I want to get exposure for my company, I want my market to know who we are and what we do. I don’t know how to do that so I do what history tells me, I buy a billboard. I know who my market is but I don’t exactly know how to get to them, again, a billboard seems to be the way to go. I’m relatively new to the market so now the billboard is looking even more enticing. “I’ll do it I say!”, the billboard goes up.
I understand that the target market can not be my entire city but hey, I want to get my name out there. My company is a luxury brand, I know that only 10% of the city can actually afford my product but it makes me feel empowered that my billboard is up there. I am satisfied. Really?
Other than an ego boost what has that billboard done? Sure some people will have seen it on their daily drive but does that amount to sales? With over three thousand marketing influences daily did you see my billboard and better yet did you remember it? I don’t think so, but it looks great doesn’t it?
If your product isn’t intended for the masses, why are you telling them about it?