Despite an ever-growing number of ways to advertise online, billboard advertising is still one of the most effective ways a business can market themselves. Consumers likely see hundreds of billboards every week, but they will only remember a handful of them. So how can a company be one of those special few who are going to be remembered by consumers? Following some basic DOs and DON'Ts is the best way to ensure you will be remembered. Let's take a look at some of those fundamental basics in billboard advertising.
Use six words or less:
Six words may not seem like much, but when we see billboards, we are often on the move and don’t have a lot of time to read long text. Industry research shows that six seconds is about the average time spent reading a billboard, so you need to make that time count. It is tough to bring your message down to six seconds, but it can be done. Just remember, less is more, and make your call to action catchy and memorable.
Billboards shouldn't be a distraction:
While you want your billboard to get noticed, you do not want it to be a distraction. Billboards are aimed at those doing something else when they see it (driving, walking, biking, etc.). Therefore, there is a dilemma that you will face when using billboard marketing; you want to grab attention but do not want to cause an accident. You may be saying that the billboards themselves do not cause accidents, but they can. A famous documented case of this was the campaign known as “Hello boys” by Wonderbra. Drivers became so fixed by the models that they ran into poles, medians, and each other. Make sure your billboard is eye-catching, but not so much so as to cause a distraction. It is a fine line, but the middle ground can be found.
Billboards shouldn't look for direct response:
Anytime you advertise, you want some kind of response, but a billboard is not the place to expect a direct response or ask for one. There have been billboards fully covered in phone numbers and websites. If someone is driving, how will they take down that information? If you want a more intimate interaction with your audience, you will need to look at another kind of advertising. Billboards are there for a quick and memorable message to get people to look you up. You can add your contact details, but it is not advised to that the core of your ad.
Placement is key:
One of the biggest mistakes those new to billboard advertising make is improper placement of the billboard. If you have a product that is, for example, targeting stay-at-home mothers, you may not wish to place your advertisement in an area that caters to working business men. Similar to any form of marketing, you have to know your audience and know where the placement of your board will best reach that audience.
Timing and quantity are important:
How long you place your billboard marketing campaign up for is also an important factor in the results you will see. The longer the billboard is up for, the more people will see it. Billboards might seem expensive, but a minimum of 30 days is recommended for your campaign to ensure maximum exposure, and a properly executed billboard will actually be cost-effective in the long-run. Quantity of billboards is also an important thing to consider. The more you have, the better. One is almost always not sufficient.
Be smart, but don’t go overboard:
Being smart but not losing your audience is another fine line when dealing with billboard advertising in Sydney and worldwide. They say most advertising should be like a puzzle to solve that gives the audience a chance to feel fulfilled by finding the solution, but billboards need to be more streamlined than that. You want to be smart and have fun, but not give them difficult puzzles to work out.
In closing, the final thing every billboard advertiser must remember is that you want to show it, not say it. With a billboard, a picture is worth a thousand words; it can mean the difference between a customer calling you and forgetting you all together.
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