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Outdoor
advertising is a vibrant, growing $5 billion-a-year industry
that offers advertising solutions for all types of
businesses and charities.
While interest in the medium by national advertisers has
grown steadily, outdoor is essentially a local media with
small businesses accounting for 70% of total spending.
Its ability to create a big brand feel with a nominal investment
is one of outdoor' s strongest assets. Another is the
immediacy in awareness it brings.
Local advertisers place their outdoor messages on major
commuter and tourist arteries close to their businesses.
For some businesses, no other advertising medium is
available and-or affordable. Typically, 5 to 10 percent
of jobs in a community come from businesses advertising
on billboards.
Take billboards away, and
three of four businesses
would lose sales. How much would they lose? Nearly
20 percent of gross revenue (with devastating impacts
on businesses with no affordable alternative for advertising)
Have you ever had an ad
designed by a professional that was completely terrible and did not produce
any results?
If so, you’re not alone. Unfortunately, this happens on a regular basis so
that's why we think it's important for every marketing person and or
business owner to know the basic rules of billboard advertising.
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DON'T FILL EVERY
INCH OF SPACE. LESS IS MORE.
I have seen it time after time. If you carry 12 different brands
don't list all 12. Listing one major brand is ok but don't let it
overpower your company info
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DO MAKE YOUR
BILLBOARDS SHORT, SWEET, SIMPLE AND TO THE POINT IT WILL BE MORE
EFFECTIVE
The first main thing you want
viewers to see is your company name the second should be your address
and or phone number. In the background you can use some nice looking
graphics that reflect your company image but nothing that overpowers the
message. Last you can add a slogan or a phrase that says what you can
provide the viewer with. "Fresh Cut Grade A Beef" or "Your one stop shop
for discount jewelry"
So NAME, ADDRESS and or PHONE, SLOGAN, AND MAYBE A NICE GRAPHIC IN THE
BACKGROUND
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DO MAKE ALL
BILLBOARD WORDS AT LEAST ONE FOOT AND 6 INCHES TALL
This will help it message to be
legible from the road.
Remember this when making the above choices on the billboard layout.
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DON'T USE TWO
DARK OR TWO LIGHT COLORS TOGETHER
Keep a contrast between dark and light to help the message stand out.
All graphics need to be large enough to be seen at fast speeds and far
distances.
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