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:
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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."
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