Billboards: Driving Local Success

We all know the importance of digital marketing, including social media, blogging, and targeted email campaigns, but don’t overlook traditional advertising methods while planning your strategy. A very effective way for local businesses to reach their customers is often overlooked: billboards.

Billboards rose to prominence in the early 1900s, about the same time as automobiles began ruling the road. Henry Ford’s Model-T revolutionized the auto industry, making private car ownership a reality for many Americans. As more cars hit the highway, more billboards sprang up to capture the attention of those new drivers.

Highway billboards advertising local restaurants and shops were crucial to drawing business to small towns, which might otherwise be overlooked.

Burma-Shave was famous for their clever use of the medium, which used multi-part messages on multiple signs to hook motorists by the promise of a fun punchline. An example:

Shaving brushes
You’ll soon see ’em
On a shelf
In some museum

But billboards themselves aren’t in any danger of extinction. In fact, local billboard advertising may represent one of the most effective marketing methods for small businesses. A roadside sign — on a well-traveled street or on the highway — can cut through the clutter and get your message seen thousands of times.

Here are a few ways your business or service can profit from local billboards:

Billboards can build your customer base. Local billboards allow you to get a strong, visually impactful message to a targeted customer base. The Outdoor Advertising Association estimates that 70% of our waking day is spent outside the home. That time outside presents a lot of opportunities for you to connect. You can focus on city streets or highways, depending on your particular business or service needs, and determine where to place your message for maximum success.
Billboards let you tailor your message to your audience. Whether you’re advertising a restaurant that’s 10 miles off the interstate or right down the street, your message is what will bring in the customer. Unlike other forms of advertising, you can tailor that message to reflect the location of the billboard.

Billboards are great for Non-Profit groups. While driving customers to a local business is something billboards do very well, they are just as successful at promoting a non-profit group or service. You’ll get more eyeballs on your message than you would with other print or public service campaigns.

Billboards may be considered old school, but that doesn’t mean they haven’t adapted to the digital age.

Digital billboards are becoming more common, and offer greater flexibility than their static counterpart. While traditional billboards are limited to one message, digital billboards can display more than one advertisement from several users.

Whichever billboard format you choose, you’ll be making a smart investment in a tried-and-true marketing method that can put you and your business on the road to success.

Contact the Farmhouse for creative billboard solutions. We’d love to go along for the ride!