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Printing magnifies your message beyond your wildest imagination

Posted by Jack Valentine on Wed, Oct 6, 2010 @ 23:43 PM

Printed promotional lawn sign effective media campaign

I have to be honest with you. I am neither a fan of the so-called octomom, the irresponsible woman who uses her reproductive organs for media attention; or PETA, the controversial animal rights organization that will do ANYTHING for media attention.

However, businesses can learn a lot about generating publicity from both of them.

PETA shrewdly convinced octomom Nadya Suleman, who gave birth to eight babies after already mothering six other children, to put up a yard sign urging pet owners to get their dogs and cats neutered.

The clever slogan: "Don't let your dog or cat become an 'octomom."

PETA paid only $5,000 for the mini-billboard placement, plus they shelled out for a month's supply of vegetarian food. A marketing bargain.

Imagine. The octomom has been on every major television network in the world, on the cover of nearly every newspaper and magazine, and the topic du jour of talk radio and water cooler conversation. And yet, printing on a simple lawn sign is generating another media bonanza.  PETA offered to put another 100 signs up at the homes of the first 100 supporters who contacted them.

In the case of the celebrity octomom, the advertising benefit is magnified beyond measurement because the sign is not only seen by passing motorists and pedestrians -- but by TV audiences.  It's the same reason why the Boston Red Sox leases out sign space on its famous Green Monster wall.

promotional advertising on Fenway Park Green Monster wall

Everytime a fly ball is hit into the outfield, home audiences see a flash of the iconic Coke bottle, Volvo automobiles, W.B. Mason office supplies and Sports Authority stores. Rest assured, competition is intense to get on that wall for the opportunity to pay through the roof.

The Red Sox, of course, are marketing geniuses. Again, using nothing more than the power of a simple printed sign, the team also uses their moving truck for Spring Training as a promotional billboard. Every mile that truck goes is another mile filled with motorists being exposed to the Red Sox brand.

The good news for your business is that you don't have to be famous like the octomom (and hey, that's not the reason you want to be famous anyway) or have millions of followers like the Red Sox to have an effective advertising campaign.

You don't even have to reach millions of people. Sometimes it is more effective to focus on the handful of people who are most likely to be your customers or repeat customers.

If you are in the real estate, insurance, mortgage or travel industry -- any business that generates lots of paperwork -- giving your customers a stylish way to organize their documents will go a long way for your branding.

Choosing a handsome presentation folder or accordion folder will give your documents the prestige they merit. And once the papers are so well organized, why would the customer EVER throw the packaging away?

Presentation folders are branded with your logo and contact information and you will be seen as a well-organized, meticulous professional who cares about what you do.

Some businesses don't need to grab as many eyeballs as possible. They just have to attract attention from the right ones -- and keep them coming back.

Topics: Booklet Printing, Business Printing, Promotional advertising, Document folders, marketing campaign, Scott Brown, lawn signs, Presentation folder, Red Sox, Custom posters