One of our favorite things about Wild Posting® is that you can do it anywhere, including in famous locations around the world. Of course, if you live or work in the United States and are trying to create a Wild Posting campaign in another country, that can present challenges.
The most obvious one is the language barrier. While you can translate most things seamlessly, some lingo in the Wild Posting world takes extra work to explain. A few terms we have seen cause confusion include proofs, POPs and, surprise, even the term “Wild Posting” itself! Even when you speak the same language, these issues can arise. For instance, in the UK, they call it “flyposting” instead of “Wild Posting.”
We think Wild Posting is one of the best ways to advertise, especially in international marketplaces because of the simplicity and effectiveness of the medium. If you are undertaking a campaign, here are 10 things you absolutely must do to ensure the best international Wild Posting results.
1. Pay Attention to Time Zones
Take note of the time zones that you will be printing and posting in as well as the lead time. You only have enough time to plan from the day you inquire to the day of the campaign launch, so it’s best to allow four weeks for planning and production.
Seem like a long time? Remember, due to the different time zones, most communication you send will not receive a timely response. A simple email exchange or text string query may play out over several days instead of hours when you’re in the same time zone, since you’re just starting work when your correspondent is already done for the day.
(Here’s a time zone cheat sheet that can help you figure out what time it is in the place you want to communicate with.)
2. The Proofing Process May Be Limited or Nonexistent
Not all international markets do digital or physical proofing. Ask ahead of time if proofs are possible, and if not, triple check your artwork, knowing that you won’t have a second chance to review. The printers typically review themselves, but mainly to check for obvious issues like sizing, cropping, and resolution. They won’t look at less-obvious things, such as making sure you have the right URL or that your QR code links correctly.
3. Poster Sizes Vary Depending on Locations
Poster sizes are not the same across different countries. For example, a B1 poster in Amsterdam versus a B1 poster in Berlin could be just 2-3 millimeters off, but it makes a difference for your creative and Wild Posting placement, and it needs to be accounted for. Always check the exact dimensions, even if the poster size names seem to be the same.
4. Differentiate Between Poster Quantities Versus Site Quantities
You may come across pricing based on the number of posters being installed, the number of spaces on the locations, or the number of total locations. Depending on the city and country, it could vary and will affect pricing, so knowing how you envision your campaign in advance (i.e., the number of creatives and the layout where you want them) will help to not only provide accurate costs but also to know if what you’re envisioning is possible for the market. If it’s not in line with your budget, then ask for adjustments and recommendations to suit your needs.
5. Campaigns Can Be Permitted and Unpermitted
Just like in the United States, some international cities offer permitted capabilities while others don’t. Check with your account rep to see if your preferred market offers this option if it’s a priority for you. Tokyo is just one example that we know is strictly permitted—you don’t want to find that out the hard way!
6. Have Clear Guidelines on Proof of Performance
Unless you specifically ask for professional-quality proof-of-performance photos, your campaign may not include them. Some markets even charge an additional fee for this option, so specify that you’ll need high-quality imagery if you require more than basic install shots. Similarly, while it’s not as common, a full location list is not normal practice with some markets, especially if the spaces are unpermitted.
7. Talk About What Is Legal (and What Is Not)
The teams that post in the international markets, and the teams we trust, are well versed in their local Wild Posting landscapes. They know what unpermitted spaces are deemed least problematic and are more or less safe to poster over. That doesn’t mean we’re immune to legal issues, but the teams will know how to deal with anything that pops up and correct problems as they post. You should know where the toughest locations are and how to navigate them. Paris, for example, is a particularly tricky venue where teams are more susceptible to posting issues.
Poster Size Legal
8. Production Lead Times Will Vary
Some cities are very generous with shorter production lead times; others, not so much. Ask how soon artwork should be provided, as some lead times are as short as one week, while others may be two to three weeks. Regardless of the lead time specified, always add two to three business days on top of your given deadline for your own peace of mind, especially to make any corrections, knowing that (see No. 1) communication will be delayed across time zones.
9. Number of Creatives
Printers may limit how many creatives they can run, as well as adding another charge for multiple creatives. Tell your account rep how many you plan to submit if you want an accurate production quote, which will also help you figure out if it’s feasible within your budget.
10. Doublecheck Currency Rates and Dollar Signs
Make sure the exchange rate or denomination you see in your pricing is correct. Also, don’t assume a $ sign will automatically signify USD if you are based in the States. Always, always, always doublecheck on price.
Running an international Wild Posting campaign has lots of benefits, as long as you know the right way to go about it. Need extra assistance? Contact us using the form below to discuss your options.