Someone In Mainstream/Traditional Marketing Explain How This Is A Good Investment
Saturday, June 14th, 2008Passed by this yesterday, one of the many banners hanging on street lamps.
Two almost exactly identical banners hanging from every street lamp for a block.
So here’s where it doesn’t make sense.
1) Why two? If you really had to waste money putting a banner outdoors, wouldn’t one do the trick? Or does placing them on either side of a street lamp guarantee double the eyaballs?
2) Why every street lamp? Why not every alternate one? When I drive past by the time I see the first one and look up more closely, it’s the third street lamp anyway.
So essentially, they could’ve either done one banner on every alternate street lamp and spent a quarter of their budget, or done it over a larger area (ie four blocks) and spend the same amount of money.
Or they could’ve just contacted animal, dinosaur or bird enthusiasts online and invite them to come and spread the word. It’s not like putting up street lamp banners are any more measurable than doing a blogger outreach exercise.
I bet the ad company is laughing its way to the bank.
Tags: advertisements, advertising roi, dino trail, Singapore, street lamp banners, traditional advertising, traditional media, wasted advertising
