Crazy Winning Billboard Ad

27 replies
The Copywriters forum has a lot of very talented people there, and this post from there is great!

http://www.warriorforum.com/copywrit...onna-love.html

Marvin

PS - Copywriting is NOT article writing.
#billboard #crazy #winning
  • Profile picture of the author 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 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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    • Profile picture of the author ewenmack
      Originally Posted by Eddie Spangler View Post

      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
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      • Profile picture of the author kemdev
        Originally Posted by ewenmack View Post

        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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        • Profile picture of the author ewenmack
          Originally Posted by kemdev View Post

          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
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          • Profile picture of the author Claude Whitacre
            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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  • Profile picture of the author Marvin Johnston
    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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    • Profile picture of the author 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.
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      • Profile picture of the author ewenmack
        Originally Posted by RRG View Post

        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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        • Profile picture of the author RRG
          Originally Posted by ewenmack View Post

          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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  • Profile picture of the author Marvin Johnston
    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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  • Profile picture of the author TeamBringIt
    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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  • Profile picture of the author DaniMc
    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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    • Profile picture of the author TeamBringIt
      Originally Posted by Dan McCoy View Post

      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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  • Now that's a chicken sandwich!
    Chicken Scratch Menu - Imgur
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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    • Profile picture of the author Aaron Doud
      Originally Posted by bob ross View Post

      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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    • Profile picture of the author Claude Whitacre
      Originally Posted by bob ross View Post

      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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  • Profile picture of the author THK
    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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    • Profile picture of the author 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
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      • Profile picture of the author Claude Whitacre
        Originally Posted by Marvin Johnston View Post

        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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      • Profile picture of the author DaniMc
        Originally Posted by Marvin Johnston View Post

        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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        • Profile picture of the author Marvin Johnston
          Originally Posted by Dan McCoy View Post

          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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  • Profile picture of the author Marvin Johnston
    @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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  • Profile picture of the author Aaron Doud
    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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    • Profile picture of the author 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.
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      • Profile picture of the author Aaron Doud
        Originally Posted by Claude Whitacre View Post

        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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