News > Headlines


Adam's Advice: Location, Location, Location

Following up last week's introductory discussion of billboard advertising, we'll now discuss the most important aspect of outdoor advertising - location. If you're going to maximize your advertising dollars, you must place your sign or billboard in the locations that will reach the greatest number of people within your target audience. We'll focus on three audiences today:

• Seniors between the ages of 65-85
• Children of seniors, ages 45-65
• New field staff recruits between ages 25-45

Seniors:

1. Bus Shelters & Benches - in cities, seniors often use public transportation as their only means of travelling. The best locations are often on routes going to hospitals and shopping malls.
2. Senior Community elevators and bathroom stalls - single-sheet posters in these highly-visible locations inform seniors of your agency's services along with contact information.
3. Buses, Trains and Subway cars - interior car cards allow you to describe your agency's services and benefits, along with contact information. Plus, you may have the senior's attention for 20-30 minutes, which allows for a more involved message. If permitted, include tear-off or take-one sheets that include your contact information.

Children of Seniors:

1. Interstate Billboards along high-traffic commute routes - this age group has a higher likelihood of commuting to work and other activities, so advertise with billboards along their common routes.
2. Air, Train, Subway and Bus Terminals - again, because this group travels more frequently, station posters and car cards can be very successful in reaching this audience.
3. External ad-carrying signs or wraps - while commuting or traveling, this audience can also be reached with external ads or wraps on buses or other vehicles.

Field Staff Recruits: Due to age and mobility, this audience can be reached in similar ways as the children of seniors, adjusting for areas or locations that are most popular for their age group:

1. Billboards in High-Traffic Areas
2. Bus Shelters & Benches
3. Inside Buses, Trains and Subways
4. External Ad-carrying signs or wraps