By advertising in West Bromwich and similar towns, you can achieve sustainable success while also laying the foundations for national growth.
If there is one thing that regional businesses discover when they start out, it is that local advertising remains central to their long-term growth. After all, it is this that drives organic and sustainable growth, by enabling brands to build a loyal and ultimately engaged customer base.
Local advertising also makes it far easier to build a trusted and genuine brand, which according to the Authentic Brand Index enables companies to attract a larger share of high value customers.
Why Advertise on Billboards in West Bromwich?
Located to the north of Birmingham (which remains the UK’s second-largest city), and in the borough of Sandwell, West Bromwich is a former industrial town that offers tremendous opportunities to marketers.
To begin with, the town has largely remained true to its working class, industrial routes, which has created a value-conscious demographic that has a tendency to remain loyal to familiar and trusted products. This is reflected by the town’s predominant occupations, with process, plant and machine operatives (along with administrative and elementary secretarial workers) accounting for 38.7% of the total workforce.
Like many industrial towns, West Bromwich has experienced alternating periods of decline and regeneration during the last decade or so. So although a number of renowned factories have closed since the turn of the century as companies have sought to outsource labour, the last four years have seen the local economy diversify and enjoy a pronounced revival. The New Square Shopping and Entertainment Complex was built in 2013, for example, creating new opportunities for brands to market their goods.
This has triggered widespread growth and the creation of jobs, with retailers such as Next, JD Sports, Primark and Bank Fashion having establishing commercial outlets in the town.
On a final note, there is also ample opportunity to target customers through sporting events and activities. West Bromwich Albion FC remains a successful Premier League club, while the Hawthorns sees a considerable amount of traffic generated during each match day.
West Bromwich’s Population and Demographics
According to the 2011 census, the population of West Bromwich stood at 13,290 people. An estimated 51% of these were estimated to be male, suggesting an even demographic split that makes for a diverse and accessible marketplace.
In this and many other respects, West Bromwich is a hotbed of opportunity for local brands and marketers. The location has an average age of 38 (and a median age of 36), for example, creating a largely young and dynamic audience that is open to new product and service ideas. Similarly, West Bromwich boasts a hugely diverse split in terms of nationality, with scarcely 67% of the population having heralded from the UK or Ireland. In fact, 16.2% of residents were born in Asia, with nearly 3% having relocated from the Caribbean.
Approximately 40.5% of West Bromwich residents were married as of 2011, with a further 8.6% in relationships. An estimated 29.3% are single, and this makes for a relatively diverse split in terms of relationship status, goals and objectives. This impacts directly on customer behaviour, of course, creating unique insights for local brands to leverage.
Why Outdoor Advertising in West Bromwich Offers Excellent Benefits
While West Bromwich may have stayed true to its roots as an industrial town, it has also enjoyed enough growth and diversification to create a prosperous economy. Not only this, but the diverse demographics and backgrounds of residents offers tremendous scope in which local businesses can market themselves.
Given the younger and active nature of West Bromwich residents (and not to mention their love of sport), one of the best advertising techniques is to use traditional billboards. This low-cost option not offers a superior ROI, but it also has the capacity to target a wide range of consumers as they embark on their daily travels.