Billboards

Billboards? You know what those are. Those huge, relatively ugly signs or huge digital screens all over town and up and down the Interstate. To say that they distract from a beautiful countryside or a nice town is a huge understatement. As a method of sharing your advertising message, they can be beneficial if used properly.

Some of the variables you must consider when planning to use billboards are cost, location and design. Remember, a paper billboard is not easy to change or move. The cost of replacing the message on a paper billboard can be substantial. So, your message needs to have a longer life than many other advertising media. For instance, it would not be a good use of your budget to place a message for a HUGE 2-DAY SALE on a billboard that you must pay to be in place for at least 30 days and could be up there much longer if the space is not sold to another advertiser after your 30-day run.

Next you must consider the design. A proof of a billboard on a sheet of paper on your desk or as a file on your computer screen might look great... all that info shared. But in reality it is important to note that one image, a few words and one logo is about all you can hope for anyone to take in... especially when they are driving by at 50 miles per hour, trying to watch traffic and are 500 feet away.

Speaking of 500 feet... in general it is said that a well-designed billboard can be read from 500 to 1,000 feet away. If you want to test how well your billboard is designed, print it out on an 11X17 inch sheet of paper. If you don't have a printer that large run by your local copy store and they can fix you up for a buck or two. Hang this sheet of paper on a wall, get about 30 feet away and try to read it. Then try to read it riding by on a bicycle or in your car looking out the window... please don't run over anyone. If you can read and understand the message... great job. My best guess is that about 75% of billboards are poorly designed for consistent message comprehension.

And while we are discussing design... please don't stick a big picture of yourself on the billboard. The only thing your customers and potential customers care less about than seeing a picture of you is seeing a 12-foot-tall picture of you. Nobody cares what their plastic surgeon looks like. They want to see pictures of the gorgeous results of his/her work. Customers could care less what their banker, realtor or auto mechanic looks like. All they want to know is can you do the job, do it well and do it at a reasonable price. The billboard salesperson talks you into sticking your picture up there because they know 15 of your best friends will tell you they saw it, which will make you think it is working. Just remember, all those friends have already done all the business they want to with you and the EGO MARKETING is only helping the billboard company and not doing a thing for your business. The other 100,000 people in this community just want to know... can you solve my problem. Unless you are a television evangelist or exotic dancer they truly don't give a flying flip what you look like.

The last consideration is demographics. There are few forms of local advertising that you have less control or measurability of demographic consumption than a billboard. While they might be able to provide you with traffic counts, they can't tell you how many people actually look at the billboard, and trying to guess who drives by every day and might see your message is a task for Samantha the Witch at best.

The bottom line is, as with any form of advertising, does it reach enough eyes to justify the cost? Does it share your message in an understandable and effective manner? Is it the environment in which you are comfortable sharing your message and presenting your business? If you can answer yes to all these questions... let's get you some billboards posted ASAP!