The Power of A Billboard

While we always pay attention to marketing messages, I was never so happy to see a billboard with the message I needed in that moment. You see, last Sunday I was driving from Chicago to Ann Arbor with my mother and sister. We stopped for gas and my sister fell and broke her wrist. Bad. As my mother and I followed the ambulance to the hospital in St. Joseph, Michigan, I noticed two billboards along the way:

Lakeland Medical Center
board certified Emergency Room physicans

Wow! I had no idea where we were going but I wanted it to be someplace with board certified doctors. That credential gave us some piece of mind as we navigated the stressful situation.

The power of billboards is to remind. They rarely do the whole selling job but they're great at reminding someone about you and your business. In our case, it did the job to ease some stress.

The secret to billboard success: fewer words are best. Remember that drivers are zooming by your billboard, and too many words are impossible to read. Stick to your core message and say it in as few words as possible.

By the way, the Lakeland Medical Center ER doc and nurses were superb in meeting our immediate needs and referring us on to an orthopedic surgeon. On Friday my sister will undergo surgery to have a plate and pins inserted in her wrist. Thank goodness for board certified physicians!


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