By Neil Bell, Owner, New South Outdoor
Most outdoor operators I know are committed to the success of their advertiser’s billboard campaigns. We understand it is imperative that we get them a return on their advertising investment. Otherwise, we can forget about getting that renewal.
Sometimes though, we put the bulk of our energy and emphasis on selling new customers on the medium and closing the sale and we forget to set ourselves up to renew the business. I find that it is a good practice to make sure that you drill down and define the purpose of the campaign after getting the sale. You want to be able to recommend the best placement and strategy for success.
Here are a few things that you may want to discuss with a customer before starting their billboard campaign:
- What is the stated goal of the advertisement?
- Can you boil your core message down to 7 words or less?
- What constitutes a successful campaign?
- Do you have a way to measure success using this medium?
- Are you more interested in long term awareness of your company’s offerings or is immediate sales volume the immediate need?
- Will this be the only media that you plan on running at this time?
Asking some of these questions may help manage your customer’s expectations and will help set realistic goals for their campaign. We know outdoor works and we want it to work well for our customers, but it is best to be on the same page with all of their assumptions.
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