I can recall the number of times I’ve been someplace I regularly frequent,
and I see a poster up on the wall some company put up there.
The poster isn’t always the most interesting thing and the visuals aren’t particularly amazing. The writing gets right to the point without being that creative with what it has to say. I just know the company who put it up doesn’t have the poster printing budget for some really flashy looking posters.
But it still catches my eye and I still read it. This poster does exactly what it’s supposed to do even though visually it isn’t as impressive. And why does it succeed? Because the message is specific to something I’m already inclined to like.
Maybe it refers to a product or maybe it refers to a service that I’m already going to be interested in. The main purpose it now has is to let me know it’s there, and by being up in a place I frequent, I’m going to see it.
Right here is the power of location. In order to make your posters more visually impressive you’re going to have to pour more money into them. There’s just no way to get around it.
Hiring great graphic design artists, hiring great writers, and getting the highest quality printing done will all cost you more money, and often you won’t have that money if you’re a small enough business.
But the right locations can help make up for that. The more inclined someone is to already need your services, the less you need to do other than let them know you exist, and your posters in perfect locations does just that.
Of course, in order to get those locations you’re going to have a lot of research ahead of you.
The first step towards that is figuring out where your customers go in their free time. Coffee shops, restaurants, smaller retail stores or various hobby shops are all going to be prime choices. Maybe they like to play golf and you can find a way to put a poster up in the golf shop nearby.
There are all sorts of different options, and they’re always going to change depending on who you’re primary market focuses on. The more locations you can find the better you’ll do at appealing to the largest audience possible.
The problem is that too often companies are more willing to throw money at the designing and poster printing, but not willing to take the time to research the best locations. These are the places you’ll be able to get a great edge over the competition if you know where the best locations are.
A slick poster doesn’t mean anything if it’s put up somewhere the primary audience doesn’t frequent. What’s the point of a good looking poster if no one is looking at it?
