I’ve written a lot about billboards and the many inherent problems with the medium. Most of them center around too thin of fonts, too much copy, and no reasonable goal for the medium. My favorite billboard is “Next Exit,” a big arrow and a strong logo like a golden arch. If you need a clean bathroom and a cold drink, nothing sells better.
I’ve now seen a new one: Bennett Olson, a 22-year-old from Minneapolis found a job using a billboard according to MSNBC.com. Olson paid less than $500 for his 15-seconds of fame near downtown Minneapolis. His ad featured his face, a strong call to action and a website. He now has a job with a 3-D scanning company.
What can we learn?
- You can be successful with any medium as long as you follow the rules of that medium.
- Sometimes the PR for what you are doing is bigger than the individual ad you purchased. He even had coverage on MSNBC.
- A two-word headline and a three-word URL is inspired sales writing.
Great job. And now he has a job. He has a 100% ROI with his media. We could all takes some lessons from this young marketer.