Marketing and Communications is a multifaceted field containing several different communications channels. According to Micheal Kern with Zapier, there are around 19 different marketing channels brands can leverage (Kern, 2023). Event marketing and Billboard advertising are two communication channels I have close experience within my professional experience – each providing altering results.
Working in the healthcare space, it is imperative to connect and engage with the community so they have your brand top of mind when it comes to their go-to healthcare provider. Event marketing provides the chance to interact directly – building trust and emotional connections through experiences. My company is extremely involved in community outreach programs, sports sponsorships, walks in support for awareness months, and much more. with each other in useful ways, which builds relationships and provides value. This method has shown a great ROI in brand loyalty and creating strong relationships in the community.
On the other hand, out-of-home (OOH) ads and billboards often lack the human interaction or required to appeal to viewers in the healthcare field. These advertisements are stationary, and although they have a wide audience, lack the emotional resonance or thorough information required for healthcare providers. Because billboards are placed in congested areas or highways, our company has noticed drivers don’t have the time to scan QR codes or visit landing pages – providing low conversion rates and action.