One of the most prominent, and potentially expensive, forms of marketing to the mass public is outdoor advertising. In an era of information overload, properly formatted outdoor advertising campaigns can build a brand and drive sales. This is primarily due to the ways in which outdoor advertising has evolved over the last decade to become a marketing medium that can deliver brand messages in virtually any shape, size and placement. If your business plan requires that you utilize a message that influences a consumer on-the-go and with a certain amount of repetitive appeal, than outdoor advertising might be your best bet.
Integrating outdoor ad marketing in your company's business plan might be the key to transitioning a local brand to a national level, but still retaining local appeal. This is because creative marketers can find ways to communicate the brand and the message to a more localized audience, resulting in a business plan that drives sales from a national audience. Your business plan will also see the adoption of outdoor advertising as a way to create a continuing presence for your service or products and immediate communication with the market.
When we write a business plan for a particular client, we make sure that it is understood that outdoor advertising should generally only be used for products and services that are meant for the masses. A business plan for a niche service such as Database Security & Maintenance would probably not be the best suited for outdoor ads. However, depending on the placement of your outdoor ad, you business can attract a specific type of consumer, or market segment. Outdoor ads are so versatile in their message and placement that you can target nearly any demographic.
It is also easy to plan the monthly expenses associated with outdoor advertising in a business plan. This is primarily due to the qualitative and quantitative data used to measure availability for a specific campaign. This makes outdoor advertising particularly useful when targeting consumers throughout their day and creating your business plan as such.