Five More Tips for Your Portable Billboard
Most people see dozens of billboard ads every single week, but we remember just a handful. Despite the great value that a Visions Outdoor portable billboard represents, any ad program still requires an investment, so it’s important to maximize your spending with a great message that works.
Check out these 5 useful ideas that will make your billboard project the best it can be.
1. Create Your Message : Short and Sweet Can’t Be Beat
Most people are on the move when we see billboards. Six seconds has been reported as the industry average for average time spent reading a billboard. So as you plan your message, write it out and se if you can read it and write it in six seconds. It you’re hoping people will see your board and visit your website then make that the primary message on your board. Don’t be greedy. Learn to be happy that your customers will take away one single point from your billboard.
2. Create and Adopt a Great Visual Design, But Don’t Make Your Portable Billboards a Huge Distraction.
Most of the time, portable billboards are aimed at drivers, bikers, cyclists or pedestrians (which is why you have just a few seconds to get a message across). Use visuals to help present your message. Images of people sitting on furniture can immediately identify your ad as home related. Showing someone viewing a brand new auto allows you to save words so you can use the right words for your message. Hopefully you’ll be smart enough not to use overtly sexual or dramatic images that may offend as many people as it surprises. Be smart and your visual image will work wonders to make your billboard successful.
3. Portable Billboards Should Be Smart, But Not Too Clever.
A boring conventional billboards will be ignored. A smart billboard will grab the attention and leave a lasting impression. A billboard that’s trying to be too clever, well, it will get lost on the audience. As a rule, you don’t want billboards to make people scratch their heads and wonder what is going on. Complex visual metaphors are no good here. They say advertising should be like a puzzle to solve, it gives the audience a sense of fulfillment to know they figured it out. But portable billboards should be much simpler than that. Be smart, have fun, but don’t give people puzzles that Einstein would have trouble solving. You’re in the business of advertising, not showing off how clever you are.
4. The More Portable Billboards, The Better.
One billboard is not cheap. But it’s also not very effective either. Billboards are a mass market medium, but they need support. So, you want more than one, and you want as many eyes on them as possible. Every portable billboard has a rating, called Gross Ratings Points (GRP). It’s based on traffic, visibility, location, size and so on. This rating gives you a showing score between 1 and 100. If it’s 50, it means that at least 50% of the population in the area would see one of your boards at least once a day. If you have only one board, your impact chances are obviously less than if you have four or five. Visions Outdoor Portable Billboards are aimed to get as high as rating points possible. You can expect to pay tens of thousands of dollars for a 50 showing for one month. In a major area like New York, the price shoots up.
5. Don’t Say It, Show It.
Get creative with your portable billboard ideas. A flat billboard is the standard, but it doesn’t have to be the norm. You can go 3D, have moving parts, have people interacting with it and even have your portable billboard animate. There is no reason that it just has to be a large, simple print ad. This is your opportunity to do something eye-catching and memorable, so go for it. The upside to this is it can create additional press, for free. A recent example of that is this simulated crash billboard that got major coverage from multiple news stations. The price of the 3D board was more than the cost of regular artwork, but it paid for itself many times over with PR impressions.
By using this strategy you can maximize your advertising investment, and get real value from your advertising. These guidelines have been established through many trials and lots of errors. Visions Outdoor want’s you to be a repeat customer so we want your event or promotion, using our billboard system, to succeed and we strongly feel the concepts outlined here will give you a better chance for success.