Do’s and Don’ts of Creating Billboard Spec Art for Potential Advertisers
Most of us in the out-of-home advertising industry, regardless of job title (account executives, designers, owners, etc.) have used spec art as a sales tool to help land a client or two. Spec art can be a great ice breaker to gain the attention of that potential advertiser, or the advertiser who is on the fence about doing business with you. In this article, we’ll explore some simple do’s and don’ts when creating spec art for your potential advertisers.
Billboard Spec Art Do’s
• Use only the advertiser’s brand colors on the spec ads.
• Browse the advertiser’s social media/website for ad ideas.
• Create 2-3 ideas to give them a range of ideas to choose from.
• Use photos and graphics that align with their branding.
• Have a story behind each spec idea as to why it will work for them.
• Design at least one simple “branding” ad with their logo and minimal information.
• Present the ads on billboard mockups to give them a life-like feel.
• Have location photos/spec sheets to accompany your spec art.
• Make sure they know these are general ideas and can be revised.
Billboard Spec Art Don’ts
• Don’t deviate too far from the advertiser’s brand colors.
• Don’t come up with your own version of what the brand should be.
• Don’t use ideas that are too far away from what the advertiser would normally post.
• Don’t allow the advertiser to take your ideas and use them on other media (unless they purchase billboards).
• Don’t forget to double-check your spelling, phone numbers, websites, etc…
• Don’t take ideas from your competitor’s billboard ads.
• Don’t forget to follow up!
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