Your Guide to the Perfect Billboard

It’s no secret here at Condron Media – we love outdoor advertising!

Our team firmly believes in well-developed marketing plans that incorporate the right amount of traditional + digital advertising, and billboards are a tried-and-true traditional platform that gets results.

Outdoor advertising has the flexibility to reach people in unique ways. Billboards traditionally come in two sizes – bulletin or poster. Boards can be static vinyl or have rotating digital messages.

“Wallscapes,” which are boards found on the sides of buildings or on walls within parking garages, are growing in popularity in our area.

You can reach commuters with great frequency on well-traveled highways or dominate specific urban areas with your messages through outdoor advertising.

But what makes a billboard great?


Copy Tips

As a general rule, the ideal billboard contains 7 words or less.

Drivers are speeding by with only seconds to take in your whole message, so keep it brief and to the point. Determine the core of your message and emphasize it without over-burdening the board.

Choose a font that is large, clear, easy to read, and has proper spacing between each letter or line of text for the best readability.



Creative Tips

Creative choices on your outdoor design matter just as much as your copy. A great billboard is visually appealing, attention grabbing, and memorable.

Pick colors that contrast well against each other and try to keep the background of the board simple when possible.

Less is more! Consider using symbols or other visuals to get your message across.



Call to Action

Consider the call to action on your next billboard. What do you want people to do after they’ve been exposed to your message?

If your website URL is short and memorable, include it on your board. Or, you can direct people to look you up on social media without even asking – simply include the iconic Facebook icon somewhere in your board design.

A healthy mix of traditional + digital marketing tactics will help your campaign thrive.


Operating Business in “The New Normal”

As the counties that comprise Northeastern and Central Pennsylvania begin to move from the Red to Yellow and Green reopening phases, businesses are adjusting to “the new normal” in the light of COVID-19.



Many businesses in Lackawanna County will be able to open their doors for the first time this Friday, June 5. Business leaders have been identifying new ways to move forward while considering things like social distancing, safety precautions for both employees and customers, and other restrictions.

In addition to various health and safety changes, organizations across NEPA should also consider revamping their advertising budgets to fit life in the new normal.

Your customers don’t expect advertising to stop.

Even though many small businesses have been forced to close their doors and shutter their advertising budgets, 96% of consumer survey respondents said that brands should use advertising to address the situation, according to a report from March 2020. Only 2% of respondents thought that brands should pause advertising after the COVID-19 outbreak.

The study found that people want brands to deliver advertising that shows how companies are supporting their staff and customers, providing informative messaging, and providing a sense of continuity and normality.
Customers want to know how your brand is handling the situation as Pennsylvania reopens.

What new procedures do they need to know about before visiting your business? How are you working to ensure a safe business environment? Are you making reasonable adjustments?

Now is the time to evaluate your company’s advertising budget and make ample room for a marketing plan that reaches your customer base.

  • – Let them know what changes they can expect as you prepare to open your doors again.
  • – Launch a campaign to reassure customers about the safety of your products and services.
  • – Look for unique ways to reconnect with your customers and revive demand for your firm’s offerings.


Whether your business is about to reopen when Lackawanna County goes “Yellow,” or you’re already operating in a “Green” phase county, you can use your marketing budget to effectively reach your customers by advertising through a mix of digital and traditional marketing tactics.

Making It Stick: Frequency in Advertising

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What’s the key to effective frequency?

In advertising, the term “effective frequency” is the number of times a consumer must be exposed to an advertising message before the marketer gets the desired response, whether that be a product purchase, name recognition, or some other result.

Research has proven that messages are more effective and actually perceived as more truthful when they are repeated.

One study concluded that prospects must see an ad 9 times before they become a customer.

Another method claims the magic number is 7.

Some marketers argue that your message should be repeated up to 20 times.

So, how many times must a prospect see your marketing message to transition from a state of total apathy to purchase readiness?

The 1st time people look at an ad, they don’t see it.
The 2nd time, they don’t notice it.
The 3rd time, they are aware that it is there.
The 4th time, they have a fleeting sense that they’ve seen it before.
The 5th time, they actually read the ad.
The 6th time, they thumb their nose at it.
The 7th time, they get a little irritated with it.
The 8th time, they think, “Here’s that confounded ad again.”
The 9th time, they wonder if they’re missing out on something.
The 10th time, they ask their friends or neighbors if they’ve tried it.
The 11th time, they wonder how the company is paying for all these ads.
The 12th time, they start to think that it must be a good product.
The 13th time, they start to feel the product has value.
The 14th time, they start to feel like they’ve wanted a product like this for a long time.
The 15th time, they start to yearn for it because they can’t afford to buy it.
The 16th time, they accept the fact that they will buy it sometime in the future.
The 17th time, they make a commitment to buy the product.
The 18th time, they curse their poverty because they can’t buy this terrific product.
The 19th time, they count their money very carefully.
The 20th time prospects see the ad, they buy what it is offering.

-Thomas Smith, from his 1885 book “Successful Advertising”

In truth, there is no universally correct answer. Frequency breeds familiarity, and familiarity breeds trust. But other factors come into play when determining the right frequency for your message.

How well-known is your organization? Are you trying to change public opinion with your message? What’s your overall goal? What do you hope to accomplish with your message?

Ask yourself these important questions when considering how the frequency of your message will affect the desired outcome of your ad campaign.

Don’t end the campaign too quickly.

It can take months or even years for some messages to connect with consumers. Avoid changing your messaging too soon, even if you’re feeling bored with it.

Repeated exposure to an opinion makes people believe the opinion is more prevalent, even if that opinion is only from a single source. When consumers remember a statement that gets repeated, they are more likely to believe it. Eventually, they begin to think it is the popular opinion.

Let’s say that 9 times is the right frequency for your message. For every 3 times you expose your prospect to your marketing message, it gets missed or ignored 2 of those times. This means your message must touch the consumer a total of 27 times in order to make those 9 impressions stick.

Wondering if your marketing strategy is missing something?
Condron Media can help.
Drop us a line at hi@condronmedia.com.