Displaying your message on a large billboard in a built-up area is a sure fine way to generate some traffic to your business – but just how important is this method of advertising?
From previous studies, implementing a billboard into a marketing campaign has proven to help maximise the ROI on your advertising strategies. Find out what launching a billboard-based campaign could do for your brand…
The capability of a billboard
Originating in New York around the mid-1830s it has become a staple procedure when it comes to advertising a service or product — it even played a role as a crucial prop in renowned movie, Three Billboards Outside Ebbing, Missouri.
Some research that points businesses in the direction of a billboard comes from a political perspective, with Bill Shorten, leader of the Labor Party saying: “Today, nine out of 10 of us spend more than 90 minutes a day travelling to and from work.” This is an ideal window of opportunity to target people with a large, quality billboard.
Once you have thought of the message you want to send across, or the hard part, billboards are then usually easy to design and get printed fast. A billboard is a single design — unlike a brochure, for example, which requires a more in-depth look into how text, imagery and format can be used.
An interesting psychological approach of marketing is the ‘Marketing Rule of 7’ which is the theory that someone must consume a message at least seven times before making contact — such as choosing to buy a product or visit a store. Placing an outdoor banner on a main road where the same people will be driving daily will harness the effectiveness of the campaign through repetition, going off the above theory.
Clearly, billboards have advantages. So, how do you make yours effective?
Creating an eye-catching billboard
Billboards aren’t small, but they might as well be if they don’t immediately capture your attention. Think strategically:
- What is your marketing aim?
- Do you want to promote a specific product or generally highlight your brand?
- Are you already well-known in the area or are you a start-up company?
- Looking to highlight an event, rather than something to ‘sell’?
Contact details, name of product/service/event, and important dates (like when the promotional offer ends) are crucial and need to be on your billboard.
Intrepid, forward-thinking imagery goes hand in hand on a billboard. The brain only retains a small percentage of the information we take in, with research states that we generally only recall 10% of information we learn three days later — but including a strong image alongside this information boosts retention by 55%! Essentially, you need to grab your audience’s attention with a funny, quirky or bold visual. Your images can pack a powerful punch on a huge billboard, so focus on the right picture and go from there.
When it comes to the design layout of your billboard, adopt for a simple and concise approach. Make your information clear and easy to read. Bright shades catch the eye — contrasting colours also stay in people’s memories for longer — and opt for a simple background with a plain font.
Billboards are usually placed by a road. Depending at the rate in which they are driving, or the amount of traffic, a motorist typically has five to 10 seconds to look at an advertisement, so you need to consider the length of the text. The better the image, the less you need to write, so stick to a brief, punchy message of seven words to convey your marketing message, if you can.
Your audience matters when choosing the location of your billboard. If you’re going for adults, anywhere near an industrial or business park would be great and should help you maximise your ROI.
If your billboard is directing people to your local company, include an image of a nearby landmark to create a sense of familiarity or poke fun at the local traffic. Humour works in advertising. A review of 6,500 ads discovered that the funniest were thought to be the most memorable. Plus, you come across as personal and familiar, making your brand seem welcoming to a new customer.
This article was brought to you by Where The Trade Buys Print, a company offering a range of printed banners for your business needs.