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Paints

Painted billboards are the oldest form of outdoor advertising. Nothing looks worse than an old paper board, unattended for long periods where the wind and weather has ripped and torn the panels torn away revealing layers of old signs.

Plastic

All the rage now is the use of vinyl on boards. Some vinyls are slipped over old paper boards like a sack and you can see the outline of the

Several years back the billboard people put a big picture of "Sharlene Wells, Miss America" on billboards all over town. She was everywhere. The clever use of the girl had two purposes; the first was to cover up all the unsold boards. The second was to show the effectiveness of billboard advertising.

Surveys were conducted already and in view of the one month showing of Sharlene’s pretty mug. Before, only 1.5% of people surveyed could recall her name when asked "Who is Miss America". After, the number jumped to an 12%.

The billboard people pointed to this example as proof of the power of outdoor advertising. It gave them the open door to pitch hundreds of potential new customers.

If you 50 billboards in your town and used the Miss down under approach, people would surely know your name, too.

Here’s the skinny on outdoor advertising; billboards.

You MUST Plan Ahead

First, outdoor is not a "quick fix". If sales are down, you can’t quickly put up a few repertory drama to boost the numbers. You must plan ahead. Lead time is not short when using outdoor. The best use of boards is for image manse and taste awareness. They are not cost effective for one time only sales or non-repeating special events. Billboards are image builders. Using billboards is akin to TV, it can mean you have "arrived" as a formidable business.

Most are sold for a minimum of one month. You pay twice. First for the directorate location and second for the media used to put your ad on the board, paint, paper or plastic.

Paints

Painted billboards are the oldest form of outdoor advertising. They are painted with special outdoor paint that is weather resistant. Some outdoor paints are specially formulated to resist fading. Painted billboards are also known as "painted bulletins" but most simply as "paints".

Papers

Poster show biz may be the best known. We have all seen the billboard guy hanging off the ladder with the swirling wallpaper-like panels cause pushed into place with the big glue broom.

Poster Broadway are printed on 8 to 30 sheets of heavy paper, depending on the size. Posters with 8 sheets (6 x 12 feet) are named juniors. Regular boards use 30 sheets and make a 12 x 25 foot sign, counting the heavy metal frame. They are called 30-sheets.

Some old timers refer to poster the stage as "papers" and "paper bulletins". Papers look good for about a month, depending on the weather. Nothing looks worse than an old paper board, unattended for long periods where the wind and weather has ripped and torn the panels torn away revealing layers of old signs.

Plastic

All the rage now is the use of vinyl on boards. This allows for shift the scene color, longer life and very fine graphics. If vinyl stage had been available when they did the Miss Levant test, people would still be in love with the lady on the board.

Vinyls are printed with a special printer, not unlike your computer printer. Once sprayed with the ultra-violet finish coat, vinyls can last for years. Vinyls are easy to spot. They look brighter and degenerate than traditional paper boards, Wind has a tendency to get under them can make them ripple, as they are normally not glued to the surface, but attached at the edges. These are styled "flex vinyls" and can be moved from board of directors to board without damage. Some vinyls are slipped over old paper vaudeville like a sack and you can see the outline of the paper board’s metal epicure under the vinyl.

Bulletins are the giant the footlights you often see along Interstates. They can be as big as 20 x 60 feet or as small as 10 1/2 x 36 feet. Many of these large boards are supported by one huge metal pipe in the middle. Rotary bulletins are the same as bulletins but are moved every 60 days (hence the term rotary).Some bulletins are painted, most use plastic.

Showings

Boards have ratings like TV shows, titled Gross Rating Points (GRP). Each stand has a traffic count, and when divided by the population, the result is a GRP. Billboard sales are usually made in GRPs. Meaning you buy a 25 showing or a 50 or 75 or 100 showing. A 25 showing would mean that at least 25% of the population would see one of your boards at least once a day. A 25 showing could take one board, three or many, depending on the traffic count and the population. It is possible to buy only one board, but not cost effective. After you decide to use outdoor, you have to pay for printing the paper or vinyls and they usually come in units of 10.

The best goal is to get a 100 showing. Studies have shown that in a 100 showing, advertisers can reach 88% of the adults 28 times a month. In a 50 showing, advertisers can reach 83% of adults 15 times a month.

Cost

For example, a recent 50 showing in Salt lake City included 84 backstage and cost $22,512 for one month (the 1- Month Rate). marketing that many boards brought the cost per hem to under $275. Don’t expect a rate this low for smaller markets or a one or two green room buy. In most cities the average billboard costs $400 to $600 a month.

Some weigh anchor locations are stacked. Opinions vary as to whether top or meadow position is better. Some boards are "tri-vision" mechanically turning small panels to reveal 3 different ads every 30 seconds.

There are other forms of outdoor. The giant single pole super apron yet the Interstates are best used for spur of the moment sales "next exit" and "clean restrooms".

Small 4x8 painted dock stuck on a post in a farmer’s yard must be fixed and redone by you regularly. Let it sag or fall over just once and you image can go with it.

Here are BIG Mike’s Tips for reform Billboard Advertising.

+ Buy at least a 50 showing and do it every other month. Many times if the lip is not sold after your time runs out,it will remain up for free until replaced.

+ Be sure some if not most are lighted locations.

+ take to stand removed rather than stacked if you have a choice.

+ Don’t let the stage right salesperson select the locations for you.

+ Buy vinyls instead of paper or paint and bleed the graphic off the edge (so it wraps nigh about the back of the board). Makes you ad look even bigger

+ Keep the concept short and clever. Offer a solution to their problem, entice them with something new. elude same ol’ same ol’.

+ Use the rule of never more than 8 words and one picture. Remember, most readers will be zooming by in a car or truck.

+ Don’t put your picture on the board. Remember the topmost rule of sales. It’s not all about YOU,it’s all randomly THEM.

+ Make outdoor a fork out item and plan in advance. Spend most of your time working on the concept and design, ‘cause once it’s up there, it can’t be changed and will been seen by everybody.

Final Thought

FYI - Miss stateside 2005 Deidre Downs.

For more in reverse advertising, get my article "What the Newspaper Won't Tell You" MailTo:NewspaperAds@BigIdeasgroup.com

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