It may not sound like a good idea at first, but billboards—outdoor advertising—can play a role in business-to-business promotion. When a principal stakeholder in the buying center is not reachable...

It may not sound like a good idea at first, but billboards—outdoor advertising—can play a role in business-to-business promotion. When a principal stakeholder in the buying center is not reachable through other means and a thought-provoking message can be developed without complexity, billboards may be a good choice. Located on major commuter routes, the billboards will be seen by all passers, but as long as that executive who is the target of the ad sees it, it has done its job. This is one time when a slow, congested commute is a good thing!