I can think of no better way to drive traffic to your website than using a Highway Billboard. If someone is not online they are likely out of their home commuting to work, shopping or visiting friends. I love it that a billboard is one simple very large advertisement for your company. It is the same simple message everyday and a great way to impress your name and website address into the minds of the commuter on a daily basis.
Do not clutter your billboard with detail. The billboards’ primary purpose is to motivate the customer to contact you. Let your website or salesperson do the selling. The billboard should assure that they remember your web address and your name. The customer must be able to easily find you by remembering your website address or by doing a Google search with your name alone.
In our opinion you should be in 2 places:
1. The internet… With a great website that is well optimized
2. Outdoor advertising. A billboard drives people to your website at very a low cost per viewer.
With technology gains how do you know where to advertise? My advice is to find advertising that you know will benefit you. That means paying money for actual numbers. For example you can buy ads on Google based on the number of times viewers click on your ad. Similarly traffic counts on most highways are a known number based on the provincial government statistics (ever see those little black cables across the road and wonder what they are for? …they are recording the number of vehicles that pass on any given day)
Optimizing and driving traffic to your website is probably the single most important thing that you can do at this time. Having a Billboard is one of the best and cheapest ways to do this. Billboard Advertising has one of the lowest costs per thousand in all media. Look at these numbers:
In Kelowna B.C. you can have over 100,000 people* view your billboard each day for less than $25. A one year contract would bring you over 30 million viewers.
By Jim Wannop