There are few nastier jobs than setting the time clock on your billboard. Due to the ever-changing hour of darkness, and daylight savings time, it is necessary to set your time clocks at least every 60 to 90 days, in order to make sure that the lights turn on and off at the appropriate time. With a penalty of 25% of the monthly revenue in most ad leases, it is poor judgement not to stay on top of your advertiser’s illumination. And even though it is an unpleasant job, it is a great way to stay on top of your outdoor operation.
Forces You To Look At Your Market
To set the time clock, you have to physically drive-up, park, and walk up to your sign. In so doing, you see the market, and neighborhood, your sign is located in much closer. Is it in decline? Are there new developments going up? Are you afraid to get out of your car? Unless your sign is on a highway that caters to tourists just passing through town, the general trend of the neighborhood is important. If you see a lot of newly abandoned retail, and other signs of general deterioration, then you might want to consider selling that sign structure before things get worse. It is hard to rent a billboard to local advertisers when there aren’t any. And once a market’s decline is apparent to everyone, it is equally hard to sell the sign off.
A Chance To Bond With Your Landowner Or His Tenant
A regular drop by the property is a great opportunity to say hi to your landowner, or their tenant. It gives you a chance to hear any minor complaint before it festers into a big problem, such as “your guys are leaving ruts in our land” or “they leave trash at the base of the sign”. And the regularity of your visits gives you a “personal” feel with them – you are not just a faceless company that sends a monthly check. This will come in very handy down the road when the groundlease comes up for renewal. And it also has other perks. For example, after a big storm, I can call a landowner or their tenant to check on whether or not my sign had any damage without having to drive all the way out there myself to look.
An Opportunity To Look For Structural Problems
Every time you visit your sign, you should go through a checklist of safety items to inspect. For example, are all the bolts in the headplate of the sign [where the top of the pole and the head of the sign come together] and appear tightened? The vibration of the sign working its way back and forth under windload can often make these bolts go loose, or sheer-off. Also look for visible signs of stress, such as cracks or broken welds. On wooden signs, look at the poles and see if they all appear O.K., with no cracks or foundation problems. This regular check-up can save you a fortune in repair bills and possibly a real calamity.
Look For New Advertisers
Every time you go to change the time clock, you will see a new potential advertiser or two who has either opened a business, or had gone up on a competitor’s sign that you can try and steal over to your sign later. Be sure and write these down and add them to your lists. I have actually had cases where I see a new business going in, stop by to introduce myself while changing the time clock, and walk away with a sale. You will almost always be ahead of the competition if you are out in the field.
See New Sign Locations
The physical act of driving around in your car more regularly will enable you to see potential sign opportunities. The most common is the construction of new businesses and create “unzoned commercial” zoning in the county. In most markets, when two businesses are created side-by-side, that allows for two billboards to be built under the concept of “unzoned commercial” status. You can also see signs that are being removed that will open up new legal locations, and new roads being built. You will also see “pending re-zoning” signs that might open up new spots.
Conclusion
Sure, you can hire someone to change your time clocks for you. But can you afford not to do it yourself? If you keep your eyes open, it could be the highest paying job in your business.
Tags: billboard timeclock
