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.
Are you sure it’s the medium?