The Power of a Limited Window: How to Create Urgency When Selling Billboard Space
Selling billboard space can sometimes feel like a numbers game. You have available locations, you need to fill them, and the obvious approach is to tell potential advertisers that you have space available.
But there’s another way to approach it.
Instead of simply saying, “We have a billboard available,” consider creating a sense of limited opportunity.
Marketers have understood the power of limited availability for a long time. When something appears to be available forever, there’s usually no reason to act today. When the opportunity has a deadline, limited number of openings, or a specific window of availability, people are more likely to pay attention.
Don’t Sell an Empty Billboard. Sell the Opportunity.
Imagine two sales messages.
“Available – Advertise Here!”
Or:
“Only 2 Spots Left! Advertiser Here.”
The second message immediately creates a different reaction.
The first says, “We have inventory.”
The second says, “There is an opportunity here, and it may not be around forever.”
Of course, there’s an important rule: don’t manufacture scarcity. If a location is wide open for the next two years, don’t pretend there are only two spots left. The idea works best when the limitation is real.
Maybe the billboard is normally sold out. Maybe a long-term advertiser just moved to another location. Maybe there is a three month opening before the next contract begins. Maybe you have only a handful of digital rotations available during a particularly desirable time period.
Those are real reasons to create urgency.
Use Demand When You Have It
If a particular billboard is consistently popular, or has had the same advertiser on it for a year or longer, let potential advertisers know.
A message such as:
“This Hot Location Now Available!”
is much more compelling than:
“Billboard Available.”
Digital Billboards Make This Even More Interesting
Digital billboards offer another opportunity because availability can be measured in more ways than simply whether a billboard is sold or unsold.
You may have a certain number of slots on a digital board, but still have room for additional campaigns.
Rather than simply advertising the available slots, you can create a specific offer around it.
For example:
“2 Advertising Spots Open for Fall.”
Or:
“October Is Filling Fast. A Few Spots Remain.”
This gives your sales team a reason to contact prospects now instead of simply sending a traditional “billboard advertising available” email or call.
You can even create urgency around specific days or times.
“Own the Morning Commute.”
“Prime Friday Night Rotation Available.”
“Get Your Brand Seen During the Holiday Rush.”
The more specific the opportunity, the easier it is for an advertiser to understand why they should act.
The Psychology Is Simple
People tend to place more value on opportunities that appear limited.
Make Your Available Inventory Feel Special
The next time you have a billboard location to sell, don’t automatically lead with the fact that it’s empty.
Ask yourself:
Why is this particular opportunity worth acting on now?
Maybe it’s the location.
Maybe it’s the traffic.
Maybe it’s the timing.
Maybe it’s the season.
Maybe it’s the audience.
Maybe it’s the fact that the location rarely becomes available.
Find that reason and build the sales message around it.
