You can afford a billboard and not an editor?

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You can afford a billboard and not an editor?

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Memorable customer service?

Customer service means getting it right for your customer in  every aspect of the transaction, including your written communication. I’m amazed at how many things are sent out with misspellings—including my own, I might add! Sometimes it happens, but it still says a lot about you and your connections with your customers.

While driving down I-90 in Albany, New York, I noticed two billboards. The letters were so small on one I couldn’t read anything under the headline. By the way, my distance vision is 20/20, so I knew it wasn’t me. The other billboard omitted the area code in front of their phone number. Do you remember when there was only one area code, 212, for Manhattan?

Billboards provide great customer service for your potential consumers. Since most people who drive cars are considered to be more upscale, one would assume your message is in front of a more affluent customer.

Billboard marketing is one of the most popular ways to advertise.
The #1 source of advertising is TV, which reaches 94% of Americans.

There are 53% more cars on the road today than 30 years ago so more people are viewing billboards than ever before.
More people view one specific billboard more than view The Super Bowl.

Pictures are still worth a thousand words, and they’re easier to spot from a distance. Bright colors also help as well as catchy phrases and a BIG company name. Remember that people are usually driving at least 5o mph as they pass your billboard, so they don’t have time to stop and read the fine print. Once you decide on who your advertising to, you will need a design and a theme. The bill board company can help you with this but don’t rely on them for everything. The theme and your message will also determine the size of the sign.

The best billboard I’ve ever seen is the one for Harold Finkle Your Jeweler in Albany, New York. It’s catchy, funny, memorable while still promoting their product. I thought it was so great I had to run in and ask who created it.

Before choosing your billboard, check out the ones you think are catchy, simplest to see and have the best message. Don’t forget to see which one is the easiest to read.

Like any bill boarding whether it be power point or a sign, shorter is better so stick to less than 10 words. Adding more words doesn’t mean you’re getting your money’s worth it just crowds your message.

Remember, billboards are a great way to get your name in front of the public, but they are limited in the amount of information they can convey  and less is more. Billboard marketing properly, you can have a lot of positive feedback for you and your company. Follow these tips when you consider doing your own billboard marketing, you will be glad you did!

Who did the spell check?

I suggest you also do the final spell check.

Lisbeth Calandrino helps business build strong customer relationships through marketing and customer service training. She can be reached at


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By |2017-03-03T12:07:01+00:00April 14th, 2013|Advertising, Blog|3 Comments

About the Author:

Lisbeth Calandrino is an award winning trainer, entrepreneur, and blogger and has spent over twenty years developing custom tailored marketing and customer service programs for businesses. Her recently published book, Red Hot Customer Service, 35 Sizzling Ways to Heat up Your Business and Ignite Your Sales defines the steps necessary to build a competitive advantage and turn great companies into unforgettable or red hot companies. Lisbeth admits that much of her knowledge came from her Italian grandfather who despite very little formal education and a limited English vocabulary, managed to became both successful and wealthy. Lisbeth has wonderful stories about Grandpa DiBiagio’s and her time spent learning how to managing Grandpa’s fruit stand. Because of Lisbeth’s experience as a business owner, having been the managing partner and owner of 7 furniture and carpet stores for 14 years, she is able to bring her extensive business knowledge and experience to all of her clients. Lisbeth’s awards include executive of the year award from the International Executive Association, Albany chapter (a business networking group) and first place honors in an international marketing contest for alternative medicine. A two time cancer survivor, she has spoken extensively about her experiences of cancer, offering words of comfort and inspiration. As an activist, Lisbeth has initiated and contributed to many charitable causes. She has worked with at-risk youth, spoken out against injustice and advocated to and helped to build resources for women. As a presenter, Lisbeth Calandrino is highly motivational, information-rich, and very entertaining. Her acute business sense, contagious enthusiasm, positive energy and fun sense of humor make her a dynamic presenter. Lisbeth is a member of New York, Historic Albany Foundation, educational director of Business Referrals Networking Group and member of the board of directors of the Animal Protective Foundation of Scotia, New York.


  1. Warren Tyler April 15, 2013 at 7:37 pm

    it’s amazing how many expensive signage is absolutely unreadable either through faulty grammar or design. I constantly chide group members about their postings and the incredible amount of grammar and spelling errors. How can anyone have faith in someone who can’t speak or write the language. I was always warned by my parents that people judge you by how you speak. Think about it. It’s exactly how we judge people we just meet.

  2. Lisbeth Calandrino April 16, 2013 at 12:29 pm

    Warren, thank you for taking the time to write. I love your comment; no bull from you. I’m not sure I can spell any more and when lol means lots of laughs, I guess I’ve joined ‘them.’ My mom would die.

  3. June 28, 2014 at 11:43 am

    Excellent article. I definitely love this site.
    Keep writing!

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