Billboards and out of home in general are meant to amplify what already exists within a brand. If the business exists only as a business, without a brand, there’s not much to work with—think of it as an empty gas tank on an otherwise dependable car.

And to further the car analogy, if the business runs its brand erratically, often leaving it unattended to burn out, out of home can jump the battery, but you’re only making it to the mechanic until your messaging dies.

Or, let’s say you have a brand, and you’ve maintained it, but you’re not sure what success looks like—you’re even letting the competition lead your actions. Well, that’d be a healthy car, with a full gas tank, and broken headlights. How will you know that you’ve arrived once you’re there?

If you aren’t actively cultivating your brand with consistency, a billboard will only direct your audience to a dead end.

Fed up with the car talk, yeah, me too. I don’t know sh*t about cars—I do however know a little something about out of home.

For anyone still with me, I owe you an Up To Something sticker.

Billboards won’t save what’s already dead. It’s as simple as that. If you aren’t actively cultivating your brand with consistency, a billboard will only direct your audience to a dead end.

You can’t be only business-minded and expect your business to thrive. While you might know what you stand for, and your employees might know what you want to do, your prospects won’t. And that starts before the first advertisement ever hits the streets. It’s in your manifesto. It’s in your brand guidelines. It’s how your company operates and what it hopes to achieve. It is essential, if you ever hope to break beyond your echochamber with out of home.

If you have an established brand, but you’re not unified with your messaging, your prospects won’t know what to make of you. Like any campaign, or long-term process, you have to keep an eye on it. It requires rails, or bumpers. Either you or your marketing team are the ferriers of this initiative, guiding it safely at every turn. Keeping it fresh and relevant while maintaining cohesion with what your audience, already knows.

I’ve seen great campaigns go out with a whimper, because the advertiser didn’t know how to use them. They could see the creative merit, but couldn't fathom what it had done for them.

You’ve checked off the previous two paragraphs. They don’t remotely apply to you. You’ve got your sh#t together. Not so fast. Do you know what success looks like beyond your branding? What does campaign progress look like? Are you only taking cues from your competition? Like your brand, an out of home ad campaign, must be followed, nurtured, and measured. But before that happens, you need to know what it means to win. I’ve seen great campaigns go out with a whimper, because the advertiser didn’t know how to use them. They could see the creative merit, but couldn't fathom what it had done for them.

While these scenarios might not describe a dead brand, they’re at the very least dying. And ooh won’t do much to help. You could try it, sure. But in the end you’d only draw attention to your brand’s flaws. Amplifying the very things that are hurting it.

So before you stand the eff out with us, take a look inward and decide if you’re ready to. It’s a lot of attention, better put your best foot forward.

Billboards Won’t Save What’s Already Dead

Billboards and out of home in general are meant to amplify what already exists within a brand. If the business exists only as a business, without a brand, there’s not much to work with—think of it as an empty gas tank on an otherwise dependable car.

If you aren’t actively cultivating your brand with consistency, a billboard will only direct your audience to a dead end.

I’ve seen great campaigns go out with a whimper, because the advertiser didn’t know how to use them. They could see the creative merit, but couldn't fathom what it had done for them.

up to something

Billboards Won’t Save What’s Already Dead

Billboards and out of home in general are meant to amplify what already exists within a brand. If the business exists only as a business, without a brand, there’s not much to work with—think of it as an empty gas tank on an otherwise dependable car.

If you aren’t actively cultivating your brand with consistency, a billboard will only direct your audience to a dead end.

I’ve seen great campaigns go out with a whimper, because the advertiser didn’t know how to use them. They could see the creative merit, but couldn't fathom what it had done for them.

Hooves or Paws, Out of Home Drives Traffic

Are You Addicted to Direct Response?

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