A couple of clicks down the road from where I live is a beautiful little restaurant and winery. They have fantastic product – great wine, good food and secluded surrounds that makes you feel you’ve left the modern world behind.
Given it’s located on a first road and off the beaten path, the owners don’t naturally have a lot of traffic passing their front gate. They rely on sandwich boards, a form of billboard advertising, placed on the corners of the nearest main roads to notify passers by of their location. Those nearest main roads have speed limits of 90km/h and 100km/h.
Now, picture the last time you were traveling in a car at around 100 k’s an hour. How do you reckon you’d go trying to read a 60cm by 100cm sandwich board passing you 5 meters away. You’ve got Buckly’s of reading any more than a couple of words. The image above is of the actual sandwich board, but I have blurred it with Photoshop for dramatisation – in the interests of safety, I pulled the car over before taking this shot!
In the oposite direction to the winery, there’s an olive grove. They also have a lovely little cafe and sell local boutique products, however, the owners are a little more canny when it comes to billboard advertising.
The olive grove owners have a trailer they’ve turned into a mobile billboard. The billboard on the back of the trailer is about 10 times the size of a sandwich board, and so is the writing. Even at 100 km/hr you can read their messaging.
This is a good reminder to take a step back and look at your advertising “in-situe”. Wether it’s a sandwich board, your shop front window or a magazine ad, put yourself in you customers shoes; flick through that magazine with mild interest, walk past your shop window with a fleeting glance, drive past your sandwich board doing the speed limit. Is your messaging readable – let alone attention grabbing?
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6 thoughts on “Billboard Advertising and Readability – Size Does Matter”
Cool topic guys. Can you do more on outdoor ad options for small biz? Gruen sparked interest when talking about how important it is to online businesses to create tangibility.
Cool topic guys. Can you do more on outdoor ad options for small biz? Gruen sparked interest when talking about how important it is to online businesses to create tangibility.
Thanks for the comment Anthony. Timbo and I are very conscious that sometimes Small Business Big Marketing becomes the Small Business Big Online Marketing show, so we’re try to make sure we bring more “tangible” marketing examples and tips. Cheers.
Thanks for the comment Anthony. Timbo and I are very conscious that sometimes Small Business Big Marketing becomes the Small Business Big Online Marketing show, so we’re try to make sure we bring more “tangible” marketing examples and tips. Cheers.
“Discoverability” is the most important element of any small business advertising in my opinion. I work with http://www.ldn.net.au who do affordable letterbox advertising and our first piece of advise is always: “Make it easy for people to find YOU for what you DO”. It’s exactly why Yellow Pages used to be the best place to advertise… And why things like letterbox drops and SEM/SEO are now the best channels for small business. Start basic with SEM/SEO – and learn and refine as you go… Same with local discoverability offline with things like letterbox delivery – test different areas, different designs – and when you find something that works an additional investment is a no brainer 🙂
“Discoverability” is the most important element of any small business advertising in my opinion. I work with http://www.ldn.net.au who do affordable letterbox advertising and our first piece of advise is always: “Make it easy for people to find YOU for what you DO”. It’s exactly why Yellow Pages used to be the best place to advertise… And why things like letterbox drops and SEM/SEO are now the best channels for small business. Start basic with SEM/SEO – and learn and refine as you go… Same with local discoverability offline with things like letterbox delivery – test different areas, different designs – and when you find something that works an additional investment is a no brainer 🙂