Finding marketing initiatives that work well for your small business can be difficult, and some initiatives might seem outdated. Does billboard advertising still work in 2024? Yes! Let’s dispel the rumors that billboard advertising is: outdated, too expensive for small businesses, and only effective for big brands or businesses.
“Billboard Advertising is Outdated”
Nope. While this is considered a traditional marketing tactic, traditional does not mean it no longer works! Americans are driving even more than ever according to a report released by the Depart of Transportation. So if you were worried about people not seeing your billboard, people are going to see it. Now, the AMOUNT of people will depend on the location, and some locations can be more effective than others.
Billboards have adapted to the digital age – and that is HELPING small businesses. Digital options are now available, and they are pretty popular too. Digital billboards are not only in Times Square, but can be found throughout the country. 3D billboards have also grown in popularity. Digital billboards help lower the cost of advertising, and give businesses more options.
In the past, if a company wanted to do billboard advertising in a specific place they would have to hope no one had already purchased it (which was usually the case). With the digital option, multiple companies can have access to the same billboard at the same time.
“Billboard Advertising is Too Expensive”
Just like any marketing initiative, there is a range that you can budget for with billboard advertising. Digital billboards will also offer you a cheaper alternative to static billboards, but it is important to remember that you will be sharing your space and visibility with other companies.
Understanding what will impact your bottom line is important so you can make educated decisions on what will work best for your small business, your marketing campaign, and your bottom line. These factors include: timeframe (how long do you want your ad displayed), location (prime location will cost more), digital or static, and if you need help with the design.
“Billboard Advertising is only effective for Big Brands”
No! If anything billboards are a great way to reach your local community – they are the ones driving by. Directional billboards can be great for local brick and mortar stores. These are billboards that display directions to your location.*
*Think of all the Chick-fil-A billboards you see as you drive down the interstate. They always tell you how many miles away and which exit the store is at.
Bigger brands might have a graphic design team, but most billboard companies will have their own designers to help you with your ad. There is usually a nominal fee involved, or it is incorporated into your total.
Creating billboards related to your local community is also a great way to build awareness with your audience. An ad that states, “Helping the Low Country since 1995” is a great example.
Do not let being a small business deter you from considering billboard advertising. The most important thing you can do is really evaluate whether billboards could be a useful tool for your business, and have a budget planned so you know what you can afford.
For a deeper dive into billboard advertising, check out the video below!
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Feel free to share your thoughts with me, I can be reached at vivian@theseasonedmarketer.com!
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