Needless to say, we’re living in a time (for close to two decades now) when digital marketing is king. Most people consume media on their phone, tablet, and computer, and this is where they’re mostly seeing ads. They see ads on YouTube, scroll through TikTok, read the local news, and basically any content that’s seen online, nine times out of 10, it’s nothing more than marketing where something is being sold to you. Because people are so used to it, they either ignore it, skip the ad, use an ad blocker, and so on.
Obviously, this tactic still works because how else are businesses still in business, right? While you’re sitting here focusing on how to improve your online marketing, you need to think about real life, outside the screen, your surroundings, and the surroundings of your target audience. You can’t block ads in real life; the only thing you can do is just ignore them.
In fact, outdoor marketing might actually be the secret to getting your local small business really out there and thriving. But how so? Well, here’s what you need to know!
Why is This Ideal for Small Businesses?
If you’re only trying to target your local community, then you absolutely need this. While sure, this is an older form of marketing, things like outdoor banners and billboards still truly work! So, with that said, here’s exactly how these can be beneficial.
Hyperlocal Targeting
One of the greatest strengths of outdoor marketing for small local businesses is its ability to target specific geographic areas with precision. There are a variety of ways, such as strategically placed signage, local events, or neighborhood-specific campaigns, where outdoor marketing allows businesses to reach their target audience where they live, work, and play.
So, where exactly does the hyperlocal targeting even come in? Well, it’s usually easier to create a budget, and it’s usually easier to create a message that resonates with the right people. For example, if you only want to target people from a certain neighborhood, then you only advertise in that neighborhood.
It’s Better for Community Engagement
So, you need to keep in mind that outdoor marketing is meant to be community-based, so this can actually really help provide opportunities for small local businesses to engage with their community in meaningful ways. For example, you could look into something like sponsoring a local event (like a little league game).
But this doesn’t need to be the only example because your business could also use this to participate in a street fair or host a sidewalk sale, and the list could keep going on and on. But in general, outdoor marketing allows businesses to connect with customers face-to-face and build relationships that go beyond transactions.
The whole goal is to foster loyalty and show that you are literally a small business, so by interacting and engaging in the community, it’s usually going to be easier to be a part of it.
Your Ads Can’t Be Blocked or Ignored
There’s no ad block in real life, so use that to your advantage! Unlike digital ads that can be easily ignored or blocked, outdoor marketing offers a tangible and unavoidable presence in the physical environment. No one can escape it like in the online space! Some examples of what’s literally not escapeable would be a vibrant storefront sign, a striking billboard, or even a funny vehicle wrap.
There are more examples out there, but literally, you can try to ignore them, and that’s as far as it goes. For the most part, you can count on outdoor marketing to capture attention and leave a lasting impression on passersby. There’s this digital overload where you’re being sold to left and right (even without realizing it), and this is constantly online. Most content online is a giant ad. You can cut through that noise in real life.
What are Some of the Best Ways to Get Visibility?
As long as you don’t have a business in the middle of nowhere, you should be golden. But regardless, it’s going to be outdoor marketing that’s vastly going to help. But what type of outdoor marketing should you look into? Well, here are some examples!
Signs. Signs. Signs.
This is such an old marketing rule, but it’s the furthest thing away from being out of date, either. A well-designed and strategically placed sign can be one of the most effective tools for outdoor marketing. Yes, even now in the 2020s, this is still so prevalent, and it probably will forever be prevalent, too! It’s up to you, and what type of business you run, but whether it’s a storefront sign, a sidewalk chalkboard, or a banner at a local event, signage can grab the attention of passersby and communicate key messages about your business.
It’s pretty obvious, but you’ll also want to make sure your signage is eye-catching, easy to read, and reflects the personality of your brand. Think of some of those signs you see go viral or in Memes; they make an impact, right? That’s the whole goal! On top of that, it’s best to consider investing in illuminated signs or digital displays for maximum impact, especially during evening hours.
Participate in Local Events
This was vaguely mentioned above, but it helps to really get down and highlight this once more. If you want to win over the community, then you need to be a part of it! You want your business to be recognizable, so that’s why you need to play a role in it!
Community events such as fairs, festivals, and parades provide excellent opportunities for small businesses to connect with their target audience in a fun and engaging environment. So try to get involved wherever you can. Depending on the event, you could even set up a booth or tent, offer product demonstrations or samples, and distribute promotional materials to attendees.
Enhance Your Storefront
So you really need to keep in mind that your storefront is the first impression that potential customers have of your business, so make it count. It might get a bit expensive, but it’s really going to help if you go ahead and begin investing in exterior lighting, window displays, and landscaping to create an inviting and attractive storefront that draws people in. If your business looks sketchy, then you can’t exactly count on people feeling welcomed, right?
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