Billboard Advertising Can Help PCOs Build Their Brand

CLEVELAND – To some, outdoor billboards are unsightly obstructions that clutter the landscape. To others, they are a fun diversion from a monotonous commute. For some PCOs, they can be an important part of their marketing program.

While only 26 percent of those who responded to a recent PCT poll indicated they use billboard advertising, there definitely is a place for it. Chris Brainard, marketing research analyst, Truly Nolen, noted that with streaming media being heavily used for a lot of today's advertising, “We need to get out in front of eyes where we can, and billboards give you that big, out-of-home impression.”

Dan Antonelli, president and CEO of KickCharge Creative, said billboard advertising can be effective for brand building, but it’s not a medium that delivers immediate responses. 

“Sometimes people will put up a billboard and say, ‘Oh my God, I haven't gotten any phone calls’ right after it goes up. It’s just not really meant to function that way. It's meant to function in a manner so that when they do need service later on, they actually remember your brand name.”

Another strategy is to advertise on billboards in concert with radio advertising since both rely on an audience of people in transit. In a January 2001 PCT column, Bud Brewer, former marketing director at Massey Services, noted, “The same people who drive to work each day, or who use their cars to get through their other daily rituals, listen to the radio and see outdoor advertising.”

Billboards also can be helpful during a redesign, Antonelli said, to get people used to new colors, logos, fonts and slogans.

Antonelli recommended PCOs use short headlines (3-4 words) and that having a fun, catchy company name is helpful. For example, KickCharge Creative recently created a billboard for Rooster Roofing and the messaging was: Cluck yeah, roofing done right.

Truly Nolen is known for its creative billboard ads. Mike Vialpando, brand and marketing strategist, Truly Nolen, created the company’s "Because mosquitoes suck!" billboards several years ago. The company reported it has received great feedback on the humorous, quick-hitting message. Currently, throughout Tucson, Ariz., Truly Nolen is running a billboard of the famous Truly Nolen VW bug chasing a mouse.

Brainard said the key to creating an effective billboard is to be bright, different, and keep it short and sweet. “Too much copy makes it hard to get your message across, he said. "Viewers need to be able to see and absorb your message in three seconds or less!”

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