Have you ever been to Frontage Road?
If you’ve ever driven to Atlanta along I-85 you’ve probably passed a number of Frontage Roads. Although they are not as numerous as streets named “Peachtree”, these passage ways are important to sustaining the local businesses that existed long before Mr. Eisenhower created the “transportation superhighway”. “Frontage Roads” (and – creatively – many are named just that) are those two-lane roads that flank the Interstate offering easy access to such Americana as farm markets, Waffle Houses, truck stops, strip clubs, and the occasional enterprise that combines all four into one nifty package with fireworks and Sunday services to boot.
The important thing here is that, without a Frontage Road, the world would go speedily past these businesses on their way to the JR’s or the ‘Que joint in the next big city. If you think about it, this concept can easily be implemented on the “information superhighway” as well. You just need something to grab drivers’ attention (topical web content), a BIG SIGN (online advertising), reminders that your store is only 20 miles…10 miles…5 miles…and the ever popular ‘you-just-passed-us’ (email marketing), and pretty soon your business will be right there, on Frontage Road, ready for those internet motorists to stop by.
And don’t forget that American flag the size of a high school auditorium!
Onward & Upward!