Just read a blog post titled Billboards for Small Businesses: 7 Reasons To Think Twice. The post is skeptical about billboard advertising: billboards are expensive, they created unwanted calls from sales reps, they have a limited run and they can't be personalized. The article concludes, however, with an excellent summary of the types of companies which benefit from billboard advertising:
Local Businesses. - Restaurants and retailers near the board. Think "Turn Here" or "Next Exit" candidates.
Businesses Selling High Ticket Items. - Auto dealers, jewelry stores, appliance dealers. My highest grossing billboard is sold to a jeweler.
Businesses with mass market products. - Tax accountants, plumbers, doctors, dentists, attorneys.
Creative businesses who want to build a brand. Brand advertising occurs most often in big cities like LA and New York. I get little brand advertising at my plant because it is located in a smaller city. Also, brand advertising is very cyclical and dries up in a recession.
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