Outdoor Advertising Ideas for Local Businesses

For most local businesses, the best advertising space they’ll ever have is the one they already own: the building, the entrance and the stretch of road out front. Every day, the people most likely to become customers drive or walk past it.

Outdoor advertising doesn’t have to mean billboards. For a local business, it usually means making the most of that space so passing drivers notice you, understand what you offer and know where to turn.

Start with your own property

1. Look at your business from the road

Drive past from both directions at the speed traffic moves. Can you see the sign in time to turn? Can you tell what the business does? Is the entrance obvious? Fix whatever made you hesitate.

2. Make the main sign work

Clean, lit and readable from the road
Says what you do, not just your name
Not blocked by trees, shrubs or other signs

3. Make the entrance easy to find

Drivers should know where to turn before they reach your driveway. A sign or display at the entrance itself does more than any other single change.

4. Keep the property looking cared for

Clean pavement, trimmed landscaping, working lights and fresh paint all tell customers you pay attention to details.

Add height, color and a reason to stop

5. Use height and color at the entrance

On a busy commercial road, flat signs blend together. Flags, banners and balloon displays rise above parked cars and landscaping and give drivers something to notice from a distance.

6. Put a specific offer on the street

“Now open,” “Sale” and “Now leasing” are easy to ignore. A specific offer with a deadline gives drivers a reason to turn in today.

7. Change the message often

Regular commuters stop seeing a sign that never changes. Update offers and seasonal displays so the business looks active.

8. Choose displays that last

Displays that fade, tear or deflate after a few days make a business look neglected. Outdoor-grade materials, secure mounts and easy maintenance keep the entrance looking fresh. (See Latex Balloons vs. Durable Outdoor Balloon Displays and Outdoor Balloon Displays in Wind, Sun, Heat and Rain.)

Use events to make noise

9. Grand openings and anniversaries

These are the moments to go big: extra displays, banners and a special offer for first-time customers.

10. Seasonal and holiday events

Sales weekends, holiday hours and seasonal products are all reasons to refresh the entrance.

11. Community events

Fundraisers, festivals and partner events bring new people onto your property.

Stay on the right side of the rules

Many cities regulate temporary signs, banners, flags, balloons and inflatables. Some ban certain types; others limit how long they can stay up. Shopping center leases and HOAs can add their own rules. Check before you buy. (See Curb Appeal That Gets Noticed and Stays Within Your City’s Sign Rules.)

And skip balloon releases at events: twelve states now restrict them. (See Balloon Release Laws by State.)

Connect the road to the phone

Many people who notice your business from the road look you up later. Make sure your Google Business Profile has current hours, photos and a phone number, and that the map pin points to your entrance. A QR code on a sign near the entrance helps people who stop.

Guides for your type of business

Apartment communities: 25 Apartment Marketing Ideas That Bring In Walk-In Prospects
Real estate agents: Open House Ideas That Bring In More Visitors
Car dealerships: Car Dealership Lot Displays That Last All Year
Retail stores: How to Increase Foot Traffic to a Retail Store
Home builders: Model Home Marketing: Getting Buyers Into New Communities
Car washes and auto services: Car Wash Marketing Ideas That Bring In More Cars
Self-storage: Self-Storage Marketing Ideas That Fill Units
Restaurants: Restaurant Marketing Ideas That Bring In Drive-By Customers
Gyms and fitness studios: Gym Marketing Ideas That Bring In New Members
Schools, churches and nonprofits: Event Signage Ideas for Schools, Churches and Nonprofits

The bottom line

A local business’s own property is its most valuable advertising space. Make the sign and entrance easy to see and understand, add height and color with displays that stay looking good, give drivers a specific reason to stop, and check local rules before you put anything up.

Balloon Street Media is building durable outdoor balloon displays for local businesses that need to be seen from the road. Join the list to hear when they launch.