An out of home sales rep writes Billboard Insider:

Recently I have sold ad space to 3 clients who insisted on creating their own ads and wanted to post ASAP.  I spent a great deal of time answering their questions and providing feedback.   They used small fonts, photos and more than 8 words. I offered free artwork but they insisted on creating the ad.  In the end our printer fixed the ad to look more professional.  All that to say….graphics need to be left to the professional

This is a common problem out of home companies what with new clients so Billboard Insider asked Melody Roberts of Out of Home Creative to comment.

I’m hoping questions about how creative was discussed at the inception may help. These may have all been addressed, so I am asking based on the comments above. As an OOH designer, I commend the sales rep for a willingness to work with clients for the best possible outcome using our medium and that the printer was able to assist with a better result. Here are some questions to think about when dealing with new clients who want to design their own ads.

• When the clients say they are designing their creative, does a designer have a creative consultation with them to review OOH best design practices and how their brand would be best represented with outdoor advertising?
• Are clients given a creative brief tailored to OOH advertising to help guide their decisions?
• Do clients decline an offer for free artwork, or do they not like a specific piece of free artwork?
• Is spec art provided showing how their brand(s) could look on your assets?
• After their first round of submissions, are visual edits presented for comparison?

How do you handle new clients who insist on designing their own ads?  Let Billboard Insider know using the form below or email billboardinsider@gmail.com.

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