Eric Murr, VP - Kegerreis Outdoor, shares 11 deadly mistakes to avoid when investing in billboards.

3 takeaways on this episode of the Close The Deal Podcast: 

👉 Billboards Amplify, They Don’t Fix Broken Brands

Eric emphasized that advertising cannot fix foundational problems in your business. Before investing in billboards, ensure your customer experience and online reputation are solid. A billboard will amplify whatever already exists—good or bad. If your brand isn’t ready to deliver, no amount of advertising will bring sustainable results.

👉  Keep It Simple: You Have 5 Seconds or Less

The success of a billboard hinges on delivering a single, clear message that resonates with viewers in mere seconds. Overloading a billboard with too much information or using poorly designed layouts will result in missed opportunities. Distill your core value proposition and focus on what matters most to your target audience.

👉 Billboards and Digital Marketing Work Hand in Hand

Eric shared how billboards drive search behavior, influencing local search algorithms and lowering digital advertising costs. When paired with a strong online presence, billboards can dramatically enhance your overall marketing ROI. This integration is a powerful way to use both traditional and digital strategies to complement each other.

These insights highlight why a well-thought-out billboard strategy can elevate your business when used correctly!

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Close The Deal Podcast with Eric Murr

VP Client Partnerships at Kegerreis Digital Marketing

Exploring the Power of Billboards with Eric Murr: Insights and Best Practices

In this episode of Close the Deal, host Ewell Smith sits down with Eric Murr, a seasoned marketing professional with over 30 years of experience. Eric, who serves as the Vice President of Outdoor Advertising, shares his deep insights into billboard advertising and its role in an effective marketing strategy. The conversation, rich with examples and actionable advice, delves into common mistakes businesses make with billboards and how they can maximize their impact.

The Intersection of Marketing and Philosophy

Eric’s journey into marketing began with a background in English and philosophy, which he initially thought was far removed from sales and advertising. However, he explains how these disciplines became essential tools in his career. English provided him with the ability to articulate compelling messages, while philosophy equipped him with the skills to peel back layers and uncover fundamental truths about marketing strategies. These skills are critical, especially in the world of billboard advertising, where messages must be distilled into a core value proposition that connects with audiences in five seconds or less.

Common Mistakes in Billboard Advertising

Eric and Ewell dive into the most frequent pitfalls businesses encounter when using billboard advertising. These mistakes often undermine the effectiveness of the medium and waste valuable resources.

1. Expecting the Unreasonable

Eric emphasizes that billboards are a "blunt tool." While they offer massive visibility and reach, their utility is limited to delivering concise, impactful messages. Business owners often try to cram too much information into a billboard, forgetting that drivers have only seconds to absorb the content. Instead, the focus should be on a single, powerful value proposition.

2. Ignoring the Online Reality

Billboards inspire curiosity and search, but few people stop their cars to jot down a URL or phone number. Eric stresses the importance of ensuring that your online presence aligns with the message on the billboard. If customers search for your business and fail to find you, or if they find unflattering reviews, the campaign’s impact diminishes. The two must work hand in hand to create a seamless customer journey.

3. Assuming People Care

A further misstep is believing that drivers are actively paying attention to billboards. People are often preoccupied with daily tasks like school runs or errands. To grab their attention, your billboard must have a visually striking design and a compelling message that stands out. Without this, even a prime location may fail to make an impact.

4. Relying on Advertising to Fix Broken Brands

Billboards amplify what already exists. If your business has poor reviews or a lackluster user experience, no amount of advertising will fix those issues. Eric urges businesses to first address operational problems before investing in marketing. Ensuring a solid foundation will maximize the benefits of any advertising spend.

5. Highlighting Features Over Benefits

Customers care about how a product or service improves their lives, not the technical details. For example, instead of emphasizing the mechanics of an air conditioner, focus on the comfort it provides. Eric advises businesses to frame their messaging around customer benefits. This focus helps capture attention quickly and resonates with potential customers in the limited timeframe a billboard allows.

The Art and Science of Effective Billboards

6. Designing for Ego Instead of Impact

Many businesses create billboard designs based on personal preferences rather than consumer needs. Eric highlights the importance of using colors, contrasts, and layouts that resonate with the audience. He shares a story about the Louisiana Seafood Board, where a red logo reminiscent of a stop sign was replaced with a blue one to rebuild trust after the BP oil spill. This example underscores how design decisions rooted in customer psychology and brand perception can make or break a campaign.

7. Misunderstanding the Marketing Funnel

Billboards play different roles at various stages of the marketing funnel, from awareness to advocacy. Eric explains that businesses should identify where their customer journey is stalled and use billboards strategically to address those obstacles. For example, a well-placed billboard can raise awareness of a product or drive conversion with a clear call to action.

8. Making Unbelievable Claims

Ads with unrealistic promises, like extremely low prices with hidden conditions, breed distrust among consumers. Eric advises focusing on honest and compelling messages that reflect the strengths of your brand. Authenticity not only fosters trust but also increases the likelihood of converting billboard viewers into paying customers.

9. Fear of Being Bold

Some businesses hesitate to take creative risks. Eric encourages entrepreneurs to use billboards as a stage to make a memorable impact. He mentions iconic examples like teaser campaigns that spark curiosity and drive engagement. Billboards that interact with the surrounding environment or use sequential messaging can be especially effective in making a lasting impression.

10. Not Adjusting Design for Location

A billboard’s location significantly influences its effectiveness. For example, the surrounding environment may require adjustments to color schemes or messaging. Eric shares examples of billboards that creatively integrate their environments, making the message more compelling and relevant.

11. Trust without verifying 

Eric emphasizes the importance of verifying billboard locations and designs before committing. While sales teams may present polished photos and data, visiting the actual site ensures there are no unexpected obstacles. He also advocates for building strong partnerships with advertising providers, as they are more likely to go the extra mile for clients they respect.

The Role of Billboards in Digital Marketing

One of the unique aspects of Eric’s approach is the integration of billboards with digital marketing. He explains how billboards can enhance local search performance, particularly with Google’s algorithms favoring relevance. For example, in a Wyoming test campaign, the introduction of billboards reduced the client’s cost per acquisition from $160 to $7. This synergy between outdoor and digital advertising can significantly amplify results and lower costs.

Eric’s team uses data science to measure key metrics like client acquisition costs and return on ad spend. This analytical approach ensures that billboard campaigns are not just impactful but also financially efficient.

Memorable Campaigns and Legacy Impact

Eric and Ewell discuss iconic billboard campaigns that have stood the test of time, such as Chick-fil-A’s cow advertisements and Applebee’s teaser billboards. These campaigns demonstrate the power of creativity and how a well-executed strategy can leave a lasting impression. They also highlight how sequential messaging and environmental interaction can make a billboard unforgettable.

Key Takeaways for Small Business Owners:

• Master the Basics First: Ensure your business operations and customer experience are solid before investing in advertising.
• Distill Your Message: Focus on a single, compelling value proposition that can be absorbed in seconds.
• Leverage Data: Use analytics to measure the impact of your campaigns and adjust accordingly.
• Be Bold and Creative: Take risks to create memorable and impactful designs.
• Think Holistically: Integrate billboards with digital marketing for maximum effectiveness.

Final Thoughts and How to Connect with Eric Murr

Eric concludes with a powerful reminder: billboards are tools, not solutions. When used appropriately, they can amplify your brand and drive significant results. However, they must be part of a broader strategy that aligns with your business goals and customer needs.

For those interested in learning more, Eric can be reached on LinkedIn or via email at emurr@kegerreis.com. His passion for helping businesses succeed is evident in his thoughtful, customer-first approach.

About Close the Deal and Additional Resources

Ewell wraps up the episode by highlighting the purpose of Close the Deal: to educate and empower small business owners. He invites listeners to revisit the episode to absorb the valuable insights shared by Eric. Ewell also offers a free digital copy of his book, Your First Franchise Roadmap, available at yourfirstfranchise.com. All proceeds from the paperback version go to Make-A-Wish Foundation, reinforcing the show’s commitment to giving back.

Listeners are encouraged to subscribe, like, and share the podcast to help others grow their businesses. As Ewell puts it, "Make today a great day!"