Promoting your Business on an Outdoor Billboard

By promoting your business on an outdoor billboard is the action that will place your products and or message out in the public eye so you will get noticed. This will help increase the traffic flow to your business establishment and increase your revenue stream.

Getting Noticed

By placing your organizations name, logo and an image that public can connect with on a billboard to your business is essential to getting noticed. The proper and most effective way is dependent on the course you will take.

McDonalds uses the image and logo combination of the golden arches. Everyone that sees them know the message is about fast food and McDonalds.

Coca Cola used a different approach with the name being the logo. When this name is seen everyone knows a refreshing cold drink is possible when they have one.

Every business that advertises must come up with a unique logo of some kind that represents the company. This makes it possible for the public to associate the logo with your company. This is referred to as branding and it is what outdoor billboards main purpose is in the advertising world.

Getting Remembered

There are many ways to get noticed, but being remembered is a whole different story. There are several different approaches to doing this in a positive manner. The most effective is with repetition. The more places your logo is placed for the public to see, the more it will be remembered.

The use of outdoor billboards is the best and most cost effective way to get noticed and remembered. The more of them you have in an area, the greater the number of views your logo will receive.

Another way to get remembered is to place the logo on smaller posters at locations in the vicinity of where your target audience travels by. This can be at bus stops, on the sides of building and of course in the window of your own establishment.


Being branded is not as easy as many think. While many use their name as their course of action, there are some that use the product. Kleenex is a perfect example of this. Most people in America do not ask for a tissue, they ask for a Kleenex when they have to blow their nose or wipe it.

For some companies the use of a logo that has nothing to do with the company is effective. For ING Bank they decided to use the image of a lion. They use the same image of the lion in all of their advertisements. When this lion is seen by the public they know it represents this Dutch financial institution.

The right approach for your organization is dependent on your needs, goals and imagination. What is true is that all successful companies need to be branded. This brand then has to be noticed and remembered for the advertising campaign to be successful. This will increase the revenue stream and help the business to grow by promoting your business on an outdoor billboard.

Getting into the Outdoor Billboard Business

It is possible for nearly anyone to own and operate an outdoor billboard business. This is not a business sector that discriminates against any creed, color or background. The only real requirement is the drive to succeed.

For those looking into this type of business, there was a few things that should be researched before making any financial investment. An outdoor billboard business owner should be aware of the local zoning laws, the Highway Beautification Act of 1965 and learn the cost of renting a billboard in the target area from the competition. With this knowledge a person can determine if their business has profit potential and if it is permitted.


Most owners of an outdoor billboard business do not actually own the land where the billboards are located, this are just renting it. The typical owner of the land in rural America is a farmer. To help keep the profit potential of the billboard business within reason, the rent on the land should generally not exceed 20% of the revenue the billboard will bring in when rented out to a business for the purpose of advertising on it.

For those looking to have billboards made, a construction company will have to be hired. The total cost of this will vary, but should be low enough so the investment can be recovered in the first year of renting out the sign.

A contract will also be required so the billboards can be rented out to clients. This should be completed by a lawyer with knowledge of this business sector. There should be several contacts created that will include one for the minimum time of renting out the space, which is typically 3 months. There should also be one made for the renting of the billboard for a year.

Unless the new owner has a sign making capabilities, the hiring of a firm to create the vinyl billboards will be necessary. The average size of a billboard is 14’ by 48’. This on average will cost about $400 to have the message printed on vinyl.

The permits to advertise are a small but required expenditure. All local municipalities require that all forms of advertising have a permit associated with it. This cost varies from city to city.

Business Plan

When deciding if owning and operating an outdoor billboard business, there is a factor that must be decided upon at the beginning. Will the company be just renting out billboards, or will it include an advertising section so the advertising campaign will be completed in-house.

To help keep operating costs at a minimum, many outdoor billboard businesses hire freelance designers to create the message for clients. This allows for the costs of the design to only be a onetime expenditure.

Size of the business

Many first time business owners start out with just one or a few billboards they will own and operate. In time the business can expand. One of the fastest and least expensive paths is to purchase existing billboards for the competitors.

Once the business is on solid footing, expansion to building new billboards should occur. This will place advertising in locations the public are not use to seeing signs and will attract attention that will help get the message out.

A successful outdoor billboard business is possible for anyone who has the desire and will to be financially independent. The first step is to purchase or rent the first billboard.