Glasgow Business . 35
www.glasgowchamberofcommerce.com
many small and medium-sized businesses. Te Forrest Group specialises in outdoor
advertising. Among other things, the company operates giant digital screens across Glasgow, Edinburgh, Newcastle and Manchester. Managing director Marc Keenan says that you don’t have to be a multi-national to take advantage of these eye-catching sites. “About a year ago, we had a ‘Eureka!’
moment and realised we could make our screens available to local advertisers at different times of the week. Among others, a beauty salon in Glasgow’s west end and a local store specialising in interiors used our site at Anniesland and both enjoyed a huge increase in footfall. We’ve recently launched a screen in Giffnock, which is being used by a collective of local shopkeepers, and we have a restaurant in Busby which picks and chooses its hours and days of the week.” Te technology not only opens up new
opportunities, it allows companies to allocate a much larger proportion of their spend to geting in front of potential customers’ eyes. Marc added: “In the past there was a 50/50 cost split between media and production but this digital approach has negligible production costs, which means that virtually all the advertising spend goes on media.” For many companies marketing may seem
daunting and/or expensive. However, with the right approach, you can achieve impressive success. And, unlike the Blair Witch Project itself, geting your message across needn’t be a real scare story.
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