Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Posts Tagged ‘pizza

Advertising Media – Part 6: Outdoor

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Your name should be in lights.

Of course, by that I mean, your business name should be spread across yard after yard of billboard space where hundreds of people traveling about 65 miles per hour can glance at it for a total of about 2 seconds…if they bother to look up at all.

Then there’s the bus. Ever thought about putting your logo on that smelly crosstown bus that drives the same route everyday driving by the same people day after day? Or what about on the bus stand itself.

How about the side of a blimp? Or a panel truck? Or a cab top?

There are so many ways to buy outdoor, many of which you might not even heard of, that you could go crazy trying to examine them all. You can rent a cycling team to drive through downtown areas carrying a flag with your logo. You can rent street crews to give out flyers. How about buying the top of pizza boxes from a popular pizza restaurant?

Really, the question is who are you trying to reach? Which do you think is more effective, flying your banner behind a biplane over the 50,000 in attendance at game 4 of the World Series or the millions watching on TV? Are you trying to reach the one person walking down the street coincidentally at the same time a truck or van with your logo goes by, or the thousands that are reading the newspaper at the same time?

Hitting scores of people at once is always inferior to hitting thousands at once. After all, the whole idea of mass media messaging is to reach your potential new customers in a memorable way. Like sales, it’s a numbers game. The more people you hit, the better the chance those people are looking for your goods or services.

It’s been my experience that outdoor advertising is the definition of clutter. Like a bad TV ad, it’s just part of our daily environment and our brains have been trained and conditioned to tune it out. I’ve never really considered outdoor as a viable cornerstone to a marketing campaign nor have I recommended it to my clients. However, there are a substantial number of companies that specialize in outdoor advertising. They must be successful for a reason. I’d like to hear from you if you’ve had any experience in outdoor advertising. What’s worked for you? How have you cut through the clutter and done something that’s memorable? Was it part of a bigger campaign or was it your campaign? What would you recommend to others that are considering the same avenue?

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Written by Jeff York

May 25, 2008 at 1:08 am