Question

Topic: Research/Metrics

Billboard Average Return On Investment

Posted by Anonymous on 9/16/2008 at 7:50 PM ET 50 Points
I am considering advertising in the Richmond, VA market with billboards strategically placed along the interstates.

Before I do this, I am wondering if there is any real data on expected return on investment of this marketing media?

I know that there is a lot of differentiation criteria to consider: traffic volumes, speed, size of billboard, location, etc.

But I am trying to just get some ball park figures on average ROI. My business is small business and individual sales coaching activities.
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RESPONSES

  • Posted by L. Duggan on 9/16/2008 at 9:02 PM Accepted
    There's an adage in marketing that goes like this: "If you don't know who you target market is, use mass media. If you know who they are go direct" You seem to know who your market is: small businesses and sales people. Buy an ad in the Chamber of Commerce directory or website. Why? Because that's where you will find a concentration of your market. Your message will be delivered much more efficiently. Advertise in business journals, exhibit at small business expos. Start a blog targeted to small businesses and list it on your business cards and web site.

    Now if you like the idea of driving by and seeing your billboard on the highways, go for it. But don't expect any kind of acceptable ROI. How many paying clients would you need to get to make your money back on billboard advertising. Think about it carefully. How long will people have to see it, absorb it, copy down your number and them call. Billboards are great ways to advertise, I'm not so sure it's the best way for a service like yours. I posted an article on my blog related to this issue. I invite you to visit my blog at www.wordofmouthguru.wordpress.com and see the post

    https://wordofmouthguru.wordpress.com/2008/07/22/is-your-marketing-deliveri...

    Hope this helps
  • Posted by Jay Hamilton-Roth on 9/17/2008 at 8:43 AM Accepted
    In addition to wordofmouthguru's great advice, realize that you need to succinctly describe what you do to drivers passing by. If you have the funds to create a series of ads, then you might have a fun sales tip of the week to make people look forward to your sign and possibly start a viral effect.
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