Sign, Sign, Everywhere a Sign

A few days ago a friend of mine mentioned that he was told he needed to get some, “quotes on Billboard advertising” as they are planning on promoting an event.  (This is the traditional Billboard, the big signs we see along the side of the road, not online billboard or display ads).

So as a favor to him and you, here’s a quick primer and a comparison to advertising on WOWO Radio in Fort Wayne.  I like Billboard advertising because if done properly, it can work even though measuring  an accurate return on investment is nearly impossible, like most advertising.  Also the advertisers are attempting to reach many of the same people I reach with radio ads, people in cars.

Best practices for Billboards include:

• 7 Words or Less. 5 seconds is the maximum length of time you want a driver to take his eyes off the road.
• One Focused Message. After all you only have 7 words/5 seconds
• Easy to Read.  Contrasting colors, Fonts that are not too fancy, etc.  These are three of the ten tips listed here.

Also consider left side or right side of the road.  You will pay more for one and there is a reason why.

Visibility questions include does the sign have lights so it can be seen 24/7?  Drive by the sign you are considering at various times of the day and night.  If it is a lighted sign, how bright are the lights and is the entire sign visible?  How visible is the sign at sunrise or sunset?  Do drivers get blinded by the sun at these times?

Traffic counts is one of the tools billboard companies use to convince you that the spot they are selling you is valuable.  How often is the sign going to be seen by the people you want to reach with your message?  Once a day? Once a week?

Is there any particular characteristics of the people you want to attract that matches with where your sign will be located?  For example college students.  If you cater to them, and you sell stuff that they want, maybe a road that is well traveled near the school would be a good place to be.

Back to traffic counts for a second.  The interstate has more traffic than a city street.  However the interstate traffic is zooming by at 50 to 70 miles an hour and includes many who are just passing by on their way to some other city.  City streets have less cars per day but they are moving at slower speeds and sometimes stopping at intersections.  Billboards at intersections are priced higher than in the middle of a block.

A few more points to consider with Billboards.

Your ad is static.  It is going to be the same for 30 days.  It is going to be in one place for 30 days.  Yes, you can change the copy, but it will cost extra.  If you can move it to another location that will cost you too.

There are costs to design and create your sign that you will either pay directly (as a line item on your invoice) or in-directly (lumped in which raises the cost you are quoted).

How much?  I did some research but have not seen actual quotes in a while.  Design cost ranges from $500 to $2000 per design, Renting the space is between $500 in really poor locations where only the dairy cows will see it, to $9,000 per month.

Now compare with WOWO Radio Advertising:

• There are no fees or costs for creating your radio message.  All you pay for is the air time on the radio. Exceptions to this is if we do testimonial endorsement ads or hire a company to produce a jingle which is rare.
• Frequency of the message on the radio is nearly limitless.  A single Billboard visibility frequency is 7 times maximum. That’s for the person who drives by your sign everyday.
• Length of message.  Want to talk to someone for a minute on the radio?  Easy.  30 seconds? Simple.  10 seconds? That is one of my favorites and it works if the message is right.  You have 3 to 5 seconds total for a driver to take their eyes off the road.

Bottom line: If you cannot get your message out in a 5 second glance at a visual, don’t rely on Billboards. Is your message more complicated?  Then say just say no.

I’m curious as to what information my friend gets from his inquires into local Billboard advertising and will share with you in the future.  In the meantime, let’s talk: