Lessons from a billboard

Posted by: Sara Grasmon

billboardThe other day, my sister and I started talking about billboards. Don’t ask me how we got on that subject, because with us, you just never know. Anyway, I digress. As we started discussing how advertising has changed, we realized that maybe it really hasn’t all that much.

Billboard advertising has been around for several decades. From Wall Drug to Walmart, organizations have recognized the impact they can make and the messages they can share. Although billboard advertising may not always be the most effective and economical option, it always applies principals we can all use.

So, without further ado, here’s what I learned from a billboard:

1. Be catchy. A billboard is viewed for just seconds, yet good ones have a way of grabbing the attention of busy passersby. No matter what the advertising medium, this is important. As advertisers, we need to give consumers a reason to pay attention and read, watch or listen to the rest of our message. If you’re not catchy, you won’t hook new business.

2. Be clear and concise. There is limited time and space to share information on a billboard, so it has to be presented in a simple manner. Since society continues to move at a fast pace and people’s attention spans are dwindling, this line of thinking is necessary for all forms of advertising. No matter what the avenue, think clarity and brevity.

3. Be conscientious. The maximum impact of a billboard will not be achieved unless the message is relevant and useful. This, again, is applicable to all forms of advertising. People won’t pay attention to information that isn’t meaningful, so when constructing your message, try putting yourself in the consumers’ shoes. Be conscientious of your target market’s needs, wants and lifestyles, and tailor the message to fit the audience.

Although there are several different avenues for advertising, the same principals apply for each. So, whether your medium in online or on the side of the road, keep these lessons from a billboard in mind.


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