Of the ?16,777m spent on advertising last year in the UK, 5.05% was spent on outdoor advertising almost ?850m (Source : Advertising Association/WARC). Thats more than was spent on radio advertising (3.24% consumer magazine advertising (4.88% cinema advertising (0.95% and internet advertising (3.56%). Its therefore no secret that outdoor advertising works, but what relevance is that for the smaller business who doesnt have the ?14m outdoor advertising budget that mobile communications firm O2 spent in 2004?
Good advertising starts at home
Suppose you run a tile company in an industrial estate visible from a motorway or duel-carriageway on the outskirts of town. Every time someone drives past and sees the blank exterior wall of your unit youve missed a potential lead. People may momentarily wonder who you are and what you do, but few have the curiosity to further investigate. And when they finally do come to re-tile their kitchen and see your yellow pages ad, they may well think hmmm, I drive past that industrial estate every day but Ive never seen a tile company. God knows where it is; well go to Topps Tiles instead. Whoops, youve lost a sale.
The solution yes, its obvious, but the amount of business lost through inadequate or non-existant outdoor advertising is staggering. The guy from the tile company need only spend a few hundred pounds on a pvc banner with the phrase BUY TILES HERE and hang it on the outside of his building facing the traffic and, wow, look how passing trade increased. You dont generally need planning permission to erect a banner. Even better, a full, vibrant, inviting mesh fa?ade listing the companys products and services and inviting the customer to come in and find out more suddenly youre no-longer Topps Tiles broke brother, rather a genuine and serious competitior, and the public will remember you for it. Have you seen that new tile company on the outskirts of town?
Help your potential customers and theyll help you
Whether you a promoting a product, event or service, the opportunities for tasteful and cost-effective outdoor advertising are massive. Take the example of bars and nightclubs how often have you been put off from paying to enter an establishment because you simply dont know what to expect when you get inside
hard house, 60s classics, foam party? Its a lottery, and when you ask the door staff they helpfully instruct to step aside. Solution? A easily changeable banner over the door with TONIGHT FOAM PARTY! cheap, easy, incredibly useful and generally overlooked.
Whatever field of business you are in the opportunities for helping your potential customer make informed decisions and spread awareness of your offerings through outdoor advertising is vast, and the options, from small PVC banners to mesh building wraps are all-encompassing all it takes is a little thought about how to use your space to your advantage.
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