Seth Godin’s ‘Best Billboard in New York’
Tuesday, May 19th, 2009When a marketing guru like Seth Godin says he’s found the best billboard in New York city, it’s probably worth a look. But hold on, it’s a grungy, type-heavy 12 x 6 piece of junk! Or is it?
Here’s Seth’s logic:
The rules of a great billboard (great = cost effective) are as follows:1. “Next exit”
2. EZ off and on
3. Free parking
4. Major thoroughfare
5. Take action now
6. Credible promiseBillboards are useful for building brand trust, but only if you run them for a very long time and over a wide area. In other words, it’s an act of faith.
This billboard, on the other hand, probably started paying for itself before they finished painting it.
If you’re in advertising and not subscribing to Seth’s blog, we recommend it. The new economy gurus among you would do well to read MeatBall Sundae as well. But that’s another post topic.