6 words 6 seconds- Robert Fleege on billboard creative.

What makes outdoor so powerful is that it is the only truly public media. The viewer don’t opt-in as you do with TV, print, internet, and Radio. This is why billboards continuously generate so much controversy (more on this in future columns) and makes for an almost dangerously powerful media that in the right hands can achieve amazing results. Along the way it should become very obvious that I passionately believe in the unlimited power and inherent opportunities of the out-of-home media.

Even though the creative standards have taken a giant leap over the last 15 years there are still a lot of bad billboards being produced, especially when you leave the larger metro markets. Bad copy (industry term for outdoor design & content) is costing businesses a lot of money. Hard earned profits are being wasted with bad creative (another industry term for content) not only in smaller cities but also in the most desirable markets where the mistakes are much costlier. I hope that this column will help the readers produce, demand and/or be involved in better creative being achieved.

Why is the creative so important? In a Vince Lombardi way I’d like to say it is not only important, it is everything. Media account executives/sales people and even advertising agencies often stress the importance of location and/or frequency. Perhaps an vested interest? One could argue that it is of vested interest for a creative to pitch creativity but then again, if we cared so much about money we’d be wearing suits too. True, picking great location(s) and making sure the message is seen multiple times is important, but the audience does not see the media buy. They only see the creative. Bad billboard copy shown at multiple locations is just that -- bad billboard copy shown at multiple locations. Out-of-home creative is also very unforgiving. If you make a design mistake you pay dearly. If you “throw-up” at your audience listing everything you offer your ad simply will be invisible. Today’s audience is bombarded with messages and has made it the norm to tune out advertising. In other words, unless they know the real estate agent personally – they won’t look twice at that big glamour headshot. The only effective counter measure is creativity. Creativity gets you noticed and provides the audience a reason to pay attention. Creativity then becomes your permission to pitch. (Hint, don’t abuse it) If you don’t go the distance paying your dues (creativity) the audience won’t pay attention and certainly won’t care that you just wasted thousands of dollars of media space.

You might already see the creative light but many advertisers find it hard to justify spending a little extra utilizing a pro (advertising art director and copywriter) when their graphic designer or webmaster was able to fit everything in just nicely. What you get from better creative is increased exposure and increased impressions. A creative outdoor campaign will require far fewer billboards to “cover” a market than a boring campaign. The billboards of a great campaign seem to be “everywhere” regardless of the size of media buy. Last time I checked media was far more expensive than great creative.

In this column I will explore what makes great outdoor advertising . I will give you a long list of specific do’s and don’ts and you will acquire the wisdom to know when and how to break the rules. The message to take home from this very first greeting is the importance of the creative. It is what is seen and must be treated as the single most important factor of the whole process. You might think that it is a wasted effort to have a great outdoor concept or campaign in bad locations. Sure, it would be unfortunate not to get maximum exposure of a great campaign, but herein lays the secret to a great opportunity. A great concept even in a bad location will stick out. One inexpensive billboard can generate a massive amount of publicity, water-cooler talk, brand awareness, and most importantly sales. In fact, if a billboard does not generate media ink (coverage), a great opportunity might have been missed. More on this in future columns but the point remains; Creativity beats location and frequency any time.

I chose to name this column “6 seconds, 6 words” to honor and promote the golden rule of outdoor advertising. (Referring to the viewing time and length of recommended message) Yes, the same rule that used to be known as 7 seconds, 7 words. More on the Golden rule next time. Comments on this column are welcomed and appreciated via email This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

About Robert Fleege:

As former west coast Creative Director of Clear Channel Outdoor I have devoted my career almost exclusively to out-of-home since my early days out of art school in 1993. Since 2000 I have been running a successful freelance advertising agency focusing on outdoor creative. Few people have more billboard and out-of-home executions under their belt. As far as the common outdoor mistakes I have done many of them, experienced most of them, and seen them all. My best work has been awarded by the industry but the only reward I seek these days is the cash kind – in form of referrals and repeat business. As a tireless outdoor creativity evangelist writing this column is something I will really enjoy.

Robert Fleege is a freelance advertising art director and copywriter specializing in out-of-home creative and production. Operating out of Columbus Ohio Fleege’s clients, which include small businesses, major corporations, outdoor media companies, and advertising agencies span from coast to coast and border to border. You can view his portfolio and creative philosophies at http://www.fleege.com …©2005 – Robert Fleege. Republishing approved with byline and hot link.

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