There's a simple rule to effective outdoor advertising: less is more. Try to stick to one benefit or promise. Unless you're speaking to a target audience that is stuck in traffic, assume they have only a few seconds to read your message. Simply put, If you try to say everything, you'll communicate nothing.
HOW ROUNDTABLE COULD HAVE MADE A LOT OF DOUGH
While pitching a struggling Roundtable Pizza, I discovered one of their local restaurants had a unique tradition. They would give visiting children fresh dough with which to play. I immediately jumped on the idea of making this gimmick a national tradition. I thought it was the perfect vehicle for demonstrating how Roundtable was the ONLY pizza chain that made fresh pizza dough on-site, everyday. I offered up this fresh-baked TV spot, featuring children from the local elementary school and yours truly as the voiceover. Roundtable balked, saying pizza was all about the toppings. A year later, a competing pizza chain began advertising that their dough was "made fresh, on-site, everyday." Needless to say, their competitor's sales went through the roof. Roundtable is still struggling.
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