Billboards can be powerful for HVAC, plumbing, and electrical contractors—but only if used strategically. Learn when they work, when they don’t, and how to make them reinforce mass media for maximum impact.
Essential home service business owners often wonder: Should I be using billboards?
They see competitors plastering their names across highways and feel the pressure. "If they’re doing it, maybe I should too?"
But here’s the truth:
🚫 A billboard by itself is almost always a proper waste of money.
✅ A billboard reinforcing a strong radio or TV campaign? A powerful brand multiplier.
Billboards don’t create demand. They reinforce retention and recall by anchoring a message people have already heard. If a customer hears something catchy on the radio and then sees it again on a billboard, this is brain candy.
You can make billboards work like this for your business, too.
Asking a billboard to be an effective first-touch marketing tool is like asking a fish to climb a tree. Billboards are great at being a reinforcement, a memory anchor.
🔹 The radio tells the story to stir an emotion.
🔹 The billboard reminds them of that feeling.
🔹 When they need your thing, they remember your brand in a positive light.
Think about it:
Just like Pavlov’s dog learned to associate a bell with meat paste, your customers will associate your brand with their need paste.
Frankie’s Ma always said, “My Frankie can fix anything.”
It’s a warm, familiar, and sticky phrase. If someone hears this slogan on the radio all the time, then sees a billboard that simply says:
🛠️ "MY FRANKIE CAN FIX ANYTHING."
🛜 Visit FIXITFRANKIE.COM
It’s not just an ad—it’s a mental hook that brands Fix it Frankie into the prospect’s memory.
That’s how you use billboards correctly.
If you have to choose between a wrapped service truck and a billboard, wrap the truck first.
A wrapped truck is a moving billboard:
✔️ It’s seen in driveways, at job sites, and in traffic
✔️ It gets hundreds of daily impressions
✔️ It directly connects the brand to the service
A billboard just sits there. If the billboard costs more than a wrapped truck, it’s may be a bad deal.
🎙️ Run high-frequency radio or TV ads on mass media channels at the correct repetition.
🚛 Wrap your trucks and drive them around town.
🛣️ Use billboards as message reinforcement or when trying to penetrate a new service area.
A billboard is not great for explaining things, but it’s perfect for quick, bold messages like:
✔️ Recruiting:
💰 "ARE YOU A FRANKIE? NOW HIRING HVAC TECHS"
✔️ Special Offers:
🔥 "FREE CLUB MEMBERSHIPS FOR SENIORS"
✔️ Emergency Services:
💡 "Broken AC? Guaranteed 1-Hour Appointments"
A single, clear message drives action. A cluttered billboard with too much info? Wasted money.
A billboard isn’t overly useful if people see it infrequently. It ideally should be placed where the same audience will see it repeatedly.
✅ GOOD Locations:
✔️ Major commuter highways and crossroads
✔️ Traffic bottlenecks (stoplights, exits)
✔️ Near high-service areas
❌ BAD Locations:
🚫 Rural highways with low traffic
🚫 Hidden by trees, buildings, or vehicles
🚫 Areas outside your service zone
The more exposure your prospects get, the more you reinforce your embed cues. If they rarely see it, it remains invisible.
A billboard is not a business card. If people can’t read it in 3 seconds, it’s ineffective.
🚫 Bad Example:
"Smith & Sons HVAC – 24/7 Emergency Service – Free Estimates – Family-Owned – Financing Available – Call Now! 602-555-HVAC — Visit SmithAndSonsHVAC.com"
✅ Good Example:
🥵"MY FRANKIE CAN FIX ANYTHING"
🛜 FIXITFRANKIE.COM
✔️ Bold, high-contrast text
✔️ No fancy fonts
✔️ No tiny details
If they can’t read it at 60 mph, it’s not a billboard—it’s wallpaper.
Billboards aren’t about what you do—they’re about how you make people feel.
🚫 “We Offer HVAC Services in Phoenix”
✅ 🔥 “HOT AS HELL? CALL 555-COOL!”
🚫 “Now Hiring Technicians”
✅ 💰 “GET PAID TO LEARN HVAC!”
Emotion drives recall. Facts are forgettable.
✔️ YES—If:
✅ You already have wrapped trucks
✅ You run high-frequency mass media (radio/TV)
✅ You use them for reinforcement, not first-touch marketing
✅ They are placed in high-traffic areas
❌ NO—If:
🚫 You don’t have a strong auditory campaign
🚫 You hope a billboard alone will grow your business
🚫 You can buy a truck and wrap it for less
🚛 Wrap your trucks → 🎙️ Run mass media → 🛣️ Use billboards as reinforcement.
When used strategically, billboards don’t just get your brand noticed—they ensure you get remembered.
🔹 Radio/TV is the storyteller.
🔹 The billboard is the reminder.
🔹 When the need arises, your brand is the first they recall.
That’s why Frankie’s Ma said:
"MY FRANKIE CAN FIX ANYTHING."
And that’s why it belongs on a billboard. 🚀
Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.
Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute, Wizard of Ads® for Services is the game-changer your business needs:
Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating an emotional bond with your prospects to make your brand unforgettable.
Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.
Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand-forward strategy.
Wizard of Ads® for Services start by understanding your marketing challenges.
We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Ryan Chute, Wizard of Ads® for Services, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.
Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.
Maximize Your Marketing Impact with Strategic Alignment.
Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
Transform Your Brand with Our Proven Process.
Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.
Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.
The Power of Strategic Marketing Investments
Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.
While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.
.webp)
.webp)
.webp)
