Advertising works….
… that’s what the billboard on the side of the bus stop said as I drove out of town.
Naturally I thought about this – like you do when you’re in marketing!
Here’s some reasons why advertising doesn’t work:
- you advertise on the side of a bus stop and few of your target clients drive by
- you’re not actually too clear who your target clients are so you’ve no way of finding out if they drive by
- your ad. is not compelling in terms of the visuals or the copy
- your ad. has no call to action
- you put a phone number but someone driving alone wouldn’t be able to write it down so what speed will they be driving by at? will they have time to read and memorise the number?
- if you put your URL is it short and easy to remember?
Here’s some ways to ensure that advertising does work:
- you know who your target clients are and you know they drive by the bus stop (in this particular case because you know they work or shop at Tesco’s or they live on one of the estates leading off this road)
- your ad. is compelling in terms of the visuals and the copy
- your ad. has a clear call to action
- your URL is short and easy to remember
- you write your phone number LARGE
- you use the ad. space at the bus shelter as part of a combined media campaign
