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Out-Of-Home (OOH) advertising is experienced “on the go.”
Traditionally known as outdoor advertising, OOH is associated with roadside billboards, street furniture (urban bus shelters and kiosks), and moving messages on public transit, including buses, trains, and subways. Out-Of-Home media also makes an impact through:
- Static Signs
- Posters
- Lamp Post Banners
- Vehicle Wraps
- Lighted Panels
- Mall Displays
- Mobile Billboards
Regardless of format, OOH is place-based, connecting marketing messages with an active audience.
Digital Out-Of-Home (DOOH) is a multi-billion-dollar industry representing over one-third of OOH spending. DOOH broadens the scope of OOH using dynamic media experiences from larger-than-life jumbotrons down to screens and point-of-purchase kiosks installed where people shop, work, dine, travel, and play.
OOH campaigns incorporating printed materials or touch screens are elevated by interactivity.
Visitor Out-Of-Home (VOOH) advertising targets a place-based audience of tourists and visitors at transportation centers, lodging facilities, attractions, and retail environments.
VOOH applies a marketing mix using both DOOH and OOH to provide content and information that visitors are actively seeking at their destinations. Visitor Out-Of-Home information displays include brochures, maps, guides, static & digital signage, and interactive touchscreens.
VOOH provides valuable and helpful visitor information. The ability to both self-select information of interest and take or share the information increases the effectiveness and reach of OOH advertising.
– Charlie Kaing
American Precision Museum in Windsor, VT, specializes in telling the story of 100 years of American industrial machinery and precision manufacturing. Executive Director Steve Dalessio shares experiences and insights from the perspective of a museum director navigating a challenging few years within the tourism industry.
CTM: What were some of the biggest challenges you faced during the pandemic?
APM: When the pandemic began, we only closed for about a week. Our first challenge was to develop a plan to keep the visitors and the staff safe, ensuring full implementation at all times. Social distancing was a must. We installed plastic shields for locations where a staff member would have to interact with a visitor.
Masks were required, and we closed three times each day for deep cleanings. We wiped down all the exhibits, the handles, doorknobs, and light switches with alcohol. After that, we felt comfortable reopening, especially since the big box stores were open. We devised a plan, stuck with the program, and saw around 1,600 to 1,700 visitors between 2020 – 2021.
CTM: What were some of the ways that you were able to pivot during the pandemic?
APM: We pivoted to more virtual environments. A virtual “field trip” had us touring the museum using an iPad. A few teachers came to the museum and showed exhibits and museum pieces to their students in the classroom using a webcam.
We produced many more short videos, including an interesting one about What the Bricks Tell Us about our building. Overall, we increased the number of videos we created during the pandemic and did a few live streams on Zoom and Facebook. Videos expanded our reach quite a bit across the country.
The most significant thing we did during the pandemic was redesigning the front of our exhibit space. The project was especially interesting because it was primarily done virtually using a design group out of Charlotte, NC, and a builder in Virginia. The pandemic coincided with our original plans, so it took us nearly a year to redesign this way.
CTM: What did you learn from the changes you made during the pandemic?
APM: We learned an awful lot. For example, we moved our exhibit timeline about the American manufacturing system farther back in time to include hand tools instead of starting with the machines. In addition, our programming has been delivered much differently since learning the importance of virtual education.
CTM: What success did you find from changes or different ways of thinking during the pandemic?
APM: We didn’t change the physical museum aside from putting in new displays. The essential museum operations moved a bit into more virtual directions. However, the whole world of online meetings really opened the door to how we could run things differently.
We saw a lot of success and exposure in the virtual world. This different way of communicating was a real positive. It’s significantly changed how we’re doing our board meetings. That big change has rewarded us with considerable success.
CTM: What influenced and inspired new ideas during the pandemic?
APM: We like to think of ourselves as innovators. We learn, of course, from everything that we do, and we learn from everybody around us as well. But we always look for ways or opportunities to improve the process and the experience. So we’re not afraid of change, right?
We’re also inventors at times. Sometimes we have to create something new and different, but for the most part, our inspiration comes from almost all the world around us. Coincidentally, the museum’s premise is about learning from yesterday, exploring today, and imagining the future.
We always say it’s past, present, and future. More recently, we’ve adapted what we learned from our own history to explore what’s around us today and then imagine what it could be like in the future.
CTM: What have you noticed since things have opened up this year? What feedback have you received?
APM: We’ve seen an increase in out-of-state travelers, and we’re back to regular visitations with people coming from everywhere.
The American Precision Museum has one of the world’s best collections of machine tools from the nineteenth century, including lathes, planers, drill presses, specialty items, and firearms. The museum has been a long-time CTM Media Group client using brochure distribution services as part of their tourism marketing efforts.
– Charlie Kaing
Applying creative, innovative, and resourceful solutions allowed many tourist attractions to move forward and even thrive in the post-pandemic world. Digital Media Manager Corrie Ignagni was kind enough to share experiences from Roger Williams Park Zoo, the third oldest zoo in the United States, located in Providence, Rhode Island. Roger Williams Park Zoo is also a long-time CTM Media Group partner, using brochure distribution and visitorfun.com services to connect with tourists and locals.
CTM: What Were Some of the Biggest Challenges the Zoo Faced During the Pandemic?
RWPZ: Like many other zoos and aquariums across the globe, we shut down for three months (March 14th, 2020 – May 29th, 2020). Animals representing more than 100 diverse species call the Roger Williams Park Zoo home, so providing for them was still our number one priority. The animals still needed nutritious meals, routines, and even emergency medical treatment essential for day-to-day care. Thankfully, we have an incredible team of caring professionals, and all departments across the board really stepped up during that shutdown.
Another significant challenge was finding a way to come up with funds to keep us going, especially because we were just about to enter spring, which usually kicks off our busy season at the zoo. With that in mind, we pulled together as an entire team. Every department looked for ways to raise funds and keep our members, guests, and followers involved and up-to-date with what was happening.
The safety of our guests was obviously paramount when we reopened. As a result, the zoo implemented updated safety measures and guidelines. For example, we included advance timed ticketing to control crowds and ensure folks could safely social distance.
Many people may not realize that along with the numerous events and programs and on-site animal care at the zoo, we also do a lot of field conservation work. Unfortunately, in 2020, we had to temporarily pause our conservation projects, like The American Burying Beetle Program and the New England Cottontail Breeding Program, which involve breeding and reintroduction efforts for those species.
Once we got back into the field, it was all-hands-on-deck, working in tandem and collaborating with Rhode Island DEM and Rhode Island Natural History Survey. One of our most exciting conservation projects was our Eastern spadefoot toad operation. Our Conservation Director, Lou Perotti, raised nearly 1,000 toadlets for release in Rhode Island. It was just amazing to see how much those conservation programs could take off again once we had the opportunity to get back out there. It’s been nonstop since then!
CTM: How Were You Able to Generate Funds for the Zoo?
RWPZ: One of our biggest annual fundraisers was our Jack O’Lantern Spectacular, a walkthrough event with thousands of pumpkins on display and hosting 120,000 – 140,000 monthly visitors. Due to all the different safety protocols in place for masks, mandates, and things like that, we pivoted quickly to our first-ever drive-thru Jack O’Lantern Spectacular. That took an incredible effort from everyone, from our Passion for Pumpkins folks who carve our pumpkins and put on the displays to our operations department, who ensure the pumpkins are safe for visitors and our animals.
Not only did we pull that off in October, but just a few weeks later, we launched our first-ever Holiday Light Spectacular, which ended up being a drive-thru event that is now an annual tradition. It was mind-blowing to see that blossom from, “You know what? Let’s try this out…” These events helped raise the funds we needed – not just for animal care – but to support our conservation programs locally and globally, so that was incredibly amazing to see.
CTM: What Did You Learn From the Adjustments and Changes You Made?
RWPZ: We knew our community was our biggest supporter, but it was especially heartwarming to see how Rhode Island really loves and adores what we call “their zoo.” Seeing how many folks came out to support our events was unbelievable. Even those who were uncomfortable coming to an event with larger crowds still spread the word about what was happening here.
People kept donating and tuning in to the free digital programming, staying involved the entire time we were closed. It wasn’t necessarily something new we learned, but we were all touched by how the community as a whole cared. It wasn’t just about us, but about the entire community and how we rallied together.
CTM: What Success Stories Emerged?
RWPZ: During our temporary closure, we brought the zoo to families by starting an all-new online series Virtual Zoo School, free to access on YouTube and Facebook. Children and adults tuned in each week for educational fun with our favorite critters while getting behind-the-scenes and up-close looks at our animals. At the end of each episode, we introduced families to a fun activity they could do at home.
Families, community groups, and schools could also register for virtual animal experiences. These meet-and-greets with our animal ambassadors taught them about our amazing critters with the ability to ask our trained animal handlers questions. We still have interactive digital animal encounters and virtual educational programs available today.
Our annual Brew at the Zoo event – Rhode Island’s largest outdoor beer festival typically serves over 3,000 visitors and features 70 to 80 different brewers. In 2020, our Development Department acted quickly to create “Brew in a Box.” Local brewers helped us by supplying different, locally-made brews that we packaged into boxes and other goodies. In addition, unique digital programming included virtual animal encounters and cocktail and drink recipes.
Zoobillee – Feast with the Beasts, historically the zoo’s largest single-night fundraiser, also pivoted to digital. We would generally have over 40 different food vendors on-site, but 2020’s Zoobillee featured live animal encounters online. The virtual event was great, but we were all very excited to go back in person when we could. If anything were to happen again, it’s nice to know that there are so many ways we can get the community involved. Social media played a big role during that time and was an excellent way to communicate and stay in contact with all our community members.
CTM: Did You Receive Assistance From Other Businesses? Who Came Through With Unique and Effective Ideas?
RWPZ: Media and corporate partners we’ve worked with each year were a tremendous asset. Any help that we needed, they were always there to assist us, including during our Holiday Light Spectacular, which was brand new for 2020/21. We worked very closely with the Providence Warwick Visitors Convention Bureau to help advertise and promote that event.
We partnered with local hotels in the Rhode Island area, too. The holiday event was worth an overnight visit, so local hotels offered a special package featuring complimentary tickets to our lights event if they booked a hotel stay. This helped the zoo in terms of visitation and funds and was a great way to help the local community. We could see many visitors booking reservations through the hotel program.
CTM: What Have You Noticed Since Things Have Opened Up This Year? What Feedback Have You Received?
RWPZ: When we first reopened, several exhibit spaces people know and love were still closed because they were touch areas. However, once we finally opened everything up, it was lovely to see how excited people were to be back into the full swing of what this zoo is all about.
Our animals are always our main priority. It is incredibly rewarding for us anytime we can teach about our environment and the amazing animals we share a home with. Many members and guests had children within the past two years, so this is the first time they could experience the zoo together. We love hearing things like that!
Aside from being an accredited member of the Association of Zoos and Aquariums (AZA), The Roger Williams Zoo is home to many endangered species and is an American Humane Certified Zoo. And as a result, the zoo participates in cooperative conservation and breeding programs to help ensure the future survival of many endangered species.
CTM can help you increase your ticket and product sales, whether you currently sell tickets on your website or not.
We have partnered with Peek Pro, a tour and attraction management software leader, to offer an online ticketing and management solution that may be right for your business.
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Positivity
When providing fun, happiness, and joy to people is why you do what you do, now is the time to shine. Always highlight the unique experience you offer. How do you want your guests to feel, and what memories will they create from their visit? Lead with this positive messaging. Customers may not remember all the details of your campaign, but they should remember how it made them feel.
Community
Those thoughtful budgets and strategic forecasts from January were probably thrown out the window weeks ago, right? First, breathe and take stock of your support structure. Evaluate the tools and resources you have, especially the people in your life, in your industry, and your community, who want to see you succeed. Don’t be afraid to ask for help. The loyalty you have already earned is a huge asset. Next, put yourself on the couch of this year’s customer. Imagine their new path to your doorstep. How can you help them? Easing their minds, communicating effectively and honestly, and providing an exceptional experience are your new priorities. Adjust your strategic plans and manage expectations accordingly with the resources you have.
Flexibility
Expect the unexpected. Assume your daily routine now includes some disruption and creative problem-solving. Building elasticity into your marketing provides an opportunity to pivot. Be honest. If you don’t have the bandwidth to manage multiple channels this season, consider consolidating your online presence. Ensure that search results are not pulling from abandoned listings or posts in conflict with your most up-to-date information. Decide how you will communicate important updates to your hours of operation, payment and refund policies, reservation options, transportation, food service, accessibility, etc. Will these be listed on your website, through social media posts, or your Google My Business (GMB) listing? Commit to publishing consistent online updates to at least one specific channel and ensure that any printed materials direct customers only to your active, dedicated digital touchstone.
Reality
Review your marketing with fresh eyes. Photos and videos used for previous campaigns may need to be refreshed to reflect safety and social distancing. Think about how a guest’s experience will be different this year and what will be important to them. Your marketing should manage expectations through a realistic (but still positive!) lens. Media showcasing large groups, crowded venues, or interactive exhibits involving touch might not be appropriate this year. Consider featuring your staff members, ensuring safety measures, smaller group tours, or more individualized experiences. Showing human experience is still incredibly important. Empty rooms, landscape shots, and the exteriors of buildings often convey isolation instead of exploration. Keep positivity and humanity at the forefront.
Safety and Security
Customer and employee safety are paramount. In uncertain times, do not underestimate the importance of communicating facts to relieve anxiety. What can visitors expect from their experience this year? Platitudes of concern and vague reference to safety measures may fall flat in an environment saturated with pandemic messaging. Content should be helpful and relevant to them. Prioritize what is most important to your guests. Education is part of relationship building, which will lead to sales. Highlight top safety actions concerning the customer experience in your marketing messages. Are you facing limitations to staffing, occupancy, or capacity? What actions will secure a reservation to avoid long lines and wait times? Will extended cleaning schedules affect hours of operation? Are dining options limited at your venue? What is the best way to contact your business to get answers to specific questions? Marketing to remove many common customer objections and obstacles should lead to more increased trust, loyalty, and conversions
Scalability
If the state, province, or international borders are closed or requiring extended quarantines for new arrivals, your target audience alignment should be shifting closer to home. As restrictions lift, your campaign reach can expand accordingly. Audience awareness remains your first hurdle, so focus on gateways. What is the visitor’s moment of discovery for your business? How will a visitor know to search for you? Will you be discovered through organic, referral, or direct site traffic? What will influence those visits? What are other ways customers may reach out to you? Resist the urge to retreat your marketing exclusively online. Printed materials are still an excellent and highly trusted option to generate awareness. Publications focused on a lifestyle or destination, along with rack cards and brochures self-selected by users, connect with your desired targeted audiences of willing travelers. Partnering with local tourism experts is a cost-effective way to connect with an audience of visitors and locals looking for fun things to do. Destination marketing organizations and visitor information companies, including CTM Media Group, offer a variety of programs to participate in printed destination maps, visitor guides, and brochure distribution targeted specifically to area visitors. These companies and organizations are excellent resources for like-minded businesses to share ideas and best practices to support the hospitality industry. About CTM Media Group: CTM Media Group has been helping visitors, tourists and out-of-town guests choose their own adventures since 1983.CTM is one of the largest distributors of visitor and tourism information in North America with 19,000+ locations across the US & Canada including attractions, visitor centers, airports, retail destinations, and hotel lobbies. As the industry leader in connecting visitors and tourists with experiences, CTM puts you on the visitor’s radar and in their hands at the exact moment they are deciding what to do next. As our CTM Media Group staff connects with our exceptional host location partners and customers, we are happy to share some positive stories from the tourism industry. Over these past weeks, the Holiday Inn LaGuardia Airport Hotel has been offering COVID-19 responder rooms to emergency workers arriving from outside New York in service to front-line needs. This property also hosts a CTM Media Group brochure display stand, and their front desk staff wanted us to know how many responders were still able to experience the magic and majesty of New York City. “I wanted to share our story as we have remained open throughout the crisis. We have housed a lot of EMTs that were from out of town that came to help New York with the COVID-19 crisis. Some of those while here took some time to enjoy our amazing city uninterrupted while things were closed. We had some guys head over to Times Square with some of the best pictures I’ve seen with empty streets and no tourists. Some headed over to the 9/11 Memorial and were able to pay their respects and catch a glimpse of the new Freedom Tower. Others headed over to Battery Park for a glimpse of the Statue of Liberty while others took to the new Hudson Yards (although the weather didn’t help) and some pictures of Madison Square were taken without the bustle of people. Although these are trying times, our EMTs were able to navigate through our great city and still catch a glimpse of the beauty we had to offer through your brochures. Doors remained closed for most attractions, but we were able to offer a glimpse of some of the hospitality and normalcy we are all craving right now. As we get ready to open back, please remember that we are all a part of this big city’s driving force of hospitality, and we are more than excited and poised to serve those once they return. All the best!” Front Desk Staff, Holiday Inn LaGuardia Airport Hotel 37-10 114th Street | Corona, NY 11368 – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – Please consider sharing your stories, advice, and updates with your local CTM office. About CTM Media Group: CTM Media Group has been helping visitors, tourists and out-of-town guests choose their own adventures since 1983. CTM is one of the largest distributors of visitor and tourism information in North America with 19,000+ locations across the US & Canada including attractions, visitor centers, airports, retail destinations, and hotel lobbies. As the industry leader in connecting visitors and tourists with experiences, CTM puts you on the visitor’s radar and in their hands at the exact moment they are deciding what to do next. Visitor Brochures are the single most significant influencers of visitors during their trips. Four out of every five visitors pick up brochures during their trip, and this influences the visit or buy actions of over seven in ten visitors. We know brochures have special powers. If a visitor brochure could speak, here is what it might say:
I am a Visitor Brochure. I am a Superhero for tourism businesses.
I have four special powers.
- The Power to time travel – to be everywhere visitors are and at precisely the same time.
- The Power to influence and guide visitors. (4 out of 5 choose me)
- The Power to change minds. (73% of visitors are open to changing their minds based on my information)
- The Power of extreme endurance. I never sleep. I stay alert 24/7 to be there when visitors want to know what to do next.
You fish where the fish are!
Now, because of the coronavirus, there are likely to be less ‘fish’ about for a little while. It means that, when the time is right, it’s much more important to seek them out and precisely ‘cast’ to reach them. This is where CTM Media Group can help you. We are in-destination marketers. This means we don’t communicate with visitors who are thousands of miles away and NOT traveling. We only communicate with visitors who are already traveling and are looking at what to do next in your region. These visitors are actively seeking out the best attractions to visit, the tours to take, the entertainment to enjoy, the great places to eat, and the activities to experience. CTM Media Group can inform them about your business at their point of decision! We can communicate with visitors during their trips 24/7/365 in a variety of ways including brochure displays, visitor guides and maps, and digital platforms. If you want to fish where the fish are, we are pleased to help you.
CTM Media Group is a proud member of Visitor International.
About CTM Media Group:
CTM Media Group has been helping visitors, tourists and out-of-town guests choose their own adventures since 1983. CTM is one of the largest distributors of visitor and tourism information in North America with 19,000+ locations across the US & Canada including attractions, visitor centers, airports, retail destinations, and hotel lobbies. As the industry leader in connecting visitors and tourists with experiences, CTM puts you on the visitor’s radar and in their hands at the exact moment they are deciding what to do next.
About Visitor International:
Visitor International is the International Association of Visitor Information Providers. Our member companies around the world specialize in providing client information to visitors during their stay in their destination, to guide them to wonderful experiences. Learn more at www.VisitorInternational.com Visitor Brochures Are Safe to Display and Essential to the Success of Travel and Tourism in Your Area and Your Business.
These are extremely challenging times for ALL businesses that are dependent on revenue from National and International tourism, leisure, and business visitors to sustain them. The recovery is going to require a concerted partnership effort by all on a global, national, and local level. Visitor International members, including CTM Media Group, provide information to your guests through brochures, maps, and guides that encourage them to explore all that your area has to offer. This encourages longer stays, return visits, and positive trip reviews, both online and to family and friends. Brochures are the single greatest influencers of visitors during their trips and are #1 in delivering business to local attractions and services. This helps sustain the attractions that draw visitors to the area and support your business. Our partners play an important and vital role in the success of the local tourism industry. Without the ability to provide visitor information to your guests, the tourism industry recovery will be delayed.BROCHURES AND VISITOR GUIDES ARE SAFE.
There has never been a documented case of COVID-19 being transmitted through brochures, CTM Media Group is taking all the necessary precautions to ensure the safety of their service team and your guests and staff. Print is more sterile than most surfaces because of the ink saturation and the automated printing processes they go through. Printed brochures are also securely pre-packed before delivery to our members, for onward distribution. There has NEVER been a documented case of COVID-19 being transmitted through brochures. In fact, Government and National Agencies throughout the world use brochures (via post, door-drops, and brochure display) to communicate the importance of certain behaviors to protect against the coronavirus – wash hands frequently, practice good respiratory hygiene, maintain physical distancing, and avoid touching eyes, nose, and mouth. While a virus can be on almost any surface, scientific research on the transmission to inanimate surfaces indicates that, unlike hard surfaces such as metal, glass, and plastic, porous surfaces including printed brochures carry the lowest potency and for the shortest period of time. Therefore, the likelihood of contamination and the risk of possible transmission is extremely low and, as there are no recorded cases of transmission, is only theoretical. Visitor International members undertake strict health and safety precautions throughout the distribution process, from the warehouse to your display. This includes:- Face masks and gloves for all service team members
- Daily temperature check for all service team members
- Antibacterial wipe down of display racks and digital screens with each service.
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About CTM Media Group:
CTM Media Group has been helping visitors, tourists and out-of-town guests choose their own adventures since 1983. CTM is one of the largest distributors of visitor and tourism information in North America with 19,000+ locations across the US & Canada including attractions, visitor centers, airports, retail destinations, and hotel lobbies. As the industry leader in connecting visitors and tourists with experiences, CTM puts you on the visitor’s radar and in their hands at the exact moment they are deciding what to do next.
About Visitor International:
The members of Visitor International share a common interest in the practices, procedures, opportunities, and challenges unique to our ‘visitor information’ industry. They are guided by a common code of standards and ethics. The goal of the Association is to highlight the importance of providing quality visitor information to visitors and to foster the delivery of professional services to clients with Integrity, Quality, and Results.
