Seasonal billboard campaigns can boost your franchise’s visibility and sales during key times like holidays, back-to-school, and summer sales. Here’s how to plan and execute them effectively:
- Set Clear Goals: Focus on brand awareness, store traffic, or sales growth, and measure success using metrics like impressions, visitor counts, and revenue.
- Budget Smartly: Start with as little as $20/day using a pay-per-play model. Allocate funds for creative design, high-traffic locations, and testing.
- Create Strong Designs: Use your brand colors, logo, and clear text while incorporating seasonal themes without overwhelming the message.
- Plan Timing: Start 6–8 weeks ahead of the season, and adjust campaigns in real-time based on performance data.
- Use Digital Tools: Platforms like Blip provide flexible budgets, performance tracking, and access to prime billboard locations.
Quick Tip: Combine short-term promotions (e.g., flash sales) with longer campaigns (e.g., brand awareness) to maintain consistent visibility.
Follow these steps to attract more customers and make the most of your seasonal campaigns.
What is a Seasonal Marketing Campaign?
Budget Planning
Plan your resources carefully for seasonal campaigns. Platforms like Blip make it easier by offering flexible budgets that adjust spending based on performance in real time. This approach aligns with the seasonal timing and creative strategies discussed later.
Budget Distribution
Key areas to allocate your budget include:
- Creative design: Crafting eye-catching visuals and messages.
- High-traffic locations: Securing spots where your ads will be most effective.
- Initial testing: Running test campaigns to fine-tune your strategy.
Cost-Per-Display Model
Digital billboards are surprisingly affordable. With Blip, you can start at just $20 per day. The pay-per-play model ensures you only pay when your ad is actually displayed.
"Billboards are one of the most impactful ways to advertise, and with Blip, you spend a fraction of what you would end up paying elsewhere." – Ray Bowens, Founder of Hashtag-Vape
This cost-effective approach makes it easier to manage expenses while setting the stage for accurate campaign tracking.
Tracking Campaign Results
To measure success, focus on these key metrics:
- Daily impressions: See how often your ad is displayed.
- In-store traffic: Track how many people visit your location.
- Revenue impact: Measure how your sales are affected.
- Brand engagement: Evaluate how your audience interacts with your brand.
"Blip works for us. It’s a different medium, and it brings a lot of exposure. It sets us apart from the rest of the [competition], and that’s what I like." – Kimberly Pinkson, Owner of Pretty In Pinkston
Regularly reviewing these metrics allows you to fine-tune your spending and adjust placements to get the best results.
Billboard Design Guide
Creating seasonal billboard designs that grab attention requires balancing your brand’s identity with clear, eye-catching visuals. Digital billboards, in particular, allow you to combine your franchise’s branding with timely seasonal messages.
Brand Guidelines
The foundation of a strong franchise billboard lies in keeping your core brand elements intact while tailoring the design to local markets. Your billboard should prominently display recognizable features that reinforce your brand.
Key elements to include:
- Primary brand colors: Use them for instant recognition.
- Franchise logo: Place it strategically for visibility.
- Typography: Stick to approved fonts and styles.
- Brand voice: Maintain a consistent tone.
- Legal disclaimers: Ensure all required disclaimers are included.
Blend these core brand elements with seasonal themes to create a well-rounded message.
Seasonal Content
Seasonal touches can add relevance and appeal, but they shouldn’t overshadow your brand. Here are some ways to incorporate them effectively:
- Use holiday-related imagery sparingly to avoid clutter.
- Add seasonal colors that work with your existing palette.
- Highlight time-sensitive offers with clear deadlines.
- Craft seasonal taglines that align with your brand’s tone.
- Include local references to connect with specific audiences.
These small adjustments can make your billboard more engaging while staying true to your brand.
Design Standards
Billboards need to grab attention immediately, especially from drivers. Follow these design principles to ensure your message is clear and impactful:
- Text: Keep it large, legible, and concise for quick readability.
- Color contrast: Use strong contrasts to make text stand out.
- Visual focus: Feature one main image or graphic.
- White space: Leave enough space around elements to avoid a cluttered look.
- Testing: Preview your design digitally to check its visibility in real-world conditions.
"Billboards are one of the most impactful ways to advertise, and with Blip, you spend a fraction of what you would end up paying elsewhere." – Ray Bowens, Founder of Hashtag-Vape
Always test your design on a digital display before finalizing it to ensure it works as intended.
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Campaign Timing
Timing plays a key role in making seasonal franchise campaigns successful. Knowing when to launch, tweak, and wrap up your campaigns can make a big difference in their overall impact.
Advance Planning
Seasonal campaigns need preparation to grab attention at the right moment. Start planning 6–8 weeks in advance to finalize designs, lock in prime billboard spots, allocate budgets, and test your messaging.
For the best visibility, aim to launch campaigns during peak shopping periods when consumer activity is at its highest. Digital billboards are especially useful here – they let you tweak your messaging quickly without the long delays of traditional formats. Once your campaign is ready, digital tools allow for immediate changes to ensure your message stays relevant.
Quick Updates
After laying the groundwork, real-time updates help your campaign stay responsive. With digital billboard technology, you can adjust your campaign on the fly based on performance data. This flexibility enables franchise owners to:
- Change display schedules to match peak traffic times
- Update messaging to highlight current promotions
- Modify pricing or offers to align with local market trends
- Take advantage of weather-related opportunities
Campaign Length
Using a mix of short-term promotions and longer campaigns ensures continuous visibility. Here’s a guide to choosing the right campaign duration:
| Campaign Type | Duration | Best Use Case |
|---|---|---|
| Flash Sale | 3-5 days | Limited-time deals |
| Holiday Promotion | 2-3 weeks | Seasonal specials |
| Brand Awareness | 4-6 weeks | Building long-term visibility |
| New Location Launch | 6-8 weeks | Introducing a new market |
Digital billboards make it easy to test short-term promotions while running longer campaigns, helping you make the most of your budget and maintain a steady presence in the market.
"Billboards are one of the most impactful ways to advertise, and with Blip, you spend a fraction of what you would end up paying elsewhere." – Ray Bowens, Founder of Hashtag-Vape
Digital Tools
Modern digital tools make managing seasonal franchise campaigns easier by simplifying cost tracking and performance evaluation. These tools work seamlessly with your budget and creative strategies, helping you manage campaigns more effectively.
Pricing System
Blip’s real-time bidding system, updated every 10 minutes, helps franchises fine-tune pricing throughout seasonal campaigns. Here’s how it works:
- Adjust spending during peak traffic times
- Scale budgets up or down for promotions
- Start with as little as $20 per day to test different locations
- Pay only when your ads are displayed
With the pay-per-play model, you’re only charged when your ad is actually shown.
Performance Data
Detailed analytics help you track how your campaign is performing, making it easier to make informed decisions. Key metrics include:
| Metric | What It Measures | How to Use It |
|---|---|---|
| Daily Impressions | Number of potential viewers | Spot high-traffic times |
| Average CPM | Cost per thousand views | Adjust your budget for better impact |
| Location Performance | Billboard-specific data | Compare effectiveness across locations |
Location Selection
Blip’s interactive marketplace simplifies finding the best billboard locations for your seasonal campaigns. Features include:
- Real-time access to thousands of digital billboards
- Detailed performance metrics for each location
- An interactive map for visual planning
- Data to guide your location choices
For seasonal campaigns, prioritize high-visibility spots along busy roads where your target audience is likely to travel. Blip’s tools make it easy to identify locations that align with your franchise’s goals.
Next Steps
Key Points
To plan a successful seasonal franchise campaign, focus on these essential elements:
| Campaign Element | Key Considerations | Action Items |
|---|---|---|
| Budget Planning | Start at $20/day on a pay-per-play basis | Set flexible budgets that adjust based on performance. |
| Design Strategy | Maintain brand consistency and align with seasonal themes | Follow brand guidelines and create compelling visuals. |
| Timing | Approval takes 1–3 days | Schedule campaigns well in advance of seasonal peaks. |
| Location Selection | Focus on high-traffic areas and audience hotspots | Use marketplace data to identify the best billboard spots. |
Use these priorities to guide your campaign setup effectively.
Getting Started
Once your priorities are clear, follow these steps to launch your campaign:
- Sign up on Blip’s platform: Create a free account to access their vast digital billboard network, complete with interactive tools and real-time analytics.
- Choose the right locations: Use Blip’s marketplace to find billboard spots that connect with your audience.
- Incorporate expert insights: Keep Chris Leslie’s advice on billboard effectiveness in mind while shaping your strategy.
- Submit your ad design: Upload your design for Blip’s 90-minute review, followed by a 1–3 day approval process from billboard owners.
- Launch and track performance: Start your campaign and monitor results using detailed analytics to ensure your seasonal promotion stays on track.
"Working with Blip has given Mr. Charlie’s the momentum to get our new location on the map while accelerating growth for our original location." – Paul Willey, Owner of Mr. Charlie’s Chicken Fingers
FAQs
How do I measure the success of my seasonal franchise billboard campaign?
Measuring the success of your seasonal franchise billboard campaign is simple with Blip’s built-in analytics tools. These tools provide valuable insights, including impressions, ad performance, and audience reach, so you can track how your campaign is performing in real time.
By reviewing these metrics, you can determine whether your campaign is meeting your goals, such as driving brand awareness or attracting more customers. Adjustments can also be made quickly to optimize your results, ensuring your advertising dollars are spent effectively.
What should I consider when selecting billboard locations for seasonal campaigns?
When selecting billboard locations for a seasonal campaign, focus on factors that maximize visibility and impact. Impressions, which measure how many people are likely to see your ad, are crucial for ensuring your message reaches a wide audience. Additionally, consider the cost per thousand impressions (CPM) to balance exposure with your budget.
Think about the target audience and the areas they frequent during the season. For example, high-traffic roadways near shopping centers or event venues may be ideal for holiday campaigns. Timing is also key – plan your campaign to align with seasonal trends and ensure your ads are displayed when they’ll have the greatest impact.
How can I create seasonal billboard designs that reflect my franchise’s brand while standing out?
To create seasonal billboard designs that reflect your franchise’s brand and grab attention, focus on maintaining consistent brand elements like colors, logos, and fonts. Keep the design simple and bold to ensure readability, especially from a distance.
Highlight seasonal themes in a way that complements your brand identity – this could include festive colors, relevant imagery, or timely offers. Prioritize clarity by using minimal text and high-contrast visuals to make your message pop. Remember, an eye-catching design doesn’t need to be overly complex; a clean, well-thought-out layout is often the most effective.
Measuring the success of your seasonal franchise billboard campaign is simple with Blip’s built-in analytics tools. These tools provide valuable insights, including impressions, ad performance, and audience reach, so you can track how your campaign is performing in real time.
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By reviewing these metrics, you can determine whether your campaign is meeting your goals, such as driving brand awareness or attracting more customers. Adjustments can also be made quickly to optimize your results, ensuring your advertising dollars are spent effectively.
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When selecting billboard locations for a seasonal campaign, focus on factors that maximize visibility and impact. Impressions, which measure how many people are likely to see your ad, are crucial for ensuring your message reaches a wide audience. Additionally, consider the cost per thousand impressions (CPM) to balance exposure with your budget.
\n
Think about the target audience and the areas they frequent during the season. For example, high-traffic roadways near shopping centers or event venues may be ideal for holiday campaigns. Timing is also key - plan your campaign to align with seasonal trends and ensure your ads are displayed when they’ll have the greatest impact.
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To create seasonal billboard designs that reflect your franchise's brand and grab attention, focus on maintaining consistent brand elements like colors, logos, and fonts. Keep the design simple and bold to ensure readability, especially from a distance.
\n
Highlight seasonal themes in a way that complements your brand identity - this could include festive colors, relevant imagery, or timely offers. Prioritize clarity by using minimal text and high-contrast visuals to make your message pop. Remember, an eye-catching design doesn't need to be overly complex; a clean, well-thought-out layout is often the most effective.
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