NFIB

Should You Advertise on Billboards?
03/ 14/ 2002

A billboard might seem like an ideal place to advertise for your small business. Thousands of people would see it every day, you think. But in today's Workshop, Jeffrey Moses explains why it might not be cost-effective, unless you have a unique business that can benefit from image advertising.

Well-placed billboards are seen by many potential customers. But research shows that people don't respond to billboard messages like they do to print ads for several reasons:

1. People are usually driving and don't have time to jot down a phone number.

2. Many people are afraid to take their eyes off the road for very long.

3. When driving, people become more "visual" than "verbal." Even if they do take the time to examine a billboard's message, the words may not sink much.

For these reasons, billboard messages must be kept short -- five to six words at the most. They should also be in large, very readable text.

Billboard advertising is best at conveying an image rather than a specific "call this number" command message. Print ads in newspapers and magazines can be effective for telling the entire story and motivating people to pick up the phone. Billboard ads are best at targeting the subconscious, subtly instilling an awareness of a brand or concept. That's why most of the billboard ads you see are for major national brands, such as Coke, Pepsi, Budweiser or Marlboro. These advertisers know that billboards help develop brand awareness -- and they have the budgets to support the campaign.

If you decide billboards are a good fit for your company, contact a professional ad agency or billboard designer to create the billboard's visuals and text, and to install the billboard face. The initial cost of design can be significant, but once it's finished, you can use the design for all your billboards.

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