Question

Topic: Advertising/PR

Business Hidden Behind Another Like Business

Posted by myzerosix on 4/17/2015 at 10:10 AM ET 250 Points
Hi. I have an Auto Repair business that is located behind another building (it's not on the street) So you have to drive down behind the street front building to get to mine. There is another like business adjacent (and street front) to my business. I'm finding that a lot of customers that are responding to my advertising are going to this street front business off of my ads. On my website I call out that we are in the "rear" but it doesn't seem to be working enough. I need to find a way to call out to my customers that we are in the rear of the building. I have sandwich boards on the street that seem to help but need more ideas! Thank you!!!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/17/2015 at 12:34 PM Accepted
    If you can play with signage, pick a bright color that stands out, and use it in your branding. Perhaps a bright pink or orange or yellow, for example. Then you can refer to the color ("follow the bright yellow signs...") and/or paint arrows on the ground to point people to your storefront.
  • Posted by mgoodman on 4/18/2015 at 9:36 PM Accepted
    Too bad for you. This just reinforces the old adage in real estate: The 3 things that are most important are (1) Location, (2) Location, (3) Location. I hope your rent is low because your business is hidden. And assuming relocation isn't an option, Jay's approach is probably best. Mess around with signage to communicate your location in some creative ways.
  • Posted by cookmarketing@gmail. on 4/19/2015 at 10:59 PM Accepted
    myzerosix this a'way ------->

    Better an old theme park trick - whatever your dominate sign color...paint a trail to your place....like the white midlines on highways
  • Posted by myzerosix on 4/20/2015 at 9:25 AM Author
    Hi everyone. Thanks so much for taking the time to respond to my post. All great ideas, unfortunately it's in a very strict town so painting pavement/neon signs are not allowed. I've been around for 40 years and my colors are Blue/Gray/Black. I agree with the color sign change but i'm worried it might mess with my branding. I have sandwich boards out by the street. Maybe I can play with one of those as to not mess with my brand but I can say ....just look for the yellow/red sign or whatever it may be. That way it might be a good test without spending a fortune on my main signs.
  • Posted by saul.dobney on 4/21/2015 at 10:45 AM Accepted
    If customers are coming straight off the ad without having used you before, then it's going to be hard. Many customers will just choose your competitor based on convenience unless you're offering something special they can't match.

    What you could do is work around the problem. If most drop-offs are during a certain time, then you could have a greeter at the front of the street in your company colours during the drop-off times. Would it also be possible to offer a pick-up service - home-to-home mechanics so the customer doesn't have to drive to you? Or text us when you arrive and we'll give you 5% off.

    Obviously flags, pennants or other stand-out displays could catch the eye. For uniqueness, could your building be painted or marked out - like Big Yellow Warehouse uses a bright colour to create standout. It needed be so blatant - some businesses might use a symbol - eg a model of a whale or dolphin - and then promote with the message "find us at the Happy Whale". It makes it easier for customers to know they have the right place. Similarly photos of your frontage or photo-based map on the advert.
  • Posted by Shelley Ryan on 4/30/2015 at 2:03 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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