At their core, billboards are signs —and signs work. Whether you’re using one to post your company’s daily hours or trying to tell customers what your company does, we all need signage. However, posting a sign in your storefront is a lot cheaper than renting a billboard…
When we think about signage in advertising, we often think about hyper-local advertising. Choosing the right place for your sign is an aspect of targeting, leading to either persona or geo-targeting.
Persona targeting is an attempt to predict where your customers will visit by evaluating their interests. A fast-food restaurant may post a cheeky sign outside a gym to lure customers in after their workout, but they’d probably be better off posting an ad for their drive-thru off the freeway.
With the right database, geo-targeting is a little easier. Geo-targeting is when advertisers select an area to advertise within, depending on where their customers live or work. A nail salon may choose to post signs in surrounding neighborhoods near their salon or advertise directly where most of their clients live.
This is why collecting information about your customers is an important part of selecting where to advertise. The more educated your approach, the more successful your campaign can be.
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