Local advertising options for small businesses have expanded well beyond a listing in the phone book, but the underlying goal has not changed: reach the people nearby who are most likely to become customers, without paying to reach everyone else.
This article sets out several proven local advertising ideas, with a focus on where out-of-home fits alongside digital and community options.
Mall and shopping center placements
Shopping centers draw exactly the local, present, relaxed audience most small businesses are trying to reach, and formats such as kiosks, banners, and directory listings are priced for a modest budget rather than only for national brands.
The advantage over many digital options is that a mall placement is seen repeatedly by the same local population, which builds recognition over time rather than a single impression that disappears.
Local billboards on nearby roads
A billboard on a road near your business or on the route customers already travel can be a strong complement to a mall placement, particularly for directional messages such as store location and hours.
- Boards within a short distance of the storefront
- Boards on the commuter route into your trade area
- Digital boards if your offers change frequently
Community and event sponsorship
Sponsoring a local event, sports team, or school programme puts your name in front of the same community repeatedly, and often comes with signage or programme placement that functions much like a small out-of-home buy.
These placements work best combined with a more visible format such as mall or billboard advertising, since sponsorship alone tends to reach a narrower, more occasional audience.
Local print and direct mail
Local newspapers, community magazines, and direct mail still reach segments of a local population that skew older or less digitally active, and they can carry more detail than an out-of-home placement.
Used alongside a mall or billboard placement, print reinforces the message for people who see it in more than one place, which increases the chance they remember your business when they need it.
Local search and map listings
A complete, accurate local search listing captures people actively searching for what you offer nearby, and it should be treated as a baseline requirement rather than an advertising channel on its own.
- Complete business profile with accurate hours and location
- Recent photographs and responses to reviews
- Consistent business name and address across listings
Combining channels on a limited budget
Rather than spreading a small budget across every option, pick two that reinforce each other, such as a mall placement for local recognition and a complete search listing to capture people already looking. Add channels as you can measure what is working.
Frequently Asked Questions
What is the most affordable local advertising option?
A complete local search listing costs nothing beyond time, and a directory listing or single mall placement is usually the next lowest-cost step.
Should I use mall advertising or billboards first?
It depends on your message. Mall advertising suits recognition and detail, while billboards suit location and directional messages on the approach to your business.
How many channels should a small business use at once?
Start with two that reinforce each other rather than spreading a limited budget across many, and add channels once you can measure results.
Does event sponsorship count as out-of-home advertising?
It functions similarly when it includes signage, but it usually reaches a narrower audience than a mall or billboard placement.
MallAds.com is a division of Sullivan Media, Inc. We have spent more than 20 years placing brands inside America's shopping centers and along the roads that lead to them, with access to advertising in over 1,700 malls plus billboard placements nationwide. Tell us your market, audience, and budget and we will build the plan around them.