Going down any busy road seems to be incomplete nowadays without seeing giant billboards. Those huge and colourful pictures of models endorsing the latest and best products have a come-hither pull into our psyche - barraging us with thoughts of "I want…I need."
Admit it - many a times you have been enticed into buying something unnecessary - simply because that billboard shouted, "Buy me! Buy me!" with the same characteristic hypnotic effect a magician has on his victims.
The fact that you see the same image each and every day you drive to work breeds a familiarity in your mind, thus you seem predisposed into buying a product - simply because you are familiar with it (even if you actually aren't). This is why billboards are so effective - they entice viewers day by day and inject the familiar brand into their psyche. Images are powerful because you, as the viewer, are able to imagine your own self using the product being endorsed.
But there are things one must remember when billboards are being considered as a marketing tool by any business owner. These ensure that the medium is most effective, and accomplish what it aims to.
1: When considering billboard text, use only approximately 6 words.
Since the human mind can only intelligently understand 6 words in an instant, it is therefore wise to use an average of six words on your billboard. This medium is seen as one drives, walks or commutes along a busy thoroughfare, where one does not have the real luxury of time to stop and stare.
There are rare times when one gets caught in traffic and may have more time to understand the concept of the billboard, but as a general rule, it is best to stick with the industry standard. Of course you may challenge this by adding more - but this is only when your words are uncomplicated and easy to comprehend (like adjectives, pronouns, adverbs and verbs). Take into consideration the words' length and ease of reading. With this in mind, if your product is complicated, and needs paragraphs to be fully understood, maybe you'd be better off using other promotional media.
2: Your goal is to get noticed, but don't become a distraction
Always bear in mind that your billboards are being seen by people who are most probably doing something else that requires their complete attention - like driving, walking or crossing the street. Making your billboard eye-catching is good, but being a distraction is discouraged. Using near-nude models flaunting their cleavages, or using models in mind-blowing positions worthy of a girlie magazine centerfold are examples of distractions. You, as advertiser, would not want to be cited as the cause for a number of accidents, would you?
Be attention-worthy, but strike the proper balance between being interesting and being a nuisance. It would help if you keep in mind that children can see your graphic images uncensored - so anything you wouldn't readily expose your 3 year old to must be avoided.
3. Be smart, but don't be too clever for the normal viewer
Viewers of your billboards are of varied intelligence levels, education and exposure, so to use concepts that are only familiar to a certain group of people - like the use of technical jargons - or trying too hard to be mysterious and witty are not really good concepts for a billboard. Make it easy for the viewer to understand - don't force them to question their own intelligence. Remember, you are only able to grab a few seconds of their time, so be as straight to the point or simple as possible. If you are too complicated that you fail to get your message across then your billboard becomes ineffective as a promotional tool.
4: Location
No matter how good your billboard is, if you do not get to post it in a good and effective location, then it will never accomplish what it intends to accomplish. Your billboard must be located at a high-traffic and obstruction-free spot. Don't allow your billboards to be displayed behind heavy overhead electric cables, beside a fluffy tree, or along a road where your target audience obviously doesn't pass through often. If you, for example, have expensive skin care products for women, maybe putting up a billboard in an industrial zone where the majority of passersby are men is a no-no. Of course, the better the location, the more expensive it will be, but your choice of location is one of the top 3 considerations when thinking of utilizing a billboard as your marketing strategy. Don't waste your budget by blowing your effectiveness. Always analyse and weigh things out before implementing.
5: Be creative and eye-catching with your concept and design
There is a norm for billboard advertising, and it is the standard flat image design. But you can get as creative as possible with yours by injecting graphic 3D images, or including moving or extended parts. Some really memorable billboards have running digital lights which make the billboards comprehensible and visible even from a distance. Make your billboard as eye-catching and memorable as you can. Keep in mind that most people have more time to stare at your billboards at night, when they're not rushing to work or to their daily activities, so design your billboard to be especially unique for night-time viewing.
Whatever you decide to do, always try to put yourself in the shoes of the viewer - what is it that will make you stop and ogle?
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Michael Griffiths is the CEO and Founder of My Small Business Marketing Guru. Helping small business owners generate more leads, clients and increase profits with relationship based marketing strategies. We invite you to get your free black mask marketing resources to help you business grow today, when you visit http://www.mysmallbusinessmarketingguru.com.au
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