Tag Archives: marketing


Credit: https://www.sobpedro.com/pedros-blog/classic-south-of-the-border-billboards

South of the Border: Billboard

Established in 1949, anyone that has driven the I-95 corridor has seen at least 20 South of the Border bill boards. Present day, there are around 175 billboards north and south from the Virginia/North Carolina state lines to the South Carolina/Georgia state lines. At one time there were more than 250 unique billboards from Philadelphia, PA to Daytona Beach, FL. Many of these billboards are on I-95. They are also north and south on Highway 301/501, east and west on Highways 9 & 17. There are a few billboards on I-20. Here are more examples of the billboards.

Alan Schafer, had a vision similar to “build it and they will come”. That’s true, if they know about it. With billboards lining the the east coast, it was impossible to not be curious enough to stop at South of the Border in an extremely unassuming location. If not for the 100 foot tall statue of “Pedro”, no one would stop in Hamer, South Carolina. If you blink, you miss it. Even on the way to the beach.

Although Myrtle Beach is on the way, it isn’t that close to the location of South of the Border. However, using a beach name that was visited by people around the United States, Schafer was smart enough to market items people would use at the beach.

Objective: Attract visitors
Target Market: Kids, adults, vacationers
Call to Action: Visit South of the Border to buy gifts and food
Value Proposition: Save money. Beach shops near the beach can be expensive. This advertisement is attracting beach goers to stop at this store for more bang for your buck.

Auto Zone: Window Decals

The store is located off of a busy street located in Durham, North Carolina. There is car traffic, but there is also foot traffic (sidewalks leading to city trails makes it accessible to pedestians). Accessibility to pedestrians is perfect because if you are having car trouble and your car won’t stop, maybe Auto Zone has what you need!

This set of side windows displays 5 window clings of combination specials for like products. Bundles are a great way of attracting customers to your business because most people want to feel like they are getting more than what they are paying for.

These color advertisements on the window are great because while you may be attracted to the bright colors, you can still see in the business.

Objective: Sell auto parts
Target Market: Mechanics, Do It Yourself People
Call to Action: Make a Purchase
Value Proposition: Save money

Pressure Washing: Yard Sign

This is the face of small business or “side hustle” marketing. Yard signs are cheap, but can yield much success. If it works, it is a great return on investment.

This simple white sign with black writing on the end of the natural area was strategically placed this sign on the pathway to the Main Street from a Lowes Home Store.

Objective: Attract home owners
Target Market: Homeowners
Call to Action: Purchase service
Value Proposition: Low price on low cost advertising

BoJangles: Yard Sign

BoJangles is no stranger to yard signs. I have seen them advertise products this way before. They probably even had this one (not so) tucked away in a closet. It’s relevant now because the unemployment rate is currently as high as it has been in decades. Businesses with dining rooms are also experiencing challenges in the current economy. More people are staying at home, thus more people are cooking.

There are some; however, that cannot deny the savory taste of BoJangles. This sign does two things: it tells us that the company is still open for business and they are looking to expand their team.

Objective: Apply for a job
Target Market: Unemployed citizens
Call to Action: Seek employment
Value Proposition: Employment opportunity

Latino’s Diner: Street Menu Sign

The street menus are so effective. There are some people in this world that are creatures of habit and will go to the same places over and over. When you are in a new city or a new country, that’s not always possible. You can look on review apps like Trip Advisor, Yelp, etc. to see what other people are saying about the best places in town to eat or you can simply take a chance.

I have stopped at new places to eat strictly off of seeing the street menu sign and what they were serving/offering. This approach is hit or miss, but the restaurant got the business regardless!

This method is great for the business, even if it isn’t a sign like this, because it allows customers to see the menu without having to wait for a table or even go inside.

Objective: Attract customers to eat in their restaurant
Target Market: Hungry People Walking By (Foodies)
Call to Action: Come inside and eat our food
Value Proposition: Value. Most companies are going to list menu items that show that they have variety or moderately priced food options.

(B) Great Marketing Campaigns: Television

OVERVIEW: I was doing my daily unwind and watched a little “tv” on Hulu. I’m not much of a television person, but I do have several networks and/or shows that I will spend time catching up on. I noticed that the ads that were running on the different networks shows seemed to be different. I don’t think that I noticed that before.

Carvana: “Keep Moving”

Carvana has gotten my attention more than once. I always wondered how well they were doing as a company to sell cars without having people test drive it before the click “purchase”. Most people fall in love by driving it.

This time in life couldn’t be more perfect for Carvana than this. With the stay at home orders in place all over the country, buying a car (if you can’t wait – just like the ad says) is as simple as browsing models and names that you know from the comfort of your home. They assure viewers that this process can be done 100% from home, provides a touchless delivery (as the customer care agent is putting on gloves), and they give potential buyers the assurance regarding their 7-day return policy.

They end by saying “Check out Carvana, the safer way to buy a car”.

Television Show: Fixer Upper (HGTV)
Objective: Sell cars
Target Market: Adults in the market for cars
Call to Action: Purchase a car now, not after the pandemic.
Value Proposition: Convenience. Buyers do not have to leave their homes and risk their lives to test drive cars that may have COVID-19 residue on surfaces. They are advertising a “touchless” process.

Apple: “Creativity Goes On”

Apple does it again, this time in 1 minute and 37 seconds. They pay to your emotions and remind you why your Apple device(s) are a major part of your life. The commercial shows real consumers using their products to stay connected and stay creative during this global pandemic.

The ad begins with still images depicting people “staying home”. Eventually they integrate in videos that make you smile and relate – a photographer capturing life milestones, someone reading a book to a child, a child playing chess with a digital opponent. They even used footage of Oprah to talking to her audience, on an apple device, about what we are currently experiencing.

The commercial ends with the simplicity of white words on a black background reminding us that “creativity goes on”.

Television Show: Blackish (ABC)
Objective: Sell Apple devices
Target Market: Everyone (including kids, even if their parents are the buyers)
Call to Action: Keep being creative, with Apple products
Value Proposition: Make connections and capture memories even in rough times. This is when you need it the most. Apple products help you do that.

Duke Health: “You’re Why”

The Duke name holds a lot of weight in North Carolina, even if you are a Tarheel fan! Sometimes major corporations can feel distant and out of touch with their customer and patients. With this commercial, Duke Health reminds us that the patient is the “why”.

The commercial starts with a nurse asking herself “why do I do what I do?”. The visuals go on to show us why as she and the Duke Health family, also tells us “why”.

Television Show: Blackish (ABC)
Objective: Sell a service
Target Market: Adults, Parents
Call to Action: Choose Duke Health
Value Proposition: Compassion. They want you to remember Duke Health when you are making those healthcare decisions.

Progressive (Insurance): “Motormouth”

This commercial, like most Progressive commercials, is relayed with humor. While having insurance (or not) is a serious conversation, Progressive has found a comical way of telling consumers that their insurance is the best insurance.

In this commercial the progressive agents are “communicating” with a bike. Although the bike doesn’t actually speak, they know what the bike is saying. It actually took me watching this commercial several times to get it. It’s a commercial about motorcycle insurance. This motorcycle speaks to one Progressive agent about an “emergency”. The first agent stops what he is doing (because of the motorcycle) to help the second agent – whom only needs change for a dollar *insert humor*. The second agent is in the middle of the desert.

This commercial advertisement is telling us that progressive motorcycle insurance is reliable in two ways: (1) they will help you wherever you are and (2) no emergency is too small.

Television Show: Keeping Up With the Kardashians (E!)
Objective: Sell a service
Target Market: Adults that drive (motorcyclists)
Call to Action: Buy insurance with Progressive
Value Proposition: Safety. If you are ever in an accident, you want to know that you have insurance that will cover you.

Milkbone: Goldfish Jogging

Sex is normally the seller. Humor is a close second. This commercial actually had me laughing out loud. It starts with a man jogging. At first he was jogging alone. At 0:12 we see that he is jogging with a fish…in a bowl. Water smashing everywhere. That clearly wasn’t working for him! The look on his face: frustration.

Approximately 10 seconds laters the company name flashes on the screen and the narrator says “Life’s more fun with a dog”. In the next frame he is running with a dog. The look on his face: happiness.

The dog made the man happy and at the end the man makes the dog happy with a Milkbone.

Television Show: Dr. Pimple Popper (TLC)
Objective: Sell a product
Target Market: Dog owners/lovers
Call to Action: Buy a dog and/or Milkbone
Value Proposition: Man’s best friend.


How SaaS and Other Hyper-Growth Companies Create Predictable Revenue

Authors: Aaron Ross and Jason Lemkin

In my week three reflection I talked about Part I of my chosen book. This week I am reflecting on Part II: Creating Predictable Pipeline.

Creating predictable pipeline is the ultimate goal because if you can control where and how you are generating revenue, you control you financial growth/success. Here is how Ross and Lemkin say to do it:

  1. Seeds – Customer Success;
  2. Nets – Marketing;
  3. Spears – Outbound Prospecting;
  4. What Executives Miss.

“The Painful Truth: Overnight success is a fairy tale. You’re not going to be “Discovered” with a viral video, post or product that makes all your lead generation problems magically disappear.”

Of these four sections, #2 stood out the most to me because ever business needs marketing, but not every business knows how to do it.

Chapter Six – Nets-Marketing

If a company is struggling with marketing, Ross and Lemkin informs readers that inbound marketing works for every. “The idea is creating marketing that customers love or learn from, inspiring them to want more from you, eventually buying your stuff.”

To put it more plainly for those that are still unsure about what inbound marketing is, here is how Wikipedia defines inbound marketing: Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding.

With that being said, be careful. I have seen some terrible inbound marketing. Doing it just to say you did it is almost as bad as not doing it at all. In my profession (membership organization) we have chapters. Each chapter has their own social media platforms because they are interacting with their service areas (a specific city, county or state). Not all chapters are equipped with members that are social media gurus. The other issue is, not all chapters have the resources (revenue) to hire someone to manage their online presence (social media accounts).

Those challenges are the same challenges that small or start up businesses may face. For a business, it’s worth the investment.

Marketing success requires a team. There is a really great graph on page 68 of the book that depicts what your Revenue Team (for marketing) should look like.

This team is headed by a “Revenue Lead”.
Under that lead is a VP of Marketing and a VP of Sales.
Under each VP is a manager – Marketing and Sales.
After this the structure begins to show more clear separation.

On the marketing side there is a Senior Designer.
On the sales side there are Ads (Account Executives).

Each side has an outbound team:
Marketing – Demand Gen Marketers
Sales – Outbound SDRs (Sale Development Rep)

Last, each side has an inbound team:
Marketing – Content & Social Media Marketing
Sales – Inbound SDRs

Without marketing, a business relies only on word of mouth. That is not a sustainable model and your business will never cross the gap.

The Superbowl needs ME!

I am on another quest. Marketing material for companies and promoting your company is expensive. I can afford the graphic design element to it because that’s what I do! The distribution is the part that cost a pretty penny in my case. I subscribe to receive entrepreneur emails and newsletters. Today was a golden treat in that there was an opportunity for me to enter my business to receive a free commercial during the Superbowl…WOW! What a great marketing opportunity. The approximate cost for Intuit (who is sponsoring this opportunity) is about $25 million. An amount of money I hope to one day see.

All I ask is that you help me by voting for my company, Kalidescope, here: http://intuit.me/1b1EhMD!