Best Billboard in Town – Your Own Building
October 28, 2006 by Eric Eggertson
Filed under Marketing
Why pay someone else for high-visibility advertising opportunities, when your own building can serve as a canvas for your promotions?
When I was in charge of communications for a decent-sized local employer, I kept pushing my team to include a banner on the front of our building to highlight one of our community sponsorships.
The building is on the main drag in town. It would be hard to find a billboard with as good a location.
I guess I didn’t push hard enough, because our major sponsorship of the local arts festival went unbannered. Ditto for our sponsorship of the science centre and one or two other local events.
But the idea obviously had staying power. In the years since I left, at least one of the related companies has made good use of banners and window posters to promote charitable events.
Once you deal with bylaws, landlords, safety concerns and the logistics of your outdoor advertising project, you’re ready to take advantage of your location.
Now the hard part. Come up with a creative concept that flies off the wall and makes your people proud to come to work, and the public intrigued about your company. And get it done by professionals who’ve done this sort of thing before.
Because if you’re going to put up a boring banner, sculpture or mural, or something that will fade or fall apart, you’re better off doing nothing at all.
I posted an example of eye-catching wall art that works, on my other blog.
