Outdoor advertising on billboards, bus stops, in taxis and at train stations is well within the budget of most small businesses and can be highly effective.
If you walk around your local area — whether you’re based in a big city or a small town, you’ll soon spot just how many opportunities there are to get your business noticed. There are outdoor advertising spaces wherever you look — on phone boxes, at bus stops, in bus and train stations, on poster sites, in shopping centres and even at your local gym.
For any small firm with a local clientele, outdoor advertising offers the chance to spread the word about your business to your target market — local people.
Poster advertising is ideal for small businesses because you can target geographically. So a fish and chip shop situated off the high street could advertise at a bus stop directing people to the shop. Or a small taxi firm could advertise outside a train or bus station. You can target the right audience when and where they might need your services.
Outdoor promotion is not just about massive billboards on the side of the road. There are poster sites and sizes to suit all budgets. Your choice will be driven by how well you understand your target market. If your target market is largely defined by geographical location, a few well-chosen poster spots and advertising signs in your area could raise your company’s profile and drive sales.
The transport network provides opportunities to get valuable outdoor exposure for your business. Advertising on buses, trains, trams, the tube, taxis and at airports are all highly visible. One of the key advantages of these positions is that they can put your advert in front of a captive audience. Advertising on public transport is ideal if you are targeting business people and commuters in your area.
Outdoor advertising on the high street and in shopping centres catches your potential customers while they are in shopping mode. A good poster campaign can prompt shoppers to buy your products there and then, especially if you are running a promotion as an incentive.
Airport : A World of Possibility
There is a world of possibility for advertisers to explore at brands such as airports and international rail concessions – influential passengers, a unique mindset and high impact iconic sites and digital screens. Their UK portfolio includes Heathrow, Heathrow Express, Aberdeen, Edinburgh, Glasgow, London Luton, Eurostar at St Pancras International, and Eurotunnel.
It delivers the power of influence to an exclusive, hard-to-reach business audience comprising heavily C-Suite, high income earners who love luxury goods and have significant disposable income to spend. In addition, they are tech-savvy early adopters armed with the latest gadgets with both knowledge of and interest in this increasingly important sector.
Rail : Make the Right Connections
The rail audience is affluent, connected and highly mobile, with 56% of them being more likely to own and use a smart phone (TGI). A blend of business, retail and leisure, they are 46% more likely than the average adult to be a business decision maker. Prepared to spend more for good quality luxury brands, they have a high disposable income with 138% more likely to have a household income of £55,000 or more (TGI). Further valuable detail about this audience is regularly gained from their Connected Commuter panel; a smartphone community that provides real insight via surveys, polls and forums, asking the panel questions base on any category or current topics.
Rail passengers have ‘down time’ on their commute, which allows them to remain connected via increased smartphone ownership. They are at a point of high dwell time and are in a positive mindset, readily looking for information and willing and open to consume and engage with messages. Their Connected Commuter panel shows that 86% would use their mobile phone to pay for items.
Rail Stations have turned into digital landscapes and retail destinations in their own right. Longer dwell time and audiences mindset allows rail advertising to be more detailed with longer copy. The upmarket nature of the audience combined with their increased connectivity and high frequency offers advertisers an ideal channel to communicate, inform and build a relationship with this audience. 90% of this highly desirable audience can be targeted via their network of media at national rail stations (Route, 2015), with the added ability to connect with specific groups at particular times via their channel of national digital screens.
Retail : The Destination of Choice
Keep your brand front of mind and promote your product at the point when crucial purchase decisions are made.
An extensive retail portfolio offers brands the best solutions to target UK shoppers.
Reach image conscious shoppers in the UK’s premiere malls with premium quality displays in proximity to stores, ideal for a specific call-to-action message or extending brand prestige.
Or, keep your brand front-of-mind with point-of-sale advertising at the UK’s largest supermarkets, reaching 55% of main shoppers every fortnight at a low cost per thousand.
Roadside : Moving Millions
With more people spending more time out of home than ever before, and becoming harder to reach through other media, advertising on the UK’s busiest arterial routes and in the heart of town centres offers the ideal to target this mobile hard-to-reach audience.
Reach an audience of millions daily with a national broadcast campaign, or build a bespoke targeted network to suit your campaign objectives.
From iconic brand building premium locations to ‘always-on’ 6-sheets on the busiest high streets, we have a range of format to suit your campaign needs.
Use your own outdoor space
Don’t forget to make the best use of your own premises. Good signage is essential. It is also worth customising your company car or van. Vehicle advertising is highly visible and it conveys an aura of success and professional pride. It can also carry your contact details