Brand Syndicate - Filed under 'Outdoor'

Billboards Were Designed To Be Unreadable

we see you, do you see us?

Is it just me, or do 90% of the billboards you pass by are subject to TMI, or too much information? Living in a major metro area, billboards are as commonplace as churches and taverns in small towns. With all of this emphasis on transportation advertising, you'd think the advertisers that pay big money for the real estate would spend some time on what they want their prospective customers to take away from their 10 second peek as they pass by each day. They obviously think we all have 20/20 vision and are speed readers. Billboard after billboard follows this TMI trend by offering concepts that cannot be "consumed" by the driver in a 5-10 second window of time.

Maybe I am just crazy, but do these advertisers hope that commuters will look at their billboard each day, taking a new piece of information away on each day of their travel in the hopes that at some point in the near future the message will sink in and drive some type of action? I wish that I could start an uprising with this post, driving marketers to get in the shoes of the commuter and remember one thing: They really could care less about you or your offering. With that understood, marketers should drive their agencies to s-i-m-p-l-i-f-y the the goals of outdoor advertising, focusing on the core message and one call to action takeaway for the commuter.

So with all of this ranting, I wanted to point out someone who is doing it well, at least in the Atlanta metro. Chick-fil-a has been advertising on I-85 south at the Brookwood Interchange coming into downtown Atlanta for a few years. And, unlike many other advertisers, are actually utilizing the medium effectively. This space is what I would refer to as an "extra jumbo," covering the side of a building. Chick-fil-a has been effective over time, offering a unique creative experience, with a simplified message. They actually get it right, time and time again.

Here's your challenge: over the next few mornings, spend some eyeball time checking out the billboards in your area. Do they suffer from TMI?

Filed under // Outdoor

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The Freedom Of The Rock Poster

Rock On! Rock Posters

I spent a rare night out last night at a local club catching the Cigar Store Indians, an Atlanta-area rock-a-billy band. While making my way up the stairs into the music room at Smith's Old Bar, the upcoming show posters caught my eye.

After being away from the music scene, they really jumped out at me. Each one using their best two-color, or in rare instances four-color process, to promote the band. When you're stuck in a long ID checking line, plain design can do a world of wonders for a band of hopefuls.

For music, grass roots marketing is the best way to get the word out. In Atlanta, I've seen many musicians put the grass roots marketing model to work for them (Josh Joplin, Shawn Mullins, etc.), building a local following that allowed the musicians to play clubs the size that national acts play.

The rock poster has unique qualities. For starters, the sky is the limit, based upon the print process that the band can afford. The creative Etch-a-sketch can wonder wherever it pleases, utilizing any eye candy that it gather, to help push the idea of the band's music forward.

It really takes the creative process back to its roots, unincumbered by rights usage, client limitations and design-by-committee influences that limit the effectiveness of the communications process. The design sets the tone for the band, even if you've never heard their music. I've actually checked out a band, based upon their poster alone.

The next time you are struggling for an idea, you may want to catch a live show. Besides the music, fun and socializing, you may look at communications in a new way through the rock poster.

Filed under // Outdoor

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Outdoor

Billboards Were Designed To Be Unreadable

The Freedom Of The Rock Poster