What do business locations and advertising have in common? Both, if chosen and used carefully, bring the two elements of visibility and traffic to foster business growth. Small and medium-sized businesses (SMBs) generally have an easier time understanding the importance of location and visibility in choosing real estate than they do with choosing advertising, but the principles are the same.
A business that can’t easily be found loses traffic – both planned and serendipitous. If a trip to a business is planned, and it’s too hard to find the location, a consumer can simply give up. And if the location is not easily seen from main roads, a business can lose impulse traffic from those just passing by.
The same holds true for business advertising regardless of medium. For instance, outdoor bulletins on unlit billboards can’t be seen at night and the extra fee for billboards with lighting is likely worth the expense in added visibility for evening hours particularly during winter months. On TV, ads positioned at 2AM or even 2PM have far less visibility than ads positioned during prime time or news hours. In newspapers, ads positioned on key editorial pages and designed large enough to dominate share of space gain much higher visibility than ads that are smaller and stacked with other ads. There are different ad positions for higher visibility and targeted to specific audience based on your advertising objectives.
The key to ad visibility is clarity and not making a consumer choose between viewing your ad or someone else’s. It’s the reason that half billboards (where two advertisers each take one half of a billboard) are never recommended. Motorists barely have time to read one ad while speeding by at 60 mph, much less two.
The Walk-away: One key to advertising success is to insure that ad placement gives you a great location for consumers to see you and that the ad is positioned in such a way as to be clearly visible without fighting with other ads for consumer attention.