Figuring out the costs for marketing campaigns can be incredibly frustrating. From figuring out your messaging to the ad’s design, to the ideal locations for your ads to be targeting, billboard companies can make this even more complicated than it needs to be.
In fact, individual marketing companies will not only vary in prices from company to company, but they’ll also frequently have wide ranges of pricing just within their own pricing systems. And not just because they’re offering different mediums of billboard marketing, from whether the sizing is smaller or larger to whether the billboard is a digital display or more traditional.
Which has to be at least somewhat understood, right? Because prices will vary between cities as well. But the pricing can also vary heavily in different cities, depending on the demographics of different neighborhoods.
Unfortunately, Boston, Mass. isn’t really an exception to this rule. But, it can help to start looking at the breakdown of Boston’s demographics to determine whether investing in advertising on Boston billboards can aid your campaign in a way that’s truly worth it for you and your company’s needs.
Boston Demographics in a Nutshell
According to the World Population Review, Boston’s female-identifying population is 52%, making those who identify otherwise a bit of a minority. In this case, it might be useful to consider why Boston is pulling in and attracting more women than other genders within city boundaries.
Boston also has a population of more than 696,000 people living within city bounds, as of the 2020 census. And what’s more, is that the population’s growth doesn’t show signs of stopping just yet.
52.82% of the Boston population is White, while 25.23% of the population is Black. However, if these numbers concern you, you should know that Boston is apparently slowly growing to be more and more diverse in terms of its ethnic makeup.
Asian people make up 9.67% of the population, with the remaining population comprising Native Americans, Native Hawaiians, Pacific Islanders, two or more races, or other races entirely. Interesting!
Boston pulling in so many diverse backgrounds could potentially be promising for your investment into some Boston billboards, especially if your campaign is focused on diversity or has a particularly wide target audience.
Research Different Advertising Companies
As I mentioned earlier, many advertising companies will have varying price ranges just for Boston billboards alone. So it’s important to make sure that you aren’t being taken advantage of before you make a commitment to a particular ad company that’s trying to sell you Boston billboards, or billboards in general.
For example, Blue Line Media estimates that a single month’s worth of advertising on a medium-sized billboard in Boston will cost less than $1,500. However, that price can skyrocket up to $5,000 or $7,000 depending on how complicated you want to get with your designs or how big you want your ad to be.
Of course, these also just estimate that are posted on their website. Additionally, it’s important to consider the quality of the Boston billboards the different companies have up for grabs. Where are these located? How much does this area cost versus another area? Why are these costs different? Do the demographics match up with my needs?
The above are all vital questions to consider.
Additionally, it’s very helpful to make sure that the ad companies you decide to work with are actually worth it. In order to get the most from your money, it’s probably going to be better to prepare to use billboard ads over a longer period of time in order to gain potential customer familiarity and trust with your specific brand, product, or service.
So make sure that the company or companies you choose to work with don’t try to scam you, make payments or installations even harder to process, or just give you generally bad feelings. It’s important to trust your gut in the world of marketing.
How Can I Save on Costs with Boston Billboards?
This is a good question to ask, especially if your out-of-house (OOH) marketing budget is a little bit on the smaller sidhttps://www.adquick.com/billboard-locations/district-of-columbia/washingtone. So consider being a little more flexible with your design choices and consider looking into some unconventional ad spaces for your Boston billboards.
By having your ads interact with the surrounding area in a more interesting way, it’ll look like you put a lot of thought into your designs and into the location your ads are targeting. This way, not only will your billboard ads be more interesting, but they’ll also be more memorable to your potential clients because you’ll be making more of an emotional impact.
In the same way that bus bench ads have the ability to make fun of bus commuters, or even poke fun at themselves, it doesn’t hurt to try and be comical with the billboard’s environment in mind. Use an oddly shaped building to your advantage, let those industrial wires get in the way and be a part of the imagery in your ad, and really allow your marketing team to thrive on creativity.