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Dustbin advertising must be big enough to seen
By Ann Williams | June 3, 2008
Many street corners in Centurion sport a rubbish bin covered with advertising. It’s a great medium for promotion, particularly for local companies. We have a look at some ideas to get better mileage out of this platform…
The big plus about this advertising method is that if the bin is placed in a good location, it is passed by a large number of motorists each day. Many of those motorists will also have to stop at a stop street, or at traffic lights and so get a chance to look at it… sometimes on a regular basis.
This makes it good for local businesses, and as a reminder for people when they next need a service or product.
There are a few things that can be done to improve the amount of notice your audience pays to this promotion…
1. Make the writing BIG. Almost all examples I have seen of bin ads have writing that is too small to be easily read by drivers whizzing past at 60km/hour or more.
2. Give directions. This platform is great for businesses with nearby premises. Have an arrow pointing in the direction of your store (or give a bold map, or a series of strategically placed bins, if you are not just around the corner) as part of your design. Eg. Heading: “Joe’s Butchery” with the following below next to an arrow “This way to get the best selection of meat, fish and fowl.”
3. Keep it simple. The ultimate is still to focus on what your main core business is. Think about our USP (unique selling proposition) and make your advert around that. Don’t just give a list of your main products / services - you don’t have the space.
3. Give a website URL rather than a telephone number. I say this again and again. The vast majority of drivers don’t have a pen and paper handy to jot down a cellphone number as they drive by or while waiting for their turn to go through the intersection. Most of us do however remember a word better than we remember a number. So get yourself a website address that is easy to remember. One of my favourites is: www.boomsloping.co.za (that’s “tree felling” for the non-South African readers). You know exactly what they are talking about!
© Ann Williams
Topics: Advertising, Outdoor, Platforms |
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