Small retail shop owners often struggle with the effectiveness of traditional billboard advertising. These billboards are typically designed for high-speed visibility, which does not cater to the local, foot-traffic audience that small retail shops rely on. The lack of engagement and urgency in these ads often results in poor conversion rates for small businesses.
Pain Points
- Low engagement from potential customers
- Poor conversion rates
- Wasted advertising budget
- Difficulty in conveying urgent messages
- Lack of targeted advertising
I'm a small retail shop owner, and I'm based here in Auckland. I've always lived by the saying that bigger is better when it comes to outdoor ads. I put up an ad with a 6-week booking contract on one of those small digital screens placed eye-level on our footpaths. What I noticed: the creative really matters, and that's not always the case when you're putting up an ad on the highway on a billboard. People are actually stopping and going by slowly, and they're looking at it. We adjusted our message mid-week to have a sense of urgency and saw an increase that same day in walk-ins. When you put up a big billboard, you’re hoping they’ll be able to take in that brand at 60 km/h. When you put up something at walking pace, it’s a different conversation. Has any other person discovered that local business is better served by the small, targeted ads than the "big reach" stuff?