When it comes to advertising, car dealers know that visibility is key. You want to be where the people are, where your message will hit home and drive sales. That’s why billboards are a no-brainer for car dealerships. But before you rev up your ad campaign, here’s what you need to know about making the most of that prime outdoor real estate.
Location, Location, Location!
Just like in real estate, the three most important words in billboard advertising are location, location, location. You wouldn’t set up your dealership in the middle of nowhere, so don’t place your billboard there either. Look for high-traffic areas where drivers have time to notice your ad—think busy intersections, highways, or spots near popular destinations. Conducting location data is a great idea, too. And if your dealership is nearby, even better! Point drivers straight to your lot.
Keep It Simple, Keep It Fast
You’ve got about 5 to 10 seconds to make an impression on a driver. That’s less time than it takes to accelerate from 0 to 60. Your message needs to be clear, concise, and impossible to miss. Think bold colors, big fonts, and just a few words. Flashy doesn’t always mean effective—clarity does. Showcase your best deal, a catchy slogan, or simply the name and location of your dealership. They’re zooming by—make sure they remember it.
Focus on Your Offer
Let’s face it—people love a good deal, especially when it comes to buying a car. Highlight what sets you apart from the competition. Is it unbeatable prices, a massive inventory, or a limited-time offer? Whatever your unique selling point is, make it the star of your billboard. You want potential customers to think, “I’ve got to check that out!” as they drive by.
Consider the Direction of Traffic
Billboards aren’t one-size-fits-all. The best placement depends on who you’re trying to reach. Are you targeting the morning commuters heading into town or the evening crowd heading home? Knowing the direction of traffic flow can help you choose the perfect spot for your message. For example, a billboard facing southbound traffic might be ideal if you’re hoping to catch drivers heading into the city in the morning.
Use Your Space Wisely
A 14′ x 48′ billboard might seem huge, but that doesn’t mean you should cram it full of information. Less is more when it comes to outdoor advertising. A compelling image, your dealership’s name, and a powerful call to action are all you need. Remember, drivers are only glancing at your ad, not studying it. Give them something they can digest in a flash.
Don’t Forget the Weather
A well-placed billboard can shine in any weather—rain, snow, or shine. But certain elements might require extra attention. For example, avoid color schemes that blend into the gray of a rainy day or the blinding brightness of a summer afternoon. High contrast works best, ensuring your message stands out in all conditions.
Think About the Long Haul
Billboards are an investment, so think about how long you want to run your ad. A great location with a killer design can do wonders over time, but it’s also important to refresh your message occasionally. Keep it seasonal, keep it relevant, and keep it fresh. Changing up your billboard periodically will keep your brand top-of-mind for repeat viewers.
Measure the Results
A billboard is a powerful tool, but it’s also an investment. How do you know if it’s working? Track the effectiveness by measuring the increase in foot traffic to your dealership, calls to your sales team, or hits to your website during the campaign. You can even include a special offer on the billboard to see how many new customers come in mentioning it.
Don’t Go It Alone
Designing and placing a billboard isn’t a task you need to handle solo. At Penneco Outdoor Advertising, we’re here to guide you through the process. From choosing the perfect location to crafting a message that resonates, we’ve got your back. We know what works—and we’re here to help your dealership drive sales.
Billboards are the perfect way to put your dealership in the driver’s seat. By choosing the right location, crafting a clear message, and keeping your offer front and center, you’ll create an ad that not only stands out but drives traffic straight to your showroom. Ready to put the pedal to the metal? Contact Penneco Outdoor Advertising today, and let’s get your message on the road!