Are Billboards worth the money?

**InsomnicBrain** · 06-13-2008 12:02 PM

Hi,

My business is about to open. My visibilty off the road isn't so great. There is a billboard across the street. Should I advertise on it? It's so expensive and I'm just starting out. Do you guys think it's worth the money? My business is an automotive shop if that makes a difference. I'd appreciate any thoughts on this.

Thanks...Robert

**stand856** · 06-13-2008 12:46 PM

Why not get a banner or a sign and put it on the sidewalk on your side of the street?

**Bhalos** · 06-13-2008 01:16 PM

In my opinion only if you have the budget for it and it doesn't effect other spending.

I noticed in my experience, its often the passanger who notices the billboard and not the driver themself. I don't know if this really has effect on anything but just something to think about.

**Caleb Adams** · 06-13-2008 01:33 PM

A few preliminary questions:
Is this a high-traffic area?
Are you targeting the price buyer?
Can you put a loss leader on the billboard? (i.e. $19.99 transmission diagnostic/oil change/whatever)

I'm assuming you don't have an established client base. If you want to capture the passersby, you need to put an offer on the billboard w/ an arrow pointing to your facility. Don't put a bunch of crap on the sign. Seven words and your name. Again, DO NOT put a bunch of crap on the sign. It won't work.

OR

If you can't compete on price, you need a witty message w/ an arrow to your shop.

EX:
< THE LAST HONEST MECHANIC.
Joe's Auto Shop
phenomenal service, honest prices.

I'm guessing this is going to run $500 for the production and roughly $450 to $800 month? Push the rep for better pricing. Most billboard companies are hurting. Everyone is hurting.

**Dale King** · 06-13-2008 02:13 PM

Originally Posted by InsomnicBrain

Hi,

My business is about to open. My visibilty off the road isn't so great. There is a billboard across the street. Should I advertise on it? It's so expensive and I'm just starting out. Do you guys think it's worth the money? My business is an automotive shop if that makes a difference. I'd appreciate any thoughts on this.

Robert, billboards do work in certain instances. For example, directing people to your location. However, the cost can be prohibitive. What are the zoning laws like in your town? Will they allow you to erect some kind of directional device on the road? Also, is the road heavily traveled? Because if it isn't, a billboard really doesn't make a whole lot of sense.

Do they have a Welcome Wagon in your town? If so, I'd advise you to sign up for it. Also, look into direct mail coupons like Valpak, as well as newspaper advertising. Also, cable television advertising is a lot more affordable than people think.

Dale King

**Jay Brass** · 06-13-2008 03:15 PM

I don't really know the expenses and what not, but I always read the billboards when I'm in the car.

**LiL1Penny** · 06-13-2008 03:42 PM

I would guess that if somebody needed to take their car to an autoshop they wouldn't be out driving around looking at billboards for a place to take it.

I would try advertising in the local yellowpages. That is the first place I look when I need to take my car into the shop. Try and provide as much info on the add as you can (i.e. location, directions from local common place, hours of operation, what you specialize in, etc.) again I tend to call those places first.

**fwn122** · 06-13-2008 04:39 PM

If the road has billboards than it probably has traffic. If you are right across the street than I think its probably a good investment. Its just like having a giant sign directing people to your shop. If you put up your own sign you will probably be restricted by zoning laws and you won't get as much visibility. Obviously people arn't driving around looking for billboards so they can get their car fixed but anyone who drives on that road regularly will know that you are their and think of you when they do need your services.

**Dale King** · 06-13-2008 06:02 PM

Originally Posted by fwn122

If the road has billboards than it probably has traffic. If you are right across the street than I think its probably a good investment.

That would be an obvious conclusion, Frank. However, I know of a lot of towns that have billboards on roads that aren't heavily traveled anymore. They were heavily traveled years ago, but no longer are. Yet, the billboards remain. I'm not saying that's the case in this instance, but the possibility does exist. Therefore, it would only be a good investment if there is traffic. That being said, if you can get the billboard at a bargain price, then go for it. I have to admit though, I like the other advertising options I gave you much better than the billboard.

Dale King

**InsomnicBrain** · 06-18-2008 01:03 AM

Thank you for all your responses! I finally found out pricing for the billboard above my business. They charge $4500 for the billboard and charge a one time fee of $500 for the vinyl poster that they put on there.

Is it worth it? I asked the sales rep and she said, most people think that by placing an ad on the billboard is going to bring them tons of business. She wanted me to understand that's not the case. She didn't really explain but I told her I had no road signage and I just wanted to test it out. I will post an update on how effective it is. I plan on placing the ad in August. Thank you again everyone for your responses. They were all great responses!

Thanks...Robert

**Lance_Best** · 07-08-2008 11:42 PM

Robert:

It would seem that if you have 5,000 do devote to marketing there are better places to put your dollars. Direct mail to people with a coupon will provide a very measurable result of your marketing and will be more personalized than a large sign which may or may not work!

I hope it works for you and I hope you'll consider other venues!

Regards,