We’re in Calgary while a huge petroleum trade show is going on, and we’re staying right by the venue. For two days, this plane has been flying over the site towing this banner…
THAT NO ONE CAN POSSIBLY READ!!!
We’re staying on the 34th floor. We could practically reach out and touch the plane… and we can’t read what’s on the banner.
It has reverse text, two lines of text, two logos, and I’m quite convinced it didn’t accomplish the advertiser’s goal.
Also, I’m nearly convinced the advertiser will blame the medium.
Heh. I tried running a banner ad behind one of them airplanes… spent a metric ton to do it… didn’t work worth a lick.
He’ll never think—never even consider—it was his message that didn’t work worth a metric lick.
Just like the business owner who tried putting 100 words on a billboard.
Just like the business owner who tried selling 19 different cars in a tv ad.
Just like the business owner who tried two blog posts then quit.
Haven’t you heard?
Billboards don’t work.
TV doesn’t work.
Content marketing doesn’t work.
Really?
Are you sure it’s the medium?
As an optometrist, I have a another perspective on this. Most of the people cannot see your sign. True.
On a daily basis for 30 years, I have had the chance to witness what people can see. Sure, there are many who have 20/20 vision or use contact lenses or glasses that correct to 20/20. But there are a LOT of people who are not seeing clearly and don’t realize things are blurred. A LOT could see clearer and don’t bother to put on their glasses. And many folks, especially the elderly cannot be corrected due to age related eye problems or cataracts.
These people are not seeing the signs, advertising, etc. If the words and design are moving, forget it. For many, it takes awhile to focus. So the advertising on the moving vehicle, or the rotating billboard, or the scrolling message….probably not effective for a lot of people. And not just the signs at a distance, but the print on the page. Thin fonts, crowding of words, poor contrast with background colors….all of these keep people from seeing the message.
I listen to my patients and their visual concerns and needs all day, every day. I guess I have a different take on The Daily Blur! Again, many are not seeing the advertised message.
I try not to have pet peeves, but I guess this must be one!
Thanks for letting me vent!