The coastal town of Poole is one of the largest in the county of Dorset, with this renowned as one of the most picturesque and popular seaports on the English south coast.
Despite its tranquil and coastal nature, Poole has a rich commercial trade heritage, having forged critical logistical links with North America during the 18th century. At this point in time, Poole was one of the busiest seaports in England, making it a popular hub for entrepreneurs nationwide.
With this in mind, it stands to reason that Poole should remain a popular hotspot for brands and advertisers across an array of industries. But why exactly is Poole such an attractive location from this perspective?
Why Advertise on Billboards in Poole?
Having emerged as a key industrial town and port during the first British Empire in the 18th century, Poole remains a pivotal seaport to this day.
Interestingly, it’s history as a busy and strategically important port can also be traced back to the 12th century, while human settlement here dates back to before the Iron Age.
In the modern age, Poole is home to an increasingly young and affluent collection of demographics, many of whom may commute to work in the nearby (and slightly more cosmopolitan) towns of Bournemouth and Dorchester. This provides a unique opportunity for billboard advertisers, who can target busy roadside and commuter locations along specified routes.
Poole is also considerably more economically diverse than the country of Dorset as a whole, as manufacturing continues to employ a large number of people (17% of the workforce in total) in the area.
Conversely, the 1990s also saw the expansion of the service sector in Poole, with office and service-based employers relocating to the area and creating a decidedly more affluent consumer class.
When you couple these factors with Poole’s continued attraction as a tourist hotspot for both domestic and international travellers, it’s easy to see why the town holds such value from the perspective of out-of-home advertising.
Poole’s Population and Demographics
According to the most recent official census, the population of Poole was 147,645, although a mid-2016 update estimates that this has increased to approximately 151,500.
As you’d expect, females account for slightly more of the population than males (51%), while the average and median age of residents is 42. This is slightly higher than busy and metropolitan cities such as Manchester, but it has fallen considerably in recent years and remains relatively young for a seaport town.
This is reflected by the aforementioned change and diversification in the Poole economy, with professionals, associated professionals and administrative workers now accounting for 40.3% of the total workforce. Managers, directors and senior officials account for a further 11.6%, highlighting how the service-based economy has become increasingly prevalent in Poole during the modern age.
Remember, these industries tend to offer higher salaries to workers, creating a more affluent consumer base that’s easily accessible to advertisers.
It’s also important to note that Poole boasts a relatively diverse population, with 88.5% heralding from England and countries such as India (0.6%), South Africa (0.4%) and China (0.2%) also well-represented.
Why Outdoor Advertising in Poole is Beneficial
While Poole can look back proudly on its history as a popular and strategically important seaport, it’s economy and demographics have benefited from significant diversification since the 18th century.
This has helped to create a vibrant local economy and relatively well-off consumer base, which should appeal to outdoor and billboard advertisers across a wide array of industries.
Poole can be a particularly popular location for brands that target roadside locations with their ads, especially those that are positioned along key commuter routes between Poole, Bournemouth and Dorchester.