Are you looking to increase awareness about a new or existing product or service? Well, billboard advertising is the best way to do it right. Just like other marketing methods, there are some costs associated with billboard advertising. Here’s what you need to know about the pros and cons of billboard advertising before venturing into it.
Pros Of Billboard Advertising
- Accessible Location
If the billboard is place in a location where people can see it effortlessly, you can rest assured that bikers, drivers and anyone walking in the area will see it. You should also include your contact information to make sure that potential customers can reach you whenever they want to do it.
- Creating Visual References
Most people have a strong memory for images compared to large texts. Therefore, billboards are the best way to communicate to potential customers because they will increase brand awareness for your product with a particular image. If the images are attractive and enticing, you can rest assured that the potential customers will pay attention to what your company has to say.
- Increase In Sales
Billboards are unique advertising tools because they can create impulse purchase. A potential customer might be driving and notice your billboard then decide to make the purchase immediately. If they can get the product immediately, you can improve the value proposition of your business as well as the products thus leaving the customer completely satisfied.
- Enticing New Customers
Numerous billboards have provided the directions to the store in question. Upon reading the billboard the customer can decide immediately whether or not to proceed to the store to make a purchase. They might decide to proceed to your store immediately or visit it later but whichever the case, providing information about your store on the billboard is a good way to entice more customers.
- Targeting Those With A Buying Power
Anyone viewing your billboard and finding a little interest in it wants to purchase your products. Therefore, you are targeting people with a buying power, especially people who can visit your store and actually purchase products. According to outdoor advertising company, Signkick, with a billboard, you can make a blanket advertisement that covers anyone in the target audience and actual customers will proceed to make the purchase.
Cons Of Billboard Advertising
- Difficulty Targeting Specific Audience
Once your billboard goes up, you can target people in a specific neighborhood or any people who pass near it. However, it is tough to target a specific demographic. Therefore, you should count on the fact that every day, a lot of potential customers with no interest in your products or business will be seeing your advert.
- Brief Exposure Period
Most people prefer placing their billboards on highways and roadsides. In most cases, drivers on these roads are paying more attention to the road rather than the billboards erected along the highway. Unless, there is slow traffic, most billboards get an exposure of one or two seconds. Therefore, the actual cost of advertising per the exposure time is higher than any other advertising methods available.
- Limited Information
Billboards work perfectly for businesses with an already established brand message. Basically, potential or existing customers see an image or the message and connect to your business immediately. If you don’t have such a benefit, potential customers will receive very limited information about your business. As such, you will not make enough sales from such limited information.
Potential customers might not have access to your billboards if they change their movement patterns. For instance, if a highway is closed because of construction and traffic is redirected, your billboard will not be moved with the traffic. On the other hand, you probably signed a contract to keep your billboard in place and switching the locations forces you to get an entirely new contract which is expensive.
- Poor Visibility
Don’t expect anyone to see your billboard on dark and stormy days. On the other hand, your billboard might be vandalized blocking people from getting the required information. Finally, if larger cars block other drives on the highway, it’s tough for every potential customers to get the information about your product.