The Bold and The Beautiful Many of you may never used billboards in your marketing efforts, but there is much that can be learned in terms of marketing by studying them.
I happen to live in Orlando, Florida, probably one of the largest "billboard capitals" of the nation. Our major Interstate, I-4, is littered with them. There are so many you can't help but look at them. And they're expensive. Plan on about $6,000 a month for one billboard on I-4, and that's without lights or any special production elements.
The big guys here, Disney World, Universal Studios and Sea World has most of the billboards on I-4. Well, they are the ones with the money. And they are quite elaborate.
Three-dimensional, specialty lights, moving pieces, top-outs. The first time they put the ET (you know "phone home") billboard up on I-4, I almost drove off the road, it looked so real.
Unfortunately, not all creative teams who come up with designs for billboards have the same knowledge or skill level that the folks at Universal have. Too bad, because if you have a poor billboard design, you might have well stuffed your money into that perennial black hole (this goes for poorly designed newspaper and magazine ads too).
I hate to pick on one company's billboards, but they are so bad, it makes them an easy target. We'll call this company's billboards Easy Target Mall (the billboards happen to be promoting a mall). Because there was a new mall opening in our town, right on I-4, the Easy Target Mall wanted to put lots of Details...
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