Billboard Tips

A Dummy's Puppet's Ramblings - from Chip Martin, Mannequin American

Marketing Tips for Using Billboards

Billboards are often expensive and generally the domain of large companies. But a good billboard can help build name recognition for local businesses.

Effective billboards have a single message. Motorists only have 2-4 seconds to see and comprehend the message, and they typically can't write a phone number or website address down. Therefore, the words may not sink in as much as the "visual" impact of the billboard. Here are some simple rules for making your outdoor advertisement effective:

• Use a striking visual - and not one of yourself. Remember a basic rule in sales - It's not about YOU, it's all about THEM.
• Keep text to 8 words or less. Those that are witty, short and clever stand to stay with people longer.
• Choose your location - make sure it's lighted and is not competing with another billboard above or below it.
• Select a vinyl that wraps around to make your ad appear large than just a paper or paint billboard.
• Remember that billboards tend to market to middle-to-upper income demographics.

Remember This? It Hasn't Changed.

Finish this line: "All my men wear English Leather, or they ... " That was the tagline for English Leather in the 60's and it's the tagline today. Nothing has changed.

Click here to go to a web site that is like stepping back in time ... before there were websites. The site claims that English Leather has been "Your wingman for over 40 years." Or, said another way ... it may be ideal for cougar hunting.

And click here to see a schmaltzy 1980's English Leather commercial featuring quarterback Doug Flutie.

But seriously, if Old Spice can vault into the 21^st Century, why can't the king of soap on a rope?

Unusual Marketing Strategy for Cool Kenmore Technology

New Kenmore washer/dryers come equipped with a very cool, high-tech feature: when they have a service issue, you can dial the service number, press some buttons on the machine and then hold the phone up to the washer/dryer and it will transmit troubleshooting data directly through the phone to the company. The service department will know exactly what's wrong with your machine before they ever get there.

The interesting marketing twist is that Sears put this technology in the washer/dryers without telling shoppers that that was what they were buying. Buyers only found out recently via letter.  It would make you think you were really smart and really fortunate to have selected the Kenmore brand, wouldn't it?

Willy Wrappers

What can I say ... I'm a sucker for condom humor ... and the name of this website slays me ... Willy Wrappers. If you're in the market for a "Willy Wrapper" just click here to go to the web site.

Or you can click here to see the 30 second "History of Protection." Yes, that is a walking Willy in the picture from the video.

Interesting Stats

Ads That Caught My Glass Eyes

Gas-Aid

In case you didn't know, "Your Gas Entertains No One". There's a whole series of these ads, but I'll spare you by only posting two.

Nobody Takes More Off

Get it?! She's taken her clothes off to draw attention to the fact that the store takes "up to 70% off" on the stuff that it sells. Get it?! Yeah ... it's pretty lame.

Don't Be A "Sue"