It does not make sense to have an advertisement that appeals to a small group of people in a mainstream location.

For example, I saw a big poster on the wall advertising a cement truck company.  When people see this, it does not apply to them.  Find out where cement truck customers go, and advertise there!  I’m not sure where that is—perhaps near a a construction site, cement supply store, industrial areas, Home Depot type places, etc.  But not just randomly in the middle of mainstream walkers!

Probably the biggest reason this is a problem is because it makes you feel as if you’re putting yourself out there—you’re advertising.  It’s this sense of “I’m working towards success!”  But in reality, putting up that ad was a waste of your time.  It will not bring you any new customers.  And no, it does NOT help build brand awareness, despite what some may say. As soon as it’s looked at by someone who’s not in your niche market, they dismiss it almost instantaneously.  It’s viewed as an interruption—spam.  In effect it may even promote negative brand awareness.

We’re not in the same kind of interruption-based advertising world we used to be. Grow up!

Paradox goes as follows:

1. Company A buys mainstream advertising. Ex. TV advertisement
2. Competitors, Companies B & C, must spend extra money on ads to keep up with Company A. This causes an oversaturation of messages to consumers, which decreases effectiveness (and sales).
3. In response to decreased effectiveness and decreased sales, Companies A, B, & C spend more on advertising.
4. Cycle repeats.

I wonder how companies can spend their advertising budget with a bit more innovativeness and subsequently eliminate this otherwise inevitable paradox.

P.S. Happy 2008.