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Billboard Branding
Branding through billboards is powerful because is can be larger than life. It also can be extremely creative because of the limited use of words and the ability to put up large graphics that can be seen hundreds of feet away. It can be said that billboards just seem to lend themselves to branding success due to their short-term high impact penetration of the market of a daily basis.
Unique Features of Outdoor/ Billboard Advertising
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Features - Billboards go hand in hand with branding because you have to have a short, concise, powerful message. That just happens to be what we are trying to do in branding. Because what we are really trying to do is find that area of business where your company can be first. Billboards can help introduce and/ or sustain that message. They work best when copy is limited to 6 to 8 words and ironically so does branding. The fewer words the better, but also the fewer words the more powerful the message. The key is to use the right words.
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Why Billboards Work- The manner in which billboards are sold almost guarantees your success because they are intended to reach 25, 50, 75 or 100% of the mobile public everyday. This is why they work, because it gives you great penetration and distribution in the market for at least one month. It’s a great way to introduce a new product.
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Speed of Branding - Due to the high reach and frequency accomplished with billboards your brand message and positioning of your product can be done in 30, 60, or 90 days, particularly when complimented with other media.
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Production Steps For Billboards
- Develop creative-What’s the big idea?
- Consider selecting graphics or photos.
- Limit copy to 6 - 8 words, because the traveler usually has 2 1/2 to 3 1/2 sec. to read your copy.
- Combine words and graphics so they reinforce one another.
- Proof printing and order the finished layout.
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