Finally, after four years of exhaustive research, planning and design, I am ready to unveil what I feel could become one of the most affordable, most effective and most profitable advertising & event companies available. This company will be called, “Pro-motion Advertising & Events”.

 

During my 35 years as a small business owner I have acquired an extraordinary

amount of experience in pinching a penny, squeezing a nickel and stretching a

dollar when it came to implementing creative, affordable & effective advertising

strategies. I learned very early how daunting a challenge it was to figure out

where to spend my advertising dollars so that I could gain the maximum amount

of exposure, with the minimum amount of investment.  Advertising can be a costly

and confusing endeavor, but without it, no one will know about a particular business

and what products or services it may offer. Many small business owners are simply

overwhelmed by the over abundance of advertising options.  They are confused

about where to start and limited as to what they can spend in their attempts to

compete for customers on an unlevel playing field, against larger companies who

have larger advertising budgets, teams of marketing personnel and nearly unlimited

resources. For example, my tiny one column inch, black and white ad, pales in

comparison to the corporate, big budget ad campaigns that include everything from

full page newspaper and magazine ads, to television and radio commercials and

everything in between. 

 

I knew that in order to level the playing field, I would need to create a package of services and products that would rival that of the corporate giants, but tailored to benefit a group of small business owners.  I needed a system of cutting-edge advertising & events technologies that would be so unique and powerful, that they can effectively work on their own, yet so affordable they can be integrated into existing advertising programs. This system would have to stand out in the cluttered and confusing field of increasing media fragmentation to effectively deliver our customers message to the right person at the right time and place, reaching the consumer closest to the point of purchase during the 70% of the day that they are away from home.  It would have to offer diverse un-avoidable advertising mediums that work together to maximize a brands visibility, by targeting some of the areas busiest routes, with the highest daily traffic counts and at a price, that business owners can’t afford to pass up.

 

The SBA recommends that small businesses allocate 7 to 8 percent of their gross revenue for marketing and advertising. For example, if a company generates $10,000 per month and they base their marketing budget on the recommendation of 7%, then they will have $700 per month to spend.  In the grand scheme of things, this isn’t very much to work with.

 

 

 

 

                                                                                         

                                

 

 

 

 

Radio ad Prices are estimated at $53 per 30 second spot.  A $700 budget will yield 13 ads per month.

                                

• Pedestrians on the street may not hear the ads because they don't have access to a radio.

• Not everyone listens to the same radio station.

• They might be listening to a CD, MP3, satellite radio or other devices.

• They may not have their radio turned on.

 

Local Television ad Prices range between $200 & $1500 for a 30 second commercial (does not include commercial production).  A 30-second spot broadcast nationally averaged around $123,000 as of 2016.

 

• Viewers watch different programs during different times and they may not be tuned in.

• The viewer simply isn’t watching TV.

• With the advent of the DVR, viewers have the power to skip through the commercials.

• Viewers may switch channels or leave the room during the commercials.

 

Newspaper ad prices for the Courier-Journal are estimated at $318 for a single run B&W, one column inch ad.  A $700 budget will yield 2 ads per month.

 

• Not everyone reads or subscribes to a local newspaper.

• Those who do may not read it from cover to cover or just skip over the ads.

• The advertisements may get lost in a sea of advertisements.

• The newspaper becomes a bird cage liner or just gets tossed into the trash can.

 

Magazine ad prices range from $500 to $20,000 depending on if it’s a local or national publication, the size and color of the ad, etc…

 

• Not everyone reads or subscribes to the same magazines.

• As with newspapers, those who do read them may only the read the articles of interest and skip over the ads.

• The advertisements may blend in with the many other advertisements and go un-noticed or un-remembered.

 

Direct-Mail ad prices for (5000) 4”x6" full color post cards printed on UV coated or matt finish, 14 or 16 pt high quality card stock (artwork, printing, postage and delivery included) will cost an estimated $2,175.  A $700 budget isn’t enough for this type of advertising.

 

• Direct mail advertising depends solely on who actually sees the advertisements.

• Unfortunately, many of the ads sent out, turns into simple junk mail and thrown away.

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Billboard ad prices range between $300 and $800 per month for an 11’w x 5’ h junior poster billboard.  A $700 budget will yield 1 month at the lower price and maybe throw in a few radio ads or a small one day newspaper advertisement, but hardly enough to be effective.

 

• Static billboards must wait for the viewers to come to them.

• Billboards may not always be in an ideal location.

• It is a costly and difficult endeavor to change a typical billboard to advertise changing promotions.

• Static billboards may get lost in a mass of billboards and therefore lose their effectiveness.

 

Social Media campaigns can run between $399 & $5,000+ per month.

 

• Not everyone reads or subscribes to a local newspaper.

• Those who do may not read it from cover to cover or just skip over the ads.

• The advertisements may get lost in a sea of advertisements.

• The newspaper becomes a bird cage liner or just gets tossed into the trash can.

            

The point that I am trying to make here is that advertising is so time consuming, so confusing and too costly for individual small business owners to create an effective ad campaign.  Not to mention that when you purchase a newspaper ad, that is all you get.  The same goes for most other forms of advertising.  The more ways you can get your brand out in front of the masses, the more exposure you will receive. 

 

 “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

– John Wanamaker, Merchant (1876)

 

As a single business owner, one may have a $700 advertising budget to work with.  However, if several small businesses work together to promote a large package of advertising resources where they all can be found, then the budget increases exponentially, therefore a larger ad campaign can be put to work.

 

So I set out to design a unique package of advertising mediums that would complement each other and work as an effective system that could promote a group of businesses as a whole, as well as the individual companies within.   It needed to stand out, get noticed and be remembered advertising that could not be tuned out, turned off or thrown away.  It needed to be highly visible, eye catching and capable of delivering a large number of advertisements to a vast and diverse captive audience.  It had to be focused advertising that would leave a lasting impression and establish a solid foundation for the other mediums to be built upon.  I quickly discovered my solution…Mobile digital billboard advertising!

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Eye level mobile advertising that can't be tuned out, turned down or thrown away!

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Please allow us to introduce you to one of the most effective advertising systems in the world.  It is so powerful that it can stand on its own, but so affordable that it can be integrated into an existing advertising campaign.  Mobile billboard advertising.

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Mobile billboard advertising is one of the oldest media to date, starting with circus posters and horse drawn street car advertising in the mid 1800's.  Since those early days, mobile billboard advertising has evolved to adapt to new markets, new formats and new technologies, in order to reach out to new audiences.

 

Today, more people are spending more time in more traffic than ever before!

Americans spend an average of 15 hours a week in-car, either as a driver or

passenger.  Young men 18-34, elusive to TV advertisers, have huge exposure

to outdoor media.  In-car audiences are a vital advertising consideration in all-

sized U.S. media markets. - SOURCE: Arbitron Inc. / Edison Media Research.  

 

Thousands of people are on the go, driving  here, driving there.  We are a society

constantly on the move. This creates a unique advertising opportunity for you to

take advantage of..  This advertising platform is capable of going where most other

media can’t go, creating a unique advertising opportunity to deliver your messages

to a vast and captive audience of consumers during the 70% of the day that they

spend away from home.

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​In an age of ever increasing media fragmentation, mobile billboard advertising is more relevant and more powerful than ever.  This type of advertising reaches people no matter  how they consume their media,  making them stop, notice and buy.  No other advertising format is more ever-present, or more creatively versatile.  Our mobile billboard system puts innovation to work to help our customers take their messages further.

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Unlike the more traditional advertising mediums, our advertisements cannot be tuned out, turned down or thrown away. 

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• A recent research study shows: Mobile billboards are twice as effective in driving sales vs. static billboards (94% of respondents recalled mobile billboards with an amazing 80% recall of specific ads. Mobile Billboards resulted in an increase of sales of 107% versus a 54% increase for static billboards. – SOURCE: Product Acceptance and Research, Inc.

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• Mobile billboards boost name recognition 15 times greater than any other form of advertising.” - SOURCE: European Outdoor Advertising Assoc.

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• “98% of the respondents felt that the ad created a positive image for the advertiser.” - SOURCE: Robinson, Yesawich & Pepperdine Inc.

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• 29% say outdoor advertising caused them to visit a retail store within a week.” - SOURCE:  Arbitron National In-Car Study

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• 96% of respondents say mobile advertising is more effective than traditional outdoor advertising (Static billboards).” - SOURCE:Outdoor Advertising Magazine TACA Research

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• Mobile advertising generates 2.5 times more attention than a static billboard.” - Perception Research

 

• 81.5% responded that someone else in the vehicle saw the ad.” - Robinson, Yesawich & Pepperdine Inc.

 

It was the aforementioned advertising statistics that compelled me to choose this medium as the centerpiece, or foundation of our business concept.  The Promotion Advertising & Event vehicles are designed with numerous special features to maximize their advertising value.

 

Each mobile billboard unit is equipped with several unique features designed to promote our customers brand to the public.

 

These mobile units are specifically designed to get noticed. The advertising delivery vehicles are

compact, highly visible and eye catching. The wide format digital billboards will showcase our

customers ads to a captive audience of drivers, passengers and pedestrians as they travel around

some of the areas busiest locations that have the highest daily traffic counts, driving awareness, 

engagement and transaction with brands. They combine physical presence, prime locations and

immediacy, in the least cluttered advertising environment available and are effective at delivering

the right message to the right consumer at the right time and place reaching consumers, closest

to the point of purchase.

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The vehicles are designed to easily maneuver through high traffic, congested and confined areas. 

They are unobtrusive yet highly visible (not the typical giant, ugly behemoths that roam the streets). 

They are economical to run and environmentally friendly. Each unit has hands free communications 

for safety and integrated video and GPS that our customers can access on our website in order to

monitor and track their advertising campaign.

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A 4’ wide by 3’ tall outdoor, high definition LED sign that is attached to the back of our vehicles via a

unique load baring cart mounted to the tow hitch.  This cart is capable of handling up to 350 lbs and

features a set of castering wheels that will allow unhindered maneuverability unlike a standard  trailer

which requires special driving skills. (see figure #1)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Our Mobile Billboard vehicles will operate from 7am to 6pm (morning, lunch and evening

traffic rushes), Monday thru Saturday (ad drivers will work two 11 hour days and two 9 hour

days as needed).  Our customer’s ads will be viewed by onlookers for 10 seconds before it

changes to the next ad, with all ads rotating thru every 5 minutes during a daily run.  A single

message is seen at least 132 times per day, 792 times per week, 3168 times per month (not

including the bonus ads shown on the sales/event vehicle) in busy areas that have daily traffic

counts of up to 70,000 vehicles.

 

There will be a two screen digital car sign on the roof to be seen from the left and right side of

the vehicles. Our company website will be prominently displayed on the side of our vehicles and

on the digital signage, to encourage the public to visit us on the world wide web where they will

not only see the services and products that we offer, but also visit the advertisers that are featured

in the “Go Local” business directory.

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The Go-Local Business Directory is divided into specific categories that will contain numerous ad

galleries, showcasing our advertisers information, maps, directions, photos, videos, etc., 24 hours

a day, 7 days a week. We will utilize extensive search engine optimization, social media and email

advertising along with other advertising mediums to promote our website directory and drive traffic

to it.   

 

http://my-crashsite.wixsite.com/pma-louisville-kia-6

 

Our online business directory includes a unique system that will allow users to pull up our advertisers

coupons on their cell phones to redeem for special offers and discounts. These coupons will have

special barcodes that can be scanned by our advertisers to control various parameters & restrictions

of usage and track campaign effectiveness.

 

When is a business card more than a business card?  When it is worth money!  Each of our Adver-

tising and Event vehicles are equipped with a unique business card dispenser that will distribute custom

printed business cards that will feature our advertisers company info on one side and special offers and

discounts on the other.  Advertisers can use these valuable cards to encourage potential customers to

come into their establishments to claim the printed offers.  These offers can be redeemable only during

a specified time-frame in order to boost traffic during slow periods or special events!

 

Each route will also include an event/sales vehicle that will carry special event equipment such as;

prize wheels, raffle drums, plinko boards, a yellow pop-up umbrella, flags and advertising inflatables,

folding tables and chairs, table cloths, a PA system and other assorted items that can be used to

attract attention.  We will set-up our event/sales vehicles at numerous local community functions and

events such as grand openings, sales, festivals, fairs and more, to promote our advertisers brand,

their products and or services to the general public.       

 

Once a month we will be out in full force using what we call saturation advertising to focus in on specific

routes each week.   We will increase the number of advertising and event vehicles running the route and

further enhance the campaign by deploying everything in our advertising arsenal from advertising blimps

and helium balloons to giant inflatable billboards and other special event equipment that will generate

maximum exposure and draw maximum attention to our advertisers in that area.

 

Our brand ambassadors will interact with the public during the saturation advertising campaigns and other

events by handing out product samples, printed materials, and promotional products.  They can conduct

various raffles and prize drawings (provided by our advertisers), and play a variety of awesome games

designed to engage the audience, raise awareness and generate excitement about our advertisers

products and services.

 

Our ad-walkers and ad-chariots will also be out in full force increasing attention to the campaign by handing

out flyers, coupons, brochures etc., and encouraging passers-by to pay a visit to one of the event vehicles

in the area and participate in the festivities. 

 

We will print and distribute a quarterly business directory called “Whatta-Deal.”   The Whatta-Deal Directory

will showcase our advertisers information in vivid full color.  Each ad will feature a unique QR code that will

link to the customers websites, coupons etc…  40,000 “Whatta-Deal” magazines will be distributed across the

Local area via the highly visible, yellow magazine stands that we will set-up at 100 high traffic customer

locations.

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Each of our Mobile Billboard Advertising units, street team members and flyer delivery teams will utilize

state-of-the-art ad tracking technologies such as GPS and live streaming video broadcast from our vehicle 

and body cams in order to help our customers monitor the effectiveness of their advertising campaign

24/7 online from the convenience of their home or office computer or wireless device.

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Our advertisers will also receive a generous 15% discount on our many other services and products.

 

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