Incorporate the fundamentals of billboard marketing and design in outdoor advertising to maximize potential.
Here are some ways to maximize outdoor advertising success: Remember you are communicating with driving and distracted people on the move. Be brief but focused with ONE idea. Make it a big idea that’s relevant to your company, make it disruptive visually, and deliver the idea in a fast and furious way. Use one key visual—the bigger the better. Show BIG food if selling food. Never use more than seven words. Use simple, readable typefaces that are bold, and use bright primary colors. Leverage the board’s location and lead people to your lot. “Teaser boards” and their accompanying “pay off boards” are underutilized even today…and more effective than ever. Use a retail offer to get people focused. “Image ads” will fail. Lastly, if you can afford to do another medium to complement your outdoor, do it. It will maximize the people you reach.
Today’s idea comes from Tim Lazor, president, LazorYost C-Store Marketing. If you have an idea to share, email Senior Editor Erin Rigik Del Conte at [email protected].