Gas Station Advertising

Within the first year of operation, it’s essential for small businesses to get the word out. The truth is, most small businesses fail because consumers aren’t aware that the business exists. Thus, exposure is the most essential aspect of small business success; at least within the first couple years. Exposure isn’t as complicated as it might seem, though it is important to be smart about small business advertisement. For example, for a small business that sells homemade soap, it would be unwise to try to compete with Oil of Olay and Dove, thus the small business needs to advertise in ways that these industry titans do not. Innovative small business advertisement might include posters at night clubs, signs at gas pumps, or even decals on sidewalks. It doesn’t matter how word gets out about the business, just that word gets out.

Not all public exposure is good so to speak, it’s important that small businesses don’t generate controversy or cast themselves in what could be perceived as a negative light. However, thinking of creative means to reach consumers is always a good business practice.

When it comes to advertising, perhaps just as important as recognizing the target audience for a product or service is recognizing where that target audience resides.  It’s important to know where to advertise in addition to who would be interested in an advertisement, which is why location is so important.  When recognizing the locations the target audience frequents, it’s simple to place compelling advertising in those locations.  For example, for a company selling home solar panels as a means to cut costs on energy expenses, advertising in low and middle income neighborhoods in areas of the country where there is lots of sunshine is much better than blanket advertising around the country.  In addition, advertisements in these locations can be much more targeted and creative; advertise in bathrooms, on gas pumps, or even the sidewalk.  Discover the locations the target consumer visits on a day to day basis. 

Once you’ve recognized the target audience and the location where advertising is most effective, you will be on the path to success.  This is why census information on consumers can be so valuable!

One tactic referred to as stealth marketing causes an interaction with the target audience and product without them even knowing they are the target of a marketing campaign. Such a tactic has even included paid actors requesting that a group of people take their picture or even video games with gadgets ‘made’ by a particular company. Some controversy has been caused but this type of non-traditional advertising because certain ways of implementing this type of marketing has said to make the intended audience feel insulted because of the way their marketing ploy was implemented.

But not all non-traditional advertising is created the same. Even with a majority of intended viewers ignoring straight forward advertising there are ways of grabbing consumers attention and the most effective ways of advertising have been geared towards connecting with the intended demographic. Creativity is a huge part of capturing attention but also exposure time, with limited distractions. So where do people spend a significant amount of time that will allow for this type of exposure? Full-color poster bathroom advertising has certainly shown this type of potential with 1 to 3 minute exposure time and the potential for a viewers undivided attention. After all there is not much else to stare at other then then straight in front of you.