Last week Billboard Insider covered Bill Durden’s IBO talk encouraging out of home companies to use self-promos to build their brand. Claude Dicks the President of Allison Outdoor tells us that Allison Outdoor incorporates the season into self-promos:
We teamed up with Melody Roberts of Out of Home Creative and she did a great job of making the designs come alive. These designs run on Digital Only. Logo stays the same, but every month is a different theme.
The original thought was in Q4 of last year. I wanted our Logo with Leaves Falling for October. Then in November…Same Design, but more leaves piling up. Melody tweaked it to a Halloween design.
In the past over the previous few years we would run self promo’s sporadically. Over the last year we’ve taken the approach of being consistent with our self promo’s and this campaign has created the theme. I can say that our website leads and phone call in’s are about double what they were from last year.
And none of these boards as you will see have a phone number or website, or words for that matter except for the logo. Here are the self-promo billboards ordered by month…
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Very Cool idea.