Making Billboards Work

Wednesday, July 11, 2007 - By: Brian D

Making Billboards Work

by Kevin Nunley

Billboard advertising works best when combined with other marketing strategies. For the most part billboards are used as reminder advertising, but sometimes they can lead directly to sales. For example, when you put "next exit" or "2 miles ahead" on your billboard, your sales could increase dramatically.

Most of the time, you can’t buy just one billboard. Usually you’ve got to rent ten to twenty billboards at once. Some will be in good locations, while others are definite losers.

To decide whether or not it would be profitable for you to have a billboard, find out how many cars pass the billboard site each day. Billboard firms have this data on hand. Billboard advertising is best if you have a business that will have an instant appeal to motorists.

When planning your billboard, try not to use more than six words. Remember that people are driving quickly by and only have time to glance at your sign. Keep it simple. Use one large graphic for the focus, and make sure that the type is clear and the words are large.

Try testing a billboard for a month or two. If nothing happens, at least you’re not out of that much money.

Back to the Learning Center Library