| Every spring the beaches of Florida and Texas are | | | | The items or services offered in the aerial ads could |
| the one-week residence of college students who are | | | | be for something they will want to buy when they |
| getting a break from the books. Would you believe | | | | return to college. On the other hand, many of the |
| an estimated 2.5 to 3 million will be basking in the sun | | | | ads are for items they will need immediately, like ads |
| on the beaches this year. They have money and | | | | for restaurants or clothing. What an opportunity to |
| credit cards with them, and, in addition, during the | | | | tap this market of impulsive buyers. |
| next year, these young people represent $125-$130 | | | | Many advertisers, considering the economy and |
| billion dollars in spending power. Where that much | | | | unemployment, consider it a time to cut back. Yet, |
| money goes will be determined by effective | | | | here is the opportunity that should not be |
| advertising aimed at them. | | | | overlooked. The students surely arent concerned |
| Many are taking their ad directly to the students in | | | | about the economy. They just want to have some |
| the form of an aerial banner or billboard ad. These | | | | fun, regardless of the cost. They are called by one |
| ads are really quite simple. A company or individual | | | | tourism expert a recession-proof group because the |
| pays an aerial ad company to both make and pull | | | | students consider this a unique opportunity without a |
| behind a plane a banner containing their message. The | | | | price tag! |
| banner could be as long as 70 feet and will usually | | | | Electronic communication makes it even better. One |
| contain contact information such as a phone number | | | | merchant flies his phone number over the students |
| or webpage. (Billboard aerial ads are like highway | | | | and, almost immediately, they are texting their orders |
| billboards only they are flown over the people instead | | | | to him. Others use G3 networks to make Internet |
| of people driving by.) Most merchants subscribe to a | | | | orders. The cost of the advertising is returned quickly |
| flight duration of one to two hours. Each pass allows | | | | and profits follow. |
| the students to see the ad for about 17 seconds. | | | | Aerial ads have another advantage: they are timeless. |
| How many times could the idle students read that ad | | | | You will pay the full cost for the banner ad this year. |
| if it passed by, say, 20 times? By the time an hour is | | | | However, the banner could be stored and used again |
| up, your message will be imprinted in their brains. | | | | next year, saving the cost of making the banner. Or, |
| Students relax and try to stop thinking deep | | | | with some products, you could fly it over another |
| thoughts during this week. It is a week of vacation | | | | beach or sporting event. The banners are well made |
| and they have planned to spend money. As they lie | | | | and will last a long time. |
| on the beach, the drone of a plane catches their | | | | Many despair that the economy is bad and it will |
| attention. Behind the plane a banner or billboard is | | | | affect us all. But wise businesses will want to take |
| seen, displaying your ad. The company has just made | | | | advantage of the spring break students and, those |
| an initial contact with tens of thousands of potential | | | | who do, will probably make a sizeable profit through |
| customers. | | | | aerial advertising. |