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How I Spent My Summer Vacation

While vacationing, visiting family in coastal New Jersey (nicer than it sounds), I spent some time on the beach. A plane with a trailing banner flew by, advertising a product I still don’t remember. Ever the marketer, and never being the type who likes to zone out for hours on the beach, I started to think about this flavor of ‘broadcast’ advertising. The problems are multi-fold: 1. I didn’t have any clue what the product was 2. I had no idea how to follow up to learn more 3. Even if I did have a ‘burning desire’ to find out, I certainly forgot the name of the product by the time I got to the internet (ignore the fact that I had my blackberry and could have looked it up). What’s interesting is that this company probably paid $1-3K for this promotion (maybe more, as I learned that flying a plane with a banner is quite an art). What did they get in return? I’m sure they don’t even know–hard to determine a return on investment (ROI) on a media has no way of tracking. Instead, I think they should have hired college students to visit 4-5 beaches, and hand […]

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