet QR code so those street photographers have a place to direct their viewers!

Depending on your brand and unique needs, wild postings may or may not be the best investment for you – however, they are a fun, exciting and cost-effective way to get your message out to the world in an edgy, thoughtful way.