During a recent drive from Fredericton to Grand Falls, we took notice of the billboards along the way and evaluated their advertising impact. Surprisingly, most of the billboards on the Trans-Canada Highway (TCH) were permanent structures, unlike the monthly rentals commonly seen in urban areas.
Billboards on Highways: Captivating Audiences in Empty Landscapes
The billboards along the highway proved to be highly effective due to the absence of distractions. With only trees and snow banks as the backdrop, every billboard stood out and captured our attention. Primarily targeting the hospitality industry, these signs, as you’re probably aware, strategically appeared before each highway exit, promoting accommodations and restaurants.
Billboards in Urban Areas: Proximity for Enhanced Visibility
When considering renting a billboard, it’s crucial to assess its proximity to your business. Being close to your establishment increases the likelihood of visibility and exposure. Urban billboards undoubtedly offer excellent exposure opportunities for your target audience. Try thinking outside the box too. Not all billboards are outside. We’ve handled several that are posted around the inside of the Regent Mall in Fredericton.
However, it’s important to note that urban billboards can be expensive, especially if your audience live in a bigger urban centre than the one we have here. Large corporations like McDonald’s, Coca-Cola, and Molson can afford substantial media buys and are frequent users of billboards. Smaller local retailers often face budget constraints when considering billboard advertising.
Balancing Cost and Effectiveness: Who Can Benefit from Billboards?
The average cost of a billboard rental in New Brunswick is around $1,500.00 per month, excluding production costs and a whole slew of other variables that can increase the costs. While this might seem steep, a well-placed billboard in a high-traffic area with good sight lines can provide worthwhile returns on investment. Marketing your company to a larger audience in New Brunswick carries a significant price tag, but companies like Pattison Outdoor are willing to negotiate pricing to accommodate your budget. They can also suggest alternative advertising products such as transit shelters and bus boards.
Billboards as a Tool for Brand Awareness: Unmissable Advertising Medium
Billboards excel at building brand awareness by their sheer size and visibility. Their prominent presence ensures they are impossible to overlook. Leveraging billboards can significantly contribute to increasing brand recognition and recall among your target market.
Just think about all the opportunities for awareness among just the drivers who have a daily commute from one city to another. The old adage of the Rule of 7 states that people need to see or hear your ad at least seven times before they take the desired action. That’s accomplished pretty quickly among daily commuters.
Optimizing Your Billboard Strategy: Location, Legibility, and Budget
To maximize the effectiveness of your billboard campaign, consider three critical factors: location, legibility, and budget. Carefully select high-traffic areas with your target audience in mind. Ensure the billboard design is easy to read and visually appealing. Lastly, allocate a reasonable budget to execute your billboard strategy effectively.
Billboards have a unique ability to leave a lasting impression on viewers. Whether along highways or in urban areas, they offer valuable advertising opportunities. By strategically placing billboards, ensuring readability, and managing your budget wisely, you can harness the power of this impactful marketing medium.
Want to learn more about advertising options in New Brunswick? As a full-service marketing agency, Kiers Marketing can design, print and install or handle the coordination with the billboard company for you!