I'll Have What She's Having

I've seen some great TV commercials for restaurants. High definition footage of perfectly cut steaks, creamy pasta Alfredo, and the way the condensation rolls off the tomatoes and lettuce... But I've always wondered, why make the consumer's mouth water, when they can't do anything about it? They're sitting comfortably at home, probably having just finished their evening meal, and can't be expected to remember your :30 second spot tomorrow night.

One of the long-standing benefits of outdoor is the way it catches people's attention while they're away from home and in the marketplace, allowing you to reach a more convenient and susceptible consumer. Imagine driving home from work and seeing a brilliant, back-lit image of jumbo shrimp or chicken Parmesan. You're probably already thinking about how you don't feel like cooking, and along comes a sign beckoning you to "come in, sit down, and let us do the work!"

That's the power of outdoor advertising. Digital billboards take the concept one step further, giving restaurants the chance to display daily specials and price points. They can even show different designs at different times of the day, displaying quiche and coffee in the morning, burgers and wraps at noon, and salmon and sirloins in the evening. Make them crave what you're offering when they can actually do something about it instead of while they're watching American Idol on a full stomach.