As a full-service media agency, we are often asked to help clients devise clever ads for their Chicago billboards. The best way to figure out what to include in your billboard advertisement or how to convey your message is to determine which traffic categories of business yours falls into, and to pursue a strategy that fits your business type. Here are some basic business types and some basic suggestions for creating a billboard ad. Of course, for anyone who needs further advice, we are always happy to dispense it for free.
Consumer staples business for locals. Outdoor advertising for these types of businesses – grocery stores, restaurants, basic entertainment attractions (movie theatres, mini golf, etc), and even certain types of clothing stores should consider that their ad will be most effective if placed on any of the Chicago billboards that are passed by resident pedestrians or short-distance drivers. The ads should emphasize proximity to the resident, along with something memorable: a great deal that you offer, a funny slogan, or an advertisement of any awards your business has received.
Consumer staples for passersby. These types of ads will focus on those who are driving through and will be placed on billboards along main thoroughfares and highways. Businesses that depend on this traffic will want to emphasize ease of access (e.g., “Exit 62, make a left, ¼ mile on the right…), and again differentiate from competition. (“Lowest price for unleaded, guaranteed!” Or, “Voted #1 for burgers by Chicago monthly for 6 years in a row!”)
Specialty products and services. Outdoor advertising for lawyers, doctors, contractors, and banks will be placed so as to be most relevant to passersby: mostly along routes traveled by affluent commuters. They will emphasize quality and prestige, the latter of which is aided significantly by the placement of a billboard ad on a not inexpensive billboard in Chicago.
Regional or national businesses. These businesses rely on traffic from locals, commuters, and passersby alike, and so should incorporate all three of the tactics listed above in order to maximize traffic flow to their places of business. Reference to a web address or 1800 number will make an impression on those who frequently see the ads and make your brand top of mind when the time comes to buy that widget. For more information about Chicago Billboards please call Denny Orsinger at 847-462-8433.
