They cannot be missed at all as you drive through Chattanooga. Those big billboards on the highway, over the streets. They have long been home to large national brands – the soda companies, the cell phone giants, the car dealers, etc.

However in the recent past, things have been different.

Look closer now. Between those business titans, you will see another type of message. It is of a funky local beer shop, a new downtown coffee shop or a family run barbecue place. The question arises: in the era of Instagram and Google advertising, why should a local bakery place its name on a giant Chattanooga billboard?

The solution is easy and it is not stupid. As we all are drowned in the noise of online, these local business owners, have figured a solution to go through the noise. They are talking to their neighbors right with the aid of these old-school signs and it works.

It is a Friendly Wave of the Roadside.

Consider how you are going home. You’re tired. You are wondering what to have as dinner. You are not likely to scroll to find a new place to eat. And that is the magic time of a local billboard.

It is not a clicking away advertisement. It’s just… there. A smiling, well-known face on your way to work. To a local company that is solid gold.

I talked to a few Chattanooga entrepreneurs to understand the method behind the madness. They all said the same thing: it’s about being part of the community’s daily landscape. One owner of a new biscuit shop told me, “People see my sign on their way to work all week. By Saturday, they feel like they already know me. They come in and say, ‘I’ve been seeing your billboard! I had to finally stop by.'” That’s the power of these Chattanooga billboards—they build familiarity, one drive at a time.

Keeping it Simple, Chattanooga-Style

You can’t write a novel on a billboard. The best local ones get this. They have to grab you in just three seconds.

Here’s the simple formula they use:

• A Killer Visual:One amazing, mouth-watering photo. A juicy burger. A frothy craft beer. A vibrant piece of local art. Your eyes go straight to it.
• A Name You’ll Remember:The business name is big, bold, and easy to read.
• A Nudge to Act:A little push. “Next Exit.” “Open ’til 11.” “Free Sweet Tea with Your Lunch.”

That’s it. No complicated website. No long list of services. Just a quick, “Hello, we’re here, and we have something you want right now.”

Real People, Real Billboards: Stories from Around Town

Let’s make this real. Imagine a few local spots you might know.

The Brewery with a Sense of Humor
Take a place like “River City Suds” down in the Southside. They’re not just selling beer; they’re selling a good time. Their billboard wasn’t a boring list of beer types. It was a picture of a happy golden retriever on their patio with the words, “The Best Drafts in Town. (And We Mean the Beer.)” It made you smile. It told you they were dog-friendly. It made you want to be part of that scene. That’s a billboard with personality.

The Tech Startup Playing the “Local” Card
Even tech companies are getting in on the action. Imagine “Scenic City Wifi,” a local internet provider. Their challenge was competing with the huge, faceless cable company. So, what did their billboard say? “Tired of Waiting on Hold? Get Internet from Your Neighbors.” It was brilliant. It solved a pain point (terrible customer service) and tapped into our love for all things local. It made a tech service feel personal and trustworthy.

The Bakery That Made You Hungry
Or imagine “The Rising Dough,” a bakery over by the exit. Their original billboard was the masterpiece of simplicity. It was a huge close up shot of a warm, flaky biscuit with honey running down the edge. The text? The Best Biscuits in Tennessee. Next Right. You Know You Want To.” one could hardly see that and not make the following departure. It appealed to one of the needs, that of hunger, and provided a direct remedy.

Such stories demonstrate the fact that the finest Chattanooga billboards are not only about being visible; they are also about connecting. They cause you to feel something, be it a craving, a laugh or a local pride.

Why This Just… Works

Why is this formula effective and a complex online advertisement may not work, then?

First, it’s un-ignorable. You cannot place an ad-blocker on the interstate.

Second, it builds trust. The fact that the name of a business is in such enormous letters makes it look formed and actual. It is a statement that goes around saying, we are here, we are invested, and we are not leaving.

And finally, it’s hyper-local. These billboards in Chattanooga are addressing us who are the people and who drive past here every other day. They borrow our landmarks, our in-jokes, our common sense of pride in this city. The advertisement billboard of a new restaurant on the riverfront is not intended to be seen by a person who may be traveling between Nashville and Atlanta; it is supposed to be seen by the family in Chattanooga who wants a nice Sunday dinner out.

The Bottom Line

Ultimately, it is not about being fancy. It’s about being smart. In the case of a local store, a dollar counts in the marketing. And a good billboard is becoming a good investment to many.

It is a strong message that despite the digital world, even at times, the most successful relationships are made within our own city, on the streets that we drive on daily. Next time you go out, have a look at them Chattanooga billboards. You will read the account of the heart of our city and its bustle, and one local enterprise at a time.