Crazy Winning Billboard Ad

11 years ago

Just wondering...

Is there any evidence of this place getting customers or is it
just mainly a bunch of AD PEOPLE doing a big circle jerk

But I guess it doesnt matter if it gets customers or not, it is
CREATIVE and it gets exposure for the artist who can then go on to
book more CREATIVE gigs.

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ewenmack

11 years ago

Originally Posted by Eddie Spangler

Just wondering...

Is there any evidence of this place getting customers or is it
just mainly a bunch of AD PEOPLE doing a big circle jerk

But I guess it doesnt matter if if gets customers or not, it is
CREATIVE and it gets exposure for the artist who can then go on to
book more CREATIVE gigs.

The advertiser got what he wanted,
can't really blame the ad man if it didn't pay.

Best,
Ewen

Thanks
1 reply

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kemdev 11 years ago

Originally Posted by ewenmack

The advertiser got what he wanted,
can't really blame the ad man if it didn't pay.

Best,
Ewen

Sure you can. That's their job.
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- ewenmack 11 years ago
  
  Originally Posted by kemdev
  
  Sure you can. That's their job.
  
  There is a market for dumb advertisers who want "brand awareness",
  and this advertiser looks like that category.
  
  Then there are others who want to see the return on ad investment by way of store traffic and revenue.
  
  Best,
  Ewen
  
  Thanks
  
  1 reply
  
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  Claude Whitacre 11 years ago
  
  I get it. I understand entirely why the guy went with the tag line. It instantly draws attention, and creates a conversation.
  
  I doubt that the ad made a direct profit. But it would help create a brand if they were going to use this motif on the restaurant itself, and the menus.
  
  I must admit, that creating an ad for any reason other than to create a direct profit, is something that escapes me.
  
  I completely see how it helps the copywriter. But for the restaurant? I guess they will see.
  
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Marvin Johnston

11 years ago

I have to agree with the comment(s) about the ad getting a lot of attention. Personally, I loved the billboard!

But it would have been nice to see information about the expectations and results as well.

Marvin

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RRG

11 years ago

The billboard doesn't even have an address or phone number for the restaurant.

Any direct response marketer worth his salt could take the money this restaurant spent on the copywriter and the billboard rental and turn it into customers, revenues, profits . . . and all of it trackable and measurable.

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ewenmack

11 years ago

Originally Posted by RRG

The billboard doesn't even have an address or phone number for the restaurant.

Any direct response marketer worth his salt could take the money this restaurant spent on the copywriter and the billboard rental and turn it into customers, revenues, profits . . . and all of it trackable and measurable.

Good luck in trying to convert the advertiser over to direct response.

Akin to attempting to convert an Atheist into a Catholic.

Best,
Ewen

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RRG 11 years ago

Originally Posted by ewenmack

Good luck in trying to convert the advertiser over to direct response.

Akin to attempting to convert an Atheist into a Catholic.

Best,
Ewen

I would never try to convert such a person.

It's much easier to just find someone who wants results more than he wants his ego massaged.
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Marvin Johnston

11 years ago

Well, reading the article, the only instructions given were:

The initial direction was only, "We're thinking we want something kind of Church of the SubGenius."

Hard to tell exactly what their goals were for this campaign. But a direct marketing or otherwise campaign could surely be made to achieve *our* goals

.

Marvin

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TeamBringIt

11 years ago

This billboard has some clever wordings and images, let's hope that people know that is it meant to promote a restaurant. That business owner must, have paid for $20-$30,000 for this billboard + the fee for the copywriter. In my opinion, he just burned all that money. This billboard has just a name on it. Who knows what chicken scratch means? Possibly the locals might know, but many are probably scratching their heads and thinking what does this billboard really mean. More details are needed, to make this billboard more successful.

Big brands like Toyota,Ford can get away with similar billboard and just have a name on it,that's because people are already aware of their brands. Not many, can just see chicken scratch and instantly think of the restaurant...unless that brand is ultra popular...

Give me $30,000 and I can turn more profits than a billboard like this!

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DaniMc

11 years ago

Man I feel dumb. I don't really get it. I don't see what is genius or even smart about this ad.

I would file this under the "fail" category. It isn't smart. It isn't witty. There is no way in hell I would take my family to a place advertised that way.

Maybe I'm just missing the whole point. I don't see why it is getting any attention at all!

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TeamBringIt

11 years ago

Originally Posted by Dan McCoy

Man I feel dumb. I don't really get it. I don't see what is genius or even smart about this ad.

I would file this under the "fail" category. It isn't smart. It isn't witty. There is no way in hell I would take my family to a place advertised that way.

Maybe I'm just missing the whole point. I don't see why it is getting any attention at all!

It is getting attention, because it is cute and entertaining. We all know that most (80%+) of the cute and entertaining ads, do not pull serious results. it's old school..advertisements are not suppose to be cute and entertaining. Cute and entertaining does not equal profits most of the time!

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KingOfContentMarketing

11 years ago

Now that's a chicken sandwich!
Chicken Scratch Menu - Imgur

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ewenmack 11 years ago

Speaking of Billboards...

Enjoy!
Ewen
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bob ross

11 years ago

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Aaron Doud 11 years ago

Originally Posted by bob ross

Such a difference yet it is doing the same thing which is getting attention and getting people talking about it. How can one person get that attention needs to be followed by action and the other doesn't. It's great to be talked about but can you get people to buy or in Kmart's case can you get people to "Ship their pants". I can't think of a better resent example of combining "buzz" with a call to action. The buzz was the call to action.

The Chicken Scratch one is interesting (and a bit too creepy) but it doesn't tell me anything about the business. I personally would have ignored it or at most googled the place curious about it. Now considering how the food looks they could have blown that up to draw attention and get action.
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Claude Whitacre 11 years ago

Originally Posted by bob ross

What I love about that sign is that it grabs attention, brands the business, and makes me want to join the gym. I really really prefer those kind of ads.
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THK

11 years ago

Ya...I failed to see the brilliant part. It was not even clear to me immediately what they are trying to promote. And I thought billboards are suppose to make a quick impact.

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Marvin Johnston

11 years ago

Read the additional comments and links on the original post for more clarification. They are building a brand, i.e. slow process.

Apparently this was just put out last week, and they will be tracking sales results. But the article was printed before any results were available.

It is far too easy to criticize something like this when the actual goals and tracking processes are unknown. As marketers, we should all know better than to do that.

Marvin

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Claude Whitacre

11 years ago

Originally Posted by Marvin Johnston

Read the additional comments and links on the original post for more clarification. They are building a brand, i.e. slow process.

Apparently this was just put out last week, and they will be tracking sales results. But the article was printed before any results were available.

It is far too easy to criticize something like this when the actual goals and tracking processes are unknown. As marketers, we should all know better than to do that.

Marvin

Marvin; I'm with you about the criticism. but these type of ads are highly creative, and are what ad agencies strive for.

Whenever I got the question of "brand building" from a client, I always answered the same way "Building a brand is important. But building a brand is secondary to making a profit on the ads. Build your brand as you make money"

You can find out more in my book My Way Or The Highway. Why Claude Whitacre Is Always Right And You Are Always Wrong..By Claude "Bashful" Whitacre

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DaniMc

11 years ago

Originally Posted by Marvin Johnston

It is far too easy to criticize something like this when the actual goals and tracking processes are unknown. As marketers, we should all know better than to do that.

This is true, so maybe I jumped the gun. However, we should all also know better than to praise something when the actual goals and tracking processes are unknown.

It seems like the billboard is getting all sorts of press and being called a "winner" without even telling us what "winning" means! OK sure, it looks different than any billboard I have ever seen, but that in itself doesn't not mean anything.

I have seen many, many people get caught up their campaign with no real consideration of what they want people to DO once they see their advertisement.

The only call to action on this board is "Bring your kids" - Um - no thanks. I don't hang out with homeless people that often and the billboard communicates the restaurant would be full of them.

I think it is quite premature to call the billboard a winner - BUT - perhaps all of this internet coverage IS increasing their business, so maybe the billboard IS a winner after all. That's kind of a fluke and is difficult to plan or replicate.

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Marvin Johnston

11 years ago

Originally Posted by Dan McCoy

This is true, so maybe I jumped the gun. However, we should all also know better than to praise something when the actual goals and tracking processes are unknown.

Praise and liking are two different things

.

That said, it seems to fit VERY well with the original "... something like the Church of the SubGenius" criteria And while that genre of thought turns me off totally, I still like the billboard.

But one criteria for marketing is not to make everyone your target audience. I think there are lots of lessons to be learned from that billboard.

Marvin

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Marvin Johnston

11 years ago

@Claude - I love the title of your new book... where do I buy it... or can I write it and steal the title

.

Reading a bit more followup, it sounds like the place was pretty busy. And it also looked like it catered to a group of people similar to the Heart Attack Grill (I think that is the name) judging by the menu. When I saw the menu online (posted in the other thread), all I could think of was salt and calories. Having had one close call (slight heart attack while having a bypass 16 years ago), I am certainly not part of the target market.

That said, it does not stop me from appreciating the concept behind the billboard.

Marvin

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Aaron Doud

11 years ago

Dan I suspect the press especially if it is getting press in Dallas will help the restaurant get business. And maybe that was the point of the billboard. But it could be they got lucky it is drawing so much attention.

But honestly it still creeps me out too much. The chicken sandwich looks good but that billboard turns me off.

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Claude Whitacre

11 years ago

In Chicago there is a restaurant that mimics the 1950's. Their servers are trained to insult the customers. I think there is a sign when you walk in that says something like "Eat And Then Get Out".

I took my wife and in laws there once and we loved it. It's famous.

I gave the girl a $50 tip. I said "You were great! Here's a great tip".

She called over another girl and said something like "This guy just gave me a $50 tip and thinks it's a big deal. How much did you just get?"

The other girl said "$75. $50 is nothing"...and walked away. I almost peed myself, I was laughing so hard.

Maybe this OP's sign has that kind of thing in mind.

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Aaron Doud

11 years ago

Originally Posted by Claude Whitacre

In Chicago there is a restaurant that mimics the 1950's. Their servers are trained to insult the customers. I think there is a sign when you walk in that says something like "Eat And Then Get Out".

I took my wife and in laws there once and we loved it. It's famous.

I gave the girl a $50 tip. I said "You were great! Here's a great tip".

She called over another girl and said something like "This guy just gave me a $50 tip and thinks it's a big deal. How much did you just get?"

The other girl said "$75. $50 is nothing"...and walked away. I almost peed myself, I was laughing so hard.

Maybe this OP's sign has that kind of thing in mind.

I live 3 hours away and still never remember to go there. One of these days I will make a trip of it.

Amy's Bakery should go for that kind of style.

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Crazy Winning Billboard Ad

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