City planning and zoning divisions can be a thorn in a marketer’s side. But if you don’t know the ordinances of your town, you could end up like this guy, who was slapped with a $500 fine for marketing with chalk on the sidewalk. The next time you have a breakthrough outdoor marketing idea that hasn’t been tried in your area, check the local codes to ensure there’s not a reason no one else is doing it.
Ordinances can be tricky, so read carefully. A client of mine is located in a township that will only allow businesses to display an outdoor banner if they are approved for a permit. The permit allows the business to display the banner for 15 days, but you can only have one permit every six months. We had to prioritize which two 15-day periods in the year were most important to the business and plan far ahead to make sure we received permit approval in time.
If you have to present your outdoor marketing plan at a council meeting, leave nothing to the imagination. Create mock-ups and show pictures from where the idea has been implemented elsewhere. You’re trying to convince a committee, so your visual evidence should be as compelling as possible. By showing council members your plan is aesthetically pleasing, you will remove their fear of marring their town’s image.
The imagination of the marketer often is at odds with the strict codes of some planning and zoning divisions, but through careful planning, you can make your outdoor marketing as effective as possible.