The return on investment (ROI) with outdoor billboards with hard facts and numbers has been elusive since this business sector began. Over time advertising businesses have developed ways to track the effectiveness of their products by including items that can produce real numbers.
One of the easiest ways to track how effective an outdoor billboard advertising campaign is in attracting the public is with the use of a promotional code. This simple code can be a number or name. The key is to make it short and easy to remember.
By placing the promotional code on the billboard along with the advertisement, the response can be measured by tracking how many customers use it. The most common type of promotion offers a 10% discount on items in stock. Others might find it more advantageous to offer 0% interest on layaway items.
Another path to measuring how effective the advertisement is on a billboard is to create a unique landing page on the internet for the promotion. By using the promotional code or a simple keyword associated with your brand that will led customers to your unique page, the traffic numbers to the page can be counted.
Using Social Media
In the digital age social media is a huge part in the daily lives of the consumer. The use of a promotional word or number with a hash tag (#) is a way to get a measurable response.
The most popular social media sources right now include Facebook, Twitter and Instagram. The hash tag you chose will be critical into the response you will get. If you use #sale, your page will be buried and very easily could be lost. It has to be simple but unique like #10%offbeds.
Remember the people that use social media are there for their enjoyment and entertainment. They have short attention spans and like things simple. Your message has to be simple to work.
Before the advent of the internet and social media advertisers used a unique telephone number as a means to track the effectiveness of an advertisement on an outdoor billboard. For those who have a target audience of the older citizens in the population, this path will produce the best results.
Items to Remember
To generate the numbers desired for any promotion, the foundation has to be laid correctly. This includes knowing your target audience and their preferences. As stated before the older generation prefer the use of old fashioned telephones while the younger generation would use the internet and social media. Pick the correct type of promotion to fit the needs of your target audience.
You must also have the outdoor billboard in the location where your target audience frequents. Extreme examples of what not to do include advertising a surfboard in the plains or mountain states of America or it would also not be wise to place an ad for a field tractor near a beach on the coast.
Finding the return on investment with an outdoor billboard is possible once you know how to achieve it. Match the path with the target audience then look at the results.