Utilising billboards: Marketing your brand on a larger scale

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The purpose of advertising is to create a reaction in the consumer. Arguably, one of the most effective methods of making someone pay attention is with a large billboard placed strategically in a public place.

The first know instance of the billboard originated in New York around the mid-1830s, with the earliest record of a leased billboard space being documented in 1867. However, since then, this form of print marketing has become a staple of advertising and has even played a part on the silver screen as a crucial prop in recent blockbuster, Three Billboards Outside Ebbing, Missouri .

If you’re looking to recuperate , why not invest in billboard advertising that is simple to arrange with little maintenance needed? If you’re not convinced, find out why billboard advertising might be the boost your brand needs…

A billboards influence

The average Brit is classed as ‘out and about’ for three hours and ten minutes every day, according to Route, spending around 16 minutes in the view of advertisements. Why not target your consumer during this window of opportunity with a large, quality, well-located billboard in a place with high footfall or traffic?

A billboards simplicity when it comes to designing and printing is another reason why they’re an attractive option — no putting together multiple pages in a brochure. Need something effective up and running in a hurry? A billboard is a single page of design, which should save you time when putting together a template that will offer maximum ROI.

There is some theological thinking behind the use of colour. Ever heard of the ‘Marketing Rule of 7’? This theory claims that a consumer must hear or see an advertising message at least seven times before taking action. By placing an outdoor sign in a public place where people will pass every day or a few times a day — like on the way to work or when dropping off and picking up their kids from school — you can help hit this number and potentially increase your brand’s chances of a conversion.

A powerful billboard

Ads require eye-catching visuals. However, if your billboard will be placed at the side of a high-speed road, this creates an even greater demand for noticeability. Think strategically about what you want on your billboard — someone driving past at 40mph+ is only going to be able to take in so much. What is your marketing objective? Do you want to sell a specific product? Are you spreading brand awareness? Promoting an event? Determine exactly what you want to achieve from your advertisement and provide only the essential information — like contact number, name of product or date and location of event.

An advantage of the billboard it’s size, ideal for a large, conceptual image — which can work wonders from a marketing perspective. According to research, people generally only recall 10% of information they hear three days later. However, using a relevant image alongside this information increases retention by 55%. When designing your billboard, try and think of a funny or quirky image that will grab and hold a passer-by’s attention — such as cake brand, Mr Kipling’s, clever and unusual image of a bunny made using only Cherry Bakewell cakes as part of its Easter marketing campaign. Due to the size of a billboard, your images can pack a more powerful punch, so focus on getting the image perfect and then build your design from there.

Clarity is an important factor if you’re wanting to ensure people understand the information on it. Utilise bright and bold colours to catch the eye — contrasting colours are reportedly stay in people’s memories for longer, too — and opt for a simple background and large, readable text — Sans Serif is a good shout.

Are you thinking about placing your advertisement on the edge of a road? A driver typically has five to ten seconds to view an ad, which means you need to consider copy length. The more relevant and informative your image is, the less you should need to convey with text — stick to a brief, punchy message of seven words and you should get your marketing message across, no problem.

Think about your target audience when choosing your location. If they’re mainly middle aged then think about placing it near a business or industrial park.

Localise your billboard and create a stronger connection with the residents by including something that references the town or city? Include an image of a local landmark to create a sense of familiarity or reference the local traffic in a funny way. Humour generally works in advertising. According to a review of 6,500 ads, the funniest were usually cited as being the most appealing and memorable. What’s more, adopting this personal and familiar approach creates a sense of friendliness, so you’ll also exude a more welcoming brand persona — which will be more encouraging to a potential customer.

Billboard marketing is an excellent way to drive a successful marketing campaign — try it at your business and start increasing sales and customers!