More Thoughts on Signage and Writing

One of my pet peeves is signs you can’t read. It is such a waste of money. For example, while driving down the highway at 60 mph, who can read much more than a headline? Which begs the question, why would you put 100 words on a billboard?

Outdoor ads represent a significant marketing challenge — how do you communicate your message when there is such a short window of opportunity for people to see — and absorb — what you have to say? It takes good creative with strong brand elements, combined with copy that grabs the attention of readers while quickly communicating your message.

The goal of most billboard ads is to generate brand awareness by positioning your name in the minds of the consumer. This means that your copy needs to communicate a key product attribute and your creative must be evoke your brand. If you can accomplish just these two things, you will be in the position to get a nugget of your product’s name in the consumers mind.

If you want a consumer to act based on a billboard ad, you will need a strong call to action that is simple to comprehend and remember. Again, great copy supported by creative that reinforces your brand is key. For an action-oriented billboard to be effective usually requires proximity. A billboard touting a fast food restaurant at the next exit has a better chance of creating action than one that simply promotes it.

Regardless of your advertising goals, clear and concise copy will contribute greatly to the success of your campaign. Getting your message across in a few words is harder than you may think. Just try writing your 6-word memoir! (see May 6th entry)