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No BS Grassroots Marketing Inconvenient Truth 9 – Billboards Are Only Useful If You Can Read Them

Billboards are only useful if drivers can read them. Limit the copy to no more than three elements, six words, a clean font, and a simple, easy-to-understand message. If you can’t do that, don’t waste your money.

The grandfather of outdoor advertising are billboards. Billboards have an impact, no doubt. It can be a very creative medium.

The only question in question is whether you can buy your billboards in order to get a good return. Billboards can be expensive. If you have a high-visibility location, a billboard can help direct traffic to you.

But to attract paying customers, is it better to spend your money elsewhere?

The only way to know for sure is to try and follow.

Sometimes the price of the boards is negotiable and sometimes not. In addition, you also need to consider the cost of production. Currently the norm is to produce your message on vinyl, which could cost you up to a month or more of the board itself.

Location matters

Location is also important. Usually, billboard companies price their billboards on what they call a gross rating point or GRP display. This term has no relation to the GRPs used in the advertising served. One rating point equals 1% of the market population. What you want to know is the annual ADT (annual average daily traffic). This is the total number of vehicles passing through the location in 24 hours based on counts taken over an entire year. As in broadcasting, you can determine your CPM (cost per thousand) based on the relationship between ADT and price.

Also consider doing a pre-race. Drive by each place you plan to assess the approach. This is the distance measured along the line of travel from the point where the billboard first becomes fully visible to the point where the copy is no longer readable. See if there are any obstacles that could reduce your board’s visibility.

If it is winter, anticipate the leaves of a nearby tree in the spring. If it’s summer, expect the sun to set earlier on the way home from work.

Are these signs lit, and if so, what time should the lights be on? Drive locations during peak hours in each direction. See how long people spend there.

Here are some important questions to consider:

• Are they riding in the sun and therefore not seeing your board?
• Is the flow of traffic smooth, resulting in less time spent staring at billboards?
• What else is there in this place vying for the driver’s attention?

These may include other signs, signage, displays, decor, etc. As long as you’re going to be making a significant investment, it’s best to know exactly what you’re getting for your money.

If you can’t get the billboard company to lower the price, see if they have any not-so-desirable locations that they’re struggling to sell (usually in non-election years). To create additional exposure, request bonus boards, but you want them after your main campaign airs so you can use existing vinyl instead of paying extra.

Post-posting strategies

What do they do with the vinyl once the campaign is over? It could make a very interesting backdrop for a trade show booth, or perhaps it could be installed on the side of your building, if that is allowed.

More elaborate versions of billboards are wallscapes and spectaculars. Wallscapes are advertisements painted directly on the walls of buildings. Some walls can accommodate vinyl siding set in a frame. Both have large-scale exposure and high visibility to vehicular and pedestrian traffic. They are generally suitable for high-density areas such as city centers.

Shows are usually larger than 14′ x 48′ and placed in prime locations in a market. Both require custom design and are intended for long-term exposure. Obviously, they are very expensive, so you need to weigh your goals very carefully when choosing this type of outdoor medium.

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