Interesting juxtaposition of marketing impressions during today's travels. First, a billboard from a large health system (full disclosure: a prior place of employment) advertising robotic surgery. I formed several opinions during the 1.64 seconds the billboard was in view.
From least-worst to most:
Questionable: a marketing tactic based on the theory (if the word 'theory' isn't granting too much credit) that motorists speeding down one of Chicago's busiest expressways really care about having their prostate reamed robotically. Personally, I'm not persuaded.
Worse: the billboard's profusion of words, typefaces, fonts, logos and images. So many as to be confusing and, ultimately, ineffective.
Utterly wretched: the copy's light yellow colors on a white background. Hard to read in the daylight and nearly invisible under sodium vapor lights at night. Who does yellow on white billboards anyway?
All in all, a nice way to waste $100k plus the agency's commission.
Next was a meeting with a prospective client, a health care professional who truly values marketing as an investment in growing his practice. Great ideas and a willingness to try new things, all with a clear ROI focus. A decent budget but not enough to invest in "shoot yourself in the foot" tactics. No money wasted. Every dollar pulls its weight. And nary a hint of "I'll let my agency do my thinking for me."
Ever notice how the correlation between marketing acumen and organizational size is frequently inverse?
From least-worst to most:
Questionable: a marketing tactic based on the theory (if the word 'theory' isn't granting too much credit) that motorists speeding down one of Chicago's busiest expressways really care about having their prostate reamed robotically. Personally, I'm not persuaded.
Worse: the billboard's profusion of words, typefaces, fonts, logos and images. So many as to be confusing and, ultimately, ineffective.
Utterly wretched: the copy's light yellow colors on a white background. Hard to read in the daylight and nearly invisible under sodium vapor lights at night. Who does yellow on white billboards anyway?
All in all, a nice way to waste $100k plus the agency's commission.
Next was a meeting with a prospective client, a health care professional who truly values marketing as an investment in growing his practice. Great ideas and a willingness to try new things, all with a clear ROI focus. A decent budget but not enough to invest in "shoot yourself in the foot" tactics. No money wasted. Every dollar pulls its weight. And nary a hint of "I'll let my agency do my thinking for me."
Ever notice how the correlation between marketing acumen and organizational size is frequently inverse?
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