Say after me…”A billboard is not a larger version of your press ad.”
So here’s 5 rules for a good billboard or banner:
1. Communicate only one thing and I mean one thing
So if you are having a Fete include the name of the fete and date ONLY. Not where the fete is, and the 6 bands, dj’s and guest artistes. Nor should you give the price of admission and the fact that there will be security and that part proceeds are going to charity and what time it will start and stop and parking with security and of course the 15 sponsors’ logos.
2. Make sure it’s in sync with the rest of the campaign.
If the campaign makes a point through humour; then the billboard should make you laugh.
3. Forget small copy.
On a billboard it turns out to be fine print that cannot be read by anyone travelling at 50 mph or faster. Even if traffic slows to a snail pace; it’s hardly readable. Just leave it out.
4. Don’t leave up the billboard long after the campaign (event/sale/launch) is done.
Your brand looks sloppy.
5. Watch where your billboard is placed.
If it’s not in the line of sight for a large number of people, at best it’s peripheral awareness. At worse, it’s just a complete waste.
