Age Advertising President Andy Goodman has 33 years experience siting and developing billboards.  Today discusses how to make the case for your billboard.

Let’s start with the City Council. What makes sense to the City Council?

• FBI’s most wanted
• amber alerts
• natural disaster alerts
• non-profit advertising and support
• communications with residents and commuters
• public service advertising which communicates upcoming events
• marketing which allows them to promote their city
• an art component, featuring local artists on a space available basis
• revenue from an annual guarantee.

The Council is also interested in the Development Agreements that outlines the deal points. They want to know what’s in it for the city.  “Does the city get any other benefits besides the digital sign?”  They all seem to be excited when the digital sign becomes a “Gateway” sign into the city.  Some cities request us to place the City logo on the column or the bottom of the sign. It designates a border to the city.

Compelling Arguments with Staff

What gets the staff excited is knowing that the Development Agreement includes an annual fee that is going to help with the general fund. Staff is sometimes interested in a form of takedown and exchange, such as a one to one takedown of a unit on the surface street to build a new location on the freeway. Sometimes Staff isn’t excited about new billboards and it takes the council members to say “we really like this idea, let’s get moving with it.”

The value of being a small company

I’ve worked for a couple of large outdoor companies but mostly medium and small sized. Council Members and Cities like to support the local entrepreneur, we’re more creative, hungry for the business, take less time to make decisions, and do a better job of servicing them as a client. Most of the time when I’ve worked for medium and smaller companies I usually get a little better response when I talked about being the non-corporate local guy in the market.  The entrepreneur…they listened to that.

You can reach Andy Goodman at andygoodman.age@gmail.com or by using the form below.

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