Where to Direct Customers in Your Bench Ad

Whether you have a directional ad or a simple brand reminder, there will always be some form of “directing” in your ad’s copy—you just have to decide where to direct customers to! Read on to learn how to best use the copy and symbols in your ad to point customers in the right direction.

Your physical location

Of course, one of the best places to direct your customers is to your place of business! If you offer services or products that can be of help to drivers as they’re on the road—such as a tasty meal, refreshing drink or even car repairs—this is a safe bet as it will ensure that your customers find you when they need you with ease.

Your website

While traditional bench ads may have only included location markers and phone numbers, we know that business is largely done online these days. While you don’t need to include your website on your bench ad—especially if it’s not in regular use—it can be a great idea for those businesses who make use of their websites frequently. It also makes sense for businesses who may not have a physical location but have more information or services to offer online.

Your social media

Are you active on social media? As more and more people log onto Twitter, Facebook and other platforms, it may make sense to include this information—if you have room—on your bench ad. Again, don’t feel the need to add your social media information at the last minute; this is a great tool for businesses who are active on social media, but isn’t a “must” for everyone. Decide what works for you!

A larger parent organization

In some cases, you may be part of a larger parent organization that would be worth advertising instead of your specific office or location. This is often the case for charities, for example. If it would benefit your larger purpose as an organization to pursue this means of advertising, feel free to direct your customers to the organization as a whole to make a bigger impact.

As you can see, a successful ad always leads the reader to go somewhere or do something… so choose copy that does just that in a quick, efficient way. Your customers will have somewhere to go to interact with your business beyond that initial impression.