5 ways to make your destination’s billboard is effective
That’s a great question, and until recently I would have said no. If you’re one of our clients, you’ve heard me (Hannah) talk about the importance of digital advertising and being able to track conversions and an engaged audience. I advise clients to get out of the print business and put their advertising budget in generating organic social media communities and answering questions your visitors might have through blogs, Google PPC ads, YouTube ads, and sponsored content in relevant digital publications.
But after literally driving the entire length of Wisconsin – from my home (which is 11.9 miles north of the Illinois border) all the way to Bayfield – on a Sunday on my way to visit some clients a couple weeks ago my opinion about tourism billboards changed.
The short answer to the question that was asked at the top of this blog is: Billboards can still be effective!
But the bad news is in my almost 7 hour drive that Sunday or that next Wednesday, I didn’t see a single tourism billboard that effectively communicated what their community had to offer. My route north took me down some very rural highways, up through Rock, Dane, Columbia, Portage, Marathon, Lincoln, Oneida, Vilas, Iron and eventually Ashland and Bayfield Counties. My route back took me through Sawyer, Rusk, Chippewa, and Eau Claire counties all the way back down the main Interstate, I-94. That’s a pretty good representation of the state…minus communities on the Mississippi River and Lake Michigan but I’ve spent my fair share of time personally and professionally over there as well.
What I saw on my two travel days were billboards of differing sizes with small logos, even smaller community or county names, photo collages, a lot of text (some of it in script), and very little “white space” or clear direction on how to get to their community or why.
I still stick by my stance that billboards do nothing for bringing tourists to your area, but what they can do is grab people traveling THROUGH your area and draw them in. During my travel days I have flexible timelines and was looking for communities to stop and grab a coffee, lunch or do some exploring. So, I started watching for communities to look up at my next Kwik Trip (obviously) stop – and that’s where digital comes in! If any of the dozens of counties and communities I drove through had readable billboards…I would’ve Googled them to find places to check out, but none of them were readable let alone memorable.
And that goes for small businesses too! Driving through communities along Highway 51 north of Wausau I was looking for a place to stop and get a snack, something sweet, coffee, a postcard, cute merch…anything! But none of the businesses had names or signs that indicated what they were selling let alone if they were open.
So, what makes an effective billboard? Think about the billboards you can picture right now…mine is Culver’s. Their signature blue background, a picture of cheese curds and an exit number.
Readable. Clear. Effective.
Here are 5 ways to make sure your billboard or sign is effective
- Unless your logo is the Nike Swoosh…it shouldn’t be on your billboard. Just include your county or community name.
- Use solid-colored backgrounds and MAX one picture but only if the picture doesn’t need context (ex. The Wisconsin Dells Ducks)
- No URLs or (heaven forbid) QR codes
- Pick one message and keep it to 3-5 words max, never use full sentences
- Pair your billboard with an active social media presence and quality website so people can find you when your billboard makes them want to pick up their phone and Google you
Want to talk with a Wisconsin born and raised girl working in tourism marketing and who loves every corner of this great state? Give me a call at 262-725-4500.