A LITTLE MARKETING ASSISTANCE, PLEASE?

by Dan O'Day on June 2, 2009

I was at the LAX Hilton for PD Grad School when I saw this:

No, that’s not a billboard or a marquee. It’s a rickety sign inside the hotel. (Look again and you’ll see they scotch taped “Hotel Lobby” onto it.)

A jewelry & leather event was being held there. And what did the producers of this event decide to name it?

“Jewelry & Leather Event”

Oddly, despite that compelling title there was a conspicuous absence of crowds clamoring to get in. Go figure.

{ 4 comments… read them below or add one }

Kevin Zimmermann June 2, 2009 at 9:25 am

I'll give this one a shot.

What if they would've printed this:

STERLING, STRAPS & STUDS. WANNA SEE SOME? COME LOOK HERE! (arrow down)

Of course, management might have veto power over that one.

DorenF June 2, 2009 at 11:20 am

The Sales Prevention Team strikes again!

Anonymous June 21, 2009 at 4:54 pm

Probably all they could afford. People are losing their houses, Dan. This is the worst in anyone's memory. Can't fault someone for trying to make a few bucks… and if the money's not there for a fancy sign or marketing help or certainly not advertising – at least they got out of bed that morning and made an effort.

I see it everyday. I was working with two women trying to start a business. They overspent on one item and couldn't afford to print the accompanying (and very necessary) materials. They lose, I lose.
dd

Righteous June 22, 2009 at 8:19 am

Anonymous,

I think the point is they probably could have done better with a handwritten sign–priovided they gave the message some thought. It's not about buying a flashy sign; it's about writing an effective message.

Take the panhandlers you see with cardboard signs that say "Why lie? I want liquor." They didn't spend any more time creating the sign, but they came up with a clever idea.

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