Page 0047

Page 46 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

Before you do, take a look at the demographic

profile of where your audience lives and works.

The billboard at the town's busiest intersection

may put the store name before

more people, but one closer to

their neighborhood speaks directly

to the people you want to reach.

Your decisions on whether to use a billboard,

how many to use, and where to place them will

be a product of the local cost for use of that

space, the production fee for your ad, and the

amount of your advertising budget. Larger

signs can prove an extremely costly form of advertising, especially

when your budget is limited.

A pair of billboards in 2 busy intersections

will get your name before many more people.

The venture could also consume a disproportionate

share of your media budget in the

process. Better to go to smaller signs and back

them up with a campaign in other media.

Consistency and frequency are what make any

advertising campaign effective. If you shoot

your budget blanketing the area with billboards

that are here one month and gone the

next, you may push your store toward a similar

fate.

Billboard advertising makes sense for you, provided

it represents only one aspect of a cohesive advertising

campaign. To find out what's

available in your area, check in your Yellow

Pages under the listing "Advertising - Outdoor."

Better yet, next time you see a sign or

billboard where you'd like to have a message

displayed, step up to it and read the fine print.

FORUM WORKSHOP

continued...

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