At yesterday’s Spring 2026 IBO show Bill Durden of Durden Outdoor encouraged independent billboard companies to use empty billboards to build their brands. Here’s a summary of his comments together with some of his billboards:
“Around 2015 I had a voicemail intro on my cell phone…The voicemail said “I can’t get to the phone right now. I’m making somebody famous.” I received a lot of comments. We turned it into a brand campaign…Stop putting up phone numbers on billboards. Start building your brand…If we can’t make ourselves famous how do we make our clients famous. Push the envelope. There’s no website on our billboards. There’s no phone number on the board. Build your brand.”
How have you built your company’s brand? Use the comment box below or Email davewestburg@billboardinsider.com and we’ll run a follow-up article.
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Couldn’t agree more. None of our Self Promo’s have Numbers or Website. Why, when all you have to do is punch in the name of the billboard company and it should pop right up.
Yup, totally agree. My tagline was, “Giesken Outdoor… We’ll make you famous!!” for 25 years.
I like the idea, but what are you selling? If I saw the billboards, I would think you’re a talent agency.
Do you not think that the type of market that you are in will dictate accessibility? If you are in a DMA of a million or more and there are multiple companies in that area, a client will see your sign, no number and keep driving. The next sign they come across has a number and that’s who gets called first. I do agree that branding is important but understanding the competition and proximity of signs should also be a factor.