360-Degree Brand Exposure: Maximizing Graphic Placements on Mobile Billboards for High-Impact Outdoor Shows
While the outdoor environment has a 3D aspect to it, most brands will design their display for just the front of the building. You might have a banner at the front, and maybe some table signage, but everything else will be left blank. However, you will have people walking around your display, taking pictures from the grass, viewing from a hotel window, and being featured in the background of videos. All of these are free sources of media. Changing your mindset to using your mobile buildings as 360 billboards will completely change the game for your brand.
How to Maximize Brand Exposure from Every Angle
Change Your Mindset
First and foremost, no one will ever view your outdoor display from the correct angle. People will walk around your display from all angles, looking down from escalators and balconies, and will accidentally take photos from weird low angles. Instead of designing your display with just one plane of view, think about it from all angles. Consider what areas of your display will be seen from different directions, and ensure you have something on all of your surfaces. The top will be used for high-level visuals, the sides for long-distance visuals, and the valance for eye-level visuals.
Canopy Top: The Forgotten Billboard
If you look at any overhead images of an event, you will notice very few brands are visible. Very few brands will print for high levels. The canopy roof is the largest single surface on most displays, yet it’s completely forgotten. Large, simple, high-contrast graphics will be visible from across the festival area and from high levels, and they will appear in drone images, which will be everywhere. The fine detail will not be visible from high up; however, two colors and a short word will be. It may seem strange to spend quality money on an area that very few people will actually see; however, it is the only area visible from half of your venue.
Middle Layer: Persuasion
Your balance will be situated around the edge of your canopy at eye level. The side walls will have more detail and a bold statement. This will be visible as you walk past. The back wall will act as a photo backdrop, making everyone a distributor. This is also where quality will shine through. Cheap prints will fade in the sun in a matter of hours.
Quality custom promotional tents will ensure your colors remain vibrant and sharp throughout the whole day, meaning your brand will be as strong on Sunday afternoon as it was when setting up on Friday. For more ideas on creating a distinctive outdoor display, read our guide on embracing your quirkiness with a playfully customized canopy tent.
Don’t Forget the Bottom!
Eye level can get busy quickly. People will notice anything that looks intentional. Tablecloths, floor mats, and barriers with branding will all look polished. People will be looking at the floor while queuing and reading anything that is right in front of them while waiting for their coffee. This is free branding, and most competitors will miss out. Using your tablecloths to be blank while your canopy is bright will leave a gap in your story.
Let Your Brand Roam
Flags will help to place your brand from far away. Inflatables can be used to create tall visuals. Shade is the most requested feature at any outdoor event, and it can create roaming media. Using a custom market umbrella over your demo table or seating area will lift your branding up and out. It will be visible from all directions. Adding 2 or 3 around the outside of your display will increase your brand footprint without renting extra space. People will constantly take pictures of your umbrellas, as everyone wants to prove they were in the shade. This will increase your brand visibility more than static walls.
Make Your Display Camera-Friendly
Everyone will have a camera; half will be looking for content. Graphics that look good in photos will have similar features. High contrast, simple, and clean branding. Leave space for people to stand whilst still being able to see your logo. After the sun has gone down, lighting will become important. Up lighting will ensure your structure is still visible in the evening, whilst your competitors who aren’t lit will fade into the background. This will ensure people want to include your display in their feed.
End Point
Traditionally, you would have one surface, one message, and one angle. With mobile buildings, you can break all three rules. Your top will be used for long-distance recruitment, your walls and valance for eye-level conversion, your bottom for detailing to show you care, and your roaming features such as umbrellas to push your brand into areas your main structure won’t reach. By covering all areas of your circle, your brand no longer relies on footfall. Everyone will walk past your brand. Your brand will be visible from all angles. This is what 360 exposure really means.
