If the point of advertising is to increase your company's exposure, you can't do much better than billboards. Although somewhat pricey (typically $3,000 or more a month), a well-placed billboard could be the boldest way to attract customers.
Billboard advertising isn't for everyone. Service and consulting businesses, because they generally require lengthy explanation, aren't suited for billboard exposure. On the other hand, retail stores and restaurants are perfect for this medium. The key is knowing how to do it right.
Alf Nucifora, owner of Nucifora Consulting Group in Atlanta, counsels businesses large and small on how to get the most from their billboards. He maintains they can be an exceptional value, even for small businesses. "Today, people live in their cars," says Nucifora. "They're a captive audience." Here are a few of his tips for indelibly impressing that audience:
Use billboards to reinforce your image or announce your location, not to introduce a new company or product.
Keep verbiage brief (seven words should suffice) and type bold and legible.
Printing a phone number is usually not effective unless it's memorable.
Sharp, eye-catching graphics are a must. Consider the surrounding terrain when choosing colors.
Location is everything. The best locations typically carry the highest price tags and require the longest time commitment.
If billboards are beyond your budget, apply all the above rules to plastering your pitch on the side of a bus, bus shelter, subway station or kiosk. Most important, says Nucifora, "Have a precise, pithy message."