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Yes, I'm surprised at how much business this has generated.   It's on Hwy 16, an incoming route for people from Alabama going to Pearl River resort (casinos, water park & Nick Fazzio golf course).   I think it's important to always "know what you don't know".   I have tried bill boards in past businesses, even on this same high way.  I only got a handful of customers to my other businesses.  The key to this one is the DIRECTION that the customers are coming from.  Alabama, not cities like Jackson, MS.  These Alabama customers come over 2 or 3 times a year for a few days  away.  Also, the golf course gets a decent number of conventions of golfers (and their wives).     What this has done, is given me a small slice of a tourist market.    Really picked up my summer sales.     Had a 40% sales increase last year and am seeing a 30% increase this year.   I plan on going after a little more of the tourist market.    Just started on construction yesterday,  adding 640 square foot more to my retail space.    Will put in an area of "Mississippi" gifts and have a couple of marketing ideas to bring more tourist business here.    I've had this sign for 18 months.     Before this 60 foot sign, I shared a small spot on a multi board and I think I got 2 customers from it.   I can almost identify the "sign people" when they come in the store.    They have lowered my sales closure ratio.   We used to have a 95% buying conversion and it's lower now.   Also, the sign customers have lowered my average sale.  but thhe amount of traffic it generates is significant.   And I can get some very large sales form it.  Like the 6 ladies from Atlanta that were here for a golf outing and they more than paid the sign bill for an entire year.   And some customers become repeat customers.   Overall, it's definitely profitable.  

I'm not sure this would even apply to a lot of the readers here.   But the key is to constantly look at your market.   I see a lot of people here that are oblivious to market opportunities.      Two years ago, I would have said "hmmm don't think bill board advertising would work for my type of business".    But NOW, I'm nailing down a second bill board location.  I'll definitely put a pottery picture on the next design too.  What makes this work .. is "Straight Ahead 11 Miles".  I've had 100 plus customers say "well it's just 11 miles here".   And the website.  I get website pings from that area where people are checking Dirt Roads out.  My web traffic went up 5X last year.

Edited by DirtRoads

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Glad to hear there will be a pic of your pottery on the next billboard! I think that at least one piece would be good to add to the jewelry pics, especially since the sign says "pottery" first! I definately respond better to signage that is easy to read while moving and that gives me a simple location to target, like "straight ahead" or the number of miles. It is great how fastideous  some of you pros are in tracking and utilizing  your stats! 

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Speaking of billboards, this is currently on I-95 near the Delaware-Pennsylvania line.

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I completely agree with what @DirtRoads wrote. When I do my annual open studio, I put a big sign that says “pottery sale” on the front of my house for a week. It’s meant to help my customers find the right house, but it also advertises to neighbors who are driving and walking by. Every year, some of my neighbors will come in, and it’s easy to spot the “sign people.” They look a little lost. Sign people are the only ones who will look around for a while and not buy, though they always nice about it. And the sign has converted several of my neighbors into followers, so it does pay off. 

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