Craft the Message
Once you know the goal, target, and location of the billboard, you need to figure out the exact message you want to say. Billboards generally need to be simple and straightforward, so trying to get more than one message across usually won’t work. Don’t tell your customers that your store now has a new brand of shirts, and that children’s clothes are on sale. Pick only one, and stick to it – otherwise, they won’t hear either of them.
Make It Part of a Bigger Campaign
Billboards can stand alone, but they’re generally more impactful when combined with a whole campaign. It’s a good idea to use them to reinforce ads given online, on TV, or through some other advertising medium.
Xbox once made a “Survival Billboard” to advertise a new video game, but it was part of a competition that was streamed online. Even though the sign itself wasn’t physically viewed by a ton of people, it was part of something bigger – and it worked.