Small business owners are always looking for ways to stretch their dollars while simultaneously growing their operations. These opposing forces often go head-to-head in matters related to advertising. Small businesses need advertising to grow, but small business owners hate spending money.
Online marketing is the most cost-effective way to reach consumers. But that means most small businesses get lost in the noise along with everyone else. Sooner or later, small business owners must decide whether or not to invest in more traditional forms of advertising as a way to break through the clutter.
Enter outdoor advertising. Considered outdated by some, outdoor advertising continues to be one of the most cost-effective ways to reach consumers. The reason outdoor advertising has been continually used for thousands of years is simple: it works!
With this in mind, let’s take a look at seven affordable outdoor advertising options for small businesses:
Billboards
You probably think giant billboard advertising is beyond your small business budget. That’s probably true in cities like New York and Los Angeles, but outdoor advertising in Phoenix is probably more affordable than you think. These smaller cities still have dense urban populations, making billboards an effective way of advertising your brand to thousands of people every day. If your business operates online or is based in one of these second or third-tier population centers, billboards could prove to be a powerful way to grow your business.
Buses
If billboards are beyond your budget, consider bus-based outdoor advertising as an effective alternative. Whether it’s the side panels on the vehicle exterior or the overhead liners inside, buses provide small business owners with an affordable way to invest in outdoor advertising. Consider your customer base before deciding whether to place them outside of the bus or the inside; the outside will be directed towards motorists while the inside is aimed toward passengers.
Cabs
Most cab companies in major cities offer advertising space in and on their vehicles. Whether you call it clever monetization or view it as an attempt to recoup losses owed to rideshare, taxi-based advertising is a cost-effective opportunity for small businesses looking to grow their customer base. Similar to bus-based advertising, outward-facing cab ads are meant for passing pedestrians and motorists while inward-facing surfaces are meant for passengers. With this in mind, consider your target demographic before picking.
Subways
Subway and elevated trains like those in New York and Chicago offer small businesses an opportunity to advertise to passengers. If you’ve ever ridden rapid rail transit, you know interior wall space is dedicated to two things: business advertising and graffiti. While you can’t predict whether or not an artistically-inspired troublemaker decides to cover your ad in spray paint, you can rest assured it’s a cost-effective way to invest in outdoor advertising.
Benches
Bus stop benches are yet another cost-effective outdoor advertising medium. Often used by realtors, lawyers, and similar professionals, bench ads can also be utilized by small businesses. They’re especially effective for service-based organizations but can be potent for shops and stores as well.
Shelters
Cities in regions with cold and wet climates provide mass transit riders with sheltered stops to protect them from the elements. Small business owners can think of these shelters as benches on steroids; they offer several more surfaces available for advertising space. Outward-facing advertising targets motorists and pedestrians, while inward-facing ads target those waiting for the bus. Though more vulnerable to vandalism compared to other options, most outdoor advertising services offer complimentary cleaning and restoration for any defaced or otherwise damaged signage.
Elevators
While elevator passengers only spend a minute or so inside the car before exiting, elevator advertising remains an effective way to reach potential customers. Hotels, office buildings, and college campuses are great places for elevator advertising. Not every operator will be interested in having ads installed in their elevators, but most of them probably already have ad space available for rent.
Advertising can be difficult for small businesses. The money isn’t there, but the need for brand awareness warrants some investment in advertising. Outside advertising offers small business owners an affordable way to reach new customers without going bankrupt.
Julie Steinbeck is a freelance writer from Florida. She enjoys covering topics related to business, finance, and travel.
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