Mastering Brand Storytelling Through Billboard Advertising: Lessons from Eric M. Murr

In this episode of In Focus by 7 Wonders, hosts Stephen Skeel and Michael Ayjian sit down with Eric M. Murr from Kegris to discuss the power of billboard advertising and its role in brand storytelling. With years of experience in digital marketing and outdoor advertising, Eric shares valuable insights on what makes billboard campaigns successful and how brands can apply these lessons across various marketing channels.

The Power of Billboards in Brand Storytelling

Billboards offer a unique challenge in marketing: conveying a compelling message in just a few words and visuals. As Eric explains, billboards force brands to strip their messaging down to its core elements, ensuring clarity and impact within a five-second interaction window. This level of simplification is essential in today’s crowded media landscape.

Key Takeaways from the Conversation

1. Billboards Are the Ultimate Brand Litmus Test

   • The most effective billboard ads are those that present a brand’s story in the simplest, most engaging way.

   • Trying to repurpose print or digital ads for billboards often fails due to the medium’s limited time for audience engagement.

2. The ‘MAK IT’ Framework for Marketing Success

   • Message: Define the most influential and relevant message for your brand.

   • Audience: Ensure you’re speaking to the right demographic.

   • Know the Value: Compare cost-per-thousand impressions to evaluate effectiveness.

   • Impact: Use striking visuals and concise language to make a lasting impression.

   • Timing: Align messaging with customer intent and location.

3. Billboards Amplify Strong Brands, Not Fix Bad Ones

   • Out-of-home advertising works best for brands that already have a solid product and customer experience.

   • Advertising can’t rescue a bad restaurant, but it can amplify a great one.

   • The best campaigns leverage billboards alongside digital marketing for maximum impact.

4. Lessons for Digital Marketers

   • Simplifying messaging for billboards can improve advertising across all platforms.

   • Successful brands integrate billboard campaigns with digital strategies to enhance brand recognition and engagement.

   
   

Our Collaboration with Eric & 7 Wonders

Eric’s collaboration with 7 Wonders on a billboard campaign provided a first-hand experience of the medium’s challenges and opportunities. While traditional video production companies may not typically use billboards, the project helped refine the team’s marketing message. The lesson? Advertising isn’t just about visibility. It’s about clarity, focus, and ensuring the message aligns with audience expectations.

Final Thoughts: No Shortcuts in Marketing

As Eric wisely points out, there are no shortcuts to building a strong brand. Advertising is an amplification tool, not a lifesaver. Companies must first establish a strong foundation: great products, excellent service, and clear messaging, before investing in visibility.

If you’re looking for expert advice on refining your marketing approach, take a page from Eric’s book and ensure your brand story is strong enough to be told in just five seconds.

🎥 Watch the full episode by checking the video!