Question

Topic: Advertising/PR

Clean Colorado Sponsored By....

Posted by Anonymous on 12/7/2010 at 3:42 PM ET 250 Points
Hello Marketing Professionals!
I handle Marketing/advertising/PR for a Used Car Dealer in Colorado Springs.

My question to you, is your opinion on the Street Signs that are placed on major highways and Interstates.. basically the sign would say "Clean Colorado Sponsored by..." With Our Logo under it... The sign is 42in X 54 in, so its not too big, but I can put it on a major interstate with tons of traffic on a daily basis, 365 days a year...The logo is 21in x 50in. It is much more affordable than a billboard and also gives you a warm feeling about us, which I think is lacking in the Used Car Market.

Price is $725 - one time and $325/mo for cleaning that area, and for the advertisement.

What are your thoughts??

Thank you in advance!
~Brian
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RESPONSES

  • Posted by michael on 12/7/2010 at 4:10 PM Accepted
    Brian,
    I'm happy to give you my warm feeling but not sure how that translates to cash. Ok...name recognition, but measurable?

    Last summer I went to see a client/friend. I noticed their billboard on the side of the road and commented about it. Apparently it had been there for 5 years and I never noticed it before having driven that route scores of times of 10 years.

    For $725 & $325/month you can sponsor a tow truck which is DIRECTLY related to people who might need a new-to-them car.

    Michael
  • Posted on 12/7/2010 at 4:57 PM Author
    Thanks Michael. What a great idea.... WMMA, I am working on trying to get a hold of some current customers. I agree about the long term tactic...
  • Posted by mgoodman on 12/7/2010 at 7:39 PM Accepted
    I doubt that you'll ever be able to justify it on a hard, quantitative basis, but it sure can't hurt your brand image. If it were my business I think I'd find some other way to spend my marketing dollars, but I don't think anyone would fault you if you decided to sponsor a section of road that way.
  • Posted by darcy.moen on 12/8/2010 at 12:05 AM Accepted
    You could also go around town taping your business card to every light pole and get the same effect (and likely the same result). Its the results that count. How many sales will displaying your logo translate into?

    Of course, you could buy one sign and test it. Can you figure out a way to track every sale triggered by that logo at the side of the road? If you can't track it, you can't measure it. If you can't measure it, I would say, don't bother doing it during this tight economy.

    Darcy Moen
    Customer Loyalty Network
  • Posted by Gail@PUBLISIDE on 12/8/2010 at 12:11 AM Member
    Consumers like and respect companies that give back to their communities. I think the name recognition for this kind of sign would be great.
  • Posted by Jay Hamilton-Roth on 12/9/2010 at 8:55 AM Accepted
    A single sign with just your name/logo is unlikely to generate the ROI you're hoping for. If you want to give back to your community, donate to specific charities that your clients might care about: MADD, Colorado Youth Corps Association, Western Colorado Conservation Corps, etc.
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