Exploring the dynamics of effective billboard advertising
In the marketing landscape, billboards stand tall as symbols of brand visibility, yet many wonder if a billboard advertisement is worth the investment, particularly for small businesses.
For pool service companies thinking about this form of advertising, it’s important to factor in location, demographics and the design.
Location considerations
Billboards are often most effective in smaller communities, says Jena Caputo, director of client marketing at The Get Smart Group, a national marketing company specializing in the pool, backyard and luxury build industries.
In a place like New York City, a billboard is not a feasible investment for a small or midsized pool company, she says.
“I would try to stay away from areas that are overly populated with billboards because you blend into the crowd at that point,” she says.
However, in a smaller city or community, there are fewer billboards on the roadside competing for attention, and more people from that area use the main thoroughfares regularly.
“There might be one highway that everyone’s driving through to get to and from work,” Caputo says. “That’s where the billboards are going to have the most effect.”
Ideal locations are at traffic lights in busy intersections because people have more time to take in the image and message, she adds.
Design matters
Caputo offers seven billboard design tips to ensure companies get the most out of their advertising dollars.
Minimal messaging
Travelers only get a few seconds to notice the billboard and absorb its message, so they’re not the best place to share company values, long testimonials or other lengthy advertising copy. Billboards are best for general brand recognition rather than specific advertising. The most appropriate text is the company’s tagline or other relative, brief message.
Legible font
Make sure the font is easy to read quickly. A message does no good if the customer can’t read it.
Large company logo
The company logo and name should be very visible, taking up 30% of the billboard space, Caputo says, to help viewers remember it.
Include the web address
Unless a company’s phone number is exceptionally memorable, the most effective way to encourage customers to contact a company is by including a web address.
Add the street address
Addresses give people a quick reference point of where to find your business, and it may attract customers who didn’t realize how close your business is to them, Caputo says.
Use brand colors
These colors should be prevalent in the design, as well as contrasting colors that catch the eye and coordinate with the brand color.
Stick to one large image
One large, dynamic image is easier to take in. Conversely, several smaller images are confusing to the eye, Caputo says.
Additional tips
Billboards are good companion pieces to complement other forms of advertising, particularly online presence and word of mouth.
To get the most out of a billboard investment, a company should ensure its website is up to date and optimized for SEO, Caputo says. As drivers pass the billboard, companies want them to remember the company name so they can look it up online later.
“Everything is about your online presence,” Caputo says. “You can have a million billboards, but if you’re not the first ranking on Google and they don’t remember the company name, they’re just going to say, ‘I need to schedule my pool opening.’ Then, the normal person’s going to Google and typing ‘pool opening services near me.’ ”
When a company has a strong brand presence and positive reputation in a community, billboards act as a reminder for people to call a company they already trust when they need a pool service, Caputo says.
“Everything has to be cohesive to get the best results,” Caputo says.
A case study
John Richardson, owner of Logan’s Pool Service in Gunter, Texas, purchased billboard space for the first time last year. The design was simple, with a family-friendly pool picture, the Logan’s Pool Service logo and the company phone number and web address. It was also general enough that the company didn’t need to change it during the full-year contract.
Gunter has a population of just more than 2,000 residents, according to recent census data. The billboard was located on the side of a major highway, and the advertising company estimated this billboard space is viewed around 400,000 times every four weeks, Richardson says.
Logan’s Pool Service employees asked every customer who contacted the company where they heard about it, and Richardson says they “did see some return” on the billboard investment.
Logan’s Pool Service’s billboard grabbed our attention; it was first spotted by our editorin- chief while driving through Texas.
“We were afraid going in that we would be flooded with a lot of nonserious inquiries,” Richardson says. “But the calls we did receive were promising. From a monetary standpoint, we probably broke even regarding the cost of the billboard versus the revenue it brought in.”
Richardson recognizes the billboard may have had some long-term effects, as well, such as customers who wrote down the company name for future reference.
Ultimately, Richardson decided not to renew the contract. However, he says he would not be opposed to using another billboard in a different area.
“We would probably do something on a smaller scale in our region, where the cost wouldn’t be as high per period but the traffic would still be decent and justifiable,” he says.
Logan’s Pool Service doesn’t currently use any other form of paid advertising. In addition to building organic growth on social media, the company invests in the areas it serves by sponsoring community events and charitable organizations.
“We’re very active in our communities,” Richardson says. “That’s probably where we get the largest return.”
