Why Billboards Are Still a Powerful Tool for Marketers – Lessons from Snowflake and a Scrappy Startup

In a world where digital marketing dominates, it’s easy to overlook traditional advertising methods like billboards. But done right, they can be a game-changer—especially for brands that want to stand out in crowded markets.

Just ask Snowflake.

When Snowflake emerged from stealth mode in 2016, they didn’t rely solely on digital campaigns or content marketing to build their brand. Instead, they invested in something unexpected: billboards.

For over seven years, Snowflake’s billboard campaigns have been a staple along the 101 in San Francisco. But these weren’t just generic ads about cloud data. They were funny, a little edgy, and tapped into the zeitgeist.

Snowflake understood a key insight that many marketers miss: not everyone who sees a billboard is a potential customer, but everyone who sees it is a potential brand amplifier. From soccer moms to tech executives, thousands of people drove past their billboards daily.

The goal wasn’t just awareness—it was association. They wanted people to immediately connect Snowflake with data, and their bold, creative approach made that happen.

The results?

Beyond brand awareness, Snowflake found that 70% of their early hires first came into contact with the brand through billboards. It became more than just a marketing tool—it became a recruiting asset.

Why Billboards Work for More Than Just Tech Giants

It’s easy to assume that billboards only work for big brands with deep pockets. But that’s not true. Even scrappy startups can leverage them effectively—if done strategically.

Take one of my clients, a fast-growing startup that sells fresh produce to restaurants, delis and grocery stores in Northern Ontario. They don’t have Snowflake’s budget, but they do have a deep understanding of their target audience.

Rather than relying only on digital ads, they’ve placed billboards along high-traffic highways where restaurant owners and grocery store managers are likely to see them.

The messaging is simple but effective: it speaks directly to the pain points of their customers while maintaining a fresh, inviting tone.

The result? Increased inbound calls and a growing number of repeat customers.

What Marketers Can Learn from These Success Stories

Billboards may seem like an old-school approach, but their power lies in their ability to create brand association, spark curiosity, and reach people in an unexpected way.

Here’s how to make them work for your business:

1. Be Bold and Memorable: Don’t just put your logo and tagline on a board. Use humor, cultural references, or surprising visuals to make people take notice.

2. Think About Your Audience’s Journey: Where are they driving? What will catch their attention? Make sure your billboard is placed in a location that makes sense for your target market.

3. Don’t Focus Only on Immediate ROI: Billboards are about long-term brand association, not instant conversions. Success can come in unexpected ways, like Snowflake’s recruiting boost.

4. Combine with Digital for Maximum Impact: Pair billboards with online campaigns. When people see your ad offline and then come across your brand online, it reinforces awareness and trust.

Final Thoughts

When used creatively, billboards can be one of the most powerful tools in a marketer’s arsenal—whether you’re a billion-dollar tech company or a startup hustling for market share.

If you’re looking for a way to cut through the digital noise and make a real-world impact, maybe it’s time to take a page from Snowflake’s playbook.

For more insight into Snowflake's billboard strategy, check out my podcast with Jenny Sagstrom, who heads up the agency that does the creative