I’ll tell you. About two years ago, these signs started popping up all over Fargo as a new and convenient way of marketing. I have to say that the very first bright, neon signs I saw like this did catch my attention and cause me to stop and read them. The problem was that after a little while, others thought they would make some money with this new and successful advertisement and set out to replicate the success of the originator. I am not sure exactly how much it costs to put one of these signs in front of your business. I believe about $150 / week. As you can see, it would only take about two weeks to recover the cost of the materials used to make and alter the sign’s message, then pure profit.
The major problem now is that the novelty of these signs wore off and now they are just like all the other billboards in town begging to interrupt our lives in the hopes of selling us something. The bang for the buck advertisements these signs once had is now gone. They only attract the people who were already looking for whatever is being sold. What are people to do now when they want to get their message out about a new deal or gizmo? Doing something different works for a while, but that requires lots and lots of change to stay ahead. How does this relate to online advertising?
Remember when the fold down ad corners popped up online and everyone went crazy to stick ads in there because people were intrigued? Well, that novelty has worn off and pretty quick I might add. Or how about Google Adsense? It is no wonder Google always has to invent new ways and places to stick ads in order to keep up ad generated revenue. Ads in video, ads on the sidebar, ads in email, ads on their own version of Wikipedia now named Knol, ads on cellphones and the list will go on.
What if, and I mean a big what-if, you took all of the money you planned to spend on advertising and interrupting people’s lives and used that money to better your service or product. You would probably end up with a product that people will start talking about because it has become truly useful or over the top in a way that will separate itself from anything similar to it. It would be like spending the time to run a free clinic to get people interested in a sport or new hobby. The end result could be more sales of your product for helping others get involved, or perhaps more recognition as an authority on the subject increasing your demand.
A funny thing happens when your demand goes up, so does your salary. This will never happen overnight, but it will eventually happen as you increase the value you contribute to others. In other words, you separate yourself from the pack and distinguish yourself or product, allowing for people to talk about it openly. When was the last time someone was ecstatic about the McDonald’s dollar menu and told you about it?
edit* If you don’t have these signs in your town yet, you could make a lot of money by being the first to start.
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Tags: Blog, Blogging, Business, Development, Effective Marketing, Google Adsense, Marketing, Marketing Ideas, Marketing Strategy, Unconventional Marketing
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Now there's some unconventional marketing
A church near us always has a rotating sign (a lot more expensive than a hand made one) that has "this week's message" – I know there's been a lot of times while stopped at the red light i want to see what it says!
I changed my design of the site last night, if you're not terribly busy come check it out
I think I pulled off "a splash of color" without too much color…a few tweaks remain, but all in all pretty good.
Chelles last blog post..Why Dandelions Exist
Hi Josh! Been a while since I commented though I've been by numerous times. First I read your stats (below) great job! Then stayed because LOL the sign caught my attention. Living in Vegas I think we're a tad immune to this type of advertising, but I can see it possibly working in a small town (unless as you say everyone else does it, too). Staying ahead of the crowd is key, and service and developing the best you can give, the entire point! Again, thanks! Enjoyed my visit
Josh,
I see your point about using advertising for customer service. But you also have to get customers. Advertising or some kind of marketing is required.
A percentage of every business' budget should be devoted to marketing. Another percentage should be devoted to customer service. One will not replace the other. You have to have both.
@Chelle, I know what you mean when you say looking forward to reading a signs message. I think that it fun to signs with creative messages on them.
@Diane, Thanks, I am glad you stop by and that the sign caught your attention. If they aren't all over Vegas yet it would be a good business to setup
.
@Linda, I agree that both customer service and marketing are two separate things, more of what I was referring to was creating a product or service that I worth being talked about on its own or with minimal advertising costs.
I think there is a happy medium to be found between improving your product/service with marketing funds and spending it all. One could say that you need to have your product/service up to par so you enter the market with the potential of being seen as the authority.
I don't think I could ever recommend complete withdrawal from marketing. Even if you have all the business you can handle. Like you said, that just creates more of a demand.
A wise man once said: "Not advertising is like winking at a woman in the dark. You know what you are doing, but no one else does."
BigPappas last blog post..Another Big Number
@BigPappa, I agree that you can't stop marketing I am thinking more along the lines of letting your product do most of the marketing for you. Even if you have an awesome word of mouth campaign the marketing now turns to aiding and encouraging that word of mouth to spread.
For me, it was a good advertising strategy. Advertised in a lower price. It is not important what material you used. The thing is that it was an eye catching sign. People read it.
For me, it was a good advertising strategy. Advertised in a lower price. It is not important what material you used. The thing is that it was an eye catching sign. People read it.
Check this out!Neon Sign Company
There is so many billboards in my town but not this kind of sign. So maybe I could start business with it. lol.
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