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Planning a Successful Outdoor Mobile Billboard Campaign

By Kevin Bartanian

Citi-Mobile and our entire operation have always operated as an agency for the agency,

in other words we have never looked at ourselves as a trucking company even though that

is essentially the vehicle of our medium. In educating and consulting our clients about

this specific marketing niche, we opt to produce a campaign that will generate reliable

results for the client and create return business for us. Of course, when any new idea is

introduced to the market, it’s an opportunity for small scale competitors to try to make a

quick buck at the cost of the client. It is for this reason that I have decided to write this

article as a means to inform future agencies, clients, and even fellow colleagues, on what

it takes to have a successful campaign.

The following is a ten step checklist that must be met in order to have a successful

campaign.

1- Identify a Target Audience.

a. Be familiar with your target demographic. Narrowing down a specific

audience is critical in creating a campaign that will appeal to this target

population. This should be discussed thoroughly with your Mobile

Billboard service provider prior to taking any further action.

2- Design a Direct Response Ad

a. Mobile Billboards perform at their peak when there is a “call to action

message”. General branding of your service, unless targeting a grand

opening or a trade show, does not produce trackable results. Make certain

you incorporate a phone number, a special discount, or any unique offer

that may appeal to your target audience.

3- Choosing the right hours & days of Operations

a. All too often clients will ask for generic hours like 9am to 5pm. Although

the 9-5 approach will reach some of your audience, it will overlook

business professionals and executives who are at work at the time. Most

Mobile Billboard Service providers operate 8 consecutive hours per day,

so chose hours that best fit the needs of your campaign.

4- Feel free to adjust the route

a. Whatever route you choose initially should be adjusted accordingly as the

campaign progresses. The reason you have chosen this medium is because

it’s Mobile, so take advantage of it. If you notice the chosen route doesn’t

work, change it immediately.

5- The truck must look good!

a. Even if you chose the most appealing ads and desirable routes, but the

truck itself is old, dirty, or noisy, it will do no justice to your brand name.

A good rule of thumb is to request to see recent pictures of the truck that

your ad is going to be displayed on. Remember that this truck will be the

first impression that the audience will have of your company.

6- Tracking Tracking Tracking

a. The advertiser must always be able to track a campaign. Don’t just get a

report at the end of the campaign when it’s too late, but request to track

the campaign while its ongoing. This will insure that correct times and

routes are being activated.

7- Size of the ad

a. It’s no mystery that the bigger your ad, the bigger the exposure. You

should be getting your money’s worth. Usually, there is no price

difference between a smaller or a larger ad so opt for the largest size

offered.

8- Request Pictures

a. Pictures of the campaign at the start, during, and upon completion are

really important. You can preview your campaign to make sure

everything is to your liking before your ads hit the streets.

9- Rate Negotiations

a. Mobile Billboard rates have a range based on daily, weekly, monthly, or

bi-monthly basis. As the media buyer it is in your best interest as well as

your clients to get the lowest pricing possible. Try to calculate the basic

costs that you know of such as gas, employee, insurance, licensing, and so

on and see what number you come up with. If there is a big discrepancy

between your estimate and the quote, question the company about their

rates and fees.

10- Re-use

a. Most Mobile Billboard companies will offer to store your vinyl billboard

after completion for your future use, and to avoid reprinting fees. With

this in mind, try to create an ad that can be recycled and used at a later

time.

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Contact

Citi-Mobile

Contact Person:	Kevin Bartanian, Senior Account Executive
Skype:	kbartanian
Direct Phone:	(866) 518.0772 x 903
Public E-Mail:	This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

Company

Website:	www.citi-mobile.com
Location:	Glendale
Company:	Citi-Mobile
City:	Glendale
State:	CA
Zip Code:	91204
Country:	USA
Address:	5146 San Fernando Road
Phone #:	(866) 518.0772
Fax #:	(818) 507.0047
Media Kit:	Citi Mobile Advertising's Media Kit

Previously Released

Date	Title	Hits
Tuesday, 12 June 2007	Selling Properties Just Got Easier With Citi Mobile	119
Monday, 05 February 2007	Planning a Successful Outdoor Mobile Billboard Campaign	154
Monday, 10 October 2005	Cartoon Networks Market To Universities & Colleges With Mobile Billboards	94
Monday, 14 February 2005	I Love You! Mobile Billboards on the Streets of Beverly Hills	122
Wednesday, 01 December 2004	Moving Mobile Billboards – “look at me… I’m a BIG AD”	125

Last Updated ( Wednesday, 26 December 2007 )

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