Advertising dollars are scarce in the best of times. Competition is always fierce. But in today's economy, can any businessperson afford to squander his limited advertising budget?
You wouldn't think so.
The sheer number of competitors for local ad dollars is matched only by the mind-numbing stupidity of some of these new alternative forms of advertising.
For a couple years now, I've watched and winced as a local grocery store (a client of mine, no less) has made wall space available to an out-of-town company to mount two flat-screen monitors that carry Powerpoint-type video display ads. These monitors are mounted eight feet or so above the ground, spaced 20 or 30 feet apart at the end of the checkout lanes.
I've stood around paying close attention to see if anyone even glances at these things, let alone watches them long enough for an impression to register. Drives me crazy to see all the advertisers they've bamboozled, including a few regular Radio advertisers (and many that have never spent a dime on Radio. Isn't anybody calling on them?)
Here's a view from the vantage point of Suzy Shopper, the captive consumer, standing in line waiting to be checked out.
Presumably, instead of watching her groceries being scanned and rung up by the checker, while engaging in a brief, pleasant verbal exchange, Suzy's head will turn 90 degrees and her eyes will be fastened upon the monitor, as she checks out all the wonderful ads. (Assuming it's turned on. It's been dark on more than one occasion.) Think she'll head right home with all her groceries? Nah, she'll drive to the French restaurant instead. Maybe have a new furnace installed. Or else she'll drop by the real estate agency and shop for a new home.
Right.
It's painful to think about all the ad dollars that have been wasted on this garbage "medium." At the same time, it represents an opportunity for a conscientious Radio advertising professional to help a business in dire need of better advice.
What similar opportunities exist at this moment in your market?
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Here's another advertising "opportunity" - I get calls from advertising companies trying to sell me on advertising at golf courses - they want to put my business name on the score cards or on the golf ball washing machines or something of the like.
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