In a city that never sleeps, how do you push through the clutter and get your business noticed among thousands of other businesses in the area? We’ll give it to you straight—it’s no cakewalk.
Just a quick stroll through a block or two of Times Square, and you’re already bombarded with dozens of advertisements. For many, all those ads can be so overwhelming that the message simply doesn’t get through because they’ve learned to block out the noise.
With that in mind, we’ve put together a set of tips and tricks that can help you get your message seen by the right audience so your hard-earned marketing efforts don’t go unnoticed.
There’s no shortage of flyers and posters in NYC. They’re in the subways, on light poles, parking signs, shop entrances—if you can name it, a poster has been on it. However, many don’t know that posting flyers and posters as you please is technically illegal. It can be devastating to spend time posting flyers around the city, especially after spending your budget on printing and creating those flyers, only to have them torn down—and there’s nothing you can do about it.
To avoid wasting time and money, you can take just a couple of simple steps to be sure that your posters and flyers stay where you put them and get seen by the right audience. While it’s illegal to post on your own, if you ask shop or store owners beforehand, it does become legal.
When it comes to posting flyers, it’s even more important than usual to know your target audience (and to know it well). Which types of shops are your ideal customers going to be shopping in? Are there specific restaurants they may visit? Jot down a list of what you think will work best, and head on out to speak with the owners. You can always negotiate with them to put the posters up for only weekends or weeknights, and then return to take them down later—or simply leave them up 24/7 for a designated amount of time. Whatever the owner agrees to, you’re allowed to do. The key here is that your posters get seen by the right people and at the right times, and aren’t taken down without your permission. We know you worked hard on them!
Anyone who’s been to NYC knows that digital advertising has taken over. While print is still useful, the sheer number of digital billboards, bus stop signs, subway signs, and others is impressive (and on the rise!). While you may not have the budget for space in the Times Square section of digital billboards, there are plenty of other niches that you can capitalize on to get your message across.
Your advertising efforts here can be as simple as creating a piece that you send to digital advertising businesses to be shown at certain times. You can choose a bus stop in an area of town that would best fit your target audience. Times of the day where the bus is more active will be more expensive, but that’s usually worth the extra cost. You can also choose the less expensive times of day and have your advertisement run longer. You and your team should go over these considerations with your strategy and budget in mind.
Most digital advertising signs will post a number or email that you need to contact in order to buy space and have your content displayed. In short, anyone can do it! There is no need for inside contacts or tedious research. If you have your digital content, you’re ready to start advertising.
Know Your Market
Now that we’ve discussed two of the most popular NYC advertising methods, it’s important that you know which method your specific audience is going to respond to.
We can play out a hypothetical scenario to go over this. Imagine that you’re a sneaker company whose target audience is between the ages of 13 and 21. The majority of your audience is used to digital advertising, but on the subway, they’re more inclined to look around while waiting for the trains to arrive. Use this opportunity to create posters that can catch your target audience’s attention and play to their current situation: waiting in the subway.
Because a large portion of your target audience will be on a school break during the summer months, you can increase your advertising budget for that time period and put posters up in the subway during the day. Then, during the fall and winter months, you can allocate more of your budget for the evening hours.
Every business will have a different target audience, and picking a strategy that aligns with your ideal customer’s daily routine is more than half of the advertising battle.
Advertising in NYC isn’t for the faint of heart—you’re in serious competition with thousands of other businesses that can be vying for the same target audience. NYC advertising is a different animal, and having a professional at your back to help is incredibly valuable and will allow you to get the most bang for your buck.
In the city that never sleeps, you need a printer that fits the bill. From business cards and brochures to postcards, pamphlets, and other promotional materials, B Squared is always ready for your next project—contact us today to learn more.