9 Secrets to Award-Winning Billboard Advertisements

In this age of the Internet, there are still many old-fashioned ways to advertise outside of a computer screen. A billboard is a great way to market effectively, providing high visibility for your company. However, to guarantee your billboard is doing all it can to attract customers, here are nine things you should keep in mind.

In this age of the Internet, there are still many old-fashioned ways to advertise outside of a computer screen. A billboard is a great way to market effectively, providing high visibility for your company. However, to guarantee your billboard is doing all it can to attract customers, here are nine things you should keep in mind.

The 6-Word Rule in Out-of-Home Advertising:

When people pass a billboard, it is likely they are not going to take time to stop and read it … especially if they are driving. A billboard must rely on delivering a message using images and a minimal amount of text. As a rule, it is best to keep text to six words. Although you can go over this recommendation by a bit, if you need a lot more words to advertise your product, billboard advertising may not be for you.

Noticeable Billboards that  Don’t Cause a Huge Distraction:

Most people look at billboards while they are driving. An image that is too distracting could cause accidents, resulting in a negative perception of your brand. Avoid overly sexual or controversial images.

Know What a Billboard is For:

Billboards are a great way to promote consumer awareness. However, they will rarely lead to a direct response from customers. This is due to the fact that consumers are not likely to take the time to read the ad for a website or phone number and, if they are, they are not likely to take the time to write it down. An exception to this may be if the phone number is highly memorable or if the website or phone number is the billboard headline. Otherwise, if you are looking for direct action, you are better off relying on print advertising, television, radio, flyers, websites, and mail for promotion.

Send a Simple Message:

When advertising your company on a billboard, it’s a good idea to be creative in sending a message to customers that will really stand out. However, remember that billboards are usually sending a message to passerby’s that they need to absorb quickly. Creating a message that is overly complicated might confuse them, so it is best to stick to something that is smart, but simple.

The Billboards More the Merrier:

Every billboard has a Gross Point Rating (GRP) which is based on traffic, visibility, location, size and more. If a billboard has a GRP of 50, that means that at least 50% of the population in the area will see your billboard at least once a day. To increase exposure, its best to have several billboards. Of course, this can be expensive, but it is also effective.

Consider Using Digital Advertising

A flat billboard can be effective in promoting your business, but being creative can be a great way to make your sign really stand out. Adding moving parts and 3D elements and using a means for people to interact with your sign are all excellent ways to grab people’s attention. Signs such as these can even attract press so that the billboard can generate its own publicity … totally free!

Be Concise

Use your space wisely. Avoid repeating any sort of information, even if you are using text to explain your visual. Also, make sure your imagery pops so that you are using your advertising opportunity wisely.

Think About Your Logo Size

When creating a billboard, often companies want their logos to be as big as possible. Although we can all probably see the logic in this, it is also important to make sure the logo is in proportion to the other images that will appear on the ad. Some companies market effectively with billboards without even incorporating a logo.

Do the Arm’s Length Test:

Billboard advertising is not cheap and, if you’re going to invest, you need to make sure it’s going to be a worthwhile investment. One good way to do this is to take the ad and print it on a business card, then look at it at arm’s length. This will provide the same effect as someone passing by your billboard quickly. If the image still pops, and you feel the message it is sending is clear, then you are good to go. If not, consider tweaking some elements. Billboard advertising can be an effective way to market your company. However, it’s important to make sure your billboard gets a message out to consumers in a concise and effective way.

Impact Consumers With Experiential Marketing

If you are in the business world, you know having an effective marketing strategy is essential. Whether you are just building your company and looking for ways to advertise effectively, or whether you are trying to breathe new life into your company with an innovative marketing campaign, why not look into experiential marketing?

If you are in the business world, you know having an effective marketing strategy is essential. Whether you are just building your company and looking for ways to advertise effectively, or whether you are trying to breathe new life into your company with an innovative marketing campaign, why not look into experiential marketing?

What Is Experiential Marketing?

Experiential marketing is often centered around a specific event to promote your product and create a lasting impression on potential customers. There are many ways you can implement this technique effectively, in your brand’s marketing strategy.

Examples of Experiential Marketing Campaigns

Go Big or Go Home:

Some companies host major events to advertise their products and services. For instance, the lifestyle brand Refinery29 holds an event that features a funhouse of 29 rooms representing culture, style, and technology. Each room contains something different, whether it be a musician, artist or display, and each event has its own theme.

Although major events like this can be effective, it is important to remember to always incorporate your brand theme into everything that is being presented. Also, be sure to cater to your audience. Getting big-name acts to play at your event can also be a sure way to get a lot of publicity.

Create Something Attention Getting in Everyday Life:

Another clever experiential marketing campaign was created by Lean Cuisine. They put up a row of scales in New York’s Grand Central Station. Women were to weigh in, but, the catch was the scales were actually writing boards where they could weigh in, not in pounds, but in what they were looking to accomplish or had already accomplished in life.

Here, the product sent the message that there were so many things that women should be measured by rather than their weight. It showed that the brand wanted to send a message of positivity. And, while campaign did not blatantly advertise the product, it was clearly branded on the display, giving consumers enough of an opportunity to make a connection.

The Philanthropist Approach:

Charitable giving is on the rise and can be effective in showing companies that give in a positive light. When Google was at a loss as to the best charities to donate to, they let the public decide. They did this by creating interactive posters that were displayed in bus shelters, food trucks, and restaurants, giving consumers the relevant information.

The beauty of this campaign is that Google gave its customers an opportunity to participate when it was convenient for them. For instance, if someone is waiting to catch a bus, or for food to be served, that is a great time for them to whip out their phones and take a chance to vote. This is a smart approach as opposed to offering an experience that causes disruption to consumers.

An Event With a Cause:

Events are very effective in marketing, and while some are more recreational, others are informative. One example of this is GE’s Healthymagination event where industry professionals learned about how GE’s healthcare technology was helpful in different types of medical situations around the world. This was done through the creation of movie sets where guests could view instances where Healthymagination was effective.

What was nice about this event was that, by creating an interactive experience, the brand facilitated a medium where people could discuss an uncomfortable issue (i.e. the need for health care in impoverished countries).

Create a Cross-Channel Marketing Strategy

So, are you sold on the idea of experiential marketing for your company? If so, here are a few things to remember. Be sure to provide physical documentation of your events like photos and videos so you can share them on social media. This way people can get a taste of the experience you are offering, even if they weren’t able to attend the event.  It’s also good to create a branded hashtag to get people talking about the experience.

Experiential marketing can be a very powerful tool when it comes to the success of your company. However, it takes advanced, out-of-the-box thinking to come up with something effective that will not be disruptive to consumers.