How to sell outdoor advertising

Today, there are many options for advertising structures: billboards, signs, roof and light installations, pillars and many others. All of them are used to solve various problems of advertisers, which determine the ways and features of selling outdoor advertising.

Instruction manual

1

Find out for which category of advertisers your ad space might be most interesting. It must be remembered that you are offering the buyer not just an advertising space, but contact with a specific audience. The more specific and obvious favorable conditions for the perception of the advertised product or service by the target segment, the more attractive the proposed area for the advertiser.

2

You can choose an alternative way of interacting with advertisers, having previously determined the most active of them in your city and identify their target audience. Then evaluate whether there are places in your "geography" that meet their needs. After that, you can begin to draw up a commercial proposal and contact the advertiser with it.

3

Offer customers the most diverse outdoor advertising program possible. Designs should vary in shape (including non-standard for certain categories of advertisers), size, visibility, height of the support, angle of installation of the shield in relation to the roadway. The buyer should be able to choose a convenient period for advertising and payment method. It is necessary to provide illumination of structures (internal or external) in the evening and at night, since round-the-clock demonstration of advertising is important.

4

Consider the features of working with designs of various formats. For example, in the case of double-sided billboards 6x3 meters, the most valuable for the advertiser is the side "A" (on the right in the direction of travel and closest to the traffic flow). For a shield placed on a dividing strip, both sides are considered category "A". Side "B" can be made more attractive to the buyer of the advertising space if the design is located at the turn of the road with two-way traffic (one lane in each direction). Then side “B” will be in the driver’s field of vision for a longer time.

5

When selling outdoor advertising, use the capabilities of the Internet, automating work processes as much as possible. Register a site and order software for it, which allows customers to see complete information about the advertising structures and placements you offer, their employment / availability and cost. Also, for the convenience of the client, provide the opportunity to set the necessary parameters for searching and filtering data, to perform virtual viewing of advertising space.