I like good advertising and marketing. I appreciate it when a company goes to great
lengths to get our attention, and prompt us to buy their product or sign up for their service.
For example, Time Warner Cable was running a series of advertisements in our region about their new “Whole House DVR” system. They show people moving from room to room in their homes, getting snacks, moving to another television, and some action movie they are watching follows them from room to room, pausing only when a room change is
That’s clever. It gets your attention and holds it. It shows the features and benefits, without a lot of voice-over to explain what it is trying to say. It is also one other thing truly good marketing and advertising must be — memorable. Once you see it, you can’t forget it.
The advertising that has caught my attention most recently, however, is even better. It belongs to a local health club chain, and is a billboard I must pass on the interstate every morning on my way to work.
Billboards are a much tougher media to work with to grab and hold attention than commercials. For one thing, there’s no action, animation or video to grab you and lure you in. Yes, I know, some of them scroll from ad to ad, but that’s not really animation, if we are honest with ourselves. Furthermore, like most of its kind, it is stationary, while most of
the time we are flying past (hopefully doing the speed limits!), concentrating on getting where we are going on time. So for a billboard to survive these challenges and be worthy of note has to make it memorable, indeed.
This billboard is about the New Year’s specials at this particular health club chain. Their offer didn’t catch my attention. It can’t. We already have memberships at a competitor. What they said below it did. They say,
My kids are 26, 30 and 35. I also work with people younger than myself, so I know what those initials mean in popular culture. But the story doesn’t end there, Because below that it reads,
(Wow. That’s Fantastic!)
I cannot help to admire such memorable cleverness . . .