Make your message bloody specific.
If outdoor billboards are part of your marketing mix take a lesson from TheWeddingFair.ca. I saw this in Calgary the other day. The most prominent part of the billboard is exactly what they want you to remember. Their website.
They respect your time by not trying to tell you everything about the event. If you don’t bombard people with information, they like that, weird hey? The simplicity of the billboard makes it stand out on a busy street. You could argue the billboard is not only simple but also unexpected if you’re talking about Chip and Dan Heath’s book Made to Stick six principles of sticky ideas.
If you’re advertising, make it incredibly clear what your goal is. Obviously the website is the most valuable piece of information to take away from this billboard. From there you can look up anything you would like to know about the event.
Don’t make the classic mistake of trying to include more information than you have to. This goes for ANY of your marketing material. You should always ask before you publish/print “does all this information really need to be on here?” the more critical you are the better the end product will be.
Good on you TheWeddingFair.ca