Reagan Advertising wanted to demonstrate the effectiveness of outdoor advertising, so we conducted a survey in our Austin, Texas market. Over 300 people were called in a preliminary survey, and we found that less than 1% could identify the 30th president of the United States. Thirty percent correctly answered the test question by identifying Rick Perry as the current Lt. Governor of Texas.
Subsequently, we posted 48 30 sheet posters (reaching the equivalent of 100% of the Austin Market population every day) for 60 days. We then surveyed again and found that the awareness of Calvin Coolidge being the 30th president had increased 2300%, while the awareness of the Lt. Governor of Texas didn't change at all.null
Not only were the results of the study impressive, but we were amazed
by how many people went to the Web site listed on the board's artwork. There were 36,596 unique user
sessions and over 5,400 people
visited the registration page. Of those 5,400, nearly 2,500 people registered to win a free t-shirt and billboard.
The map below shows the locations of the Calvin Coolidge posters.
This next map shows the locations of our Web site registrations.
Bear in mind that the posters themselves did not have a call to action. It was the people's curiosity that motivated them to visit the Web site, and they remembered the Web address long enough to get to their computer and get online.
