While Derby only gained official city status back in 1977, it has become a popular location for brands and advertisers alike over the course of the last 40 years.
Sitting on the picturesque banks of the River Derwent in the south of Derbyshire, this newly formed city used to be county town and is widely accredited as being one of the birthplaces of the Industrial Revolution. Having also played a central role in the growth of the British rail industry, it has earned a deserved reputation for innovation and leading emerging commercial trends.
In this respect, we should not be surprised that advertising in Derby has become such a popular discipline in the modern age, as this youthful city continues to grow at a rapid rate.
Why Advertise on billboards in Derby?
Despite being settled by Romans, Saxons and Vikings, it was during the Industrial age that Derby began to realise its full potential. In fact, the location was home to the iconic Lombe’s Mill, which one one of the first and most productive factories to emerge in Britain during this time.
Advertisers will also be interested to note that this industrial boom continued in Derby throughout the 20th century, with engineering giants Rolls-Royce plc and the Toyota Motor Corporation established as the region’s two largest employers. The city also remains a major rail manufacturing hub, while in more recent times it has been established as a prominent design and development centre and achieved significant economic diversification.
Since its confirmation as a city during the Queen’s Jubilee in 1977, Derby has also become a significant cultural centre for the UK’s deaf community. This is thanks to the region’s prominent and constantly growing sign language-using demographic, and this creates a defined audience for brands to target.
The region is also a hotbed of sport, with Derby County boasting a passionate local fan base and fierce rivalry with East Midland rivals Nottingham Forest and Leicester City.
Derby’s Population and Demographics
The most recent census figures estimated Derby’s population at 248,752, with a relatively even demographic split between females (51%) and males (49%).
Even more interestingly for advertisers, while the average age of Derby residents is 38 the median age is even younger at 36. This means that the city has an established base of Millennials, who studies suggest are the most motivated and impulsive spenders in the current market.
With Derby home to a number of Millennials, it comes as no surprise that a healthy 16.4% of the local population are employed as professionals. This demographic, typically has a viable amount of disposable income to spend, which should appeal to advertisers across multiple markets. Derby’s industrial heritage is also reflected by the fact that a combined 20.6% of the population work as machine plant operatives or skilled tradespeople, a fact that should not be ignored by marketers.
The city would also seem to appeal to couples and families, with 55.4% of residents either married cohabiting with a partner. Conversely, just 8.8% are classed as being separated or divorced, while 27% are single.
Why Outdoor Advertising in Derby is Beneficial
With its rich industrial heritage, diverse economy and access to a strong Millennial base, Derby is clearly a city that offers boundless potential to advertisers.
With a high ratio of young professionals also living in Derby, there is ample opportunity for marketers to target consumers that have the means and the mind-set to spend their hard-earned cash.
It also makes sense to suggest that outdoor advertising is one of the best ways of targeting this audience, particularly through billboards that are strategically placed at commuter hubs, train stations and busy commercial areas.