Savvy marketers know that just about any campaign idea can be reused in multiple ways across multiple mediums using road signs. Extending your advertising campaign to include roads signs is as simple as partnering with the right signage provider.
Whether you’re aiming to amplify your brand’s exposure or you’re hoping to capture the attention of a very specific audience, incorporating road signs into your marketing mix can help you achieve your goals while maximizing your return.
Let’s start with the benefits of road signs
Roads signs and other roadside signage are time-tested tools and the cornerstone of many small and large media campaigns. They are also the most affordable media in the market. Our patented process makes it particularly easy for you to update the content on your road sign rental quickly and affordably, offering you more low-cost flexibility than our competitors. Below are the main advantages of renting a road sign to advertise your business or event.
Outdoor ads like road signs are the only type of media that provides constant exposure. Your target audience can view your marketing message 24 hours a day, seven days a week.
Road signs allow you to reach more people for less. One study found that outdoor advertising like road signs were much more affordable than social media advertising. According to the study, online ads can cost up to $17.50 per thousand impressions. Television commercials and print ads in magazines or newspapers all cost even more than that. In comparison, outdoor ads like road sign rentals can connect your business with a thousand people for a fraction of the cost.
Do you know what magazines, newspapers and television have in common? Your target has to pay for them before they will be exposed to your ad. However, road signs are free for people to see anytime they drive or walk by. When placed in a strategic location, the level of targeted exposure is unparalleled.
Televisions commercials interrupt the story, radio ads ruin the dance party, and pop-up ads distract and annoy. In comparison, outdoor advertisements like rented road signs are viewed favourably. They are a point of interest in an otherwise boring or dull commute. One study found 71% percent of travelers often look at the messages on roadside signs and more than one-third (37%) report looking at an outdoor ad each or most of the time they pass one. Drivers and pedestrians alike are choosing to engage with road signs instead of being forced to, and this perceived shift in power reflects positively on the brand.
Add Road Signs to your marketing mix
No two advertising campaigns are alike. Nor should they be. Each company has unique needs and every advertising campaign should be made up of a mix of mediums that reflect those needs, built around clearly defined marketing goals and strategies.
Choosing to advertise with road signs doesn’t mean you should stop using other mediums though. Think of road signs as another effective tool in your arsenal — one that works well to support an integrated campaign. (Of course, if your budget is tight, road signs have proven to be effective all on their own.)
You don’t need to overhaul your existing strategy. Road signs make a perfect supplement to your current marketing plan. Studies have shown that when outdoor advertisements like road signs are added to other traditional media plans, total reach increases significantly.
Road signs work incredibly well with social media. If you’ve got more budget to spend, consider combining road signs with radio, print, video or online ads to cover all the bases. No matter what you include in your marketing mix, the addition of road signs will ensure you’re communicating directly with your target audience as they go about their lives commuting to and from work, shopping and leisure activities.
Bringing it all together
To incorporate road signs into an existing marketing plan, there are a few things you should first consider.
- Know your goal
Identify your end goal for advertising with a road sign rental. Are you promoting a one-time event like a limited time sale at your store, or are you launching a new product? Is your business new in town, or are you an established business that’s not seeing the foot traffic you’d like? Knowing what you want to accomplish is the first step to identifying how to use road signs to achieve it.
- Identify your location
Choosing the right location will magnify your message. If your business is located along a busy road, you’ll want your messaging and branding to be displayed prominently where drivers and passengers can see it. From there, identify the most important thing you want potential customers to know as they drive by, then elaborate on that statement with supplemental information distributed through social, digital and other traditional marketing efforts. This approach will make for a successful campaign that reaches a targeted audience without blowing through your budget.
Road signs allow you to advertise where you want, when you want, with the flexibility to test things out and change things up. Because road signs are portable, you can set up road sign rentals in several locations and introduce yourself to a wider demographic. Perhaps you only want to promote in a single location, but you have many things to say? Our patented technology enables you to update your sign regularly at a low cost. This is ideal for testing out new promotions, exploring what works, and gaining the ultimate flexibility to say more for less.
An ever-evolving marketing plan
There will never be a one-size-fits-all approach for creating an effective marketing strategy, and the marketing landscape will continue to change. But what is certain is that outdoor advertisements like road signs will continue to stand the test of time and remain a cost-effective tool you can rely on.
Finding ways to integrate road signs with traditional media and digital-first marketing campaigns will help you expand your reach and connect with more customers in your local market.
Ready to brainstorm ideas for adding a road sign to your marketing strategy? Our skilled team of sign professionals and graphic designers are here to walk you through the process of turning your latest marketing message into a road sign that resembles your current promotional materials.
Have questions about how road signs can augment your current marketing efforts? Reach out. We’d love to know more about your business, your goals for growth, and how we might help you make a greater impact.