Today’s marketing atmosphere offers a plethora of opportunities to publicize your brand and products. While a large portion of marketing occurs in the digital sphere, the opportunities posed by physical, visual marketing are still worthwhile.
One of the most prominent forms of visual marketing is the use of billboards. Especially in the right cities, and along the right highways, utilizing a billboard for marketing can allow you to get your advertisement seen every day by a wide variety of people, who fit into a number of different niches.
When it comes to deciding whether or not a billboard is right for you, it is important to address your individual city, thus, in this article we are going to ask the question: are billboards in Indianapolis right for your business?
What are You Selling?
While we are looking specifically at billboards in Indianapolis, this next question applies to any campaign, regardless of location. Who are you selling to? And what are you selling? If you are selling a highly niche product to a subject group that knows what they are looking for, billboards are not for you.
The effectiveness of billboard marketing comes as a result of its wide, unspecific breadth. Any, and everyone who drives or walks past your billboard is receiving your advertising. Because of this, a product that can be sold to a large populous is among the best to utilize a billboard to advertise.
Great examples of this are restaurants, entertainment services, legal services, or local-based products. If you believe that your product fits into one of these categories, then considering the use of a billboard may be a wise move for your business. If it does not fit into one of these categories, then it may be best to consider other options.
Cost of Billboards
One of the most important aspects of billboard marketing is pricing. While you get guaranteed viewership in drivers and residents, the type of billboard you buy, and the price of that billboard can largely affect your return on investment. Billboards in Indianapolis tend to cost between $900 and $3000, depending on whether or not you utilize a digital or a print billboard, and what size billboard you decide to go with.
This decision can also be influenced by how long you are planning on running your campaign. If it is a short term campaign, a digital billboard may be more worthwhile. You don’t have to worry about installation costs, and you can have an animated option in some areas. For entertainment businesses and promotions, these can be among your best opportunities.
For a long-term advertisement, a print billboard may be your best choice. While installation is a little bit different, the costs tend to be less, and you can put it up and not worry about it.
Return on Investment
An important aspect to factor in when considering installing a billboard in Indianapolis is where you are going to get your largest return on investment. There are a plethora of locations where you can install a billboard in Indianapolis, both digitally and in print.
A haphazard installation location may leave you spending just as much money as you make, or worse, spending more and finding yourself at a deficit.
This is where location-based research comes in. The first step of this is understanding your own business. If you are in the restaurant, retail, or entertainment business, the best places to put your billboard, or billboards, are within a few miles of your storefront.
Odds are, people are not going to drive another ten miles to your place of business because of your billboard. Look into the best places for flow of traffic to direct prospective customers to your location, and place your billboards there.
If you are not within these categories, then you need to significantly research your target market. Look into what income range, and what locations typically need your type of service. Where are people looking for the product or service that you offer, and where can you best ensure that your advertisement encounters them?
Is a Billboard in Indianapolis Right for You?
We’ve covered a number of variables regarding billboard success in Indianapolis, and even in other environments. Yet, the question still remains; is a billboard in Indianapolis right for you? Truly, the only way you can determine this with certainty is with a little bit of trial and error.
The best thing that you can do for yourself is to carefully research your location, your visuals, and your target market, and make sure that you are doing everything “right.” The possibility still exists that billboard advertising does not work for your target market, or that you don’t produce any additional profit from your billboard.
If this is the case, you can always remove your billboard marketing strategy after a test period of a few weeks, or a few months.
The best way to discover if billboard marketing is right for you is to give it a try.