By Wes Frick

How do I get clients to reduce the amount of information on billboard campaigns? I’ll tell you exactly how I do it.

Step 1. Approach Shot Mockup
If they’re requesting a busy campaign, place the artwork on an approach distance shot, and if they can’t read it, they’re likely to remove information.

Step 2. Bring them into Zoom
Bring the client into a live design session or zoom call, where you can share your screen, and zoom in or out of the billboard to show them this, and they will likely change it.

Step 3. Record a Screenshare
Record a screenshare video of zooming in and out of the billboard at distance, and send the video file through email.

Step 4: Contact Information
Typically, clients want their phone number, website, and address on it.

The strongest of the three is the website, because it’ll have the phone number, address, and all of the other information, promos, and available information that’s meant to sell their products.

I don’t believe in contact information as much as I do a clear brand name, because you can search for them much easier. If it helps to allow them something, choose the website. Studies & common sense show that people aren’t pulling out their phones to call phone numbers while driving.

Step 5: Reducing Word Count
Allow yourself only 3 seconds to fully read an ad. I typically go for three elements, a strong image, a 3-7 word headline, and the logo. Focus on only one idea per billboard, because if it’s too confusing, you’ll run out of time while reading it. The billboard is temporary, you’re passing it and it’s gone. You need to basically have it say what it needs to say within 3 seconds.

This can be done in the live session by displaying the full billboard, and then changing the screen to something else within 3 seconds. If the client themselves cannot read the idea, they’ll end up changing it and seeing what we mean.

I hope this helps everyone in the outdoor industry looking to simplify their outdoor designs, it’s a daily part of my career and so I’ve found that these are the ways that have helped me, and I invite anyone who has anything to share to give their advice in the comments.

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