Some businesses have made their mark using outdoor or billboard advertising. Anyone traveling across the country on I-80 will remember passing billboards promoting Little America’s “50 Cent Cones – 15 Miles”, or billboards promoting Wall Drug on I-90: “Free Ice Water, Wall Drug”. Billboards can be a very effective way to build brand awareness or direct customers to your establishment. Since they are read by motorists, often traveling at a high rate of speed, there are several golden rules of outdoor advertising.
The message needs to be short. It is best to use no more than six very easy to read words.
Use a large but easy to read font.
Use a simple image to convey the emotion.
Don’t forget the most important words: “Next Exit”, “Exit 123” “6 Miles Ahead”.
Most billboards are owned by commercial advertising companies that sell outdoor advertising in a package of 5-10 billboards. Some locations in the package may be suitable for your customers, while others may not. You may be forced to take the good with the bad. Often billboard size is measured in what are referred to as “Sheets”, which are about the size of a poster. Local neighborhood signs may measure 8 sheets, where large highway signs can measure 24 sheets. Once you enter into a contract and send the sign company your materials, they will often do the rest.
Can outdoor advertising help you to get your message across?
