Tuesday, March 17, 2009
The power of posters?
There's an outdoor site where they hang 24-sheet posters just around from where we work in Melbourne. It's on a busy corner, and there's room for about 5 diferent posters.
Now, due to the GFC, the outdoor advertising market is having a bit of a tough time, and the same posters, presumably on a 2-3 month buy have been up for 6 months or more.
Last week they were torn down, presumably because the bean counters frothed at the mouth about clients getting something for free.
So now, instead of a corner of five well-produced posters, there's a wall of scrappy half-torn, half-glued paper.
Now, presumably when the sales team are out there trying to sell outdoor to their cash-strapped clients, they talk of visibility and passing traffic and brand impressions.
Let's then presume that the half-convinced client then drives past this highly visible site...hmmmmm.
If you spend your life trying to convince others of the persuasive powers of outdoor, use the medium to sell itself.
If you have no paying clients, show work of good photographers or artists. Tell a joke. Start a competition to best use the vacant space. Get people talking about your product.
Anything but this.
Because when the recovery starts, you're already behind the curve.