Transcript of Blaire Gunderson, Senior Account Executive
Deljo is a heating and cooling company here in Chicago and they really specialize all over Chicago, but specifically the Lincoln Park and Lakeview neighborhoods. So, they came to us not needing a million billboards but really needing four or five hyperlocal billboards that will find the audience that they serve.
We were able to utilize their budget and kind of back into that to make sure that they are in the best pockets of the neighborhoods that they’re looking to reach. Lincoln Park and Lakeview is where they have their HotSpots, and those are focused in the residential areas around both Lincoln Park and Lakeview, and then their bus shelters are in Lincolnwood which was an area that they’re looking to expand and grow their business in, so we kind of did a combination of both of those to reach a wide variety of their audience.
“When we start working with an advertiser, we want to understand: What’s the business result you’re trying to drive?”
In addition to having their billboards neighborhood-focused, we also had an element of the campaign of placing ads outside of the point of purchase. They ran one ad that was right outside of a Lincoln Park Home Depot, and then a second ad location that was right outside of a Lincolnwood Home Depot, which for their industry was a really cool way to run with their billboard campaign.
“It’s the only type of advertising that cannot be turned off.”
I think that that’s one misconception with billboards in general—that it’s generic. But the truth is it’s a super hyperlocal way of advertising with our format because we can get very close to places that they’re interested in reaching, and that’s a great example of exactly what Deljo did. They placed ads right outside of hardware stores and really were able to bring home the message of utilizing them for their heating and cooling services.
