If you haven’t seen it yet, you will soon. Mobile billboard advertising is an up and coming mode of advertising to a local market.
It’s a natural if you think about it. In most of America’s major metropolitan areas, spending hours sitting in traffic is the norm instead of the exception. Mobile billboard advertising offers rotating ad space on the panels of a box truck to businesses. The panels of the truck rotate so if you’re stuck behind one of these trucks, you’ll see several ads delivered on a rotating basis.
While it’s a new way to deliver outdoor billboard advertising, the secrets for success are the same as traditional billboard advertising. You only have 10 seconds to deliver your message. You may have the viewer’s attention for a few seconds longer than that, but short and pithy with plenty of “white space” will always work better than long and complex with little breathing room within the ad.
Look at your watch and time it. Read the ad out loud and see how long it takes to read everything in the ad. Take the mock up of the ad and test it on your family and friends. Stand the sample up on a counter or desk and walk your friends and family through the room at a brisk pace. Were they able to read the ad, even though they were being drug through the room by you? Jostle them, shout at them and pull upon them as you drag them by the ad. If your family and friends (who care a LOT more about your ad than your potential customers do) can’t recall the basic message of the ad, send it back to the drawing board.
Note: Most outdoor advertising companies are VERY aware of the most effective way to use their media. Problems usually arise when the business owner asks for the space to be “filled” with information.
Don’t think that because many prospects will be “forced” to read your ad via the rear panel of the truck that the rules of advertising are different. Many more prospects will be exposed to your ad as it travels down the road at a reasonable speed.
While featuring a phone number on a traditional billboard is a mistake (you should use an easy to remember domain name instead), in the case of mobile billboard advertising… you can successfully use a phone number in addition to the easy to remember domain name for your business.
Even though you’re delivering your message “to the masses”… you should still tightly target your mobile billboard advertising message. The rules of niche marketing still apply.
Mobile billboard advertising is a great way to bring your billboard advertising to eye level with traffic, but the success still lies in tightly targeting your advertising message to a niche audience.