City-wide thinking begins with knowing which parts of the city are relevant to your customers.
Map your natural customer area
Identify where customers live, work and spend time. Start with information you already have from your store, delivery areas or customer conversations. Avoid treating every part of the city as equally important.
Give the campaign one job
A new store may need people to recognise its location. A launch may need people to remember a product. An offer may need a clear deadline. Prioritising one objective makes creative and network decisions easier.
Choose a realistic starting point
Match the campaign footprint to the budget and duration you can sustain. A smaller, relevant campaign can be a practical way to learn before broadening the network. There is no universal screen count that guarantees success.
Make the business easy to find
Your name, location and call to action should agree with your website, maps listing and social profiles. An outdoor message should make the next step easier for someone who is interested.
Review and refine
Ask how customers discovered you. Review redemptions or enquiries alongside campaign delivery records. Use the information to improve the next brief, while being careful about attributing all business changes to one channel.