What is the Midwest’s largest billboard marketing campaign? By any means I believe that it is the Wisconsin Dells…

If you utilize the Google search engine and search the term “Wisconsin Dells”, there are approximately 1 million and twenty thousand results!  Now I’ve seen larger return results for other categories, (e.g; utilizing the Google search engine for the term “Billboard Advertising” has approximately 5 million 470 thousand results) but that is not what I am here to discuss today.  I simply wish to discuss other means of marketing a business other than through the Google search engine.  That’s right, billboards!

Billboard Marketing

The cost of billboard advertising ranges anywhere from $700 to $2,500 a month.  However, at that rate 10 billboards could run as much as $25,000 per month. That sounds like a lot of money, until you realize that a full-page ad running for one day in a major newspaper costs about the same.   Compare those costs to a website and its patently clear that online marketing is a much more affordable method of getting your business seen by visitors.  Websites are a much more affordable means of marketing your brand.

For as long as I can remember visiting the Wisconsin Dells, the vision of billboards have been etched into my memory as well.  The closer you get to the Wisconsin Dells, the more frequent the billboards become!  Although I lack sufficient factual information to make any comparison to, in a recent trip through the Wisconsin Dells I made some mental notes and took some photos of some these forms of billboard marketing.

As I was approaching the Wisconsin Dells, one of the first billboards I observed was for Tommy Bartlett’s.  Although the following photo was taken approximately 19 miles from the Wisconsin Dells, the first sign was about 30-40 miles from the Dells while traveling West on I-94:

I could only hope that anyone who has ever visited the Wisconsin Dells  knows that Tommy Bartlett’s Water show is among the top of the list of must see Wisconsin Dells attractions.  What is noteworthy are the number of billboards that the Tommy Bartlett business has.  They are everywhere!  And along with their billboard-mania campaign, they also have a really nice website that has excellent ranking and indexing in the major search engines.  Check  their website out for yourself: Tommy Bartlett And although their business took a terrible blow in June 2008, when the flooding in the Wisconsin Dells emptied Lake Delton; putting a temporary stop to their show, it appears that they are back in the groove of business operations and marketing.

Now closely following second to Tommy Bartlett’s  billboard marketing are the litany of indoor water parks hosted in the Wisconsin Dells.  Again, I lack sufficient factual data to make any comparisons, but the water park signs are everywhere as well!  As a matter of fact, a little bit of research in the Google search engine shows that the Wisconsin Dells claim the world’s largest indoor water-park, and clearly that marketing campaign is an awesome one at that!  Just as you exit the freeway into the Dells is the Kalahari sign:

Followed by the huge wall mural — a type of billboard — promoting the Kalahari indoor theme park:

But the proclaimed “America’s Largest Water Park” is Noah’s Ark:

Aside from their billboard marketing campaign, the Noah’s Ark website is indexed very, very well in the search engines.  Having a website, and having it indexed in all 3 major search engines is a challenging achievement for even the best of any online marketing entrepreneur.  Oh.  I almost forgot to mention Tadpole Bay — another Noah’s Ark attraction for children:

Primarily due to these indoor water parks, in recent years the Wisconsin Dells has gone from a summertime family getaway vacation spot, to an all-season vacation place.  This has substantially boosted businesses in all spectrum’s of the Dells, including lodging, dining, and indoor attractions that otherwise would close down during the slow winter season.   As such these marketing campaigns have been increased as well, so overall what once used to be a seasonal endeavor has turned to full time obligations in the marketing field.

For me the Wisconsin Dells represents a host of memories in addition to the ducks, water parks, and attractions.  Just a simple stroll through the downtown area can offer a relaxing time as I stop in to some gift shops or other memorabilia places.

But lets not forget about the plethora of dining places in the Dells.  My Google search had a return of 94, 900 results just for dining, and I know that in this area the online marketing campaign outweighs the billboards.  Perhaps with one very special exception, that is…   If I mention the word “lumberjack” do you know what I’m talking about?  Of course you do!  And if you don’t know that the answer is Paul Bunyan’s, then you need to get to the Wisconsin Dells and get you some!

Now that billboard is pretty much dwarfed by the signs and displays of the restaurant itself!  Especially the Paul Bunyan and Babe the blue Ox statute outside the restaurant:

And last but not least a little memorable token of appreciation for my friend Allyn Hane, whose site I strongly recommend you check out.   There is a lot to learn from him.  I consider Allyn a fellow marketing entrepreneur and we share resources and help each other.   That’s essentially what this business is all about: Helping each other to help ourselves, and in the end everyone wins, but anyway…  This one’s for you Allyn:

In my estimation the marketing scheme of the Wisconsin Dells has one very important component that is lacking.  Although they have a Twitter and Facebook page, they do not engage in social media — whether its due to a lack of staff or whatever?  However, Kalahari,  Noah’s Ark, and others actively engage in these social media venues  and keep a constant fan base in their online marketing scheme.

Nevertheless, my ultimate conclusion is that for the majority of what I believe captivates my short term attention that being billboards, is outweighed by the Internet marketing and online marketing campaigns engaged in by these local Wisconsin Dells area businesses.  Billboards are brief, short-lived images that do not offer any type of social engagement or otherwise.  Whereas, the Internet and online social media venues are current trends that are more easily accessible from anywhere in the world at any time.  Moreover, online venues offer answers to questions and other valuable resources and bits of information that are otherwise unavailable through billboard marketing.