Billboard advertising has been a major marketing outlet for many years now. You see them everywhere and have been influenced by them probably more than you.They are a great way to cast a wide net to attract new customers. Whether you have ever used them for advertising before or not you may be wondering how to measure the success of a billboard campaign. Unlike an ad on the Internet, the number of views can’t be measured. This doesn’t mean there aren’t ways to track the ROI (Return On Investment) of the ad though. There are few things you can do to help track the impact of your billboard.
1. Give Them A Place To Land Online
Having your website address on your billboard is great, but doesn’t give a good way to track the direct impact of your billboard. A nice way around this is to setup a separate landing page that is specific to your campaign. Or it could simply redirect to your homepage. Either way, you can now see how many people got there directly from seeing your billboard using tracking software like Google Analytics. Also be sure and use a short web address on your builder to make it easier for people to remember.
2. Give Them Something To Write About
Everybody loves saving money and it would be valuable to you to have potential customers email addresses. Listing an email address on your billboard and using coupons, as a way to incentivize your billboard viewers to email you. This is a great way to gain interaction and potential business from those seeing your outdoor advertising. The email address should be one setup specifically for this campaign to make it easy to track. The email address should be something short and easy to remember too.
3. Coupons Were A Good Idea
Another way to give out savings is to put it directly on the billboard. Listing a simple phrase on your billboard like, “SAVEME10”, for a 10% discount along with your web address or a phone number creates an incentive for your viewer and is able to be tracked to see how much impact your advert had. The only downfall is that word of mouth could decrease the legitimacy of your tracking results for the ad, but still resulted in an increase in business so maybe we should count it in the campaign results anyway.
4. Beam Your Message Right To Them
Something very neat, and increasing in popularity is Bluetooth adverts. Almost everyone has something with Bluetooth capabilities at this point, and if your billboard is in a convenient location this could be a great way to make an extra connection. It allows for rich and interactive content to be sent, and best of all, downloads can be tracked.
In today’s marketing environment it is important to take advantage of the ways technology can enhance your business. Marrying your outdoor and online advertising will heighten both and the ability to track the results of your outdoor campaign will greatly increase the effectiveness of your campaigns.