The world of advertising is one of endless innovations; from traditional advertising on TV, radio, and newspapers to digital advertising on social and search. Now, mobile billboard advertising is here offering a combination of traditional billboard advertising with guerrilla marketing because they show up anywhere. Often pasted or otherwise affixed to a truck, a wide range of businesses can utilize mobile billboards to boost their presence in the cut-throat competition we see these days.
Being unique and new to the market, mobile billboards are quite flexible. Their main advantage is they generate greater recall when compared to traditional marketing practices. Studies show that up to 97% of respondents recall a mobile billboard.
But the question is; are mobile billboards effective? Let’s dig into this technique and how to use it.
What is a mobile billboard?
To begin with, it is important to understand what a mobile billboard is.
Mobile billboards are a form of marketing that allows you to put your business information or product advertisement on the side of a pulled trailer, truck, or any other type of vehicle, including being pulled by a bike or handsome carriage. It is also termed “out-of-home” marketing. And if done right, it has fruitful outcomes.
Of course, there’s nothing new about mobile billboards. Ever since the invention of the internal combustion engine, companies put their logos, phone numbers, and other bits of information on the side and back of their fleet of vehicles. For instance, Amazon trucks proudly state, “there’s a lot more to Prime, a truckload more”, as well as a huge image of their logo and brand. A massive fleet of delivery vans also shows the logo and brand.
So, what makes a mobile billboard different?
It’s the guerrilla marketing aspect. With this marketing tactic, the idea is to take the billboard to where people are, such as tailgating events, crowded parking locations, and busy city streets. Instead of displaying advertising as part of a functional transportation process, this tactic goes where people are for the express purpose of showing ads.
You can even rent digital billboards with LED panels that allow for motion as part of the billboard. With more communities banning other forms of outdoor advertising, including traditional billboards, mobile ones make a good option.
Do you need mobile billboard advertising?
Nope. But, mobile billboards are a great option to build brand awareness and a positive brand image among prospective buyers and remind customers to pick up your product. Studies show these billboards are quite effective at drawing attention, as mentioned earlier. Also, unlike other forms of outdoor advertising, such as on bus benches, subway cars, malls, and building bulletin boards, face stiff competition that reduces the impact of your advertising.
However, the costs may make this tactic too expensive for small businesses. Mobile billboard advertising is more expensive than many alternative advertising options. If you are planning to run your ad, through this tactic, for a single month, you can expect to pay $15,000 or slightly more, especially if you want a digital billboard. Plus, you can’t usually get these billboards without at least a monthly contract. Some companies require a yearly contract. Thus, this advertisement method is not a choice for small business owners and startups.
On the other hand, this type of marketing is best for large enterprises that can take advantage of the increased brand awareness and attention.
Mobile billboards are also best suited for certain industries. For instance, they’re perfect for a Budweiser ad, like the one shown above, because the product appeals to a broad target market and certain events involve large congregations representing the target market, such as a NASCAR event. Results for billboards in this venue are almost guaranteed. Similarly, billboards work best when the product is a convenience product that is purchased frequently and available in most places. This allows consumers who see the billboard to act upon it quickly while the ad is still on their minds. The billboards might even trigger a purchase by making the consumer think about the product advertised.
Therefore, do your own research and create a financial plan before you opt for this method to ensure the benefit outweighs the cost.
Extensive research improves outcomes
When choosing mobile billboard advertisements, it is important that you do extensive research so you get the most from this tactic because there are various factors to consider when it comes to selecting this advertisement technique.
The most obvious consideration is your ad. Just like with traditional billboards, you want something short and memorable. Think about the Chik-fil-a billboards with an image of a picketing cow that says “eat more chicken”. Graphics are critical for creating this memorable message and the message must fit the rest of your advertising. In the image we used at the beginning, notice that Budweiser uses the “This Bud’s for you” slogan across nearly all of its advertising regardless of channel. Also, determine whether a digital mobile billboard is worth the cost in terms of anticipated return.
Next, consider the route taken by the vehicle. You must attract attention among your target market and you want to gain a lot of impressions among this group. It doesn’t help if you travel around areas that don’t represent your target market or if you can’t be seen by many folks. Remember, that mobile billboards are always more effective in cities or busy areas. The location or route you choose for your mobile billboard plays a huge role in determining the success of your advertisement. The number of potential customers that can view that ad is the basic key to success. This is why it is very crucial to take your time when deciding upon mobile billboards. When and where to place it and how much are you willing to invest in it, are all important questions that you must answer beforehand.
The company to help with your effort, as well as the types of vehicles they use, is another important consideration, especially when it comes to price.
The final verdict: are mobile billboards effective?
Mobile billboards are definitely effective in terms of the recall and number of impressions they generate. They are a huge game-changer for your marketing campaign if done right. However, it is very important to understand how billboards work and how to get the most from this tactic before you decide to invest in this form of advertising.
Is mobile billboard advertising effective? Yes, it is just as effective, if not, more effective than alternative advertising methods such as social media marketing, video marketing, email marketing, etc. They are also a great way to get the word out about your brand and services. It all comes down to what you want to choose and why.
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