“If you take them away my business would last 6 months
maximum.”
“Since we have advertised a daily ‘special’ our business has
gone up 20 per cent.”
“It’s our county town and it’s got to look smarter.”
The location in question is Dorchester, whose Dorset Echo newspaper
recently reported on the furore surrounding the town’s . . . ‘A-boards.’
Apparently there are some 70 advertising boards sited on one
shopping street alone. Dorset County Council is currently planning a community
liaison initiative to determine what should be done about the excessive use of
these promotional tools that have polarised opinions between the town’s residents,
visitors and businesses.
Some 189 miles north of Dorchester, Liverpool City Council
officers are planning to adopt a softly-softly approach to the problem. Following
a recent clamp-down on irresponsible business owners whose signage was alleged
to have infringed the rights of disabled people and parents with buggies, LCC
has concluded a compromise is in order.
In future, businesses will be able to display advertising pavement boards provided they apply for – and are granted – official permission. The
council will be allowing traders to site their advertising boards in pedestrian
areas providing they can demonstrate a responsible attitude towards ‘foot
traffic,’ balanced with the needs of the wider community.
Meanwhile in picturesque Kendal, one of the jewels of the
Lake District, disgruntled traders who have received letters from South
Lakeland District Council threatening them with court action, have accused officials
of using the issue of ‘impaired vision’ as a smokescreen – believing it is simply a ploy to bring in more
revenue.
One business owner rightly pointed out that even without the
signs there would still be bollards, benches, lamp posts and other untold
hazards on the pavement. For the record, Cumbria Chamber of Commerce is backing
the traders and urging its members to “push the issue” to a satisfactory
conclusion.
It may be an emotive issue right now, however there can be
little doubt that A-boards are very good for business. For the retailer, they
are perfect for making shoppers aware of products, sales and special
promotions.
Effectively your outdoor advertising needs to be displayed
prominently – yet responsibly – within close proximity to your trading premises.
And if you are thinking of getting a pavement board or outdoor sign for your own business,
then by employing a little innovation with your logo design, colour scheme or
marketing message, you will ensure that your advertising stops people in their
tracks, without provoking a disgruntled response from either pedestrians or
officials.
