anyone promoted on bill boards?

12 replies
was just curious about how much one could expect to spend and how the results were.
#bill #boards #promoted
  • Profile picture of the author Claude Whitacre
    It depends on what you are selling. Although, I have never heard of anyone tracking enough sales to a billboard to make it profitable, in any business at any time.
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  • Profile picture of the author Aaron Doud
    Billboards are a weird beast and IMO are best used for branding. We have had a few local realitors that have made use of them over the years as part of their branding campaigns.

    They are quite expensive and outside of branding a good ROI seems rare.

    Another positive use is on highways. Resturants and hotels can get a good ROI with a good billboard in the right location.

    The third positive use I have seen (though I question the ROI) is to put up a billboard near your competition. For items like cars where people are more likely to shop this helps build customer awareness. But with the cost of billboards I am not sure I would ever recommend this.

    The lack of ROI is a huge reason we are seeing so many empty billboards. As a whole billboards don't seem to follow the law of supply and demand. As they have less filled they seem to charge more. Malls seem to do the same thing sadly. And they wonder why malls are dying.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Aaron Doud View Post

      The third positive use I have seen (though I question the ROI) is to put up a billboard near your competition.

      Aaron; That's one I never considered. Good idea. Thanks
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  • Profile picture of the author Aaron Doud
    Your welcome. Though I have to say it really wasn't my idea. Two of our competitors do it to us actually.

    One is literally across the street. Actually almost looks like a sign for our storage lot. And the other is just across the river in IL. I see it everyday on my drive into work. It's not as close to us but it is clearly designed to grab IL customers on their way to us.

    I haven't really spoken with either dealer to know the ROI. But customers have asked me about both so they clearly are noticed. Of course when I was in sales I had no problem giving people directions to the other dealers in the area. Hell I printed out maps for them before.

    Some might wonder why but the idea is simple. I had complete confidence that the best value was at our dealership. And I knew they would remember the salesman that helped them out. I sold quite a few be-backs later those same days. If you know your products are the best for your customers you never need to fear the competition in my book.

    If you can get signage near your competitors at a good price I suspect it would work well to get bodies in the door. And having read your posts I am quite confident once they are in your door you know how to close them down.

    It is IMO a great way to get targeted customers while using mass media. A certain percentage of the people who see the ad will be on their way to your competitor. Kind of like advertsing your Chevy dealer during a TV show about the Corvette Plant in Boiling Green. Surprisingly I have never seen Kubrick, Criswell, or any of the other big national Corvette dealers advertise during those. Though GM rules likely prevent them from advertising nationally.
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  • Profile picture of the author DaniMc
    It can work but it needs to be something a person in a car can take immediate action on. Like "It's hot...you NEED a milkshake and fries. Turn here now."

    As people drive by the same spot every day in the hot summer...the craving will begin. Forget about using it for something they can't act on immediately.
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    • Profile picture of the author therealfactoid
      thanx for the replies.. i think ur right in saying it has to be something they can act on immediately... i pass billboards all the time and rarely remember them a few minutes after
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      • Profile picture of the author Aaron Doud
        Originally Posted by therealfactoid View Post

        thanx for the replies.. i think ur right in saying it has to be something they can act on immediately... i pass billboards all the time and rarely remember them a few minutes after
        Now if your product, business, or service can be made to be remembered and you give them a reason, a way to remember, and a reason to take action it can work. But it is much harder on a billboard due to the limited space. You can't put much on it and still expect it to be read in the time a car will pass it.
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  • Profile picture of the author davidreese
    One of my friends uses one for a day care his wife runs. Swears by it. I've also heard of some businesses close the boards using them effectively to drive local traffic. The restaurant or hotel with the board across the street.

    In the Bay Area they are typically used to further reinforce other methods such as bus, subway and print ads. Geico and Bay Area Safety were both running big campaigns.

    There is also a Chinese Opera and some local event promoters that have added billboards to their marketing mix.

    Don't think of it in terms of is this the one media method that is going to do it. You need many different methods with the same message. Each reinforces the other.
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    • Profile picture of the author Aaron Doud
      Originally Posted by davidreese View Post

      One of my friends uses one for a day care his wife runs. Swears by it. I've also heard of some businesses close the boards using them effectively to drive local traffic. The restaurant or hotel with the board across the street.

      In the Bay Area they are typically used to further reinforce other methods such as bus, subway and print ads. Geico and Bay Area Safety were both running big campaigns.

      There is also a Chinese Opera and some local event promoters that have added billboards to their marketing mix.

      Don't think of it in terms of is this the one media method that is going to do it. You need many different methods with the same message. Each reinforces the other.
      Day care was one industry I have never seen on one. Glad to see she got great ROI on it. Can you tell us a bit more about what her ad said and where it was?
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  • Profile picture of the author davidreese
    Never actually saw the ad but she went full blitz on all her marketing. She did postcard mailing, flyers and tons of other stuff. I think they also did TV. They track religiously so she was very happy with the billboard. My take is it reinforced everything else and everything else reinforced it.

    Most small businesses look for the one silver bullet rather than using multiple methods (sustained over time) to get the word out.
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    David Alger
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  • Profile picture of the author Hesster
    Most of the billboard advertising I see in my local area is absolutely terrible unless it's for some major corporation doing branding advertising. Too many words that are too small to read when driving in a car.
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    • Profile picture of the author Aaron Doud
      Originally Posted by Hesster View Post

      Most of the billboard advertising I see in my local area is absolutely terrible unless it's for some major corporation doing branding advertising. Too many words that are too small to read when driving in a car.
      I have a 45 min drive to and from work every day and I have one of those on my way home. It literally took me weeks of driving past it to even figure out who it was advertising. I still have no clue what it says because it is too much effort to read it without pulling off the road.

      Billboards need to be able to get their main message across in 2 seconds or less. You may have some secondary messages in it that can be longer like how to get to the hotel. But the main message needs to be fast. Ex: Hotel Name(logo normally) $39.99/night (nice standout colors) 5 Miles ahead (often a "starburst") Secondary: Take Exit 78A, 1 mile from Exit

      Literally put your billboard ad in front of someone for 3 seconds and ask them what they learned from it. If they didn't learn anything you ad is a complete failure. If they got the main and secondary message you may have a winner.
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