Maryland Small Business: 5 Tips to Advertise on a Small Budget

 Every small business owner in the proximity of a large city struggles with the same problem – how to get noticed in the sea of ads that flood the sky and cover every inch of public space. 

With small businesses being more focused on the local area and customers, they have a huge advantage over larger companies with an opportunity to show what sets them apart from the rest. 

Baltimore billboards are a fantastic way to advertise on a small budget and bring awareness about your small business to the masses of the big city. 

1. Transit 

With Baltimore Maryland’s population of approximately 594 thousand people, advertising via transit is extremely effective, and won’t break the bank. With most of Baltimore’s public transit being trains or buses, signage and ads placed on these vehicles will ensure your ad gets noticed. 

For a traditional 4-week campaign, a bus or subway billboard will cost approximately $7K. While that amount isn’t exactly “cheap,” consider that your investment would yield about 232 million views or impressions.  

In Baltimore, there are five transit companies you can work with and as many as 23 total advertising options. What a great way to start!  

2. Digital Billboards 

Live boards with automatic illumination and the ability to change information in real time are effective ways to advertise. However, for a small business you may want to re-consider starting out with a digital billboard option. Here’s why. 

The digital billboard option is the most expensive, with an average 4-week campaign costing over $20k. Even with the hefty price tag, digital billboards in Baltimore only scored an average of 18 million impressions (the second lowest number reached after outdoor advertising).  

There may come a time when digital billboards are needed in advertising for a small Baltimore business but consider the less expensive options first. There are also only 16 total digital billboard locations in the city, limiting your audience range and potentially missing your target audience.  

3. Wallscapes 

While they may make less “impressions” than other more sophisticated methods of advertising, wallscapes are a great way for your small business to go viral. Because these large, static images and ads are places on prime real estate within the city, they are highly recognizable.  

There are also endless unique sizes and shapes that an ad can take which would set it apart from the rest, an advantage for a small business. Not to mention you can promote the work of local artists to create and design your wallscape. A well-designed wallscape can rival even the most expensive of billboards and can be seen from far away. 

Although it is the second highest option price wise, averaging around $12k, a small business could consider this an investment in meeting the community. Not only will you engage locals and support their talents but attract tourists and visitors to the city to admire the wallscape.  

The best part about leveraging a wallscape for your small business advertisement is that it may generate a social media campaign that you don’t even have to pay for!  

4. Billboards 

If it isn’t broken, don’t fix it. Billboards have been the staple in advertising since the 1830s and are not going anywhere. It is true that billboards have become more digitalized, yet there is no bigger bang for your buck than a traditional static image billboard. 

The average cost of a billboard in Baltimore is $6k, with a low cost at around $840. However, it is the largest method of advertising in that it has the most potential locations for your small business ad – 320! And even though the number falls well below that of transit advertising, billboards receive an average of 95 million impressions.  

Let’s face it, for a small Baltimore business, billboards are a fantastic choice. Starting with a billboard allows you to grow your business and perfect your advertising campaign. Once you know exactly how to attract your customers, eventually you can upgrade to digital. 

5. Other OOH Media 

There are other low cost out of home (OOH) methods of advertising. Posters, pamphlets, coupons, and flyers can bring customers to a small business, and add a more personal touch to your brand.  

Handing out exclusive offer notices in person within a short distance of your business’ front door may bring you a new customer. If that customer shares their experience, you have already generated a small buzz about your company. 

Conclusion 

Most advertising campaigns can be tailored to fit any budget. If your small business needs to market without spending a lot of money, there are several effective methods you can use. 

Billboards have shown to offer more bang for their buck, generating millions of impressions within a large city like Baltimore, Maryland. Even if your business is small, a smart advertising approach can make you stand out from the rest.