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Musings in Marketing


Friends,
Photo sharing is a key part of the vacation experience. The rite helps bring you closure and proves to friends and acquaintances you were actually somewhere (hopefully somewhere nice). As I try to dust off some neurons and get re-acquainted with my job, I thought I’d spare you the curated greatest snaps parade. Instead, I’ve curated a different kind of album. For your enjoyment and edification, here are some road trip lessons in marketing.
  • Know your sweet spot. Sure, “whale hunting” is alluring but, if like these mosquitos you try to go after a target you are not ideally suited to succeed, you may be crushed.
  • You may win outside your target. Notice anything odd about this picture? Other than the fact it’s a storm drain grill? If you look closely, this Mt. Rushmore auditorium fixture reads “Urban Accessories”. Incongruence is fun. And that’s OK.
  • Messaging can be powerful. This mountain is not tall enough to make the list for the top 100 peaks in the U.S. However, if you read the sign, you get a an altogether different picture.
  • The enduring power of sponsorship. Remember US West? Well, eighteen years and two name changes later, the Mount Rushmore National Memorial theater does.
  • Demand generation works! Wall, SD is an unremarkable small town of less than one thousand people. Yet you see ads for Wall Drug several states away. This sustains a sprawling complex selling all kinds of clothing, guns, jewelry and useless trinkets. They even make donuts! Of course, you don’t have to drive over 400 miles to get donuts. There are plenty of local choices -even some holes in the wall.
  • Obvious is best. Subtlety is for artists. If you’re trying to get a message across, direct and to the point is the way to go. Take this sign. The national park service could have just decided there are not a lot of places you can go from here (after all, this spot is surrounded by foreboding cliffs). Still, I bet this sign has saved lives. Like this trail, this post has reached the end of the road.
Happy Friday!

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