Hectares

Advertising
Advertising

Overview

Advertising is one of the most common ways businesses market their goods and services.  Adverts appear on television, in newspapers and magazines and on billboards.  Parks and open spaces attract a breadth of visitors which can make advertising on them appealing to businesses.

Advertising can be placed on or in the following:

  • Park leaflets;
  • Park newsletters;
  • Hoardings;
  • Parking tickets;
  • Signage boards;
  • Website;
  • Toilets; and
  • Hard surface stencilling (known as clean advertising).


Attracting income from advertising requires parks to go out and market themselves.  It can often be beneficial to target specific types of businesses who sell products and services relevant to the activities and locality of the park.  For example if you own a boating and sailing lake it will be worth targeting outdoor sports retailers and manufacturers.

Engaging with businesses is often time consuming and does not always produce results.  You will need to be able to demonstrate the benefits to the business of advertising on your site.  This could include the number of visitors, the circulation of your leaflets and newsletters and the type of visitors to your site. Such research needs to be undertaken to understand how ‘valuable’ your offer is to potential advertisers.

It is also important to consider the types of businesses you want to advertise on your site.  Their activities and ethos should complement your own.  Association with unsuitable businesses could damage your brand and the public’s perception of your site.

Advertising needs to be sympathetic to the site.  Extensive advertising, which detracts from the aesthetic of the site will annoy visitors and therefore be detrimental to the businesses that are being advertised! This will be bad for both the business and the site.  It will also put other businesses off from advertising on the site.

Be flexible in the advertising fee charged and be prepared to negotiate.  Businesses will vary in the fee they are prepared to pay for advertising.  The fee will also depend on the level of exposure their advert is going to receive.

Questions to Consider

The Land is suitable for
Where can you sell advertising space on your site? (e.g. so it is not visually intrusive and is highly visible)

The Land is suitable for
What businesses are local to your site? How can you appeal to them?

The Land is suitable for
How much advertising is acceptable for your site?

The Land is suitable for
How will visitors respond?

The Land is suitable for
What types of businesses are not suitable to advertise on your site?

The Land is suitable for
How long do you want to agree advertising deals for?

The Land is suitable for
How visible and therefore marketable is your site?

Pros and Cons

The Land is suitable for
Guaranteed source of income.

The Land is suitable for
Doesn’t require providing anything new. Advertising can be added to existing leaflets, newsletters and signs.

The Land is suitable for
Can support local businesses.

The Land is suitable for
It can be done on different scales (e.g. a small advert in a leaflet or a big banner on a building).

The Land is suitable for
Engaging with businesses is time consuming and does not always produce results.
The Land is suitable for
It can annoy visitors.