*This article is purely written from my own personal observations, in no way to I take liability of any problem which you may face on adapting my philosophy of Digital Advertisements.*

As many of you may well be aware of, I am an observer who takes life slow. There’s one life to live, we might as well take in all that is there. With this thought in mind I was riding across the streets of Kolkata when standing in front of a traffic signal I noticed few men changing the hoarding of Sonoscan Diagonistics Centre.

I stood there for a good 30 secs when the signal turned green. On my way to the office that day, it made me think. What is the Digital Equivalent of a Signage or hoarding?

It got me thinking & for the past 1.5 months I have been thinking hard on how augmentation of hoardings on the digital space can be done?

Cracking that game is important because as & when the city grows, localised communication would be the key. Understanding how the concept of hoardings & localised ad space can be augmented has been a good project which I am working on after stepping down from the position of Business Head of Orange Media Group.

The linked document would give a better understanding of how as a Diagonistics & Pathology Center you can use Facebook Ads to reach out to your desired audience.

I’ll take an hypothetical example of a brand & explain from there on.

Brand In Consideration – Sonoscan

Branches – Kolkata, Malda & 1 other place

Facebook Digital Shop Façade Content (Facebook Page)

1. An AV Visual Hoarding Communication as your cover video

2. Filling up about section & other necessary details on your Facebook Page

3. Images of the centre along with the state of the art equipment’s etc.

Offline Campaign Objective – Paper inserts to a 4KM radius with artwork designed with campaign communication

Online Campaign Objective – Reach & Brand Awareness ads on Facebook on a 4KM radius keeping your business as central location followed by Campaign Communication Ad

Cost Involved

Printable Design + Printing (Rs. 2per leaflet) x 10,000 copies – Rs. 20,000

Content Creation for Digital Outreach Programs – Rs. 20,000

Paper insertion per vendor cost (10 vendors) – Rs. 10,000

Digital Ad Cost – Rs. 10,000

Advantages of Facebook Advertising?

Expected Reach Figures = A minimum of 20,000 brand awareness ads shown, for 10 days, making total brand impression to 2,00,000 viz.a.viz only 10,000 print copies seen a maximum of 2 or 3 times, making a total of 30,000 print pamphlet views & impressions.

1.Retarget-table & remarketable Facebook pixel data which is not possible in paper insert print ads

2.Accountability of digital ads are far better than offline advertisements. Both have their own space though.

3.Developing strategies for localised communities in Facebook groups would immensely improve on Ad Cost reduction, as Facebook Groups inherently have more dedicated audience sets.

4.Physical efforts in getting your Facebook ad up & running is quite literally very less as compared to getting your graphic printed & distributed through local newspaper vendors

5.Usage of database & WhatsApp marketing is a very easy integration with your ad campaign.

Measuring the outcome of such a campaign, with the right KPI’s can yield extremely profitable results when you are running ads for your Pathology & Diagonistics centre.