On my way back to the office after acquiring a new advertiser-client for The Columbia Business Times, my attention was drawn to the sign in the photo at the top of this blog entry. I’m a bit of an advertising and marketing junkie, so my mind tends to process messages differently than the average citizen of Metroplis. I doubt anyone else in the world would go out of their way to circle around the block, get out of their vehicle and take a photo of such an ordinary sign; one of millions spread across America.
DISCLAIMER: This entry isn’t about the effectiveness of billboards or outdoors signs. It is NOT my intention to embarrass anyone so I won’t mention the company name, and the photo is cropped to ensure the background doesn’t give it away. I will only say that it’s a well known chain.
I don’t drink coffee, (like I need more stimulation to get all worked up about a little bit of nothing!) so I’m probably not the target demographic for this message. At the same time, it does make me wonder if this is an effective use of available resources. Does someone think 10 cent coffee will be enough enticement to get a horde of customers to pull over and visit? I know we are in a rough economic situation, but let’s not get carried away. (Brother, Can You Spare a Dime was from the Great Depression era!)
It seems to me this is a tough way to make a living! You’d have to sell a LOT of 10 cent coffee to pay the overhead on a business such as this. I suspect the profit on one plate of food is considerably more than a few cups of coffee. Now that the weather has turned noticeably cooler, perhaps promoting “Homemade Meatloaf” or “Hot Turkey & Mashed Potatoes” would be a much more appealing, and profitable, message. (I know what you’re thinking – “Sure Joe, just because you’re starving yourself to lose weight, everything has to be about food!”) I can assure you I am writing this on a full belly, and not just thinking with my stomach. Hey, I am a dude after all!
If you are going to pay someone to go outside for a half hour or so to post this message, and use what little available advertising space you have available on a customizable sign, why would you choose this message? Is cheap coffee really the best way to attract new or repeat customers? Is caffeine REALLY this addictive? What do you think? (Feel free to send me photos of any signs or advertising messages you come across that seem “out of touch.”
Tags: advertisign, billboards, coffee, Columbia Business Times, economic, food, Great Depression, marketing, profit, resources, signageCategories: Advertising, Business Development, Marketing, Sales.
