(Brochures, Point of Sale, etc)
Keeping collateral on brand, easy to read and to the point
is what makes it work. It's got to be really, really honed
in on the target too. People really don't want to be bothered
with a piece of collateral unless it screams to them, "Hey
chucklehead, this is for you!"
(Billboards, bus signs)
If they don't see it they don't read it. If they don't read
it you might as well take your money, go to Vegas and place
it on red at the crap table. You've got a better chance of
seeing a return on your investment. I get some heat in the
racetrack billboard from people who think picking their nose
isn't fun. Of course it is. I get heat from women for the tanning
salon billboard showing the well-bronzed butt referred to as
a moon. Yeah, it sometimes gets a little hot here in The Shed.
