Melodramatic?  Not necessarily, considering that a failure to differentiate yourself from your competition is one of the biggest reasons an advertising campaign may not work.  There are probably anywhere from 10 to 1,000 other people in your market who provide exactly the same product or service that you do.  Why should a prospect choose you over all of those other companies?

As important as it is to separate yourself from your competition, it is also difficult to do.  Here are some things to consider…

Price:  While this may be the first thing that comes to mind, it is also the most difficult.  Constantly pushing prices (and profit margins) lower is not necessarily a good strategy for staying in business long.  The Better Business Bureau also discourages the practice of the “Guaranteed Lowest Price” because of the difficulty of keeping up with current pricing of all of your competitors.

Service/Responsiveness:  Everyone claims they provide the best service.  Hard to differentiate yourself there unless you can apply a specific standard such as 24 Hour Emergency Service or 45 Minute Response Guaranteed.

Trust/Quality/Awards:  A high rating with the BBB, AAA, or any widely accepted rating service for your industry is always useful.  If you have won an award, contest, or poll of any kind you can use it to your advantage.

Humor:  See the post below (September 2, 2010) about the pizza billboards that used humor as a way to create a perception of a quality advantage.  Humor does not always have to highlight a competitive advantage. It can be used just to attract attention, and the good feelings that accompany laughter or amusement can actually increase the perception of your company.

If you are going to spend thousands of dollars trying to attract new customers, why would you ignore one of the key factors of successful advertising?  Talk to an advertising professional at Billboard Connection for ideas to help differentiate your business.

Eight years of data covering 35,000 traffic accidents in Reading, PA, indicate digital billboards are not related to traffic accidents, according to a new traffic safety analysis released today. The study, conducted by Philadelphia’s Tantala Associates, LLC, is the latest in a growing body of evidence showing digital billboards do not pose a safety problem.

“The overall conclusion of the study is that digital billboards in the greater Reading area have no statistically significant relationship with the occurrence of accidents,” the report says.  The Reading study reviewed accident records in proximity to 26 digital billboard faces on state and local roads. 

Previous studies in Cleveland, Ohio; Rochester, Minn.; and Albuquerque, NM found similar results.  Combined, a total of five studies in four locations have examined over 100,000 traffic accidents.  In all cases, the data indicates there is no correlation between the presence of digital billboards and an increase in accidents.

 

 

 

In the depths of the worst recession in 60 years, Audi is finding success with increased advertising.  According to Scott Keough, Chief Marketing Officer... "We want to send the message that this is a brand that's moving forward and is active. Why would we go backwards now when the industry is generally locking the brakes and cutting spending?" 

Keough's forward-thinking approach to Audi's advertising strategy is paying off. The brand increased marketing spending by 15% in 2009 and is on track for the best sales year on record for 2010.

This is yet another of many real examples showing that cutting advertising spending during recession could be the worst thing you could do.

One way that is sure to attract attention to your advertising is to make fun of the competition.  Anthony's Pizza did just that with their recent billboard campaign.




Humor is a great way to attract attention and makes it much easier for people to remember your ad....and more likely to take action.  Another thing that makes these billboards great is the simple, easy to read design. 

When used correctly, billboards are a great way to get your advertising message in front of a a large number of people, for less than the cost of television, radio, newspaper, and magazine advertising. 

Are you taking advantage of co-op advertising dollars available to your business?  Are you even aware of the co-op advertising dollars available for your business?  Would you like someone else to pay for half…or more…of your advertising campaign?

Many brands will pay for a significant part of your advertising when you feature their product or service.  A six-month campaign with 50% paid by co-op would be like getting three months of free advertising.  If you are not taking advantage of these programs it is like throwing money away!

If your business uses or sells products in any of the following categories, we will help you determine what co-op programs are available so you can take advantage of this free money.

Air Conditioning & Heating
Appliances
Automobiles & Automotive Aftermarket
Boats, Accessories & Supplies
Building Materials
Camping, Accessories & Supplies
China, Crystal & Silver
Clothing & Apparel
Computers
Cosmetics & Personal Care Products
Electronics
Floor Coverings
Food & Beverage
Hardware
Home Entertainment
Home Furnishings, Upholstery & Draperies
Housewares & Household Supplies
Insurance
Jewelry & Watches
Lawn & Garden
Linens
Luggage
Machinery & Construction Equipment
Motorcycles, Accessories & Supplies
Moving & Storage
Musical Instruments & Supplies
Office Equipment & Supplies
Optical
Paints & Wallcoverings
Pet Supplies
Pharmaceuticals & Health Care Supplies
Photographic Equipment & Supplies
Pools, Hot Tubs & Supplies

Call Billboard Connection at 407-620-0101 for free consultation.

Have billboards been banned in your area?  No Problem!  There are plenty of outdoor advertising options available, even in places where most traditional outdoor advertising like billboards and bus shelters are not allowed.

Transit and truckside advertising are two options that give you a lot of exposure at the lowest cost-per-impression.  Transit advertising includes the ads you see on the side and back of city transit busses, as well as ads on taxi cabs.  Truckside advertising places large, colorful, billboard style ads on the sides and back of the box trucks driving around town making deliveries to local businesses. 

Two other common options include movie theater pre-show ads and advertising panels inside shopping malls or airports.   Less common, but very effective options could include health club posters or branded equipment, parking garages, hotels, golf courses, and even pizza boxes, or dry cleaner bags.

Don’t let obstacles slow down your marketing and advertising.  With more than 100 different media options we can find something for almost any business.