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Tidbit of the Day: The outdoor marketer’s oversight

What’s wrong with this picture:

When’s the last time you paid attention to and were prompted to visit a Web site by an ad you saw on public transportation?

I was on the bus last night coming back from the Chicago IxDA when I had a revelation. Many of these ads, like this one here, are chock-full of information. After this information, usually, is a Web site you can check out for more information.

It’s not that I don’t like these ads, don’t get me wrong. My main beef with them is I just don’t think they’re actionable. It’s like, great, you actually have a Web site. It’s not 1998; you should have one already.

So I can go to a great vacation spot, or I can go to a cool new Web site if I:

a) See the ad enough to remember it in the future.
b) Actually write down the URL.
c) Care enough to follow through and go to the page.

Maybe these ads aren’t about getting someone to do something. Maybe it’s just about bombarding folks with repeated messages so that they maybe recall your brand in the future. My suggestion: Show potential customers why they should listen to you. You’ll probably benefit from giving them something immediate.

By danielhonigman

Daniel Honigman is a Chicago-based digital strategist