New Media Supports Traditional Media
Like Cybernautic, Prenzler Outdoor believes whole-heartedly in a multi-faceted approach to marketing. If you only focus on web users, you alienate a portion of your audience that may not be able to find your website or that may not be using the internet; likewise if you focus solely on outdoor advertising, or radio, or print, or television or any other form of marketing, you miss a large portion of your audience. The best way to reach people is to use a multi-faceted approach. Prenzler Outdoor recognizes this so they advertise their web address below each billboard they operate, in order to drive qualified traffic to their website. This helps drive qualified local traffic to their website, while their beautifully redesigned website provides potential advertisers with all of the information they need to make an informed decision about using Prenzler's boards.
Geo-Location Technology Meets Google Maps Mash-Ups
When someone is looking for a billboard, they are mostly interested in the location of the board, the direction their ad will face, and the amount traffic that passes the board on a monthly basis. Knowing that this information is incredibly important to anyone considering outdoor advertising, we worked with Google to build a mapping tool that allows Prenzler to add location pinpoints to a Google Map that includes details about each location. From this page a website visitor can see a map of the entire display area for all Prenzler Boards. This map includes a clickable pinpoint for every billboard Prenzler operates. When you click on a pinpoint you are presented with a custom overlay that includes a photo of the board from both direction (assuming the board has a front and back), and details about the board including location/address and sometimes the amount of estimated traffic (when available). Additionally, if you'd rather not choose a board by looking at a map of the area, you can select a location from a list along the right side of the map. When you click a location on the right side of the map, the pinpoint for that board is highlighted on the map and the custom overlay with the boards details will appear on the map. This is the power of Web 2.0...providing users with a more immersive experience at a lower cost by using existing tools to 'mash-up' a new solution. In many ways, this puts Prenzler ahead of many of their larger national competitors.
