Advertising your business as five miles east of a wealthy suburb

Suburban businesses can use odd geographic markers to describe their own location. One building material company in the Chicago area regularly runs radio ads with this description of their location: five miles east of Oak Brook in Broadview. Why might they do it this way?

  1. Compared to Broadview, Oak Brook is a more known location.
  2. Oak Brook has a large shopping area with a mall and all sorts of restaurants and other businesses nearby. People already out shopping may be willing to drive a bit further.
  3. Oak Brook is a higher status community with more wealth. Also, Broadview is majority black and Oak Brook is majority white.
  4. They are trying to reach wealthier suburban customers. This is why they do not say they are roughly 14-15 miles from the center of the Loop.

All in all, the Broadview location is about 10 minutes east of Oak Brook. That is not a long drive for suburbanites who may be willing to drive all over the place for good deals. And the advertising strategy may have some effectiveness as the business keeps using it. Still, it strikes me as a bit odd to downplay their own location in favor of a suburb five miles away…

 

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