Our mobile billboards are supporting over 100 grand openings for Ulta Beauty this year. Ulta Beauty is currently experiencing explosive growth; with over 900 stores to date, their hope is to increase to 1,400 – 1,700 stores in the U.S. Last month, Ulta Beauty announced higher sales and growth forecasts than previously expected. They are currently the largest beauty retailer in the nation (with more than double store locations than their rival Sephora) and a premier destination for all things beauty: cosmetics, fragrance, skin and hair care products, and salon services.
“Mobile billboards raise brand awareness, so they are fitting for grand openings,” explains Shari Maher, VP national accounts at do it outdoors media. “Our strategic routing places the larger-than-life advertisement within close proximity to the new store location. This not only excites the community but drives foot traffic.”
The flexibility of mobile billboards makes them a great addition to any grand opening campaign. Ulta Beauty has been running a mobile billboard for five consecutive days to promote each grand opening. These short flights help build buzz around the grand opening event.
According to a 2016 Nielsen study, 91% of consumers 16+ noticed an out-of-home ad (OOH) in the past month. Nearly 4 in 10 have noticed an OOH ad providing directions or a store location. And 16% of OOH viewers have visited the advertised business immediately after seeing the ad.
Females aged 16 to 34, a prime audience for any beauty retailer, are the most likely to recall seeing various OOH messages.
Ulta Beauty estimates that 77% of the spending in their business are from ‘beauty enthusiasts.’ They believe that only about 21% of ‘beauty enthusiasts’ in America are current Ulta Beauty shoppers, so there is still a lot of brand awareness to raise.
Because our national fleet can go anywhere, we’ve been able to support each grand opening this year. From Florida to New Hampshire, from Georgia to California, we’ve driven Ulta Beauty’s messaging in markets across the U.S. We’re on target to support more than 100 grand openings through the end of 2016, with additional grand openings expected next year.
“National advertisers can buy a national program through one mobile billboard partner for all of their locations,” adds Maher. “Uniform and fully inspected units, professional and verified drivers, pre-campaign posting checks, GPS tracking, nationwide support and one point of contact for the entire year – those are clear benefits to our clients. We treat each Ulta Beauty grand opening with the same level of attention.”
In addition, Ulta Beauty has been relying on digital and social channels to circulate offers and build community around their brand.
“We know that adding out-of-home to any media mix amplifies reach enormously, especially digital with a 316% amplification rate,” says Maher. “If it’s between taking out a local paper ad or sending a mobile billboard to activate locally, the choice should be obvious. Out-of-home has a lower CPM than print, and our mobile billboards can hyper-target based on geography and demography like no other.”
Upcoming grand opening events will be taking place in Simi Valley, California; Newton Square, Pennsylvania; Hoffman Estates, Illinois; and Albany, New York, to name a few. Look for the Ulta Beauty mobile billboards! Use the Ulta Beauty store locator to find the nearest location to you.
Sources: The Washington Post, Chicago Tribune, Nielsen 2016 Advertising Study, Ulta.com