Size and quantity offer flexibility, which are two advantages of using posters as an advertising medium for a small business. Posters also:
- Make quick, immediate visual impressions on potential customers. Larger than brochures and flyers and smaller than billboards, posters that feature a compelling message and provocative design boast drawing power.
- Offer continuous exposure. People will see your posters for as long as you leave them hanging, though there is wisdom in not allowing them to stay up so long that people begin to tune them out.
- Are capable of reaching a wide audience, especially in high-traffic areas where many people are likely to see them.
- Are more affordable than some other advertising methods, especially ads placed in newspapers and magazines.
- Create symmetry with other marketing initiatives to reinforce your corporate identity. In fact, posters ought to be used to create such symmetry insofar as your company’s colors, logo and messages are concerned. Your customers should see similarities between the look, feel, and messages on your website and other marketing collateral and those on a poster.
- Posters are not subject to the same type of speedy change you may have become accustomed to. If you discover an error on your website or you discover that an online ad is confusing to your customers, you can fix these issues in minutes. While posters are affordable, they must be reprinted, at a cost.
- Posters hung outdoors are exposed to weather conditions and could be subjected to pranks or vandalism.
- Posters usually don’t target a particular audience, which may be an important consideration for your business as well as fundamental to your marketing strategy. Communicating a message to “everyone in general but no one in particular” is seldom the objective of any marketing effort.
- Even interactive posters offer little opportunity to engage with customers. The amount and quality of information contained in a QR code could change this, but for now, there is little way for a business owner to know if a poster is a “hit” with customers unless he actively seeks this feedback from another method of communication.