Look walker advertising has emerged as a unique and captivating approach to outdoor advertising, gaining significant prominence in recent years. This form of advertising centers around individuals known as “look walkers” who navigate through busy areas while carrying portable advertising displays on their shoulders or as backpacks. These displays come in various forms, such as banners, posters, LED screens, or even three-dimensional models. But, like other advertising formats, even Look walker has its shortcomings and challenges that every advertiser should take care.
Some of the significant challenges in Look walker advertising in India
Limited Access
Look-Walker is location-specific advertising, where adverts are placed in limited and specific targeted locations. They are mostly used in crowded locations like markets etc. This deprives the advertisement of reaching target audiences in different locations.
Limited Space
This form of advertising has limited space and does not provide complete detailed information about the adverts. And most bystanders may not have the time to stop l-walkers and ask them about it. This could lead to the advert not being impactful on some audiences.
Requires Man-Power
Look-Walkers Advertising requires manpower to market its adverts. If the personals picked are not qualified enough and don’t memorize the details of the advert, the message conveyed to the audiences by them may be incomplete and unclear.
Weather Conditions
As Human billboard Advertising is an on-street form of advertising; rainy or unfavorable weather conditions make the process of publicizing the advert impossible. It prevents I-Walkers from promoting the advert to the public, leading to ads not making an impact on the audience.
Ignorance
This type of Advertising technique may not grasp the attention of all-surround audiences, as people around are engrossed in their worlds or minds. This could mean that the advertisement was not visible or viewed by these audiences leading to ignorance of the ads.
No Specific Audiences
Look-Walker Advertising is a “moving billboard” form of advertising, advertising to a large demographic audience. This could bring in potential customers for the brand but could miss out on other target audiences.
