Owning a business is hard work. There is so much to consider that advertising sometimes takes a back seat, especially in the early stages. But advertising is really key to achieving long-lasting success in the business world. Los Angeles, in particular, is a great city for advertising as the market is saturated with locals and out-of-towners alike, but what are some of the best ways to advertise in the City of Angels? What strategies will help take your outdoor advertising to the next level? Here are 10 practical tips on outdoor advertising specifically for Los Angeles business owners.
Do Your Research
Knowing your audience is perhaps the best first step in preparing and implementing various advertising strategies. Who are your customers? What will they respond to? What do they like and want? There are so many key questions that you need to answer before putting anything out there. Surveys are a great way to gauge potential customers and get a feel for what consumers really think. Keeping an eye on what your competitors are doing is another form of research that can really help narrow down your focus and actions.
Know Your Brand
In addition to knowing your customers, you should also be really clear on what exactly your brand is. What’s your style? Logo? Any catchy phrases or product names? What values do you want to represent and how do you and your business fit into the community at large? There is a lot of room for reflection here, and the clearer you are on these details, the clearer the picture will be to potential customers.
Get Your Name Out There
Perhaps a bit of an obvious one, but effective advertising means you have to be seen and remembered. Luckily, LA has an abundance of outdoor advertising options to boost your name recognition and get more eyes and ears tuned in. Los Angeles billboards are iconic and have the ability to make a huge impact. Other options include public transportation ads, sticker marketing, or even person-to-person interaction.
Of course, another thing to keep in mind with your advertising is how much you are willing to spend. There is a huge range of price points when it comes to marketing, including many free options, so you’ll need to make a plan for just how much you want to spend and when. Staggered or rotational advertising are great ways to get the most out of your buck while simultaneously doing a bit of market research at the same time.
Another thing to think about with your marketing efforts is the idea of brand ambassadors or loyal followers. People who might be willing and even excited to feature or represent your products on social media, in online reviews, or even by displaying some of your merchandise as they provide free advertising wherever they go. This is a form of advertising that can go a long way towards building a group of consistent patrons and brand trust.
Advertising is a bit of an artform, and it would be wise of you to remember that when dreaming up campaigns or fresh ideas for promotion or publicity. Can you add a dash of uniqueness either to the product or how it is advertised? Some of the most successful advertising in LA has captured people’s imagination with things like brilliant visuals or clever wordplay. If you have a flair for the creative (or know someone who does), now is the time to use it!
Integrate Your Marketing
Another strategy is to not rely solely on outdoor advertising but to use it as a bridge from your physical business/product to your online presence. Using elements like QR codes or even just a personalized domain name can really boost traffic not only in person but digitally as well. We’re in the digital age now, where the lines between “outdoor” and “in home” have really been blurred.
Something often forgotten with advertising is the fact that it’s not the sort of thing you should just set up and then forget about. Market research is most thorough and effective when done over time. So make a plan from the beginning about how and when you’re going to check back in with how your marketing strategies are being received with your targeted audiences.
Widen Your Appeal
As your business grows, it’s a good idea to remember that with regards to your advertising strategies and targeted consumer base as well. Once you feel you have a good grasp on your demographics, you might start to look for ways of widening your appeal to other groups or regions. This might be in regards to where or how you advertise your business. Ultimately, the sky’s the limit!
And finally, don’t be afraid to make changes. Your current strategies might be working out just fine, but there’s a chance there might be a better, more effective way. Advertising is not a place to get stuck in a rut, especially as the world and the people in it continue to change and adapt every day. Remember, you’re a business owner and embrace the risk when needed!